It’s safe to assume that we have all interacted with some form of user-created content by now. The power of user-created video has taken the younger generations by storm as they have rapidly increased it’s role in the media landscape.
User-created content (UCC) accounts for 39% of media hours versus 61% for traditional studio media, according to Consumer Technology Association (CTA) and YouGov. “Twice as many consumers report difficulty finding something to watch on traditional television or recorded DVR than on UCC platforms like YouTube, Instagram, and TikTok.”
Similar to many aspects of digital marketing, the pandemic gave a huge boost to the user-created content marketplace. The CTA reported consumers admitting they are watching this content more than they ever have before with some of their top reasons going beyond entertainment. Some of these reasons include how-to videos, niche-themed content, and other content not available on traditional TV.
The science behind this content is personalization, quick-moving, and easy to follow. UCC content, mainly videos, on platforms like TikTok and Instagram are short and to the point making the attractiveness of consumption that much more.
A study conducted by Microsoft Corp reported that people now generally start to lose concentration after about 8 seconds.
The goal here is to try and fit as much information as you can in as short of time while still maintaining visual appeal. The process is definitely not easy, but if done correctly, it can bring in some big business opportunities that were never possible before.
UCC gives brands the opportunity to leverage the everyday experience of the average customer. The content is more authentic than any other piece of media, giving it the potential to deliver a deeper connection with viewers.
For example, TikTok has a niche community of creators making videos about what they ordered at Din Tai Fung, a chain restaurant in Southern California. Rather than featuring a formulated paid ad on Facebook or some other social media platform, featuring content from these creators on TikTok makes themselves more visible and recognizable. It also brings a greater appeal to go eat there since other everyday people did as well.
There are a lot of new revenue opportunities for not only creators but brands as well in the UCC space, so it’s worth taking a second look at partnership if you haven’t done so already. Influencer marketing has already proven to increase branding credibility on numerous social media platforms. Influencers present increases in new audience growth and work in a way that’s beneficial for both parties no matter the size of the business or creator.
Overall, utilizing UCC from a business standpoint brings a lot of benefits from a branding point. Some of the benefits include increasing brand awareness, establishing credibility, boosting social media reach and growth, SEO perks, and more. New platforms such as TikTok also provide new advertising opportunities to get in the space early, and these opportunities will only increase as new platforms come to market.