In today’s digital age, the landscape of marketing has seen a significant shift, with influencer marketing and user-generated content (UGC) gaining immense popularity. In this blog post, we had the pleasure of interviewing Olivia Kelliher, a social media strategist and business coach, to delve into the world of UGC and influencer marketing, primarily focusing on the platform TikTok. Olivia’s expertise and experience provide valuable insights into this emerging field, shedding light on its impact and potential for both brands and content creators.
Olivia started her entrepreneurial journey in college, initially as a copywriter on Fiverr, using it as a means to earn money for her education. Over time, she ventured into various side hustles, experimenting with different ways to generate income online. During this exploration, she discovered the power of influencer marketing, affiliate marketing, UGC, and brand deals. Through trial and error, she honed her skills and now assists freelancers and solopreneurs in bridging the gap between content strategies and monetization, leveraging the potential of social media platforms.
The Shifting Landscape:
In the past, influencer marketing was primarily associated with celebrities and prominent figures, but with the advent of TikTok and the influence of COVID-19, the marketing landscape underwent a significant transformation. The focus shifted towards everyday people, the average consumers who used products in their daily lives. The rise of UGC, where users create content featuring products and share their experiences, gained traction. Brands realized the value of reaching out to regular individuals who had a genuine connection with the products, rather than relying solely on celebrity endorsements.
The Authenticity Advantage:
Unlike celebrity endorsements, UGC offers a more relatable and trustworthy experience for consumers. By showcasing real people using and sharing their experiences with products, brands can establish a stronger connection with their target audience. This approach creates a sense of authenticity and fosters trust among consumers, leading to higher engagement and conversion rates. As Olivia highlights, average people, like moms or individuals with smaller followings, can excel in UGC marketing, generating substantial income by creating videos that brands can use for their promotional activities.
Investing in UGC:
From a brand’s perspective, investing in UGC marketing involves partnering with content creators to develop videos featuring their products. The budget for such initiatives is typically accounted for within the overall influencer marketing budget. Depending on the brand and the creator’s following, the compensation can vary. While creators with smaller followings may receive higher payouts due to their relatability and authenticity, creators with larger audiences tend to attract bigger brands. Olivia advises brands to consider the unique stories and experiences that creators can offer rather than solely focusing on follower count.
UGC and influencer marketing have emerged as powerful tools in today’s marketing ecosystems, and if you’re interested in learning more about what Olivia does, or would like to watch the full interview, make sure to check out these resources below:
To get access to Olivia’s killer tips, make sure to follow her on IG here: https://www.instagram.com/olivia_kelliher/
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