The virtuous cycle of UGC created by social media
In recent years, SNS has become mainstream as a means of both disseminating and gathering information.
This means that there are many UGC creators and viewers on social media. UGC created by many creators is recognized by many viewers. This leads to purchases, which in turn leads to the creation of more UGC. The greatest feature of using UGC on social media is that it makes it easier to create such a virtuous cycle.
Characteristics of UGC on each SNS
There are many different types of SNS, each with different characteristics. We will botim database look at the relationship between UGC and the popular SNS in Japan, "Instagram," "Twitter," and "TikTok."
InstagramAmong all social media platforms, Instagram is probably the most compatible with UGC. In fact, the majority of UGC used by companies is made up of user posts on Instagram.
This is largely related to the visual nature of Instagram content. Cosmetics and fashion items in particular are important in encouraging purchases because they allow users to visualize how the product will be used.
X (formerly Twitter)The biggest feature of X (formerly Twitter) is the spreadability and real-time nature of the repost function. If you create a mechanism that makes people want to talk about it, the amount of UGC will increase, and it has the potential to spread to third parties and become a hot topic.
On the other hand, since posts are mainly text, the appeal of visual content is inevitably weaker than on Instagram. Because of its characteristic of being easy to repost, it is often used for repost campaigns, etc.
TikTokis a social networking site that mainly posts short videos and has a particularly high affinity with the younger generation.
It seems that TikTok first became popular through the posting of dance videos, but it also has a large number of product introduction videos. It has become a social networking site that is directly linked to purchasing behavior, to the point that there is a phrase "TikTok sells."
The key word for UGC on TikTok is "something that makes you want to imitate." By creating content that is conscious of simulacrum (the spread of information through the enjoyment of imitating), the content is expected to spread explosively and have a direct impact on user purchases.