How companies can use TikTok and user-generated content (UGC) strategies to build brand awareness


In this [episode](https://www.youtube.com/watch?v=Gg9FlHbgE1Y&list=PLahL-CewOxv8c-lLa2DUjr7lwyBYSpR2O&index=4), Clarence sits with Jaime Smith, co-founder of [One Stop Wellness](https://onestopwellness.com/), a wellness program that helps corporations reduce their healthcare costs and empowers employees to improve their lifestyles, productivity and overall well-being. They offer customized programs to drive employee engagement, health and performance through recognition and meaningful interactions.

Their current strategy is advertising directly to corporations with LinkedIn sponsored content, targeting HR-titled employees from companies with over 100 employees that are all self-insured. In addition, to search marketing campaigns directed at people who are searching for corporate wellness and remarketing them on display networks.

Because One Stop Wellness are in their initial data collecting stage, they are looking for more cost effective ways to advertise while testing out new channels and building brand awareness. After hearing the backstory, Clarence gives his rapid return tip:

##### TIP - Utilize TikTok and user-generated content strategies to build brand awareness

Due to the fact that they are selling to enterprises with long sales cycles, it's important to educate the customer on what you can offer. One of the best ways to build brand awareness is to target the right individuals that are already in your sales funnel.

Take your existing customer data from your CRM and target those individuals across channels. In One Stop Wellness’ case, LinkedIn is a good strategy, but sometimes people that go to LinkedIn are purpose-driven. They could be at work and are busy doing something, for example.

Whereas those same people are also at home looking at TikTok or watching YouTube, they’re bored and their minds are more open so it’s easier to build an impression. This can be educational content, customer testimonials, and user-generated content (UGC).

By continuously peppering them with content during the sales cycle, they keep their brand top of mind and will eventually lead to better results. Ads can help increase customer trust as it creates a familiarity with your brand, especially if you're satisfying a need. In addition, content on TikTok is hyper-personalized and very specific to your personal and professional interests.

Utilizing TikTok with a UGC video from an influencer or existing customer positively talking about their experience can be a highly effective way to advertise. TikTok UGC videos are [10x](https://embedsocial.com/blog/tiktok-ugc/#:~:text=UGC%20has%20a%20bigger%20emotional%20impact&text=Statistically%2C%20the%20encoding%20score%20of,positive%20image%20of%20your%20brand.) higher than that of conventional ads and [4.7x](https://embedsocial.com/blog/tiktok-ugc/#:~:text=UGC%20has%20a%20bigger%20emotional%20impact&text=Statistically%2C%20the%20encoding%20score%20of,positive%20image%20of%20your%20brand.) higher than Facebook ads.

UGC videos on TikTok can help you emotionally engage your audience, creating a positive image for your brand. It has such a big influence on purchasing decisions that [70%](https://embedsocial.com/blog/tiktok-ugc/#:~:text=UGC%20has%20a%20bigger%20emotional%20impact&text=Statistically%2C%20the%20encoding%20score%20of,positive%20image%20of%20your%20brand.) of consumers consider UGC reviews before they buy a product for the first time.

UGC videos are an effective way to build an authentic and trusting relationship with customers, while gaining valuable insights into their needs and preferences. They provide a lot of social proof as you’re hearing an authentic, personal account from someone who has experienced the product or service. And people trust people over brands.