TikTok collaborated with Content Lab to identify and partner with creators who could promote the platform through UCG and inspire a broader audience to join.
In an age where digital platforms have redefined the way we consume content and connect with the world, TikTok, the dynamic short-form video platform, stands as a shining example of innovation and creativity. With millions of users worldwide, TikTok has become a global sensation, capturing the hearts and minds of people from all walks of life.
TikTok aimed to reposition itself as a platform for creative expression, learning and entertainment across all ages and demographics. To achieve these objectives, TikTok collaborated with Content Lab to identify and partner with creators who could promote the platform through user-generated videos and inspire a broader audience to join. Since 2021, Content Lab presents TikTok with an average of xx new UGC videos each month catering to different niches, regional events, content formats, and various categories.
The primary challenge was to counteract the stereotypical image of TikTok as a platform mainly focused on dance and singing, which limited its appeal to a broader audience.
TikTok wanted to attract older users and those who might not consider themselves "influencers" in the traditional sense, broadening the platform's reach beyond its core demographic.
TikTok has established a distinct brand image and values, and as it sought to diversify its content, it had to strike a balance between maintaining its corporate identity and embracing the creative freedom of its influencers. Creators often aim to stick to their specific creative visions while pushing boundaries and exploring unconventional ideas. TikTok has a brand image to uphold, making it necessary to hone in on ideas and produce clean, high-quality final products.
Throughout the long-lasting relationship, Content Lab worked with over 800 creators around the globe to deliver about 70 new UGC videos to TikTok every month.
We meticulously selected a diverse range of TikTok creators, considering factors such as age, interests and content genres that extended beyond dance and singing. Creators were chosen for their storytelling skills and unique, non-stereotypical content.
We encouraged creators to produce videos showcasing TikTok's versatility. This included educational content, behind-the-scenes insights, humor and relatable life stories, ensuring content that resonated with a broader audience. This involved creative tact to analyze creator strengths to guide high-quality content across different niches.
To dispel the misconception that TikTok was solely for the young, we leveraged user stories. We asked users of all ages and backgrounds to share their TikTok experiences, demonstrating the platform's universal appeal.
Engaging with creators worldwide, Content Lab ensured that the creators adhered to the social norms of the respective regions and catered region-specific humor, regional events and holidays, as well as region-specific languages.
Transparent video-making guidelines shared with creators upfront and throughout the full creative process were key to successfully delivering authentic UGC-videos that adhere to TikTok's guidelines and core identity.
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