It’s not something I’ve heard anyone else talking about. Brocato hired “UGC creators” to make TikTok videos about his product and post them on their own “branded accounts.”
Brocato discovered that when you post a video responding to a comment in this way, it is also shown to many of same the people who watched the original video.
Even though I’m actively trying to spend more on outsourcing tasks that will grow my business, my inner penny-pincher immediately gravitates toward thinking about how I could create these videos myself so I can test out the “respond to comments” feature.
Brocato sells a unique edible product called “Tabs,” that he describes as “sex chocolate.”
The product is packaged in a minimalist brown box that contains three small squares of chocolate. Each piece can be broken in two and shared with a partner.
2. The Marketing Strategy
to make TikTok videos about his product and post them on their own “branded accounts.”
UGC creators are typically “micro-influencers” with small to moderate social media followings.
UGC content is effective because it’s usually not glaringly obvious that you’re watching a commercial.
In the interview, Brocato said he was willing to “hire anyone with a phone” to make videos about his product.
The UGC creators would create a new TikTok account that contained the brand’s name and post their videos there — eliminating the need for the business to manage all that content.
When viewers left questions about the product, the UGC creators would make follow-up videos and post them using TikTok’s “respond to comments” feature.
This is basically free retargeting and social proof rolled into one.
After all, no one likes to feel like they’re “missing out.”
It got about 30 million views and led to $40,000 in sales.
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