Abstract
In the current information-rich digital marketing environment, TikTok is a rapidly growing social media platform, and its user base has exceeded 1.562 billion in January 2024. However, with the over-saturation of brand-generated content and social media advertising, consumers attention to brand-generated information has shown a downward trend. Gradually, user-generated content (UGC) has become a mature marketing paradigm in recent years. UGC relies on users' creativity and subjective preference, entirely in contrast to the brand's official content, and can better stimulate consumers' interest and purchasing power. This article describes the forms of UGC and its working mechanism on TikTok and also states several advantages of UGC on TikTok by comparing it with brand-generated content (BGC). The results show that UGC enhances the brand and users interaction. It is more cost-effective than official BGC and influencer marketing strategies. Meanwhile, it also discusses the challenges UGC marketing is currently facing. Through a comprehensive analysis of UGC marketing on TikTok, this article provides insights into the dual-edgedness of UGC and how it can be effectively used to drive brand growth and user engagement in a rapidly developing informational social media environment.
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