Viral Videos vs. Original Content: What's Best for UGC?

Introduction

Staring at the screen, you wonder if hopping on the latest TikTok trend will finally catch that elusive brand's eye or if crafting an original concept might be your golden ticket. The debate between viral vs original UGC content is more than just a creative dilemma; it's a strategic decision that can impact your income and brand relationships. With outreach efforts already feeling like a shot in the dark, figuring out where to channel your energy can be frustrating. But understanding the pros and cons of each approach—and how they can complement each other—might just be the clarity you need.

Originality is often touted as the key to standing out, but when you're juggling multiple platforms and managing inconsistent brand replies, chasing trends can seem like the quicker, more lucrative route. You're not alone in this balancing act. Many creators are trying to navigate this complex landscape, aiming to optimize their content creation process while ensuring they're not just another echo in a sea of viral videos.

Understanding Trends

Trends are the lifeblood of the internet, and understanding them can be a game-changer for your UGC career. Trends can boost your reach significantly—TikTok's algorithm, for example, often rewards content that taps into popular sounds or challenges, potentially increasing your views by 200% or more compared to non-trending content. But jumping on trends isn't just about mimicking; it's about understanding the why and how behind their virality.

Take the "Get Ready With Me" format that exploded on Instagram and TikTok. By incorporating elements from this trend, like quick cuts and conversational tone, creators in the beauty niche saw a surge in engagement, sometimes doubling their usual interaction rates. The key is to analyze what makes a trend resonate: Is it the relatability, the music, the humor? Knowing this helps you decide which trends align with your content style and audience.

Creating Original Content

Original content is your chance to showcase your unique voice and creativity. While trends offer a template, your original work is where you define your brand. Yes, it can be more time-consuming, and the results might not be as immediate as a viral hit, but the potential for long-term growth is significant. Original content builds a loyal audience that engages with your personality and perspective.

Consider a creator in the sustainable living niche who crafts detailed tutorials on upcycling clothing. Despite not being tied to a specific trend, their original content attracted niche brands, leading to partnerships that pay $500 per post and have a 30% engagement rate. This approach can lead to more meaningful connections with brands that value your individual style and voice, reducing the chances of being ghosted.

Adapting Viral Trends

Adapting trends is all about blending your originality with what's currently hot. It’s about asking, "How can I make this trend work for my niche?" If you’re in the fitness industry, instead of replicating a dance trend, incorporate those moves into a workout routine. This not only keeps your content fresh but also aligns it with your expertise.

For instance, when the "Tell Me Without Telling Me" trend was at its peak, a travel creator adapted it to showcase hidden gems in different cities. This tweak not only kept them relevant but also attracted a travel gear brand, resulting in a $700 deal for a series of posts. By subtly shifting the trend to fit your niche, you maintain authenticity while riding the wave of virality.

Platform-Specific Strategies

Each platform has its own set of rules and audience expectations. On TikTok, short, punchy videos that latch onto trending sounds can quickly skyrocket your visibility, often increasing your follower count by 150% in just a week. However, Instagram rewards aesthetic and consistency, where a well-curated feed might be more beneficial than chasing every trend.

A beauty creator might focus on Instagram Reels for in-depth tutorials and TikTok for quick, engaging trend adaptations. Understanding these nuances allows you to tailor your content strategy effectively, ensuring you’re not just chasing trends but strategically using them to expand your reach and influence.

Common Mistakes

Copying Trends Blindly: Many creators jump into trends without considering if it fits their niche. This often leads to disjointed content that confuses followers. Instead, adapt trends to suit your style.
Ignoring Original Content: Relying solely on trends means missing out on establishing your unique voice. Balance your strategy with original creations to build a loyal audience.
Posting Inconsistently: Some creators post only when a trend arises, leading to irregular engagement. Develop a content calendar that includes both trend-driven and original posts.
Not Analyzing Performance: Failing to review which content performs best leaves you in the dark. Use analytics to refine your strategy, focusing on what resonates most with your audience.
Overemphasizing One Platform: Diversifying across platforms can stabilize your audience base. Don’t put all your eggs in one basket; explore where your audience engages most.
Neglecting Engagement: Posting isn’t enough; engage with comments and DMs. This builds community and encourages brands to see you as an active, involved creator.
Underestimating Brand Outreach: Waiting for brands to find you is a slow game. Use tools like UGCRoster to automate outreach with verified contacts and Gmail pitches.

Next Steps

Start by reviewing your current content strategy. Identify which posts have historically performed well and analyze why they worked. Use this data to decide where to focus your efforts: more original content or trend adaptations? Next, explore UGCRoster to streamline your brand outreach process. With verified contacts and effective Gmail pitches, you’ll be able to land more consistent deals and reduce the chances of being ghosted.

Finally, diversify your platform presence. If you're finding success on one platform, replicate that strategy on another to maximize your reach and potential brand collaborations. Embrace the balance between originality and trends to craft a robust strategy that caters to both your creative instincts and market demands.

FAQ

How do I research trends in a specific niche?

Start by following influencers and brands in your niche on platforms like TikTok and Instagram. Pay attention to their most engaging posts and use tools like Google Trends or BuzzSumo to see what topics are gaining traction. For instance, if you're in the beauty space, note how many creators are suddenly talking about a new skincare ingredient. This helps you identify patterns and adapt them into your content strategy.

Where do I find viral videos for inspiration?

Check the 'For You' page on TikTok or explore tabs on Instagram to spot viral content. These platforms are designed to showcase popular videos, giving you a feel for what's hot. For example, a viral dance challenge might pop up repeatedly, signaling it as a potential trend to incorporate into your own content.

How do I adapt trends to fit a brand?

Align the trend with the brand’s values and voice. If a trend involves humor, ensure it's consistent with the brand's tone. For instance, if you're working with a sustainable brand, adapt a viral eco-friendly challenge by incorporating the brand's products subtly, making it relevant and authentic.

What platforms should I research (TikTok, Instagram, YouTube)?

Focus on platforms where your audience is most active. TikTok and Instagram are great for quick, engaging content, while YouTube is ideal for in-depth storytelling. For example, if your audience skews younger, TikTok's fast-paced environment might be your best bet for trend research.

Stay updated by checking trending hashtags and songs on TikTok and Instagram. These platforms highlight current popular content. For instance, TikTok's Discover page lists trending sounds and hashtags, providing a snapshot of what's capturing attention at the moment.

Yes, using trending sounds can boost your visibility. TikTok's algorithm often favors content with popular audio, increasing your chances of going viral. For example, a creator might see a 150% increase in views when using a trending sound compared to their usual content.

How do I find competitor content?

Search for hashtags related to your niche or use social listening tools like Hootsuite to track competitors. Analyze their most liked and shared posts for insights. For example, if a competitor's video with a specific call-to-action gains traction, consider how a similar strategy could fit your brand.

Should I analyze what competitors are doing?

Absolutely, analyzing competitors helps you understand what's working in your niche. Notice their content frequency, engagement rates, and types of collaborations. For instance, if they’re frequently collaborating with a particular brand, it might be worth reaching out to that brand yourself.

How do I stay updated on marketing strategies?

Follow marketing blogs, join industry groups, and subscribe to newsletters like HubSpot or Social Media Examiner. These resources often break down the latest trends and strategies. For example, joining a Facebook group for UGC creators can provide insider tips and peer support.

How do I tell a story in 30 seconds?

Focus on a clear beginning, middle, and end. Start with a hook to grab attention, deliver your main message, and conclude with a strong call-to-action. For example, in a skincare tutorial, show the problem (e.g., dry skin), the solution (product application), and the result (glowing skin) within a tight 30-second framework.