Two Ecomm Experts Podcast – Season 2 – Episode 2
Topic: “UGC for Millions and the Power of Giving Back”
Special guest: Thomas Ma
In the second episode of the second season of the Two Ecomm Experts podcast, we are welcoming Thomas Ma, a UGC (user-generated content) wizard with a strong desire to give back.
Who is Thomas Ma?
Thomas Ma is a co-founder of Saphire Studios and a Forbes 30 under 30 honoree. His role in the TikTok Creative Exchange (TTCX) has set the stage for Sapphire Studios to become an official marketing partner with TikTok, collaborating with over 200 companies in the past 6 months alone. His agency creates compelling User-Generated Content (UGC) and drives brands to reach their highest potential. Beyond his professional pursuits, Thomas is passionate about giving back, engaging in charity work, and contributing to the creation of a better future.
Starting out with UGC and what makes it great
In the world of digital marketing, the use of user-generated content (UGC) has evolved a lot, and Thomas Ma, shares some valuable insights. Initially, brands had a hard time believing that UGC ads actually work but to prove its value, Thomas and his agency started making free content. It was an approach that required persistence and dedication to change the narrative surrounding UGC in the marketing landscape.
A lot of things have changed since then, and data has started to play a bigger role than ever before. Thomas’s company has taken this concept to new heights by analyzing hundreds of data points to decipher what works and what doesn’t for UGC. During the conversation, Thomas emphasized the critical role of experts who can interpret and act upon this data effectively. Key performance indicators (KPIs), such as cost for acquisition, return on ad spend (ROAS) and thumb-stop ratio, have become pivotal metrics guiding marketing decisions in the UGC arena. Thomas cautions that there is no one-size fits all and the data-driven approach is not just about visibility but about converting into meaningful consumer action.
Working with clients also showed him the significance of understanding a client’s history, ad library, and team dynamics before diving into UGC strategies. This approach, rooted in a deep understanding of the client’s past and present, ensures that UGC strategies are not only effective but tailored to the unique needs and goals of each business.
Other topics discussed in the episode:
- Consumer behavior towards UGC
- Making UGCs work
- Understanding Important UGC data
- Biggest misconceptions about UGCs
- Good traits of a UGC agency
- Success with ads in 2024
- Giving back
Few words about our podcast
The host of the Two Ecomm Experts podcast is Viktor Stoilov – an advertising strategist, Founder & CEO of Markademics, and co-founder of a 7-figure e-commerce store.
The podcast’s goal is to create value through conversations with top notch e-commerce specialists from all over the world. Listen to them unpack the latest trends in the e-commerce world together with hot topics such as marketing, advertising, supply, and logistics. The podcast helps e-commerce brand owners take their business to the next level with this library of valuable conversations.
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