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3 Lessons App Marketers Can Learn from Temu's UGC

3 Lessons App Marketers Can Learn from Temu's UGC

🛍️ Temu is a marketplace shopping mobile app which has been downloaded over 270m times in the past year and is consistently ranked #1 for downloads in app stores. 

They have a huge number of active ads on Meta including thousands of UGC videos. Here are some examples:


But how can app marketers learn from Temu? Take a look at some of our ideas:

🧪 𝟭. 𝗔 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗳𝗼𝗿𝗺𝘂𝗹𝗮:
Temu’s videos are varied but often follow a pattern: they present a problem, offer a solution, and then seal the deal with an irresistible offer. This offer could be a rock-bottom price, or the addition of extra features which go beyond solving the problem they initially posed.

They often use humour, quirky characters and unexpected moments, but never lose sight of the problem/solution.

App marketers can apply this same formula. Identify the problem, pose your app as the solution and then “seal the deal” with added bonuses.

⚾️ 𝟮. 𝗖𝗼𝘃𝗲𝗿 𝗮𝗹𝗹 𝗯𝗮𝘀𝗲𝘀:
Interesting for me was how Temu showcases even the most niche products with UGC videos, covering every shopping category.

For app marketers, this shows the potential benefits of sometimes choosing a 'quantity over quality' approach. Don't pin your hopes on a single app feature, test them all.

Identify 5-10 benefits of your app and create a couple of quick UGC videos for each. Include an A/B test to understand which feature resonates the best. Then, iterate with a variety of creators and execution styles.

🏃‍♂️ 𝟯. 𝗥𝗮𝗽𝗶𝗱 𝗽𝗮𝗰𝗶𝗻𝗴:
The pacing of Temu’s ads is sometimes crazily fast, often with multiple cuts per second. They’re engaging and attention-grabbing with satisfying SFX and VFX added in. Many speed up the UGC footage too.

I commend them for keeping my attention throughout a 20-second ad for a car tyre inflator.

App marketers should keep in mind fast pacing and avoid “dead time” at all costs. Take your top-performing video and increase the speed by 20% - compare this to the original version. Some apps are, at their core, unexciting - but your ads don’t have to be.


Need support with your UGC strategy, concepting or production? Let's chat!

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