TikTok UGC Marketing: What You Need to Know
Table of Contents
- What is UGC on TikTok?
- Why is UGC on TikTok Important?
- A Success Story
- 8 Ways to Get UGC on TikTok
- 1. Know Your Audience
- 2. Find and Reach Out to UGC Creators
- 3. Give Clear Guidelines
- 4. Ask Your Customers After a Purchase
- 5. Start a Branded Hashtag Challenge
- 6. Send Products for Free
- 7. Check Your Results
- 8. Mix It Up with Paid Ads
- Types of UGC on TikTok
- Examples of TikTok UGC Campaigns
- Frequently Asked Questions (FAQ)
Why do some brands go viral on TikTok while others struggle to get views, even with paid ads?
The secret is user-generated content (UGC). TikTok's algorithm boosts authentic content over polished brand ads, making UGC a game-changer. It drives:
- Better results than brand-created videos.
- More engagement than Facebook ads.
- Higher effectiveness than regular ads.
Take Starbucks' #WhiteCupContest, for example—4,000+ people participated in just three weeks, generating over 40,000 mentions on Instagram and Twitter. Want to achieve the same results?
Find how to use TikTok UGC to grow your brand! This article covers:
✅ What TikTok UGC is
✅ How brands use it to boost sales
✅ Types of UGC on TikTok + examples
✅ 8 ways to get UGC fast
✅ 10 successful TikTok UGC campaigns
What is UGC on TikTok?
User-generated content (UGC) is any content—videos, images, reviews, testimonials—created by users, not brands. This is what makes TikTok different from traditional marketing. Big brands like Pepsi, Disney, and Apple use it. Why does it work so well?
- Authenticity sells – People trust other users more than brands.
- It's cost-effective – UGC campaigns can go viral with little to no ad spend.
- Higher engagement – TikTok's algorithm prioritizes real, relatable content.
There are two types of TikTok UGC:
- Organic UGC – Created by real customers without brand involvement (reviews, testimonials, hashtag challenges).
- Paid UGC – Made by UGC creators, paid to produce brand-friendly content without sounding like an ad.
Why is UGC on TikTok Important?
TikTok rewards engagement, not ad spending, helping user-generated content (UGC) to gain visibility without a massive budget. Additionally, unlike traditional ads, UGC feels real and relatable, and it's some kind of social proof.
This trust translates into action - the hashtag #TikTokMadeMeBuyIt has 77.8 billion views!
The platform's features make it easy for users to create and share brand-related content. Tools like Duet and Stitch encourage interaction, while trends and challenges help brands reach new audiences organically.
Therefore, even smaller brands can compete by leveraging authentic content from micro and nano creators, who often have more engaged audiences.
A Success Story
Hyundai proved that TikTok UGC isn't just for small brands—it's also a game-changer for global companies. When launching their fully electric IONIQ 6, Hyundai tapped into TikTok's creator-led content strategy to boost engagement during one of the year's biggest North American sporting events.
Instead of relying solely on traditional TV ads, Hyundai mixed TikTok-native content, creator collaborations, and premium video production to make the campaign stand out. Their strategy combined:
- Celebrity-driven content – TV ads featuring Kevin Bacon and Sosie Bacon.
- TikTok UGC storytelling – Partnering with TikTok creators like @oldgays, @jetbentlee, and @chefreactions.
- Community-based ad placement – Using TikTok Pulse ads to reach auto and sports fans.
The results? According to Hyundai’s case study, they achieved:
- 242M+ impressions
- 13% increase in ad recall
- 3.5% lift in brand awareness
- Thousands of TikTok users engage through Duets, Stitches, and remixes.
8 Ways to Get UGC on TikTok
Getting UGC on TikTok isn't about luck—it's about giving people a reason to talk about your brand. Since Gen Z users have made purchases based on social media, brands should prioritize UGC and learn how to turn engagement into sales. Here's how to make that happen.
1. Know Your Audience
UGC isn't just about letting random users post about your brand—it's about attracting the right creators who naturally fit with your audience.
For instance, influencer reviews will work if you target beauty lovers or your audience is into fitness. In that case, think about tutorial-style videos; they'll perform better.
That's how you make smarter content decisions! So, start with:
- Age, gender, location, and language all play a role.
- What kind of videos do they watch, like, and share?
How to do that? It's easy with TikTok's Audience Insights tool that helps brands analyze real user data from paid and organic activity. It reveals:
- Demographics: Age, gender, location, and device type.
- Interests: What topics do they engage with, top hashtags and ad interest categories?
- Engagement patterns: How often they open the app, how much time they spend watching videos, and how frequently they interact with content.
- Hashtag interactions: What trending topics does your audience follow?
2. Find and Reach Out to UGC Creators
Audience alignment, engagement, and authenticity matter more than raw numbers. A creator's content must feel natural for your brand while speaking directly to the people you want to reach.
But you don't have to wait for the right creator to come to you! There are several ways to find and recruit quality UGC creators actively:
- Influencer Marketing Platforms – These platforms offer tools for filtering creators based on their niche, past performance, and alignment with your brand's identity.
- Social Media Monitoring – TikTok is among the best tools for finding UGC creators. Search hashtags related to your industry, check your brand mentions and look at tagged posts. If someone already talks about your product, they will likely create authentic content.
- Competitor Research – See who's creating UGC for brands similar to yours. Check their tagged posts, explore collaborations, and observe follower interactions. This can give insight into which types of creators work best for your industry.
- Brand Ambassador Programs – Big brands like Nike, GoPro, and Gymshark use structured ambassador programs to turn loyal customers into UGC creators. These creators produce content in exchange for perks like exclusive access, discounts, or features on brand pages.
- Contests and Challenges – Instead of searching for creators, let them come to you. Launch a branded challenge or UGC campaign, encouraging users to submit their best videos for a chance to win a reward.
Before reaching out, use TikTok Audience Insights to analyze demographics, interests, and behaviors to ensure their audience matches your target market. Don't be lazy—check comments, shares, and likes to gauge real audience interaction. Always look for their content style—does it feel natural or overly polished? UGC should be relatable and unscripted.
Once you've identified potential creators, your outreach should feel personal, not transactional. Instead of sending a generic message, show that you've watched their content and appreciate their style.
3. Give Clear Guidelines
If they're interested, clearly define expectations before moving forward. Discuss things like:
- Content guidelines (without being overly restrictive)
- Deadlines
- Compensation (product gifting, payment, or other perks)
- Usage rights (so you can repurpose their content in paid ads)
Remember, creators need direction, but they also need creative freedom. Instead of handing them a strict script, explain what's important.
- Want them to highlight a product's texture?
- Show a before-and-after? Keep it under 30 seconds?
The more guidance you give upfront, the more usable UGC you'll get.
4. Ask Your Customers After a Purchase
People love sharing their experiences—but most need a little push. After someone buys from you, send a follow-up email or message: "Tag us in your TikTok for a chance to be featured!" You can even offer a small discount for future purchases if they create a video.
5. Start a Branded Hashtag Challenge
A TikTok Branded Hashtag Challenge (HTC) is one of the most effective ways to ignite massive engagement and get TikTok users to create content for your brand, especially when creators or influencers start the challenge!
The format should be short, brand-related, and easy to remember (e.g., #GuacDance by Chipotle). Including a branded sound, filter, or effect makes it even easier for them to join in.
While they start as awareness campaigns, the ripple effect continues long after the challenge ends! A Nielsen study found that more than 50% of the return on ad spend (ROAS) from HTCs comes from organic video views, meaning the content keeps working for months without additional investment.
6. Send Products for Free
Sending free products to TikTok creators—also known as gifting or product seeding—is a quick way to generate UGC. But simply sending items to random creators won't guarantee results.
The key is collaborating with the right people in your niche who can create content that resonates with their audience!
Could a creator receive your product and never post about it? Yes. Influencers, especially those with larger followings, get flooded with free products and aren't obligated to promote them. They might test it, lose interest, or move on to paid collaborations without an agreement.
Want to avoid wasted effort? UGC Factory can connect you with creators who match your niche and guarantee content delivery. This ensures you get high-quality UGC from people who influence buying decisions—without the risk of endless outreach.
7. Check Your Results
Don't just post and hope for the best—track, analyze, and optimize. Start by looking at engagement metrics, not just views. Your post might get thousands of views, but it's worthless if no one interacts with it. Key metrics to track include:
👍 Likes & Shares – High numbers indicate that the content is resonating.
💬 Comments—The quality of comments matters. Are people asking questions, tagging friends, or expressing interest in the product?
⏳ Watch Time & Completion Rate – Are viewers watching the full video or dropping off after a few seconds?
🔗 Click-Through Rate (CTR) – If there's a link in the bio or a call-to-action (CTA), how many people click?
📈 Conversions – The ultimate goal: Are UGC videos leading to sales, sign-ups, or website visits?
Once you know what's working, focus on creating more of that content if a certain video style performs well—tutorials, unboxings, or reactions.
However, what worked last month might not work today, so continuously experiment with new formats, creators, and campaign styles.
8. Mix It Up with Paid Ads
TikTok's algorithm decides which content gets pushed to the For You Page (FYP), meaning even great videos can get inconsistent reach. That's why combining UGC with paid ads is the best way to maximize impact, and here's how you can do it:
- Run TikTok Spark Ads on TikTok's FYP – These allow brands to promote organic UGC without making it feel like an ad.
- A/B Test Different Creators & Messages – Use TikTok split test to see which UGC videos drive the highest engagement and conversions, then scale the best ones.
- Use Retargeting to Close the Loop – Reach users who engaged with UGC but didn't convert, guiding them back to the brand.
Types of UGC on TikTok
You can choose between many forms, from simple product reviews to viral challenges. Each one serves a different purpose—some entertain, some educate, and others drive engagement by sparking conversations. Thus, explore the different types and use them strategically!
- Standard Videos
The most common type of UGC is standard videos where users showcase products, share reviews, or simply have fun. These can be quick, casual clips that feel personal, making them easy to engage with. Brands often repost or collaborate with users to create this kind of content.
- Duets
Duets allow users to react to or interact with an existing video. So, you can post engaging content that invites participation—whether it's a reaction, a challenge, or a shared experience. It's especially useful for launching collaborative campaigns!
- Reactions
Audiences love responses, which is why reaction videos perform well. Users might record their first-time experience using a product, respond to another creator's content, or express excitement (or disappointment) in real-time. Authenticity is key here—forced reactions won't work.
- Tutorials and How-Tos
Recent studies indicate that many Gen Z prefer using TikTok over traditional search engines like Google for finding information. Therefore, people turn to TikTok for quick answers!
These videos, from makeup tutorials to tech hacks, work well when they provide clear, step-by-step guidance. But, always partner with creators to showcase products in action without making the content feel like an ad.
- Hashtag Challenges
TikTok hashtag challenges get users involved by encouraging them to recreate a trend. When brands launch a fun, simple, and shareable challenge, it can take off quickly. Examples like #GuacDance (Chipotle) and #PutACanOnIt (Red Bull) proves how branded hashtag challenges can drive engagement and visibility.
- Storytime Videos
Followers never skip relatable, personal stories - storytimes. These videos often feature users sharing real-life experiences, funny moments, or unexpected encounters with a brand and tend to build deep emotional connections.
- Unboxing and First Impressions
First impressions matter; viewers love seeing what's inside the package and hearing an honest first reaction. The more honest and detailed the review, the more effective it is.
Examples of TikTok UGC Campaigns
What makes a UGC campaign successful? It needs to be fun, shareable, and easy to participate in. Here are some standout examples of brands that mastered their TikTok UGC strategy.
- Adobe
The brand encourages designers and creators to share their best work using hashtags like #Adobe and #AdobeIllustrator, which has helped Adobe reach 2.5 billion views on TikTok.
Instead of just promoting their software, Adobe lets users do the talking. This approach makes their brand feel more authentic while showcasing what their tools can do in real-life creative projects.
- GoPro
GoPro invites users to upload their best adventure videos, rewarding selected entries with giveaways.
🎯 It keeps users engaged with the brand, motivating them to create high-quality content.
💡 It provides GoPro with endless fresh content they can use for marketing—without spending a fortune on production.
https://www.tiktok.com/@gopro/video/7457659448748739871
- Samsung
To promote the Samsung Galaxy A series, Samsung launched the #DanceAwesome challenge, featuring a custom song by Blackpink, highlighting the phone's features. And the numbers speak for themselves:
🎬 5 million user-generated videos
👀 21 billion views
🛒 15% increase in purchase intent
🚀 35% boost in positive brand perception
Samsung's success proves that branded TikTok challenges work best when they align with popular culture, music, and interactive trends.
https://www.tiktok.com/@hollyh/video/6780319629861457157
- E.l.f.
The brand used its #EyesLipsFace challenge, quickly becoming one of the platform's most viral UGC campaigns. With 3.9M posts, even celebrities jumped on board.
🎤 It was easy to participate in. Users simply had to lip-sync and act out the song.
🌟 It tapped into influencer culture, ensuring visibility among Gen Z.
🎶 E.l.f. used original music, which TikTok's algorithm heavily favors.
https://www.tiktok.com/@elizabethkayeturner/video/7377055492138372385?q=elf&t=1738770056569
- Duolingo
Duolingo took an unexpected route by leaning into viral jokes about its mascot, Duo the Owl. Instead of ignoring memes about how Duo "threatens" users to finish their language lessons, the brand embraced the humor and made it part of their TikTok content.
👥 8.2 million followers
❤️ 178 million likes
🔥 19% engagement rate
Duolingo proved that UGC doesn't always have to be structured. Sometimes, the best strategy is to listen to your audience, adapt to trends, and have fun with your brand's personality.
https://www.tiktok.com/@duolingo/video/7028679640667655471
- SKIMS
SKIMS, the shapewear brand from the Kardashian-Jenner empire, didn’t just rely on Kim Kardashian’s fame for success. They built a strong UGC strategy by working with TikTok creators from diverse backgrounds, ensuring their brand feels inclusive and accessible.
- Glossier
Founded by influencer Emily Weiss, the brand embraces the idea that every customer is an influencer. Their content is casual, fun, and highly shareable, reinforcing their "real beauty" philosophy.
Instead of producing their content, Glossier regularly reposts UGC from everyday users, showing how people actually use their products.
https://www.tiktok.com/@glossier/video/7456951122897456427
- Klarna
Klarna, often called the "Amazon of banking," brings humor and relatability, and its UGC strategy revolves around playful challenges and community interaction.
One of their most successful campaigns involved a TikTok challenge asking users to show how they'd react if they met Klarna's founders. A user, @henkearns, lip-synced to Lady Gaga's 'Paparazzi' saying, "I'm your biggest fan, I'll follow you until you love me."
Klarna shared the video with the caption, "We don't even know her, but now we love her." This engaging, humorous UGC helped Klarna breakthrough in a traditionally dry industry.
- Crocs
Crocs has long been a social media favorite, but their TikTok game is next level. Brand uses a mix of organic UGC, influencer collaborations, and paid ads to keep its brand fun, bold, and quirky.
One standout moment came when TikTok creator @happy.rugs made a Croc-shaped rug. She posted a video of the process, and Crocs quickly reposted it with the caption, "Ok, we're obsessed."
https://www.tiktok.com/@crocs/video/7082793441276529962
- Cult Beauty
Cult Beauty knows people are likely to buy a product when they see how it works. That's why they constantly share UGC videos from creators in the beauty niche showing different ways to use their products.
https://www.tiktok.com/@cultbeauty/video/7422602060761222433
Frequently Asked Questions (FAQ)
How to find TikTok UGC creators?
Connect with the right creators using TikTok hashtags, influencer platforms, or UGC agencies like UGC Factory.
How much do UGC creators make on TikTok?
UGC creators earn $350–$3,000 per post, depending on follower count, engagement, and content quality.
Is UGC the same as influencer marketing?
No. UGC is organic content from regular users, while influencer marketing involves paid partnerships with creators.
How can I create engaging UGC for TikTok?
Keep it authentic, fun, and trend-driven. Use challenges, duets, and tutorials to encourage interaction.
Can UGC help grow my TikTok following?
Yes. High-quality UGC attracts engagement, boosts visibility, and increases your chances of landing on the For You Page.
How often should I post UGC on TikTok?
Post at least 3–5 times weekly to stay active, engage followers, and boost reach.
How many followers do you need for UGC?
No set number! Nano and micro-creators (1K–50K followers) generate high engagement and are valuable for brands.
About Dan Ragan
Founder of UGC Factory and expert in user-generated content marketing strategies
