Blog User-Generated Content TikTok UGC Marketing: What You Need to Know

TikTok UGC Marketing: What You Need to Know

TikTok UGC Marketing: What You Need to Know
Joe Tobin
TikTok UGC Marketing: What You Need to Know
Joe Tobin

After bouncing around tech start-ups and university literature programs, Joe has finally settled down as Billo’s Head of Content. Joe now spends his days writing ads about ads, teaching clients how to craft killer content, and combing through our web copy with a bold red Sharpie.

TikTok UGC Marketing: What You Need to Know
Nadzeya Sankovich
TikTok UGC Marketing: What You Need to Know
Nadzeya Sankovich

Nadzeya is a professional journalist, writer, and researcher. When she's not busy crafting compelling content, you can find her in a caffeine-induced brainstorming session, pondering life's most pressing questions, like, "Why do we press harder on the remote control when we know the batteries are weak?"

tiktok ugc marketing

Gone are the days when TikTok was a simple platform for challenges, lifehacks, and lip-sync videos. Now it’s at the forefront of a marketing revolution powered by user-generated content (UGC) – a strategy that’s not only buzzing but is proven to work.

What exactly is UGC, and why is it causing such a stir on TikTok? At its core, UGC is content created by users, not brands.

This authentic, customer-generated material has become a golden ticket for marketers, tapping into real people’s creative potential to tell a brand’s story. Why is this so significant?

Statistics speak volumes: UGC on TikTok is 22% more effective than brand-created videos, surpassing even engagement rates of Facebook ads by 32% and regular ads by 46%.

tiktok ugc statistics

With the highest social media engagement rates per post, TikTok has transformed digital marketing. Content creators are no longer just broadcasters. They’re community builders and conversation starters.

UGC isn’t just about selling a product, it’s about creating a shared experience, one where happy customers become your most powerful advocates. Here, authenticity rules and organic, original content from satisfied clients take center stage over brand-created videos.

The power of UGC on TikTok unlocks unparalleled brand engagement and loyalty, whether you’re a budding entrepreneur or a seasoned marketer. Let’s explore how TikTok’s user-generated content can make your brand fly with this complete guide.

Breaking Down UGC on TikTok: What Makes It Tick

User-generated content (UGC) on TikTok means videos, photos, reviews, or comments made by users, not the brand. People share these on their TikTok accounts. They show how they use a brand or product in their own way.

Why does UGC work so well on TikTok?

UGC on TikTok is all about being creative and real, and this style really works well with TikTok users. TikTok’s system likes to show content that people really engage with. This makes UGC a strong way to reach more people naturally. Plus, most people (92%) believe what their peers say over ads.

Nowadays, UGC campaigns are becoming increasingly popular. According to a report from Oracle, 96% of companies recognize collaborating with customers in their marketing strategies.

A Success Story

tiktok ugc success story

Take the #ReadySetGo challenge by Laura Mercier as an example. They asked TikTok users to show how they look before and after using their products and started by teaming up with famous beauty TikTokers. These influencers made their own challenge videos, which encouraged their fans to join in.


Here’s a tutorial! ❤️ Recreate the #readySETgo challenge for a chance to win $1,000 of @lauramercier products! #lauramercierpartner #ad #readySETgo

♬ #readySETgo – LauraMercier

The challenge was a big hit. It got 8.1 billion views and 2,500 user videos. This made Laura Mercier one of the most popular beauty brands on TikTok. It also gave them lots of real, relatable content. This shows how UGC on TikTok can really help a brand connect with people and get great results.

Check out our guide on how to become famous on TikTok.

Building a TikTok UGC Machine

Social media has a powerful influence on purchasing decisions, so you need to include UGC in your strategy. Consider this: 84% of Gen Z users have made purchases based on what they’ve seen on social platforms.

When it comes to finding new products, 37% of users place more trust in content creators than in brands themselves. The numbers show how important UGC can be for building and maintaining a strong relationship with your client.

But the benefits don’t stop there. When it comes to advertising effectiveness, UGC is a game-changer. Ads featuring UGC see a fourfold increase in click-through rates. Engagement with these ads jumps by 28%, and there’s a 29% boost in web conversions.

tiktok ugc conversions engagement

This data underscores the power of UGC in driving both engagement and sales, making it an indispensable tool for any brand looking to strengthen its presence on social media.

Creating a TikTok UGC machine is all about making videos that people love and engage with. Here’s a simple step-by-step guide to get you started.

1. Know your audience

Before you start, figure out who you’re making videos for. What do they like? What’s trending in their world? Understanding your audience helps you create content that they’ll love.

2. Find your content creators

You need people who can make great TikTok content. Look for creators who already love your brand, use your products, or who have a style that matches what you’re looking for.

3. Reach out and connect

Once you’ve found potential creators, it’s time to connect. Send them a friendly message. Build a relationship. It’s all about teamwork and collaboration.

4. Give clear guidelines

When you’re ready to start creating, give your creators a brief. This is like a mini-guide on what kind of content you’re looking for. Be clear, but also give them creative freedom.

5. Launch and watch

Now, let the creators do their thing and post the content. Keep an eye on what’s working and what’s not. See how people are responding to the videos.

6. Encourage more UGC

Get more people to create content for you. Run challenges, use hashtags, or host contests. The more people join in, the more content you get.

7. Check your results

Keep track of which videos are doing well. Are they getting likes, shares, comments? This info will help you understand what works best for your audience.

8. Mix it up with paid ads

Use your best UGC in paid ads, too. This can help you reach even more people on TikTok.

9. Keep the momentum going

The goal is to keep this cycle going. As you create, launch, and analyze, you’ll get better and better at making content that TikTok users love.

And that’s it! Follow these steps, and you’re on your way to building a successful TikTok UGC machine. Remember, it’s all about being real, creative, and in tune with your audience.

Types of UGC on TikTok

types of tiktok ugc

This part is all about the different kinds of UGC that make TikTok tick. This content ranges from funny videos to serious conversations and everything in between. Each type has unique traits that can make it engaging or even go viral. Here’s a look at some of these types.

Standard videos

These are the most common UGCs. Users create videos showcasing products, sharing reviews, or just having fun. The key to making these videos engaging is creativity, relatability, and often a touch of humor.


Duets allow users to create content alongside another video. This is popular for reactions, collaborations, or even friendly challenges. Duets that show genuine reactions or creative interactions tend to grab more attention.


Reaction videos are where users record their responses to other content. Authentic, expressive, and often humorous reactions can make these videos highly engaging and shareable.

Tutorials and how-tos

Users often create tutorial videos to demonstrate how to use a product. Clear, concise, and informative tutorials, especially those that include a personal twist or experience, are very effective.

Hashtag challenges

These are user responses to a specific challenge under a hashtag. The more original and entertaining the challenge, the more likely it is to go viral.

Storytime videos

In these videos, users share personal stories or experiences with a product. Storytime videos that are heartfelt, genuine, and relatable can resonate deeply with viewers.

Unboxing and first impressions

These videos feature users opening and trying a product for the first time. Authenticity and genuine excitement or surprise can make these videos particularly engaging.

What makes certain types of UGC more engaging or viral?

  • Authenticity: Genuine content that doesn’t feel scripted or forced tends to resonate more with the audience.
  • Creativity and originality: Unique and creative takes on content can make UGC stand out.
  • Emotional connection: Content that evokes emotions, whether it’s laughter, empathy, or joy, often has a higher engagement.
  • Relatability: Content that viewers can relate to personally tends to be more engaging and shareable.
  • Trend participation: Joining in on current TikTok trends or challenges can increase the visibility and viral potential of UGC.

The key to success lies in understanding these types of UGC and how to use them to your advantage.

4 Ways to Get UGC on TikTok

Getting TikTok users to create content about your brand involves clever tactics. Let’s break them down.

1. Craft catchy hashtags

Start with creating a unique and memorable hashtag for your brand or campaign. A good hashtag acts like a beacon, drawing in users to make and share content under a common banner. It’s a simple way to track and amplify UGC.

2. Initiate engaging challenges

Challenges are the heartbeat of TikTok. Design a challenge that’s not only fun but also resonates with your brand’s image. Challenges that are easy to participate in and shareable tend to catch on quickly, encouraging widespread UGC.

3. Collaborate with influencers

Influencers are the trendsetters on TikTok. Partner with them to get your campaign off the ground. Their content serves as a template or inspiration for their followers, who are likely to mimic or build upon it, creating a domino effect.

4. Foster community interaction

Actively engage with your audience. Do this by commenting on user videos, sharing their creations, and maintaining a consistent presence. An engaged brand presence not only builds loyalty but also encourages users to create content in hopes of recognition or interaction.

Using these strategies, you can set TikTok up for UGC. You need to spark creativity, give users a platform for expression, and maintain an active, engaging presence that makes them want to be part of your brand’s story.

How to Create a UGC Campaign on TikTok

When you’re scrolling through TikTok, what grabs your attention? It’s usually the stuff that feels real.

Videos where people are just being themselves, sharing their true experiences or unique ideas. That’s authenticity, and it’s like a magnet. It draws viewers in and makes them feel connected.

People love seeing content that’s genuine because it’s relatable. It’s like finding a friend who says, “Hey, I get you.”

Now, let’s chat about creativity. TikTok is like a huge playground for creative minds. It’s where you can let your imagination run wild. Whether it’s a new dance move, a funny skit, or a crafty DIY project, creativity is what makes your content stand out in a sea of endless videos. It’s about adding your own twist to it.

10 Tips for Creating Better UGC TikTok Ads

Creating effective TikTok ads through UGC can be a game-changer for your brand. Here are some tips to make your UGC TikTok ads stand out:

  1. Keep it real: The beauty of UGC is its authenticity. Use content that feels genuine and relatable. Avoid overly polished or professional-looking videos. TikTok users gravitate towards ads that feel like they’re part of their regular feed.
  2. Embrace the platform’s culture: TikTok has its own vibe and trends. Understand what’s popular and how the community interacts. Incorporate trending songs, hashtags, or challenges to make your ad more engaging and relevant.
  3. Encourage user participation: Create ads that invite interaction. This could be through challenges, contests, or using hashtags that encourage users to create their own content related to your brand.
  4. Focus on storytelling: Even in a short ad, tell a story. It could be a quick transformation, a problem-solution scenario, or a mini-journey. A good story resonates and is more memorable.
  5. Leverage influencers: Partner with TikTok influencers who align with your brand. They understand the platform well and can create authentic content that their followers trust.
  6. Keep it short and sweet: TikTok is all about quick, digestible content. Aim for ads that are engaging and to the point. The ideal length is usually 15-30 seconds.
  7. Use strong visuals and audio: Eye-catching visuals and catchy music are key on TikTok. Your ad should be visually appealing and use sound effectively, as most users have their sound on.
  8. Test and learn: Experiment with different types of UGC ads to see what resonates best with your audience. Pay attention to metrics and feedback to refine your strategy.
  9. Include a clear call-to-action (CTA): Make sure your ad has a clear CTA, whether it’s to visit a website, follow your page, or check out a product. Make it easy for users to know what to do next.
  10. Stay true to your brand: Adapt your content to TikTok’s style, but keep your brand identity in mind. Keep your brand message consistent across platforms.

With these tips, you can create UGC TikTok ads that aren’t only entertaining, but also effective at reaching your marketing goals.

10 Examples of TikTok UGC Campaigns

In this section, we’re about to take a journey through some of the most original and impactful UGC campaigns on TikTok. You’ll get a front-row seat to see how different brands have turned TikTok into a canvas for their ideas, engaging the community in ways that are both fun and effective.

Cult Beauty

Cult Beauty knows that when people see how to use their products, they’re more likely to buy them. Plus, watching someone else use something can really spark an interest in trying it out. That’s why Cult Beauty often shares videos made by users who love makeup and skincare.

In these videos, you’ll find all sorts of helpful tips and how-tos. They show you different ways to use Cult Beauty’s products to create cool looks. This kind of content gets people excited and curious, often leading to questions and purchases. For example, there’s this one video where someone asked about the brush a customer was using. It’s a great way to engage with customers and help them learn more about what they can buy.


@Saie never fails us 💅😍💘

♬ som original – Top Music

Dunkin’ Donuts

Dunkin’ Donuts is a big hit on TikTok, with over 3 million followers. They’ve really got the hang of social media, making content that’s fun, a bit quirky, and sometimes makes you think. They’re great at reaching out to young people who just can’t get enough of their donuts and coffee.

Dunkin’ is awesome at using videos made by their fans, too. One of their big hits was this video from a TikTok user, @janellehettick. She was chilling in a Dunkin’ Donuts hoodie, drinking soup straight from a big bowl. Dunkin’ shared her video with the caption, “You gotta do whatcha gotta do,” and it blew up! Tons of likes and comments poured in. It just goes to show how Dunkin’ nails it when it comes to connecting with its fans using simple, user-made videos.


You gotta do whatcha gotta do☕️ #goodsoup #coffee #dunkin @Janelle Hettick, LMSW- she/her

♬ original sound – Dunkin’


Duolingo has really nailed it on TikTok. They’ve got a huge following now – over 8.2 million people – and they’ve racked up a whopping 178 million likes and a 19% engagement rate. How did they do it? Well, it all started with memes about their mascot, Duo the Owl.

People on TikTok began making jokes about Duo being kind of evil because of all the reminders Duolingo sends to finish your lessons. But instead of getting upset, Duolingo played along. They started making TikToks showing Duo as this funny, slightly ‘evil’ character who’s always after you to:

  • Do your language lessons
  • Do not use Google Translate
  • And a bunch of other funny stuff

This really clicked with the TikTok crowd. People loved it, and Duolingo’s popularity just soared. Turns out, being in tune with the latest trends and making content that’s real and fun for TikTok can really pay off. Duolingo’s doing just that, and it’s working big time.


To promote their Galaxy A series, Samsung kicked off the #danceAwesome challenge on TikTok. Users were encouraged to show off their dance moves and talk up the Samsung Galaxy A, all set to a custom song by Blackpink.

The challenge went viral, racking up almost 5 million videos from users and over 21 billion views, all focusing on what’s great about the Samsung Galaxy A. This buzz led to a 15% jump in people wanting to buy the phone and a 35% boost in how much people liked the brand.


we’re doing the #danceawesome challenge for the new @samsung galaxyA! can you do the dance?! join us #ad #danceAwesome

♬ Awesome Phone Song(BLACKPINK Ver.) – BLACKPINK


Chipotle has really gotten the hang of TikTok marketing. They were the first big restaurant chain to hop on TikTok, and they’ve been rocking it by setting up fun challenges for people.

One of their cool challenges is called #ChipotleLidFlip. It’s all about flipping the lid on their bowls – sounds simple, but it’s super fun. This challenge alone got about 111,000 videos made by users. They teamed up with YouTube star David Dobrik for this, and the results were awesome. They’ve done other challenges, too, like the #Guacdance challenge.

Oh, and remember that viral video of the kid talking about how much he loves corn? Chipotle got in on that, too. They made a TikTok of him ordering a burrito bowl filled only with corn. That video? It got over 7 million likes!


GoPro is all about user-generated content (UGC). Their cameras are made for people who love to capture their adventures, whether it’s hiking, surfing, or just exploring the outdoors. They’ve always had tons of videos from around the world showing off these cool moments.

Before TikTok, GoPro’s YouTube channel was packed with UGC. These videos didn’t just show off the GoPro cameras but also how tough and high-quality they are, surviving all kinds of wild conditions.

On YouTube, they have 11 million subscribers. Later, they made waves on TikTok as well, with over 40 million likes and 3 million followers. People send in their adventure videos through GoPro’s website. If GoPro picks your video, you could win prizes, cash, and GoPro gear, plus you get to be seen by loads of people.


Bringing your FYP to the edge 😳 #GoProAthlete @Kilian Bron rides his bike where most others wouldn’t even walk 💪 #gopro #dolomites #italy #mountainbike #mountainbiking #bike #POV #gopropov #gopromtb

♬ original sound – GoPro

This way, GoPro gets tons of awesome content without needing to find influencers or creators. It’s all about regular folks having amazing adventures with their GoPros.

Jones Road Beauty

Jones Road Beauty is all about makeup for everyone, no matter your skin type or tone. They’re making a name for themselves on TikTok in a beauty world that’s already super crowded. Their trick? They share videos of real women using their products.

They often team up with their founder’s TikTok account, helping each other reach more people. They’re spending a good chunk on their TikTok ads – like $4500 a day. But what really helps them stand out is the natural, user-made videos. These organic videos are a big deal, bringing in about 34% of their TikTok sales.


Glossier, a beauty brand, was started by Emily Weiss, who was an influencer herself. So, they’re pretty savvy when it comes to social media. Their whole vibe is about loving your natural beauty. They’re all about makeup that makes you shine without covering up who you are. Emily Weiss says that everyone’s an influencer in their own way.

On TikTok, Glossier keeps things real. Their videos are fun, relaxed, and easy to relate to. They’re not just trying to sell makeup. They’re making videos that people want to watch and share. This approach helps them create a community vibe that feels good and gets people talking about their products.

User-made videos are a big part of their strategy. The main Glossier TikTok account often shares videos from everyday Glossier fans, showing off how they use their products. It’s all about real people and real moments.


@keilani wears Hot Cocoa Balm Dotcom (one of our faves this season!) ☕️🍫 #glossier #balmdotcom #hotcocoabalmdotcom

♬ Follow me – .


Klarna is this cool fintech company from Sweden, sometimes called the ‘Amazon of banking’ because they make dealing with money easy and fun. They started in 2005, and now they’re huge, with more than 5,000 people working there.

Klarna is all about fresh ideas, so they’re pretty good at keeping up with the latest in social media. Their TikTok is a great example of how a brand can really connect with people and get them excited.

They had this one TikTok challenge where they asked fans to show how they’d react if they met Klarna’s founders. This user, @henkearns, made a video lip-syncing to Lady Gaga’s ‘Paparazzi’, saying ‘I’m your biggest fan, I’ll follow you until you love me.’ Klarna shared her video and said, ‘We don’t even know her, but now we love her.’ It’s a fun way to make connections and show off their personality.


This was a fan submission by @henkearns. We don’t even know her, but now we love her. #klarna #fyp #biggestfan

♬ original sound – klarna


Crocs have been big on social media for ages, but they’ve really hit their stride on TikTok recently. With loads of fans who just love their shoes, TikTok is the perfect place for them to show off how cool and fun Crocs can be.

On their TikTok account, Crocs mixes it up with all sorts of videos. You’ll find everything from regular posts to ones with influencers and even some paid ads. Their style is all about being fun, bright, and a bit quirky.

They saw a great chance when a TikTok user, Madeline from @happy.rugs, made a rug that looked like a Croc shoe. She posted a video of her making it, and Crocs was quick to share her video on their page. They said, “Ok, we’re obsessed”, and tons of people loved it!


1. What is UGC content on TikTok?

User-generated content (UGC) on TikTok refers to videos and posts created by users rather than brands or companies. This includes everything from dance challenges and lip-sync videos to personal vlogs and DIY tutorials.

2. How can I create engaging UGC for TikTok?

To create an engaging UGC, focus on authenticity, creativity, and following the latest trends. Be yourself, use popular music or challenges to connect with your audience, and always aim to provide content that is both entertaining and relatable.

3. Can UGC help grow my TikTok following?

Absolutely! High-quality, engaging UGC can attract more followers by increasing your visibility on the platform. Participating in trends and challenges, using hashtags, and interacting with other users can also help grow your audience.

4. What are the best practices for TikTok UGC?

Best practices include being authentic, keeping videos short and sweet, using trending music or effects, engaging with your audience through comments, and consistently posting content.

5. Is it okay to use branded content in my UGC?

Yes, you can use branded content, but make sure it aligns with your style and audience’s interests. Avoid making it overly promotional. It’s all about subtlety and fitting in organically.

6. How often should I post UGC on TikTok?

There’s no hard and fast rule, but consistency is key. Aim for a regular posting schedule, whether it’s daily, every other day, or a few times a week, depending on your capacity to produce quality content.

7. Can I collaborate with other TikTokers for UGC?

Collaborating with other TikTokers is a great idea! It can help you reach new audiences, bring fresh content to your profile, and make the process more fun and creative.

8. How can I ensure my UGC stands out on TikTok?

To make your UGC stand out, focus on originality, high-quality video and audio, engaging storytelling, and interacting with current trends and challenges in unique ways.

9. What are some common mistakes to avoid in TikTok UGC?

Common mistakes include ignoring the platform’s trends, being too promotional, sacrificing authenticity for aesthetics, poor video or audio quality, and not engaging with your audience.

10. Can UGC on TikTok lead to monetization opportunities?

Yes, successful UGC creators can leverage their TikTok presence for monetization through brand partnerships, TikTok’s Creator Fund, sponsored content, and more. In order to be successful, you must build a strong, engaged following.


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