UGC on TikTok is definitely the biggest buzzword in the field of digital marketing. Brands big and small are now turning to real users to create content instead of spending big on traditional ads.

But what exactly is it, and why does it matter?

What is UGC on TikTok?

UGC stands for User-Generated Content. Anything that is videos, review, or demo but made by humans and not by the business is called user-generated content.

In the case of TikTok, it would mean the videos. Examples include unboxing videos, review videos, tutorial videos, etc. Given the platform relies on organic content, UGC suits TikTok marketing very well.

Why TikTok is a perfect place for UGC

Videos that have authenticity attract TikTok algorithms. Polished, overproduced videos don’t always perform well on the platform.

That’s why UGC works so well here. It blends in with organic content and doesn’t look like an ad, and that’s exactly the point.

Types of UGC content on TikTok

There’s more than one kind of UGC. Here’s a quick breakdown:

Organic UGC Content generated by actual customers without an exchange of money. They simply enjoy the product and share it.

Paid UGC The brand engages a creator who creates content that is organically appearing. While the creator is compensated, the content appears authentic.

Employee-generated content Content generated by employees that brings an organic touch to the organization.

How UGC creators make content for brands

UGC creators on TikTok don’t need a huge following. They just need to create content that feels real.

Brands typically give the product and a brief, the creator creates a video and either gives them the raw footage or ready-to-share video. Brands use this in their marketing or post on their own account.

Benefits of using UGC on TikTok for your brand

Here’s why brands are shifting to this strategy:

Builds trust faster – People will trust people before trusting brands. It helps that it’s someone giving an opinion rather than a professional marketing video.

Lower content cost – The creator can produce viral content using just his phone instead of hiring a whole crew for that purpose.

Higher engagement – The audience is attracted to user-generated content videos due to their relatability.

Better ad performance – UGC-based ads on TikTok get significantly higher click-through rates compared to branded content.

Smart brands repurpose UGC into TikTok Shop Ads or run it as Spark Ads, boosting a creator’s original post directly as an ad. 

Agencies like New Age Digital in the Philippines help e-commerce brands do exactly this, managing vetted creator networks that produce content designed to drive real sales.

Real examples of UGC on TikTok

Here are the most common formats you’ll see on the platform:

Product unboxing videos – A customer reacts to opening a package. Simple but very effective.

Before and after content – popular in beauty and skincare. An individual displays how they were impacted by the use of the product after several days or weeks of use.

“TikTok made me buy it” videos – are one of the most viral UGC formats on the platform.

Honest reviews – no script, no fancy editing. Just someone talking to the camera about their experience.

How to start using UGC on TikTok

Getting started is easier than most people think:

  • Define your goal – awareness, TikTok Shop sales, or ad performance.
  • Find micro-creators – Small but very engaged communities will work better.
  • Give a clear brief – Good directions will help create quality content.
  • Repurpose across channels – Use the same content across various platforms such as TikTok profile, Spark Ads, product pages, etc.
  • Track and optimize – Leverage the content that works for you.

Always ensure permission before using content as ads. Work with 3 to 5 influencers first.

Conclusion

UGC on TikTok is not only an emerging trend, it’s a tactic that works.

If you want to give your brand a boost in terms of recognition and sales, allowing actual customers to share their opinions through videos is something that you need to try.

It’s not too late to get started, even for startups that are just getting off the ground.