Unlocking the Power of TikTok UGC to Boost Your Brand

User-generated content (UGC), or user-generated content on TikTok, refers to videos and posts created by everyday users rather than brands themselves. These authentic and often spontaneous clips resonate deeply with audiences because they feel genuine and relatable, unlike traditional advertisements. The platform’s unique algorithm further amplifies this effect by promoting content based on engagement rather than follower count, giving smaller creators a chance to go viral. 

For brands, tapping into this dynamic environment means not only gaining exposure but also building trust and community around their products or services. By encouraging real users to share their experiences, brands can harness the power of word-of-mouth marketing on a scale that was previously difficult to achieve.

User-Generated Content: The New Voice of Consumers

User-generated content (UGC) is any form of online content (text, videos, images, reviews, or social media posts) that has been created and shared by an online user rather than a brand or professional content creator. These individuals, who can be either paid collaborators or unpaid fans, share their experiences and opinions about the brand itself or a particular product.

 
GoPro for example, builds much of its marketing around videos created by users capturing their own adventures.

Unlike professionally generated content (PGC), which is produced by professionals hired by the company, UGC — including the increasingly popular TikTok UGC trend — is often spontaneous, authentic, and relatable. As a result, it adds a sense of credibility and genuineness to a brand's online presence, making it more appealing and trustworthy to potential customers. Consequently, user-generated content is a powerful tool for shaping consumer perceptions and influencing purchasing decisions.

What Does UGC Mean on TikTok?

As with any other social media platform, TikTok UGC refers to user-generated content that showcases an individual’s genuine experience with a brand or product, shared through short-form videos on the app. This can include anything from product reviews, unboxing clips, and tutorials to creative challenges or trends inspired by a brand. What makes TikTok UGC particularly powerful is how it blends authenticity with entertainment, leveraging the platform’s unique short-form video and highly engaged community. The effectiveness of TikTok UGC also lies in TikTok’s algorithm, which promotes relatable, high-performing content, enabling ordinary users — not just influencers — to reach large audiences and influence purchasing decisions.

Crocs experienced renewed popularity through TikTok users showcasing personalized and styled versions of their shoes in fun videos.

UGC vs Professionally-Generated Content (PGC)

So, what exactly is the difference between TikTok UGC and TikTok PGC?

PGC (Professionally-Generated Content) refers to content produced by professionals — such as marketers, advertisers, or content creators who are hired by a brand. This type of content is usually highly polished, visually refined, and perfectly aligned with the company’s branding and marketing strategy. Examples of PGC include branded TikTok ads created by professional agencies, high-quality promotional videos, and influencer collaborations that follow strict brand guidelines.

Samsung’s Galaxy S Series TikTok ads — polished promotional content featuring hired creators demonstrating new features.

In contrast, TikTok UGC is created by everyday users who share their genuine experiences and opinions about a product or brand. Together, both formats play complementary roles in a brand’s digital marketing strategy: PGC builds awareness and brand identity, while UGC drives trust and community engagement.

To better understand the differences between User-Generated Content (UGC) and Professionally-Generated Content (PGC), here is a comparative overview of their respective pros and cons:

Why TikTok UGC Is the New Word-of-Mouth Marketing for Brands

We’ve seen what TikTok UGC is — but why is this form of online content so valuable for brands? How can encouraging users to create and share their own TikTok videos about your products help your business grow, increase loyalty, and drive higher engagement and sales?

There are several key reasons behind its impact:

• Authenticity. TikTok UGC feels genuine and relatable compared to polished brand content. This sense of realness helps build trust and emotional connection with your audience.

In the world of skincare, trust is paramount. Peter Thomas Roth, a skincare brand, witnessed a remarkable surge in sales when a UGC video created by a user went viral on TikTok and Twitter. The video showcased the user’s genuine experience with the brand’s products, resonating with a massive audience. This UGC-driven buzz resulted in Peter Thomas Roth selling six months of stock in just one week. The brand’s authenticity and the real-life impact of their products, as highlighted by users, played a significant role in this success.

• Engagement. User-created content tends to generate higher engagement rates because it resonates naturally with other users who see it as credible and personal.
  
  

Chipotle's #ChipotleLidFlip challenge invited users to creatively flip the lid of their Chipotle bowls. The challenge garnered over 345 million views on TikTok, significantly increasing user engagement and brand visibility.

• Cost-effectiveness. Encouraging TikTok UGC is often more affordable than producing professional videos, helping brands reduce marketing costs while maintaining a strong online presence.
  
  

DrinkPop, known for its prebiotic sodas, adopted a cost-effective approach by partnering with micro-influencers to create engaging content. Instead of investing heavily in traditional advertising, they leveraged the creativity of influencers to produce authentic content that resonated with their audience. This strategy not only reduced marketing expenses but also generated a substantial return on investment.

• Virality. TikTok’s algorithm favors engaging, shareable videos — and UGC often has the potential to go viral, dramatically increasing brand visibility.
  
  

Stanley's Quencher tumbler became a viral sensation on TikTok after a user posted a video of the tumbler surviving a car fire. This sparked a wave of UGC, with users sharing videos of their own tumbler experiences. The viral content led to a significant increase in sales, showcasing how UGC can propel a product into the spotlight.

• Community building. TikTok UGC fosters a sense of belonging and participation among followers, turning everyday users into loyal brand advocates.
  
  

During the holiday season, Starbucks encouraged users to share their creative red cup designs using #starbucksredcup. This fostered a sense of belonging among fans and strengthened the community around the brand.

• Consumer insights. Observing the types of TikTok UGC your brand attracts provides valuable insights into your customers’ preferences, behaviors, and creative interpretations of your products.

Estée Lauder's #NightDoneRight campaign encouraged users to share their nighttime skincare routines. By observing the types of UGC received, Estée Lauder gained valuable insights into customer preferences and behaviors

• Reach. As users share their TikTok UGC with their own followers, your brand gains exposure to new audiences and potential customers.

• Creativity. Finally, users often bring fresh perspectives and creative storytelling styles, producing original and diverse content that enhances your brand’s image.
  

LEGO fans share videos of their original LEGO builds, often adding storytelling or stop-motion animations. This user creativity produces diverse content that inspires others and enriches the brand’s digital presence.

Boost Engagement with TikTok UGC Strategies

We’re wrapping up today’s post by sharing a few effective strategies for brands to encourage the creation of TikTok UGC. By implementing these approaches, your brand can tap into the growing trend of user-generated content on TikTok, fostering a more interactive and engaging presence while building stronger connections with your audience.

1. Challenges

Creating branded challenges is one of the most effective ways to encourage TikTok UGC. For example, Chipotle's #GuacDance challenge encouraged users to post videos of themselves dancing, which aligned with the brand's fun and playful image. This challenge went viral, resulting in millions of user-generated videos and significantly boosting Chipotle's brand visibility on TikTok.

Try to come up with a challenge that resonates with your target audience. For example, if you are a fitness brand, you could launch a #30SecondWorkout challenge, inviting users to share their favorite quick workout routines. Then share as many TikTok UGC videos as you can through your own TikTok accounts, influencer partnerships, and other social media channels.

Additionally, make sure your challenge is easy to participate in and has a clear, fun concept — this increases the likelihood that users will create and share TikTok UGC spontaneously. Consistently engaging with participants by liking, commenting, or featuring their content can also amplify participation and strengthen your community.

2. Hashtags

Using branded hashtags can amplify TikTok UGC and make it easier for other users to find and participate in branded challenges. For instance, the #EyesLipsFace challenge by e.l.f. Cosmetics invited users to create videos showcasing their makeup looks using the brand's products. The hashtag garnered billions of views, demonstrating the power of a well-crafted hashtag campaign in generating TikTok UGC.

E.l.f. Cosmetics launched the #EyesLipsFace challenge, encouraging users to showcase their makeup looks to a catchy tune. The campaign went viral, generating millions of user-generated videos and propelling the brand to new heights.

Try to create memorable and easy-to-use hashtags that encourage users to share their content and engage with the brand.

3. Collaborations

Partnering with influencers and encouraging their followers to create content can also drive TikTok UGC. Influencers have loyal followings that trust their recommendations. By collaborating with influencers, brands can reach a wider audience and inspire users to create content. For example, Guess collaborated with numerous influencers during the retail brand’s #InMyDenim campaign, resulting in a surge of user-generated content featuring Guess products.

4. Contests and Giveaways

Hosting contests and giveaways can motivate online users to create and share content about your brand. Offering a desirable prize encourages participation and spreads awareness.

For example, you could ask users to create videos demonstrating how they use one of your products and offer a prize for the best video. This approach not only generates TikTok UGC but also creates a buzz around the brand. Make sure that any contest or giveaway that you launch is easy to enter and offer prizes that appeal to your target audience.

Lume Cube, a lighting device company, launched the #LitByLume contest on TikTok, inviting users to create videos showcasing their creative use of Lume Cube products. Participants had the chance to win cash prizes, motivating them to produce high-quality content.

The contest received over 8,000 entries and generated more than 40 million views, significantly boosting brand visibility and engagement. This initiative not only produced authentic user-generated content but also enhanced Lume Cube's presence on TikTok.

5. Engaging Content

Finally, the best strategy for encouraging TikTok UGC is creating appealing social media content that naturally invites user interaction and engagement. 

This could include:

• Duets and reactions. Post videos that encourage users to duet or react to your content as this can create a chain of interactions that spreads your brand's message organically.
• Interactive questions and prompts. Ask open-ended questions or set prompts that invite users to share their thoughts, stories, or creative interpretations related to your brand.
• Tutorials. Share useful and informative content, such as tutorials or How-Tos, that encourages users to try out your products and share their results.

Above all, make sure your content is fun, engaging, and relevant to your audience. Encourage users to share their experiences, opinions, or creativity, and make them feel like an integral part of your brand's community. That way, they will be more likely to create TikTok UGC, further boosting your brand's presence and credibility on the platform.