User-Generated Content (UGC) is one of the most effective ways to drive sales and engagement on TikTok Shops. Why? Because 90% of people trust UGC more than traditional ads, and 83% of TikTok users say the platform influences their buying decisions. TikTok’s algorithm favors authentic, relatable content, making UGC a powerful tool for brands looking to connect with their audience and boost conversions.
Here’s how you can create a UGC strategy for TikTok Shops:
- Understand TikTok’s Audience: Most users are under 40, with 25-34 being the largest group. They prefer raw, relatable content over polished ads.
- Set Clear Goals: Focus on metrics like engagement, sales, and community participation. TikTok’s shopping features make it easy to track conversions.
- Create Flexible Content Guidelines: Give creators freedom while ensuring brand consistency. Avoid overly strict rules, but clearly outline what’s off-limits.
- Source Quality UGC: Use hashtag challenges, influencer collaborations, and community engagement to encourage users to create content.
- Optimize UGC for TikTok Shops: Use attention-grabbing hooks, trending formats, and TikTok’s tools to make your content stand out.
- Track and Scale: Monitor performance metrics like engagement rates, conversions, and revenue to refine your strategy and scale successful campaigns.
UGC not only builds trust but also shortens the path to purchase, often leading to instant sales. By leveraging TikTok’s unique features and prioritizing genuine customer stories, you can create a strategy that drives real results for your TikTok Shop.
This TikTok UGC Page Makes $1M/mo (so I copied it with AI)
Building Your UGC Strategy Foundation
Crafting a winning UGC strategy for TikTok Shops starts with understanding the platform’s unique vibe and audience. Unlike other social platforms, TikTok thrives on authentic, unpolished content that feels relatable. Your approach needs to embrace this style while delivering measurable results for your business. Below, we’ll walk through the key steps – from knowing your audience to creating clear content guidelines – that will help you build a strong foundation for success.
Know TikTok’s Audience and Content Trends
TikTok’s massive user base offers a huge opportunity, but to succeed, you need to know exactly who you’re speaking to. The platform leans heavily toward a younger audience, with 55% of its users under 30 years old. In the U.S., the largest group is aged 25-34 (35%), followed by 18-24 year-olds (25%).
This audience craves real, engaging content. They connect with videos that feel genuine, even if they’re not polished. Since TikTok is a mobile-first platform, your content must be optimized for vertical viewing. With Americans spending over 43 hours a month on TikTok, your videos need to grab attention in just a few seconds.
While trends on TikTok shift quickly, some content formats consistently shine for UGC campaigns: dance challenges, tutorials, product reviews, and storytelling videos. The hashtag #TikTokMadeMeBuyIt, for example, has racked up an astonishing 77.8 billion views, showcasing the platform’s power to influence purchases.
To keep up with TikTok’s fast-changing trends, check the Discover page regularly and engage with popular creators in your niche. Watch for trending sounds, effects, and formats that align with your brand. Remember, 39% of TikTok users in 2022 discovered new products or brands through the platform. Staying tuned into these trends can directly boost your TikTok Shop’s visibility and sales.
Set Clear Goals for UGC
Once you understand your audience, it’s time to define your goals. Clear, specific objectives are the backbone of any successful UGC strategy.
Brand awareness goals are a perfect fit for TikTok, where content can go viral organically. If you’re launching a new product or entering a new market, UGC can introduce your brand to TikTok’s diverse audience. Track metrics like reach, impressions, and brand mentions to measure how well you’re spreading the word.
For sales and conversions, TikTok’s shopping features are a game-changer. In 2022, 47% of TikTok users bought something they saw on the platform. Focus on metrics like click-through rates to your TikTok Shop, conversion rates, and average order values to measure success.
Building community engagement is another critical goal. Metrics like comments, shares, and participation in branded hashtags can show how well you’re connecting with your audience. Engaged communities often create UGC on their own, reducing the need for constant brand investment.
You can also set industry-specific goals based on TikTok trends. For example, financial content has been booming, with video views growing 2.7 times and 54% of users more likely to turn to TikTok for finance-related advice than other platforms. If your product fits this niche, targeted UGC campaigns could drive significant traffic to your TikTok Shop.
"The most successful brands on TikTok aren’t those shouting the loudest about their products. They’re the ones creating genuine communities where real people become genuine advocates." – Phil Treagus-Evans, CEO and co-founder, Giraffe Social
Create Content Guidelines
Content guidelines are essential to maintaining a balance between authenticity and brand consistency.
Start with tone and voice guidelines that reflect your brand’s personality. Instead of rigid scripts, offer examples of language that align with your values. Encourage creators to use their natural voice while weaving in your key messages.
For visuals, keep your aesthetic guidelines flexible. While you can specify certain elements – like product placement or lighting – avoid overly strict rules about backgrounds or camera angles. TikTok’s algorithm rewards diverse, natural-looking content over perfectly curated visuals.
Highlight the product features you want creators to focus on, but let them share what they genuinely love about your products. Authentic enthusiasm resonates far better than scripted talking points.
It’s also crucial to define "no-go" zones to safeguard your brand’s reputation. Clearly outline any language, topics, or visuals that could conflict with your values. Don’t forget to include rules for disclosure, such as using TikTok’s branded content toggle and hashtags like #ad or #sponsored.
"Failing to provide clear creative briefs that outline the desired voice, messaging, and objectives is a significant misstep when working with creators. Explicit guidelines ensure UGC aligns with brand values." – Magda Baez, Account Manager, Social Commerce, Envision Horizons
A great example of this is Aerie’s #AerieREAL campaign, which encouraged customers to share unfiltered photos and videos while staying true to the brand’s values. This approach led to strong engagement and boosted sales on TikTok Shop. Similarly, Glossier has effectively showcased customer makeup looks and reviews by offering clear but flexible guidelines, building a loyal community around their products.
Your content guidelines shouldn’t be static. Regularly review and adjust them based on campaign performance and feedback from creators. This ensures your UGC strategy stays effective and adapts to TikTok’s ever-changing trends, helping you get the most out of TikTok Shop.
How to Source Quality UGC
Once you’ve laid the groundwork, it’s time to focus on generating high-quality user-generated content (UGC) from your TikTok community. This involves a mix of branded campaigns, influencer collaborations, and organic interaction. The aim? Inspire users to showcase your products in a way that feels genuine while driving traffic to your TikTok Shop. One way to spark creativity is by exploring hashtag challenges.
Launch Hashtag Campaigns and Challenges
Hashtag campaigns and challenges are a fantastic way to encourage UGC on TikTok. They rely on a mix of branded, niche, trending, and relevant hashtags to boost engagement and visibility. The best challenges are simple, fun, and easy to replicate, making them more likely to catch on with your audience. While promoting your product, let users have creative freedom – it’s a balance that pays off.
Take Guess’s #InMyDenim campaign, for example – it inspired over 5,500 user-created videos and racked up 10.5 million views. Similarly, Chipotle’s #GuacDance challenge reached an astonishing 1.1 billion views. Laura Mercier’s #readySETgo challenge encouraged users to get creative with their Translucent Loose Setting Powder, driving interaction and engagement.
To craft an effective hashtag strategy, combine niche, broad, and branded hashtags. Stick to three to five relevant hashtags per post, paired with engaging captions. Including location-based hashtags and TikTok’s location stickers can also improve discoverability. Stay on top of trending hashtags by following key accounts in your niche and checking TikTok’s Discover page regularly. Track performance by monitoring engagement and how often your hashtags are used.
"A thoughtfully created hashtag strategy can yield long term results."
These campaigns not only spark engagement but also direct more users to your TikTok Shop.
Partner with TikTok Influencers and Creators
Teaming up with TikTok influencers is another powerful way to amplify your UGC efforts. Influencers bring established, engaged audiences to the table, making them valuable partners in your marketing strategy. The key is to choose creators whose audience aligns with your target market. Look beyond follower counts – engagement metrics like likes, comments, and shares are much better indicators of success. Also, evaluate whether the creator genuinely connects with your brand and has a track record of professionalism.
Focus on creators with strong production skills, clear messaging, and a creative edge. Todd Piechowski, VP of Growth at Envision Horizons, emphasizes:
"When selecting creators, prioritize their portfolio and ability to engage your target audience. Opt for high production quality – good lighting, superior camera equipment, and clear articulation of your brand’s message. Creators with modeling or acting experience often adjust well to your brand’s tone, but it’s crucial to balance professional polish with genuine authenticity."
Provide clear creative briefs that outline your brand’s voice and goals, but allow creators the freedom to infuse their own style. This ensures the content feels authentic. Formats like unboxings, tutorials, and reviews work well to showcase product benefits and appeal to diverse audience segments.
Both micro- and macro-influencers have their advantages. Micro-influencers often have highly engaged, niche audiences, while macro-influencers can bring broader exposure. TikTok’s Creator Marketplace can help you find influencers whose audiences match your target market. Plus, TikTok Shop’s integration with influencer campaigns makes it easy for viewers to shop directly from the content.
"Influencer success will be measured more by actual performance and sales impact rather than follower count alone." – Todd Piechowski, VP of Growth at Envision Horizons
By combining paid influencer campaigns with organic engagement, you can create content that drives sales while building trust.
Build Organic UGC Through Community Engagement
While paid campaigns and influencer collaborations are effective, organic UGC remains the most genuine form of engagement. Actively connect with your community by responding to comments, sharing user content, and acknowledging tags. This kind of interaction encourages more users to share their experiences.
Invite customers to naturally showcase your products by sharing how they use them – whether through styling tips, demonstrations, or unboxing videos. A branded hashtag for customer stories can help organize this content, making it easier to engage with and highlight.
Brands that embrace organic UGC build credibility by showing real customer experiences. In fact, 92% of TikTok users say they’ve interacted with or purchased from a brand after seeing its content on the platform. This type of content not only drives engagement but also creates loyal brand advocates.
If you’re looking to scale your UGC efforts on TikTok Shop, consider partnering with ecommerce experts like Emplicit (https://emplicit.co), who specialize in helping brands grow their digital presence.
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Optimize UGC for TikTok Shops Success
Having great UGC is just the beginning. To make the most of it on your TikTok Shop, you need to fine-tune it for the platform, adapt it for different channels, and seamlessly incorporate it into your product listings. Here’s how to do it.
Create Attention-Grabbing UGC
TikTok thrives on authentic, relatable content that feels real and unpolished. That’s why UGC is such a natural fit. But not all UGC will grab attention or drive results. To stand out, your content must match TikTok’s unique vibe.
Start by hooking your audience in the first three seconds. Whether it’s a surprising moment, an intriguing question, or a teaser of what’s to come, those initial moments are critical to keeping viewers engaged.
Lean into TikTok’s raw, casual style. Encourage creators to use their smartphones instead of professional equipment for a more relatable feel. This approach resonates with TikTok users, who prefer content that feels genuine over polished ads.
Take advantage of trending formats like dance challenges, tutorials, and product reviews. Use TikTok’s built-in tools – effects, music, and filters – to make your content visually appealing and aligned with what’s popular on the platform.
Focus on delivering value. Whether it’s styling tips, how-to guides, or product demos, content that solves problems or inspires viewers builds trust and keeps them coming back.
Consider the success of e.l.f. Cosmetics’ #EyesLipsFace campaign. By inviting users to create music-driven makeup transformation videos, the campaign exploded, amassing over 4 billion views on TikTok. Once you’ve captured attention, you can expand your reach by repurposing this content across other platforms.
Repurpose UGC Across Marketing Channels
UGC doesn’t just shine on TikTok – it can amplify your presence across other marketing channels too. In fact, ads featuring UGC often outperform traditional branded content, delivering 50% higher engagement, four times the click-through rates, and a 90% boost in time spent on-site.
Take your best-performing TikTok UGC and use it in Facebook and Instagram ads, Google display campaigns, email newsletters, and even product galleries on your website. Featuring real customer content can lead to a 154% increase in revenue per visitor.
For example, Crocs’ #ThousandDollarCrocs contest encouraged users to share their creative designs. The campaign generated massive engagement and showcased thousands of designs across multiple platforms. This approach not only boosted visibility but also reinforced the brand’s connection with its audience.
Finally, bring your UGC full circle by embedding it directly into your TikTok Shop listings, where it can have the biggest impact on sales.
Add UGC to TikTok Shop Listings
Incorporating UGC into your TikTok Shop listings can turn casual browsers into buyers. Social proof is incredibly powerful, and TikTok users are primed to trust content from real people over traditional brand messaging.
Highlight high-quality UGC that aligns with your brand and showcases your products in action. Use videos and photos that demonstrate key benefits, solve problems, or highlight customer satisfaction. This not only adds authenticity but also boosts your listing’s visibility within TikTok’s algorithm.
Here’s why this works: 90% of people trust UGC, but only 4% trust traditional branded content. And TikTok users are ready to shop – 67% say they’ve discovered new products on the platform, and 50% have made purchases after watching TikTok videos. The hashtag #TikTokMadeMeBuyIt, with a staggering 77.8 billion views, illustrates just how influential TikTok is for driving sales.
A great example is Made by Mitchell, a UK beauty brand that earned $1 million in a single day on TikTok Shop. During a 12-hour live event, they sold one product every second, generating $830,000 in just a portion of the timeframe. Their success came from blending authentic customer content with smart TikTok Shop strategies.
To keep the momentum going, encourage customers to create more UGC. Use incentives, branded hashtags, and influencer collaborations to inspire new content. This creates a cycle where happy customers become advocates, fueling even more authentic content and driving sales.
When done right, integrating UGC into your TikTok Shop listings builds trust and gives potential buyers the confidence they need to make a purchase.
Track Results and Scale Your UGC Strategy
Once you’ve built a solid foundation for your user-generated content (UGC) strategy and sourced high-quality content, the next step is tracking performance and scaling what works. A successful UGC strategy thrives on constant monitoring, testing, and fine-tuning. Without keeping an eye on the numbers, it’s easy to miss out on emerging trends or opportunities.
Key Metrics to Track UGC Performance
The metrics you choose should reflect your business goals – whether that’s increasing sales, growing your audience, or boosting engagement. Here are the most important KPIs to measure success on TikTok Shops:
Engagement Metrics:
Track how well your content connects with your audience by monitoring engagement rates, follower growth during campaigns, and watch time completion rates. Videos with high watch time and completion rates are excellent candidates for repurposing in paid ads or featuring on product detail pages.
Conversion Metrics:
Evaluate how your UGC drives action by analyzing click-through rates (CTR), click-to-open rates (CTOR), and conversion rates. Industry benchmarks suggest small businesses should aim for a 2–4% conversion rate, while medium and large businesses often achieve 4–6%. For CTR, aim for 1–3%, and for CTOR, target 3–5%.
Revenue Metrics:
Understand the financial impact of your UGC by tracking gross merchandise value (GMV) per stream and watch GPM (gross profit margin). For example, small brands might see $200–$1,000 GMV per stream, while enterprise brands can exceed $10,000.
Here’s a quick look at performance benchmarks:
| Metric | Small Brand | Mid-Tier Brand | Enterprise |
|---|---|---|---|
| Engagement Rate | 3–5% | 5–7% | 7%+ |
| Conversion Rate | 2–4% | 4–6% | 5–8% |
| GMV per Stream | $200–$1,000 | $1,000–$10,000 | $10,000+ |
| Watch GPM | $10–$25 | $25–$50 | $50+ |
By analyzing these metrics, you can pinpoint which content resonates most with your audience, which creators deliver the best results, and where your campaigns are driving the most conversions. You can also use geographic data to optimize posting times and tailor content to specific regions. Testing and refining your approach based on this data is essential for success.
Test and Optimize UGC Campaigns
Testing is at the heart of improving engagement and conversions on TikTok Shops. Since the platform’s algorithm and user preferences evolve quickly, strategies that worked last month may not be effective today.
A/B testing is a powerful tool for refining your campaigns. Experiment with different ad formats, content styles, and creator collaborations to see what delivers the best results. Test multiple hooks in each video to grab attention right away.
One example of effective UGC testing comes from inBeat Agency, which helped Unroll.me reduce customer acquisition costs by 75% while increasing downloads to over 100,000 per month through strategic UGC optimization. They also scaled UGC ads for Hopper, combating ad fatigue and lowering costs.
"When selecting creators, prioritize their portfolio and ability to engage your target audience. Opt for high production quality – good lighting, superior camera equipment, and clear articulation of your brand’s message. Creators with modeling or acting experience often adjust well to your brand’s tone, but it’s crucial to balance professional polish with genuine authenticity."
- Todd Piechowski, VP of Growth at Envision Horizons
If your cost-per-click (CPC) is high and your CTR is low, try experimenting with new thumbnails or video hooks. And when a piece of content performs exceptionally well, repurpose it across other channels to maximize its impact. Once you’ve identified what works, use these insights to scale your campaigns effectively.
Scale High-Performing UGC Campaigns
After identifying successful campaigns through testing, it’s time to scale them using data-driven insights. Scaling isn’t just about spending more money – it’s about amplifying what resonates while keeping the content authentic.
Strengthen partnerships with creators who consistently deliver results by increasing collaboration frequency and budget. Continue testing new creators to discover fresh voices that connect with your audience.
Authenticity is the cornerstone of scaling UGC. Todd Piechowski emphasizes this point:
"The most effective ads leverage authentic UGC that showcases genuine product interactions, rather than overt sales tactics. Gen Z consumers on TikTok are highly discerning and can easily detect inauthenticity, which is an immediate barrier to success on the platform."
- Todd Piechowski, VP of Growth at Envision Horizons
Clear creative direction is equally important when scaling. Use performance data to guide your decisions – whether it’s doubling down on a specific content format, adjusting posting times, or focusing on certain types of creators. TikTok users are twice as likely to recommend products they discover on the platform and 1.5 times more likely to influence their friends to try those products.
The secret to scaling successfully lies in preserving the authenticity that makes UGC so effective. As you grow, continue testing, tweaking, and ensuring your content feels real and relatable. For expert guidance on refining and scaling your TikTok Shops UGC strategy, consider reaching out to Emplicit (https://emplicit.co).
Conclusion: Building a Long-Term UGC Strategy for Growth
Creating a thriving UGC strategy for TikTok Shops isn’t about quick wins – it’s about cultivating an authentic community and refining your approach over time. Brands that succeed in the long run focus on building a self-sustaining ecosystem rather than relying solely on aggressive growth tactics.
To achieve this, prioritize sourcing high-quality UGC and forming meaningful, long-term relationships with creators who align with your brand. Instead of limiting these relationships to one-off campaigns, consider offering ongoing incentives like equity, exclusive product access, or larger partnerships. For instance, Jones Road Beauty invests $4,500 daily into TikTok campaigns, and this consistent effort has led TikTok to account for 34% of their annual revenue.
Dive into performance metrics to pinpoint your top-performing creators, content formats, and product categories. Use these insights to double down on what works and strategically expand your reach. A mix of brand-created content and authentic UGC ensures consistent engagement while optimizing discoverability. Incorporate high-converting keywords into your TikTok Shop titles, descriptions, and tags to make your products easier to find.
Active community management is another crucial piece of the puzzle. Encourage reviews, run promotions, and respond quickly to customer interactions – these actions not only enhance your TikTok algorithm ranking but also foster a loyal, engaged community. This sense of connection can drive organic growth and keep your audience coming back.
In short, building a successful TikTok Shops strategy takes patience, authenticity, and ongoing optimization. Treat UGC as a long-term investment, and you’ll create a sustainable, profitable business. If you’re looking for expert guidance, Emplicit (https://emplicit.co) offers specialized support in marketplace management and content creation to help your brand grow steadily and effectively.
FAQs
How can I measure the success of my user-generated content (UGC) strategy on TikTok Shops?
To gauge how well your UGC strategy is performing on TikTok Shops, keep an eye on a few key metrics: engagement rates (likes, comments, and shares), reach and impressions, conversion rates, and audience growth. It’s also worth analyzing sentiment trends to see how your content is being received by viewers.
TikTok’s analytics tools or third-party platforms can help you track these numbers over time. Look closely at how UGC impacts sales, influences customer behavior, and builds a stronger connection between your brand and its audience. By consistently reviewing this data, you can fine-tune your approach and improve your results.
What are the best ways to collaborate with TikTok influencers to boost user-generated content (UGC)?
To make the most out of working with TikTok influencers and boosting UGC, consider teaming up with micro-influencers. These creators often have a tightly-knit, loyal audience and higher engagement rates, making them a great fit for authentic brand promotion.
Spark creativity by introducing fun challenges or contests that encourage both influencers and their followers to create content featuring your brand. This approach not only spreads your message but also gets people genuinely excited about participating.
Make sure to provide influencers with clear directions and appealing incentives – think free products, exclusive discounts, or even cash rewards. This helps ensure their content aligns with your brand’s goals. Don’t forget to actively engage with their posts by commenting, sharing, or even spotlighting their videos on your channels. These small actions go a long way in building solid relationships and encouraging ongoing collaboration.
How can I create authentic UGC for TikTok Shops while staying true to my brand?
To get user-generated content (UGC) that feels real and matches your brand, start by giving your audience straightforward guidelines that reflect your brand’s tone, values, and style. Invite customers to share their honest experiences with your products – genuine stories tend to connect better with people.
While staying true to authenticity, review submissions to ensure they align with your standards and remain respectful. The key is finding a balance: guide contributors without stifling their creativity. Being clear and open about your expectations builds trust and encourages contributors to create high-quality, on-brand content.