Overview
UGC, or user-generated content, is authentic content made by creators and customers (videos, reviews, demos, unboxings) that looks native rather than produced. It is the dominant format that sells on TikTok Shop.
Where polished brand ads can feel like ads, UGC feels like a recommendation from a real person, which is why it converts.
How it works
Brands source UGC by recruiting affiliates and UGC creators, seeding product, and giving light direction. The content then lives organically on creators' profiles and can be repurposed into paid placements like Spark Ads.
Why it matters
UGC is the raw material of TikTok Shop selling. More high-quality UGC from more creators means more shoppable content and more sales, both organically and through ads.
How brands use it
Brands treat UGC as a supply problem: recruit enough creators to keep a steady flow of fresh, on-brief content, then amplify the pieces that convert.
Related resources
How Hubfluence supports this workflow
Hubfluence helps you source UGC at volume by recruiting fitting creators and managing the samples and briefs that turn them into a reliable content pipeline.
Learn more about Sample Manager, or book a demo to see how Hubfluence runs your TikTok Shop creator program end to end.
