What are UGC-style videos in TikTok Ads? How to utilize them effectively

Have you seen UGC-style video ads often featured on social media platforms like TikTok? UGC (or UGC-style) videos are an effective way to convey a brand's appeal because they give viewers a sense of high credibility.

When companies see video ads utilizing competitors' UGC and think, “We want to do the same,” they often find user engagement is low and they fail to achieve the desired results.

Many also struggle with how to encourage users to create content voluntarily and how best to utilize that content.

This time, we'll detail how to incorporate UGC-style videos into your company's marketing strategy. Use UGC-style videos to earn consumer trust and significantly boost your brand's recognition.

＜Key Points＞

・Understand the effectiveness and benefits of “UGC-style” videos used in TikTok ads

・Learn how to select successful UGC videos and maximize their reach

・Learn about reference examples for mechanisms companies can use to generate UGC

・Recognize common pitfalls in UGC videos and learn countermeasures

What are the uses for TikTok UGC-style videos?

How can companies leverage the effectiveness of UGC videos? Fundamentally, it's best to prioritize conveying appeal from the customer's perspective. Here are some examples of how to utilize them.

Credible review introductions

UGC authentically captures real users experiencing products and services, showcasing their appeal. This genuine content holds greater credibility than promotional messages from a company's seller perspective.

Indeed, research firm Nielsen states:

“92% of consumers worldwide trust earned media, such as word-of-mouth and recommendations from friends and family, more than any other form of advertising.”

Source: Global Trust in Advertising and Brand Messages - Nielsen

Therefore, using UGC as your own content is crucial for making your message persuasive.

Advertising creativity

User-generated content (UGC) videos are also highly effective in advertising campaigns. By utilizing content created by users as your own advertising creative, you can introduce products and services to viewers in a natural and approachable way.

For example, distributing UGC videos through TikTok ads allows viewers to accept the content more naturally, without consciously perceiving it as an advertisement. Most importantly, compared to simply posting content, it enables passionate, trustworthy reviews to reach a larger audience.

Additionally, using retargeting ads to reconnect with users who are already familiar with the brand itself is also highly effective.

Collaborations with influencers

Collaborating with influencers to create UGC-style videos is also an effective strategy for companies.

Not only do popular influencers introduce products and services to their followers, but companies can also leverage these videos to spark interest among new audiences.

Additionally, encouraging influencers to prompt their followers to create UGC is a great way to generate a large volume of review content.

The impact of using UGC-style videos in TikTok ads

Boosts message credibility by leveraging third-party posts

First, UGC videos are highly credible. Having actual users create content that conveys the appeal makes it easier for viewers to perceive it as valuable information.

As mentioned earlier, Nielsen's survey findings show that “92% of consumers trust recommendations from other consumers.” This indicates people value the opinions of friends and family more than brand messages.

Therefore, using content in advertising that conveys customers' actual experiences and impressions in their own words is more likely to be considered valuable than content presented from a seller's perspective.

Increases engagement rates due to perceived value

Next, UGC videos are effective at boosting engagement. TikTok has many users seeking new discoveries, and they tend to be less averse to ads.

However, if you only push hard-sell content like campaign announcements, you run a high risk of being blocked. Therefore, focus on conveying what happens when you use the product or service you're introducing.

To make such content valuable, user-perspective content like UGC is more likely to elicit positive reactions.

For example, when users leave comments on videos or use the remix feature to add their own content, it strengthens their engagement with the brand.

Easily expands reach by aligning with the algorithm

As mentioned earlier, UGC videos are also valued for their inherent content quality, making them highly shareable and viral—another compelling advantage.

TikTok's algorithm seeks to keep users engaged on the platform longer, so it highly values content that garners significant interest. Consequently, such content is prioritized for display, creating an environment where UGC videos spread easily among viewers.

For example, by providing mechanisms that encourage broad user participation—such as challenges or hashtag campaigns—videos have the potential to spread explosively.

Defining what UGC-style videos are

Source: See our success stories - TikTok for Business

This is because companies utilize UGC posted by others as their own advertising creative. Alternatively, there are videos that take the form of “UGC-like content,” where companies anticipate what customers might say and speak on their behalf.

In other words, regardless of whether an original post exists, since these videos are disseminated by the company itself, they are not strictly UGC. This is why they are called UGC-style videos.

However, since influencer stealth marketing became controversial for deceiving users, methods clearly identifiable as PR are now more readily accepted by audiences.

Why use videos designed to look like UGC?

When utilizing actual user posts, the issue arises that “permission must be obtained, so they cannot always be used.”

Therefore, we use UGC-style videos that appear to be user-created content, allowing us to leverage the benefits without needing permission.

While we want to use UGC to convey greater appeal, we utilize these imitation videos to bypass permission issues or save time on obtaining consent.

However, if the original post isn't compelling, it ultimately won't be effective. Therefore, it's crucial to devise ways to encourage genuine users to post voluntarily.

UGC-style videos as a compelling storytelling tool

A major advantage of UGC videos is that they reflect authentic user voices and experiences. This makes it easier for viewers to develop trust in the brand.

UGC-style videos leverage this characteristic by either incorporating quotes from the company itself or making content appear as if created by actual users. This conveys the appeal of services or products to viewers in a natural way and sparks their interest.

For example, when selling mail-order products, conveying appeal through customer-like statements such as “The packaging was so cute I bought it immediately” can be effective.

Thus, UGC-style videos serve as one means of communicating the appeal of services or products.

Criteria for selecting the best UGC videos for TikTok ads

Source: TikTok

To effectively promote UGC videos through advertising, the key is selecting UGC that resonates with your target audience.

When choosing posts, consider the following criteria.

• Choose content with high engagement
• Select videos reflecting authentic user experiences
• Pick videos aligned with your brand message
• Opt for carefully crafted visuals and audio
• Choose videos with excellent storytelling
• Select shareable content

Let’s go over each one

Choose content with high engagement

When selecting UGC videos, prioritize content with high viewer engagement. High engagement suggests a higher probability, considering the algorithm, that the content is of interest to users.

For example, videos with many likes, comments, and shares are evidence that they resonate strongly with viewers. By distributing highly engaged videos as advertisements, you can more easily reach a wider audience.

Select videos reflecting authentic user experiences

It is important to select content that feels natural and relatable to viewers. Videos reflecting authentic user voices and experiences are highly credible and easily resonate with audiences.

For example, choose videos showing actual product usage scenarios or showcasing user success stories.

Pick videos aligned with your brand message

When selecting UGC videos, it's important to choose content that aligns with your brand's message and values, not just metrics like engagement rates. This ensures you convey a consistent brand image to your audience.

For example, a company selling environmentally conscious products would select user videos showcasing eco-friendly initiatives.

Opt for carefully crafted visuals and audio

It's not simply a matter of using UGC; it's crucial that the appeal resonates with the target audience. Therefore, selecting videos with high-quality visuals and audio is also necessary.

However, overly polished videos can come across as staged, so the key point is that they should be carefully crafted.

For example, choose videos that are natural and free from discomfort, such as those with appropriate brightness and clear audio. Even videos shot with a smartphone camera can be selected if they are properly edited and of high quality.

Choose videos with excellent storytelling

Videos with excellent storytelling capture viewers' interest and make them more likely to watch until the end. Choose videos with emotionally compelling stories or content viewers can easily relate to their own experiences.

For example, even in videos demonstrating product usage, those that present users' actual impressions and results in a story format are highly effective.

Select shareable content

When spreading UGC videos as advertisements, it's crucial to select content that's easy to share. Specifically,

we recommend content that sparks the desire to tell others, rather than simply stating product features.

For example, content that conveys passion, unique posts, or detailed information that proves useful are good choices.

This enhances the video's reach and allows it to connect with a larger audience.

How to create mechanisms for natural UGC videos on TikTok?

To create mechanisms that generate natural UGC, you need ideas that inspire users to voluntarily create content. Essentially, this means deepening engagement with users.

By implementing mechanisms that foster UGC, you can naturally increase brand awareness. Specific ideas for generating UGC include the following:

• Host challenges or contests
• Offer incentives for submissions
• Provide brand experiences like events
• Organize collaboration projects
• Build closer relationships with users
• Specify posting themes or formats

Let’s go over each one of these as well

Host challenges or contests

Hosting challenges and contests that users want to participate in is highly effective. When people take on a challenge, it stimulates their desire to share their achievements with others.

For example, running dance challenges or hashtag campaigns popular on TikTok encourages participants to post their own videos, naturally generating UGC. Offering prizes is also an effective way to boost participation.

Regarding UGC creation, mechanisms like Fortnite's that integrate users directly into the service itself can also serve as a reference. For more details, please also see “Do Gameplay Streams (Videos) Impact Sales? Introducing the Significant Effects and Benefits You Can't Ignore.”

Offer incentives for submissions

We provide incentives to boost users' motivation to create content.

For example, by selecting outstanding works from submitted videos and offering prizes or benefits, we encourage more users to participate.

Additionally, featuring submitted content on official accounts can increase user visibility.

Provide brand experiences like events

We provide opportunities for users to gain special experiences related to the brand. This is effective both as content to share and as a catalyst for building fan loyalty.

For example, inviting users to product trial events or exclusive events makes them want to share that experience. Content created through such experiences tends to be more credible and resonates more easily.

Organize collaboration projects

Collaborative projects with influencers and popular creators will boost UGC generation. When popular creators showcase a brand's products or services, their followers are encouraged to create similar content, spreading UGC.

For example, an influencer might propose a challenge to their followers, resulting in a surge of UGC.

Build closer relationships with users

Strengthening engagement with users encourages the creation of UGC.

For example, actively responding to user comments and feedback demonstrates a commitment to valuing communication with users.

Additionally, retweeting user posts or sharing them in stories helps users feel more connected to the brand.

Specify posting themes or formats

Specify themes and formats to make it easier for users to create content.

For example, presenting specific themes like “#FavoriteCharacter” or “#BestPurchasesThisYear” helps users understand what kind of content to create.

Providing easy-to-edit templates and filters is also effective. Incorporating offline elements, such as encouraging posts about event experiences, is another good approach.

Implement these mechanisms to foster an environment where users spontaneously create UGC.

5 patterns to avoid with UGC-style videos used in TikTok ads

UGC videos offer significant benefits when used effectively, but employing them incorrectly can backfire.

Here, we explain common pitfalls with UGC videos and how to avoid them.

Pattern 1: Overly edited videos

Over-editing UGC videos in an attempt to achieve professional quality can make them feel overly staged to viewers. If they don't feel like authentic user experiences, credibility drops and it becomes harder to connect with the audience.

Keep editing moderate and preserve users' natural voices and reactions. Conveying genuine emotions and experiences makes it easier to resonate with viewers.

Pattern 2: Inconsistent content

Using UGC that lacks consistency with the brand message confuses viewers and damages brand credibility. Especially when mixed messages appear, the brand identity becomes unclear.

Utilize content consistent with the brand message.

While setting content guidelines is one approach, it's also important not to force all UGC to align perfectly with brand values and goals. Highlighting drawbacks or negative reviews can actually enhance the credibility of other posts.

Pattern 3: Content uninteresting to viewers

Posting or streaming videos with uninteresting content will lower engagement.

• Is it informative?
• Is it entertaining?
• Does it spark interest?

Choose content based on these criteria.

For example, videos that only emphasize product features tend to be less engaging for viewers. Good examples are those with unique content that reflects the creator's perspective or share personal stories about why they started using the product.

Introducing these authentic experiences and relatable content can boost engagement.

Pattern 4: Excessive sales pitches

Overusing UGC videos as a sales tactic can easily turn viewers off. Especially blatant advertising or pushy messages backfire.

Focus on providing information and storytelling to naturally convey the merits of your brand or product. It's crucial to offer viewers valuable information or entertainment, allowing them to naturally develop interest in your product or brand.

Pattern 5: Unauthorized use of content

Using content without user permission can lead to legal issues and damage credibility. Disregarding user rights harms your brand image.

When utilizing user content, provide guidelines specifying the scope of use, purpose, and the process for obtaining permission. This not only mitigates risks but also conveys sincerity to users.

Furthermore, for users, the experience of having their posts utilized and the personal interaction with the brand can create opportunities for them to become more favorably disposed.

Are there patterns for videos used in TikTok ads that also apply to UGC-style videos?

TikTok ads effectively utilize various video patterns. These patterns are crucial for capturing viewers' interest and boosting engagement.

User-generated content (UGC)-style videos, in particular, feel natural and trustworthy, easily resonating with many viewers.

Here, we introduce the video patterns used in TikTok ads, explaining each pattern's characteristics and its connection to UGC-style videos.

UGC-style (word-of-mouth)

UGC-style videos are content designed to appear as if created by actual users. This approach gives viewers a natural and relatable impression, enhancing credibility.

Using UGC-style videos as advertisements makes viewers less aware they are watching an ad, making it more acceptable.

For example, videos incorporating scenes of users using the product or sharing their experiences are effective.

Creator collaborations

Videos featuring popular TikTok creators tend to achieve high engagement. Creators already have large followings, and leveraging their credibility and influence can maximize advertising effectiveness.

When creators introduce products and convey authentic usage experiences to viewers, these videos deliver effects similar to UGC-style content.

For example, videos naturally capturing creators using products in their daily lives are well-received.

Short dramas

Short drama-style videos can capture viewers' attention and appeal to their emotions. By conveying the appeal of a product or brand through a short story, they enhance viewer engagement.

For example, depicting scenes where users solve problems using the product in a dramatic format is effective.

Stills (slideshows)

Video ads using still images can deliver a simple yet visually powerful impact. By displaying multiple still images in a slideshow format, you can concisely convey the features of a product or brand.

For example, you can showcase product usage scenarios using photos taken by users.

Slideshow-style video ads are effective for organizing information and communicating it visually in an easy-to-understand manner.

Animation (characters)

Video ads featuring anime and characters provide viewers with enjoyment and approachability. Using anime characters to convey a product or brand's story can capture viewers' interest.

Leveraging characters allows for cute and relatable depictions of users interacting with the product.

For example, scenes showing characters using the product to solve problems are highly effective.

Combine these video patterns effectively to maximize the impact of your TikTok ads.

Summary of how to leverage UGC-style videos for TikTok ads

Let's summarize the content so far.

• UGC-style videos can deliver persuasive messages to viewers by appearing to be or repurposing actual user-generated content
• UGC videos told from the user's perspective effectively convey appeal and are more likely to be shared by viewers
• Carefully identify the source UGC, such as content with high engagement
• It's important to devise ways to generate UGC, such as through challenges, contests, or offering incentives
• When selecting UGC videos, prioritize those with minimal editing and authentic user experiences.
• Even compelling UGC is meaningless if unseen; leveraging social media ads is effective.
• Beyond UGC-style videos, diversify your video formats: use creators, short dramas, still images, slideshows, or animated characters.

By effectively utilizing UGC-style videos with these points in mind, companies can more easily gain consumer trust and boost engagement.

Our company also handles planning, production, and account management for short animated posts on TikTok. Start by requesting our materials.

Marketing Perspective in Japan: Beyond Just Creation

NOKID provides creative planning and production for PR using characters, events, and video content. Effective videos balance business and creative perspectives, e.g., short clips optimized for TikTok, designed to capture attention in the first 2–3 seconds.

For first-time animation or PR-focused content, feel free to consult with us.