Creating TikTok content that drives user-generated content (UGC) requires a strategic blend of authenticity, community engagement, and platform-specific tactics. UGC—videos, reviews, or challenges created by everyday users rather than brands—builds trust, extends organic reach, and often outperforms traditional branded content due to its relatable nature ^[1]. The key lies in designing content that naturally encourages participation, whether through branded hashtag challenges, influencer collaborations, or interactive campaigns. Brands like Gymshark and Wayfair have successfully leveraged UGC by tapping into TikTok’s algorithm, which prioritizes engaging, community-driven content, resulting in higher engagement rates (up to 159% for creator content) and conversions ^[3].

To drive UGC effectively, focus on these core strategies:

• Launch branded hashtag challenges to inspire participation and centralize content under a unifying theme ^[2].
• Collaborate with micro-influencers and creators who can amplify reach and encourage their followers to contribute ^[6].
• Host contests or giveaways with clear calls-to-action, incentivizing users to create and share content ^[10].
• Repurpose high-performing UGC across ads, emails, and other platforms to maximize visibility and social proof ^[5].

Strategies to Create TikTok Content That Drives UGC

Designing Participatory Campaigns with Branded Hashtags

Branded hashtag challenges are one of the most effective ways to generate UGC on TikTok, as they provide a clear, structured invitation for users to contribute. These campaigns work by creating a simple, repeatable action—like a dance, tutorial, or product demo—that users can replicate and personalize. For example, Gymshark’s Gymshark66 challenge encouraged users to share their fitness journeys over 66 days, resulting in widespread participation and brand visibility ^[6]. The success of such campaigns hinges on three critical elements: simplicity, shareability, and alignment with TikTok’s trend-driven culture.

To execute a high-impact hashtag challenge:

• Keep the concept simple and replicable: Challenges like Chipotle’s LidFlip or Guess’s InMyDenim required minimal effort but went viral due to their ease of participation ^[2]. Complex instructions reduce engagement, while straightforward actions (e.g., "show us your unboxing") lower the barrier to entry.
• Leverage TikTok’s "Discover" page and trending sounds: Using trending audio clips or effects increases the likelihood of content being surfaced by the algorithm. Brands can identify trending sounds via TikTok’s Creative Center or by monitoring the platform’s trending hashtags ^[9].
• Partner with influencers to kickstart momentum: Influencers can demonstrate the challenge, adding credibility and encouraging their followers to participate. For instance, OnePlus collaborated with tech influencer Marques Brownlee to promote a product challenge, significantly boosting UGC volume ^[6].
• Offer incentives beyond exposure: While some users participate for fun, contests with prizes (e.g., free products, discounts, or features on the brand’s page) can dramatically increase submissions. Wayfair used giveaways to source UGC for their ad campaigns, resulting in a 159% higher engagement rate for creator content ^[3].
• Promote the challenge across platforms: Cross-promoting on Instagram, Twitter, or email newsletters can drive additional TikTok participation, especially if the campaign aligns with a broader marketing push ^[5].

The lifespan of a hashtag challenge can extend beyond the initial campaign if brands continue to engage with submissions. Replying to user videos, featuring top entries on the brand’s page, or even incorporating UGC into paid ads (with creator permission) keeps the momentum alive and signals to other users that participation is valued ^[1].

Collaborating with Creators and Micro-Influencers

Influencer collaborations are a cornerstone of UGC generation, as creators bring built-in audiences and content creation expertise. Unlike traditional celebrity endorsements, micro-influencers (those with 10,000 to 100,000 followers) often yield higher engagement rates due to their perceived authenticity and niche appeal ^[8]. Brands can leverage these partnerships in several ways:

• Co-create challenge content: Influencers can design or co-host a branded challenge, lending their creative input and encouraging their followers to join. For example, a beauty brand might partner with a makeup artist to launch a GlowUpChallenge, where users share their routines using the brand’s products ^[2].
• Seed products for organic reviews: Gifting products to influencers in exchange for honest reviews or tutorials can spark UGC without overtly scripted promotions. This approach works particularly well for TikTok Shop integrations, where influencer-created content can directly drive sales ^[5].
• Utilize TikTok’s Creator Marketplace: The platform’s built-in tool connects brands with vetted creators, streamlining collaborations and ensuring content aligns with campaign goals. Wayfair used this feature to identify and authorize UGC for ads, reducing the friction of manual outreach ^[3].
• Focus on long-term ambassador programs: Instead of one-off posts, brands like Gymshark build ongoing relationships with influencers who consistently create UGC. This fosters deeper audience trust and a steady stream of content ^[6].

When selecting influencers, prioritize alignment with brand values and audience demographics over follower count. A micro-influencer in the fitness niche, for example, may drive more relevant UGC for a sportswear brand than a general lifestyle influencer with a larger but less targeted following ^[10]. Additionally, brands should:

• Provide clear but flexible briefs: Give creators guidance on key messages or hashtags but allow room for their unique style. Overly rigid instructions can stifle authenticity, which is a core appeal of UGC ^[1].
• Track performance with UGC-specific metrics: Beyond likes and shares, monitor metrics like conversion rates from influencer-driven UGC, cost per engagement, and the volume of organic content inspired by the collaboration ^[8].
• Repurpose influencer UGC: With permission, brands can turn top-performing influencer videos into ads or feature them on product pages. This not only maximizes ROI but also encourages other users to create similar content ^[5].

A notable example is Burberry’s collaboration with TikTok creators to showcase their products through user-generated fashion content. By blending high-end aesthetics with TikTok’s casual tone, the brand generated a wave of UGC that felt aspirational yet accessible ^[4].

Incentivizing Participation Through Contests and Community Engagement

Contests and giveaways are proven tactics to accelerate UGC volume, as they tap into users’ desire for recognition and rewards. However, the most effective campaigns go beyond mere prizes—they foster a sense of community and shared purpose. Here’s how to structure contests for maximum UGC impact:

• Tie contests to brand values or trends: A sustainable fashion brand might run a WearItAgain challenge, asking users to style an old outfit with the brand’s accessories. This aligns with TikTok’s trend of "thrift flips" while promoting the brand’s ethos ^[9].
• Use TikTok’s Duet and Stitch features: These tools allow users to build on existing content, making it easier to participate. For example, a brand could post a "before" video and invite users to Stitch their "after" transformations ^[2].
• Leverage TikTok Shop for direct conversions: Contests can require participants to tag products from the brand’s TikTok Shop, turning UGC into a sales driver. Eva.guru notes that this strategy enhances social proof while simplifying the path to purchase ^[5].
• Engage with submissions in real time: Liking, commenting on, or sharing user entries—even those that don’t win—encourages continued participation. Brands like Spud Bros saw a 30% increase in UGC by actively engaging with contest participants ^[9].

Beyond contests, community engagement tactics can sustain UGC momentum:

• Feature user content regularly: Highlighting UGC on the brand’s profile (e.g., "Fan Favorite Fridays") validates contributors and inspires others. Samsung’s TikTok strategy includes dedicating a section of their profile to UGC, which has bolstered community loyalty ^[9].
• Create educational or interactive content: Tutorials, Q&As, or "day in the life" videos invite users to share their own experiences. Adobe’s TikTok tutorials, for instance, sparked a wave of user-created design content ^[6].
• Respond to trends with a brand twist: When a viral trend emerges (e.g., "Get Ready With Me" videos), brands can adapt it to their niche. A skincare brand might ask users to share their GRWM routines featuring the brand’s products ^[4].

To measure the success of these strategies, track:

• Volume of UGC: The number of videos created using the branded hashtag or mentioning the brand.
• Engagement rates: Likes, comments, and shares on both the brand’s content and UGC.
• Conversion metrics: Click-through rates to the brand’s TikTok Shop or website from UGC ^[8].