The TikTok Creator Economy: What I Learned from Working with 1000+ Brands

For the last 5 years, I’ve worked with over 1,000 brands connected to TikTok—both from the brand and creator side. After my time at TikTok USA (ByteDance), where I helped build their creator program from beta, I’ve seen firsthand what separates high-converting UGC from content that just looks good.

Most brands assume that just hiring a creator and getting aesthetic videos will drive sales. It won’t. UGC that actually converts follows a very different formula.

Here are the ad types that stand the test of time on TikTok:

• Before & Afters – Works across beauty, fitness, home, finance, and skincare. The bigger the contrast, the more engagement. No one wants to see a subtle difference—exaggeration sells.
• Storytelling (the Relatable Kind) – The best UGC isn’t just “here’s a product,” it’s “this is the problem I had, and here’s how it changed my life.” People buy solutions, not products.
• Interview-Style Testimonial Ads – Authenticity matters more than production quality. Talking head videos feel real and instantly create trust. The best brands make UGC look organic, not overly polished.
• Crackhead Energy / Meme-Worthy Ads – TikTok isn’t a platform for safe marketing. If your ad doesn’t make someone stop and think, “WTF did I just watch?” it won’t work. The weirder, the better. Think chaotic edits, unexpected punchlines, and brands that don’t take themselves too seriously (and for some reason.. ads with visible feet also performed really well).

The common theme? Attention-grabbing, fast-paced, unpredictable content. If your UGC ad could also run on a tv ad you’ve already lost.

Brands: If you’re hiring creators but not seeing results, your content strategy is the problem.

I put together a free hook deck with proven scroll-stopping openers for UGC ads. Comment “UGC” and I’ll send it to you.

To work together with my and my creators reach out to info@vicamediagroup.com