Kelsey Farrar Explains How to Choose the Right Creators for TikTok UGC Campaigns
Introduction
TikTok UGC (user-generated content) is driving some of the fastest sales growth in e-commerce. A single authentic video can outperform expensive ad campaigns, fuel TikTok Shop listings, and be reused across Reels, Shorts, and emails.
But here’s the challenge: not all UGC creators deliver results. Many brands waste product, time, and ad dollars working with influencers who look good on paper but don’t actually move sales. I’ve worked with hundreds of creators, and I’ve seen exactly what separates the winners from the wasted spend.
In this article, I’ll share the system I use to choose TikTok UGC creators for brand campaigns — including what to avoid, what to prioritize, and how to scale once you find the right fit.
Headshot of Kelsey Farrar
Step 1: Look Beyond Follower Count
Follower count is the first thing brands ask about — and one of the least important factors on TikTok. The algorithm doesn’t reward audience size, it rewards content performance.
For example, I worked with a craft kit brand that tested two creators. The first had 180,000 followers. The second had just over 3,000. The smaller creator’s video felt like a genuine weekend recommendation, while the influencer’s looked like an ad. The smaller account drove 80% of sales.
Instead of audience size, evaluate:
Engagement rate: are likes, comments, and shares high compared to following?
Comment quality: are viewers asking where to buy, not just dropping emojis?
Style fit: does their content look like what your customer would actually post?
TikTok pushes content that sparks interaction, not content made by “big names.”
Step 2: Match the Creator to Your Customer
The strongest UGC looks like your ideal buyer is recommending your product. That means the creator should resemble the customer you’re trying to attract.
If you’re selling a kitchen gadget, a home cook filming casual recipe content makes more sense than a beauty influencer. If you’re promoting a fitness product, look for someone who trains casually on camera, not a celebrity athlete with polished studio shots.
How to align creator and customer:
Build a simple audience profile: age, lifestyle, interests, tone.
Review creators who already post content aligned with that profile.
Ask: “Would my customer trust this person’s recommendation?”
When viewers see someone relatable, their guard goes down — and conversion goes up.
Step 3: Study Their Content Style
Style matters as much as alignment. TikTok thrives on authentic, fast-moving content, not highly polished productions.
When I screen creators, I review 10–15 of their past videos and ask:
Do they open strong with a hook in the first three seconds?
Do they use natural storytelling, or do their videos feel staged?
Do they film in everyday settings (bedroom, kitchen, desk) that feel authentic?
One of the best-performing UGC videos I’ve seen started with: “Okay, I didn’t think this would work but…” That line hooked viewers immediately and drove thousands in sales because it felt like a real review, not a script.
Step 4: Test Small and Scale
Even with careful screening, you can’t predict exactly which creators will hit. That’s why testing is critical.
Start with 10–20 micro-creators. See who delivers content that resonates. Then scale with the winners by:
Running the content as Spark Ads.
Adding videos to TikTok Shop listings for social proof.
Repurposing across Instagram Reels, YouTube Shorts, Facebook Ads, and emails.
One $200 video we ran for a beauty brand was clipped into five formats and generated more than $12,000 in tracked sales. The lesson: UGC is an asset — not a one-off.
FAQs About Choosing TikTok UGC Creators
How many followers should a TikTok UGC creator have?
Follower count doesn’t matter. A creator with 2,000 followers who makes relatable content can outperform an influencer with 200,000.
What’s the best way to brief creators?
Give them 2–3 product benefits and one suggested call-to-action. Avoid rigid scripts — authenticity is what makes TikTok UGC work.
How much should brands pay for UGC?
Rates vary, but micro-creators are often affordable and deliver high ROI. The key is to repurpose their content across multiple platforms.
How do I know if a creator is the right fit?
Look at their existing content. If it looks like something your customer would post and generates meaningful engagement, they’re a good fit.
Final Thoughts
Choosing the right creators for TikTok UGC campaigns is about fit, not follower size. The brands that succeed are the ones that:
Stop chasing vanity metrics.
Trust creators to bring their own authentic style.
Build systems to test, scale, and repurpose UGC as a long-term asset.
I’ve watched brands waste thousands sending products to the wrong people. I’ve also seen small, authentic creators reshape a business’s sales trajectory. The difference comes down to the selection process.
If you want UGC to stop being a gamble and start being a growth system, begin here: pick the right creators. Everything else — sales, Spark Ads, and TikTok Shop growth — flows from that choice.
