User Generated Content (UGC)
Content created by consumers or creators that looks like a native, organic TikTok video rather than a polished commercial. UGC is the primary driver of performance on TikTok.
Example in Practice
"The high-production studio video failed, but the UGC video shot on an iPhone by a customer explaining why they loved the product had a 3x higher ROAS."
Related Terms
Hook Rate
Hook Rate measures the percentage of viewers who watched past the first 2-3 seconds of your video. It's calculated as (2-second video views ÷ impressions) × 100. TikTok's algorithm heavily favors videos with strong hooks, making this the most important creative metric.
Spark Ads
A native ad format that lets you boost organic TikTok posts (either your own or a creator's) as paid ads. Unlike standard ads, Spark Ads link to the real organic profile, allowing viewers to follow the account or click through to the landing page.
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