From TikTok to Checkout: How UGC Shapes Customer Decisions

Have you ever bought something because you saw it in a TikTok video?

That’s the power of user-generated content (UGC), which refers to product-focused photos or videos created by real customers, not the brand itself. UGC is one of the most trusted forms of marketing and not only does it fit into every stage of the buying decision process, it compresses it. 

The journey begins with recognizing a need or desire. A UGC video showcasing a hydrating hair product can spark that recognition. Next comes the information search, where audiences prefer scrolling through “ads that don’t feel like ads” over brand campaigns.

During the evaluation stage, UGC acts as social proof. Seeing multiple creators recommend the same product builds credibility. At the purchase decision stage, discount codes or “link in bio” calls-to-action help drive conversions. Finally, during the post-purchase step, satisfied customers actively engage with content by liking, commenting, or sharing it to recommend the product. 

Often, UGC combines multiple steps in one. A single video can spark recognition, provide valuable information and establish trust.  In the matter of seconds, one creator’s experience can move the viewer from curiosity to confidence. By offering proof and reassurance, UGC helps customers move from interest to purchase. Brands that incorporate UGC into their marketing efforts gain not only conversions but long-term loyalty.