Another pattern I see is UGC creators won't mention the product in the video, but rather another UGC creator (often also creating content for the same brand) will comment asking about the brand. For example, a peer commented "What app did you use?" giving the author a chance to pin the comment and plug the product (https://www.instagram.com/reel/Da1Pt3NtNfG/).
Yes, I see this all the time! Sometimes the commenter asking the question is also a UGC creator for the same app. It’s a coordinated way to boost engagement and disclose the ad without it feeling like an ad.
Thank you for writing this. I am inundated with UGC “creators” on TikTok. If you call them out on not disclosing the ads, they will a) say they do not care, b) say they don’t have to because it’s not an ad, c) delete your comments, or d) block you. TikTok does nothing to these videos if you report them.
One piece of this that you do not mention that I have noticed is that there is a pyramid scheme-esque behavior to them. I found one creator who sells courses on how to be a UGC creator. Then, I saw a different UGC creator doing ads for the original creator’s courses and trying to convince you to also take the courses and become a UGC creator.
For some brands, UGC creators will all somehow find each other and comment on each other’s posts to boost engagement. They will also comment to say things like “wow what product/app is this?” so that they can disclose what the product so it counts as half of a disclosure of an ad. It’s very sneaky and deceptive. I personally believe it is coordinated through group chats, but I cannot prove it.
I posted about this earlier this year with regards to… Phia lol. I’d also seen some AI finance apps using this strategy and the creators are fabricating stories about getting out of debt. It’s all just so dodgy
This also reminds me of the “i caught my husband/wife cheating” posts that always have the weird red screenshot of their “profile” at the end! Know they’re for a company, but can never tell what platform.
It was a cheater app. Hannah Alonzo over in YouTube did a deep dive about it and the compensation plan. From what I remember the money dried up.hence the lack of videos
I wish I saved the examples I've seen but there's a translation app that also does it. The hook/format is always the same: Person tries to say a phrase in [insert language] and is roasted by the language app for accidentally saying something embarrassing.
But what is the difference between these accounts and Olivia Unplugged by Opal - which has been featured on here earlier with a much more positive sentiment? That one is also seemingly coming from Olivia a person not Opal the brand (unless someone bothers to click through and check the bio) and lacks any kind of #ad or “paid partnership” over disclosure.
It’s tricky. I do think that brand-owned secondary accounts are slightly different than brands paying tons of “UGC creators” to pump out fake skits over and over and over again. (Olivia is the social media manager at Opal.) That being said, I think as more brands create these sub-accounts there needs to be a much better way to disclose that the sub-account is coming from the brand itself.
Another pattern I see is UGC creators won't mention the product in the video, but rather another UGC creator (often also creating content for the same brand) will comment asking about the brand. For example, a peer commented "What app did you use?" giving the author a chance to pin the comment and plug the product (https://www.instagram.com/reel/Da1Pt3NtNfG/).
Yes, I see this all the time! Sometimes the commenter asking the question is also a UGC creator for the same app. It’s a coordinated way to boost engagement and disclose the ad without it feeling like an ad.
yes! it is all orchestrated
oh yes, this is a big piece of it!
Glad to see someone talking about this! Also wrote an article on this here: https://particularity.substack.com/p/yes-thats-also-an-ad
this is great reporting!
thank you!
Thank you for writing this. I am inundated with UGC “creators” on TikTok. If you call them out on not disclosing the ads, they will a) say they do not care, b) say they don’t have to because it’s not an ad, c) delete your comments, or d) block you. TikTok does nothing to these videos if you report them.
One piece of this that you do not mention that I have noticed is that there is a pyramid scheme-esque behavior to them. I found one creator who sells courses on how to be a UGC creator. Then, I saw a different UGC creator doing ads for the original creator’s courses and trying to convince you to also take the courses and become a UGC creator.
For some brands, UGC creators will all somehow find each other and comment on each other’s posts to boost engagement. They will also comment to say things like “wow what product/app is this?” so that they can disclose what the product so it counts as half of a disclosure of an ad. It’s very sneaky and deceptive. I personally believe it is coordinated through group chats, but I cannot prove it.
yes it’s all orchestrated! very disturbing!
I posted about this earlier this year with regards to… Phia lol. I’d also seen some AI finance apps using this strategy and the creators are fabricating stories about getting out of debt. It’s all just so dodgy
😭😭😭
This also reminds me of the “i caught my husband/wife cheating” posts that always have the weird red screenshot of their “profile” at the end! Know they’re for a company, but can never tell what platform.
It was a cheater app. Hannah Alonzo over in YouTube did a deep dive about it and the compensation plan. From what I remember the money dried up.hence the lack of videos
CheaterBuster dot com does this a lottttttttttt - I've gotten pretty good at spotting these
I just commented the same thing and then saw this comment! Yes - it’s the exact same format!
I wish I saved the examples I've seen but there's a translation app that also does it. The hook/format is always the same: Person tries to say a phrase in [insert language] and is roasted by the language app for accidentally saying something embarrassing.
Yeah I’m sorry those people are weirdos.
as much as I hate this concept and the brands doing it, I loved this essay!
really, really interesting . thank you!
wild stuff!
Wow a new era of edutainment. The new crop of microdramas trying to break through should take note, because we’re already all watching them.
But what is the difference between these accounts and Olivia Unplugged by Opal - which has been featured on here earlier with a much more positive sentiment? That one is also seemingly coming from Olivia a person not Opal the brand (unless someone bothers to click through and check the bio) and lacks any kind of #ad or “paid partnership” over disclosure.
It’s tricky. I do think that brand-owned secondary accounts are slightly different than brands paying tons of “UGC creators” to pump out fake skits over and over and over again. (Olivia is the social media manager at Opal.) That being said, I think as more brands create these sub-accounts there needs to be a much better way to disclose that the sub-account is coming from the brand itself.