Find and amplify the best UGC with TikTok One's Content Suite

In the early days of TikTok, our community showed its true influence with 'TikTok Made Me Buy It,' the phenomenon that drove products of all kinds to sell out overnight. It was such a force that some retailers built #TikTokMadeMeBuyIt sections into their stores, knowing that shoppers were looking to buy things they saw on the app.

Over the last four years, the power of TikTok word-of-mouth has only grown. We've learned that just about anything can become a trend on TikTok—from a water cup to a global music tour. If the product is great, the content is entertaining, and the community backs it, it can become a hit.

The numbers show that, by working with creators, advertisers can increase the chances that a campaign drives tangible results. For our North American clients, TikTok One creator content boosted with Spark Ads drove a 159% higher engagement rate than non-creator content posted in the TikTok Ads Manager.¹ (Even though the CPM was the same for both types.)

So our goal is simple: help marketers get access to genuine creator content they can use in their campaigns, while helping creators get discovered and celebrated in the process. Whether you have dedicated teams working with creators (either in-house or affiliate teams), or a community of fans creating content about your brand, improving access to that content is one of our top priorities.

That's why we're excited to launch Content Suite, a new capability within TikTok One and TikTok Ads Manager that helps advertisers find engaging, brand-relevant videos and turn them into high-performing ads.

What is TikTok One Content Suite?

As a marketer, you know content about your brand is circulating on TikTok. So you go to the app and search for your brand name in the search bar. You're then shown all the videos posted by creators that somehow relate to your brand.

You scroll through a few of them and find one that you want to use for an ad. Now you have to find a way to contact that creator, explain your request, and get authorization for Spark Ads. That has been the baseline method for sourcing brand-relevant creator content, until now.

Content Suite centralizes all of the organic content that mentions your brand—from influencer marketing to TikTok Shop affiliate and earned media—into a single location, enabling you to seamlessly amplify genuine user-generated (UGC) content as Spark Ads.

With Content Suite, you gain access to a range of advanced features, including:

• Brand mentions: Quickly access any organic TikTok content mentioning your brand.

• Advanced search and filtering: Apply over fifteen filters, like brand safety, creator eligibility, and sentiment, to quickly pinpoint videos about certain products, posted at certain times, or posted by creators in specific regions.

• Predicted ads performance: Based on historical Spark Ads data, your brand's organic content is ranked by its predicted potential to perform well as an ad.

• One-click authorization: In Content Suite, you can request permission directly from the creator to promote their video. Content Suite sends an ad authorization request to creators through the integrated Brand Deals Inbox, a specific messaging inbox available to all creators within the TikTok app. Authorized videos will show up directly in Content Suite and can be synced directly to your Ads Manager's Creative Library.

According to our analysis, Content Suite surfaces up to 44x more results than manual search and is 10x more efficient than managing creator partnerships offline.²

How Wayfair helped lead the way with Content Suite

One of the earliest super-users of the tool has been Wayfair. The online furniture retailer sees creators as a key part of how they connect with shoppers, and TikTok is filled with organic videos related to the products that Wayfair sells, from kitchenware and bedding to bedroom staples, living room essentials, outdoor living, and festive seasonal decor. The home and lifestyle communities have long flourished on TikTok, with trends like #CozyTok, #CottageCore, and #CookWithMe driving tons of creative content from those parts of the app.

Using TikTok One's Content Suite, Wayfair uncovered a wealth of videos where creators showcased Wayfair products in their homes and lives via trends like #Unboxing and #ApartmentCheck. That kind of genuine content is the most effective kind to use when running a TikTok campaign; it drives our users to learn about a product and click 'buy.'

Within a week of searching for relevant content on the platform, Wayfair got approval to use hundreds of user-generated videos as ads in a paid campaign that outperformed brand benchmarks. That's scaled storytelling, without the heavy lift.

Empowering creators and brands

Since the early days of TikTok, we've worked hard to connect brands with creators. We created Spark Ads so brands could amplify their favorite creator videos as ads, and we made TikTok One's Creator Marketplace so creators could be easily discoverable, expanding their brand deal opportunities.

With the addition of Content Suite to our Creator Marketing solutions, we are making it even easier for brands to find brand-relevant content.

Want to amplify what the community is saying about your brand on TikTok? Reach out to your TikTok representative to get access to Content Suite today.

1. TikTok Data Science internal analysis of TikTok One creator content posted February 2024 - January 2025; North America results

2. TikTok Data Science internal analysis, April 2024.