7 successful UGC ad types for TikTok: Use Podcasts to capture attention and drive conversions

When crafting TikTok ad creative, it’s important to consider organic content trends that are native to the platform. With podcast video clips from The Joe Rogan Experience, I’ve Had It or The Basement Yard exploding onto TikTok, it’s no wonder UGC style paid TikTok ads in the same style drive conversions. Here at Creative AdBundance, we’ve perfected this type of ad.

What is a UGC video ad?

Before we get into the weeds on the best TikTok ad strategy and TikTok advertising, let’s make sure we’re on the same page. A UGC (user generated content) style ad is one that looks like a regular, everyday person created and posted the video. 

No one’s excited to watch paid ads on TikTok during their morning commute, or when they are trying to learn the newest viral dance. If they spot an ad, they’re likely to swipe right past it. Glazing over at the sight of advertisements is fairly normal, so the trick for how to advertise on TikTok is dressing up the ad as content they’d normally consume. This approach gets more eyes and ears on your products/services, leading to more conversions.

Why a podcast? 

In order to get that initial hook, it helps to set the viewer up with a familiar setting. When you see two people sitting next to each other in a studio (or more likely their living room) with headphones, microphones, and a sound board, it’s an instant tell for the viewer that they’re watching a podcast. 

What is the podcast about?

The nice part about TikTok is that the content is so short, no one expects context. We’re not doing a 5 part series on “who tf did I marry?” series, we’re making a single clip. 

The clip should only be 30-60 seconds. There’s no need to create a narrative around the TikTok, all you need is to capture an organic sounding conversation between two hosts that highlights the pain points you are solving or value props you are providing. 

Who are these podcasters? 

Most likely, they’re actors acting as spokespersons for a brand. Since we’re trying to hit a direct response style TikTok ad, we script these ads like we would any other. This means that during the writing process, we write our two podcasters like actual co-hosts. 

During the casting process, it’s also important to consider chemistry. In real life, podcasters spend at least an hour a week together having a conversation and recording. It’s that kind of regular interaction that builds shorthand on a real podcast. Finding ways to replicate it with good actors and good writing is key.

Why would they talk about a product/service?

Now we’re getting into the meat of the problem. Unlike an ad read on a podcast, where the host reads from a script provided by a brand to sell a product/service, we package our scripts as a short part of a real, longer conversation.

The trick is to introduce a problem that the product/service solves at the start. Say we’re talking about a skincare brand. If one host of a podcast tells another, “hey, your face looks leathery” as any good friend might say to another, we have a clearly established problem. Then, in a conversational tone, our concerned co-host can tell their partner about the life changing moisturizer they use. It feels like a real conversation, because it’s based on real conversations.  

Does this drive conversions? 

Our data says yes. Historically, we’ve seen this format of ad crush for a number of our clients in industries like FinTech, consumer goods, consumer services, AI and more. 

It all ladders up to our central focus of creating ads on TikTok that look like real content. When people watch and engage with an ad as if it’s native, they retain the information. When they retain the information, they are more likely to click through to your company’s website and convert. 

Here at Creative AdBundance, we are obsessed with making data driven creative assets. Our in-house production team makes dozens of podcast style ads across a wide-variety of industries. We know how to script, cast, create sets, film, and edit the perfect podcaster style UGC ad. 

If you’re interested in learning more about our approach to creating TikTok paid ads, drop us a line at creativeadbundance.com/chat.

We’re ready and waiting to create a podcaster ad for your brand, and drive conversions across TikTok, Facebook, Instagram, and YouTube.