-- As rising ad costs squeeze profit margins for e-commerce brands, marketing strategist Kelsey Farrar is spotlighting the growing trend of organic user-generated content (UGC) as a scalable alternative to traditional paid advertising.
With experience running campaigns for TikTok Shop brands and producing content across multiple e-commerce platforms, Farrar has seen first-hand how authentic, creator-driven videos are outperforming expensive ad campaigns.
“Paid ads still have a place, but UGC has changed the game,” said Farrar. “We’re seeing buyers respond more to authentic recommendations than polished commercials. For many brands, it’s the difference between struggling with ad spend and building sustainable growth.”
According to Farrar, three key factors are driving the shift:
- Rising Costs of Paid Media – Platforms like Meta and Google have become more expensive, making profitability harder for small and mid-size brands.
- Trust in Creators – Shoppers are increasingly influenced by relatable creators who share real experiences with products.
- Repurposing Power – UGC can be used across TikTok Shop listings, Spark Ads, Instagram Reels, YouTube Shorts, product pages, and email campaigns, multiplying ROI.
Farrar’s recent blog post, “3 Big Mistakes Brands Still Make with TikTok UGC,” outlines common pitfalls brands face when working with creators, from overvaluing follower count to failing to repurpose content.
This perspective has made Farrar a go-to voice in the e-commerce space, where he regularly shares insights through the Lunch With Norm podcast, industry events, and his own agency, SparkTok. His mission is to help brands adapt to the rapidly changing landscape of digital marketing by embracing systems that prioritize organic reach, authentic content, and long-term brand trust.
“The future belongs to brands that treat UGC as a core asset, not a side tactic,” Farrar added. “It’s not about chasing one viral video — it’s about building a library of authentic content that works everywhere.”
For more information and to read Farrar’s latest insights, visit www.kelseyfarrar.com
About Us: Kelsey Farrar is a Canadian entrepreneur, TikTok Shop strategist, and podcast producer who helps e-commerce brands scale through user-generated content (UGC), organic marketing, and creator campaigns. As co-founder of SparkTok, Farrar works with brands to build profitable systems on TikTok Shop, while also producing the Lunch With Norm podcast, a top show in the Amazon and e-commerce space. His mission is to empower brands and creators with strategies that drive sustainable growth in the rapidly changing world of digital commerce.
Contact Info:
Name: Kelsey Farrar
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Organization: Kelsey Farrar
Website: https://kelseyfarrar.com
Release ID: 89169652
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