Across 13 consumer brand UGC programs measured 5 to 10 October 2026, UGC Agent counts 1,058 creator accounts that posted 2,424 brand videos for 91.9M views in 30 days. 15% of accounts have under 1,000 followers, and 10 programs were measured on TikTok only.
- Accounts
- 1,0587% dedicated
- Videos, 30 days
- 2,424brand videos
- Views, 30 days
- 91.9Mon those videos
- Under 1K followers
- 15%of accounts
Two models: volume and reach
We classify each program from its own numbers. A program is volume when its accounts are small (median under 10,000 followers) and either at least 40% of them are dedicated to the brand or active accounts post three or more brand videos a week. A program is reach when its median account has 10,000 followers or more. Anything else is an ambassador program.
- Reach: Dr. Squatch, OLIPOP, Bloom Nutrition, e.l.f. Cosmetics, SKIMS. 693 brand videos in 30 days for 62.7M views, about 91K views per video on average. Creators with existing audiences (median 39K to 334K followers) post less often but each video starts from a higher floor.
- Ambassador: Poppi, Celsius, Alani Nu, Native, Glow Recipe, Bubble Skincare, Liquid Death, AG1. 1,731 brand videos in 30 days for 29.2M views, about 17K views per video on average. Personal accounts tag the brand inside their usual content, 0.7 brand videos a week each on average across these programs; 550 of their 707 accounts posted in the window.
The 13 consumer programs side by side
| Brand | Model | Accounts | Dedicated | Median followers | Videos per account per week | Videos 30d | Median views | Views 30d |
|---|---|---|---|---|---|---|---|---|
| Dr. Squatch | Reach | 86 | 0% | 114K | 0.9 | 280 | 1.3K | 22.6M |
| Poppi | Ambassador | 118 | 6% | 7K | 0.8 | 348 | 1.4K | 20.4M |
| OLIPOP | Reach | 70 | 0% | 86K | 0.4 | 97 | 8.5K | 14.4M |
| Bloom Nutrition | Reach | 102 | 0% | 39K | 0.6 | 232 | 1.1K | 14.2M |
| e.l.f. Cosmetics | Reach | 72 | 0% | 334K | 0.3 | 66 | 22K | 11.3M |
| Celsius | Ambassador | 177 | 26% | 4K | 0.9 | 573 | 809 | 6M |
| Alani Nu | Ambassador | 151 | 10% | 2.3K | 0.6 | 323 | 1K | 1.1M |
| Native | Ambassador | 62 | 0% | 6.5K | 0.5 | 85 | 226 | 1.1M |
| SKIMS | Reach | 21 | 0% | 45K | 0.3 | 18 | 2.7K | 317K |
| Glow Recipe | Ambassador | 41 | 0% | 4.5K | 0.3 | 27 | 362 | 279K |
| Bubble Skincare | Ambassador | 82 | 9% | 1.8K | 0.7 | 133 | 296 | 215K |
| Liquid Death | Ambassador | 42 | 0% | 3.5K | 1 | 143 | 189 | 61K |
| AG1 | Ambassador | 34 | 0% | 4.2K | 1 | 99 | 266 | 35K |
TikTok and Instagram
1,013 of the 1,058 consumer brand accounts are on TikTok. Dr. Squatch, OLIPOP, Bloom Nutrition, e.l.f. Cosmetics, Alani Nu, Native, SKIMS, Bubble Skincare, Liquid Death and AG1 were measured on TikTok only (Instagram was not scanned), so the Instagram figures cover the other 3 programs. Instagram carried 11% of their 30-day brand videos and 16% of views. Celsius (15% of videos, 68% of views) and Glow Recipe (7% of videos, 24% of views) get a much bigger share of their views from Instagram than of their posts, so for some programs cross-posting to Reels is not a rounding error.
Format and caption hooks across the consumer brands
Slideshows are 6.8% of the pooled consumer brand videos. The most common caption hooks are routine, food or workout moment (15%) and hashtags or tags only (9%). See each brand page for its own mix, or the UGC video and hook rate definitions.
Versus apps
The 9 app programs in the dataset, compared on their own page, run 831 accounts. Their median accounts have between 92 (Cantina) and 68K (Cal AI) followers, 67% of their accounts have under 1,000, and their active accounts post 2.7 brand videos a week on average. Median account ages run from 3.4 years (Bubble Skincare) to 6.8 years (Celsius) for the consumer programs, and from 126 days (Anara) to 3.8 years (Cal AI) for the app programs: the consumer programs run on creators' existing personal accounts, most app programs on accounts opened recently.
Method
Same data and rules as every brand page: accounts attributed from public program evidence, confirmed and likely accounts counted, 30-day windows ending on each brand's measured date, up to 40 videos read per account. Pooled figures add the brand-level numbers together. Full rules are on the UGC Brands hub.
Cite this data: UGC Agent, "How consumer brands run UGC", UGC Brands database, measured 10 October 2026, https://ugcagent.app/ugc-brands/consumer-brand-ugc-programs/