As of 28 October 2026, 61 of the 64 brands in the UGC Brands dataset have a program hashtag that creators put on paid posts. The most common pattern is brand + partner (59 brands), then brand + ambassador (22). 31 brands run two or more tags, often one per track.
- Brands with a tag
- 61 of 64public brand pages
- Hashtags
- 167program tags in use
- Most common
- Brand + partner59 brands
- Two or more tags
- 31brands
How brands name their program hashtag
We sort each tag by what follows the brand name. Most programs pick one word that says the creator works with the brand; a few name a track, such as a campus or university program.
- Brand + partner: 59 brands. For example #cantinapartner (Cantina), #squatchpartners (Dr. Squatch), #poppipartner (Poppi) and #olipoppartner (OLIPOP).
- Brand + ambassador: 22 brands. For example #poppicampusambassador (Poppi), #olipopcollegeambassadors (OLIPOP), #bloomnuambassador (Bloom Nutrition) and #elfcosmeticsambassador (e.l.f. Cosmetics).
- Other naming: 10 brands. For example #drsquatchsuperbrandday (Dr. Squatch), #poppicollegeambassadorprogram (Poppi), #olipoppartnership (OLIPOP) and #giftedbybloom (Bloom Nutrition).
- 31 brands run more than one tag. Dr. Squatch (5), Poppi (12), OLIPOP (7), Bloom Nutrition (7) and e.l.f. Cosmetics (6): usually a main partner tag plus a track or a regional tag.
Every program hashtag in the dataset
"Creators using it" counts the brand's confirmed and likely accounts that put one of the tags on at least one brand post we read.
| Brand | Program hashtags | Creators using it | Naming | Measured how |
|---|---|---|---|---|
| CantinaConsumer apps | #cantinapartner | 63 of 122 | partner | Full scan |
| Dr. SquatchBeauty and personal care | #drsquatchpartner, #drsquatchpartners, #squatchpartner, #squatchpartners and 1 more | 79 of 86 | partner and other | Full scan |
| PoppiFood and beverage | #poppipartner, #poppiambassador, #poppiambassadors, #poppiuni and 8 more | 117 of 118 | partner, ambassador, campus track and other | Full scan |
| OLIPOPFood and beverage | #olipoppartner, #olipopcollegeambassador, #olipopambassador, #olipopcampusambassador and 3 more | 69 of 70 | partner, ambassador and other | Full scan |
| Bloom NutritionSupplements and wellness | #bloompartner, #bloomnutritionpartner, #giftedbybloom, #bloomnupartner and 3 more | 100 of 102 | partner, other, ambassador and affiliate | Full scan |
| e.l.f. CosmeticsBeauty and personal care | #elfpartner, #elfpartners, #elfambassador, #elfcosmeticspartner and 2 more | 70 of 72 | partner and ambassador | Full scan |
| CelsiusFood and beverage | #celsiuslivefit, #celsiusambassador, #celsiusu, #celsiusoncampus and 3 more | 174 of 177 | other, ambassador, campus track and partner | Full scan |
| Wispr FlowConsumer apps | #wisprflowpartner | 20 of 161 | partner | Full scan |
| AnaraConsumer apps | #anaraambassador | 16 of 68 | ambassador | Full scan |
| Alani NuFood and beverage | #alanipartner, #alaninupartner, #alaninuambassador, #alaniambassador and 9 more | 146 of 151 | partner, ambassador, other and club or squad | Full scan |
| NativeBeauty and personal care | #nativepartner, #nativepartners | 60 of 62 | partner | Full scan |
| Rise ScienceConsumer apps | #risepartner, #risesciencecreator, #risesciencepartner, #risescienceambassador and 1 more | 58 of 58 | partner, creator and ambassador | Full scan |
| LocketConsumer apps | #locketpartner | 6 of 29 | partner | Full scan |
| SKIMSFashion, footwear and home | #skimspartner, #skimspartners, #nikeskimspartner, #skimsxnikepartner | 21 of 21 | partner | Full scan |
| Glow RecipeBeauty and personal care | #glowrecipepartner, #glowpartner, #glowrecipeambassador, #glowgangambassador and 4 more | 41 of 41 | partner, ambassador, campus track and other | Full scan |
| Bubble SkincareBeauty and personal care | #bubblepartner, #bubblepartners, #bubbleskincarepartner, #bubbleambassador and 7 more | 76 of 82 | partner, ambassador, other and club or squad | Full scan |
| Jenni AIConsumer apps | #jenniai | 48 of 57 | other | Full scan |
| Liquid DeathFood and beverage | #liquiddeathpartner, #liquiddeathenergypartner, #liquiddeathcreator | 8 of 42 | partner and creator | Full scan |
| AG1Supplements and wellness | #ag1partner, #ag1ambassador, #ag1affiliate, #athleticgreenspartner and 4 more | 30 of 34 | partner, ambassador, affiliate, creator and other | Full scan |
| C4 EnergyFood and beverage | #c4energypartner, #c4partner | 42 of 42 | partner | Sample |
| TouchlandBeauty and personal care | #touchlandpartner | 36 of 36 | partner | Sample |
| OlaplexBeauty and personal care | #olaplexpartner, #olaplexambassador | 44 of 44 | partner and ambassador | Sample |
| HingeConsumer apps | #hingepartner | 38 of 38 | partner | Sample |
| KosasBeauty and personal care | #kosaspartner | 39 of 39 | partner | Sample |
| LANEIGEBeauty and personal care | #laneige_partner, #laneigepartner | 37 of 37 | partner | Sample |
| DossierBeauty and personal care | #dossierpartner | 40 of 40 | partner | Sample |
| FetchConsumer apps | #fetchpartner, #fetchcreatorclub | 48 of 48 | partner and club or squad | Sample |
| MedicubeBeauty and personal care | #medicubepartner, #medicubeambassador | 42 of 42 | partner and ambassador | Sample |
| ChompsFood and beverage | #chompspartner | 46 of 47 | partner | Sample |
| KizikFashion, footwear and home | #kizikpartner | 41 of 41 | partner | Sample |
| AnuaBeauty and personal care | #anuaambassador, #anuapartner | 39 of 39 | ambassador and partner | Sample |
| RitualSupplements and wellness | #ritualpartner, #ritualad | 38 of 38 | partner and ad | Sample |
| QuizletConsumer apps | #quizletpartner | 25 of 25 | partner | Sample |
| MielleBeauty and personal care | #miellepartner | 50 of 50 | partner | Sample |
| ArraeSupplements and wellness | #arraepartner | 32 of 35 | partner | Sample |
| Hiya HealthSupplements and wellness | #hiyapartner | 30 of 30 | partner | Sample |
| OUAIBeauty and personal care | #ouaipartner | 50 of 50 | partner | Sample |
| Cozy EarthFashion, footwear and home | #cozyearthpartner, #cozyearthcreator | 44 of 44 | partner and creator | Sample |
| BetterMeConsumer apps | #bettermepartner, #bettermeambassador | 40 of 40 | partner and ambassador | Sample |
| StarfaceBeauty and personal care | #starfacepartner | 28 of 33 | partner | Sample |
| COSRXBeauty and personal care | #cosrxpartner | 43 of 43 | partner | Sample |
| OwalaFashion, footwear and home | #owalaambassador, #owalapartner | 44 of 44 | ambassador and partner | Sample |
| FinchConsumer apps | #finchpartner | 28 of 28 | partner | Sample |
| TRUFFFood and beverage | #truffpartner | 35 of 35 | partner | Sample |
| GauthConsumer apps | #gauthpartner | 33 of 33 | partner | Sample |
| ComfrtFashion, footwear and home | #comfrtambassador, #comfrtpartner, #comfrtad | 39 of 39 | ambassador, partner and ad | Sample |
| LemmeSupplements and wellness | #lemmepartner, #lemmeambassador, #lemmecurbbrandpartner | 55 of 55 | partner and ambassador | Sample |
| TopicalsBeauty and personal care | #topicalspartner, #topicalsambassador | 27 of 27 | partner and ambassador | Sample |
| Love WellnessSupplements and wellness | #lovewellnesspartner | 32 of 33 | partner | Sample |
| FeastablesFood and beverage | #feastablespartner | 29 of 30 | partner | Sample |
| Beauty of JoseonBeauty and personal care | #beautyofjoseonpartner | 30 of 30 | partner | Sample |
| HalaraFashion, footwear and home | #halarapartner, #halaraambassador, #halaracircle | 33 of 33 | partner, ambassador and club or squad | Sample |
| Mid-Day SquaresFood and beverage | #middaysquarespartner | 20 of 20 | partner | Sample |
| GrazaFood and beverage | #grazapartner | 40 of 40 | partner | Sample |
| Sol de JaneiroBeauty and personal care | #soldejaneiropartner | 40 of 40 | partner | Sample |
| CymbiotikaSupplements and wellness | #cymbiotikapartner | 27 of 35 | partner | Sample |
| GrünsSupplements and wellness | #grunspartner, #grunscreator | 28 of 31 | partner and creator | Sample |
| Drunk ElephantBeauty and personal care | #drunkelephantpartner, #drunkelephantskinsquad, #drunkelephantambassador | 33 of 33 | partner, club or squad and ambassador | Sample |
| PicsartConsumer apps | #picsartpartner, #picsartcreator, #picsartambassador | 37 of 37 | partner, creator and ambassador | Sample |
| Liquid I.V.Food and beverage | #liquidivpartner | 45 of 49 | partner | Sample |
| GoliSupplements and wellness | #golipartner | 27 of 27 | partner | Sample |
3 brands with a public page have no program hashtag in use: Cal AI, StudyFetch and Turbo AI. Their creators are found from #ad, paid-partnership labels, bios and repeat brand posts instead.
How many counted creators use the hashtag
A program hashtag is a request, not a rule creators always follow. At Rise Science, 100% of counted accounts used one; at Wispr Flow, 12%. In the 19 fully scanned programs with a tag, a median of 97% of counted accounts used it at least once, and 50% of their brand videos carry one, so creators who use the tag still leave it off many posts. A program hashtag is also among the strongest attribution evidence, so creators who never use it are harder to find and these shares overstate real adoption. Sampled programs were partly found by searching for these tags, so their share is high by construction and is not compared here.
Program hashtags and #ad
In the fully scanned programs, 25% of the posts that carry a program hashtag also carry #ad, #sponsored or a platform paid-partnership label. A program hashtag tells the brand which posts belong to the program; whether it also tells viewers the post is paid depends on how clear it is. US guidance is summarised in FTC disclosure, and the platform labels in paid partnership. When in doubt, brands ask for both.
Naming your own program hashtag
What the 61 programs suggest, read from their tags rather than from a style guide:
- Put the brand name first and one role word after it. "Partner" and "ambassador" are the two words most programs use, so creators and viewers already recognise them.
- Check the tag is unused. Several brand names here are also common words or other companies' names, and a tag that collides with them mixes unrelated posts into your program feed.
- Use a second tag only for a separate track (campus, a region, a product line), so each track can be counted on its own.
- Put the tag in the brief and in the contract, and still ask for #ad or the platform's paid-partnership label. In the fully scanned programs only 50% of brand videos carry the program tag.
Building a program? Start with a creator brief, read up on brand ambassador programs, and find creators in the UGC creator directory.
Method and limits
Program hashtags come from each brand's public program rules where they exist, and otherwise from tags that contain the brand's name and a role word, used by two or more paid creators in the posts we read. Fully scanned brands were searched by hashtag, keyword and caption on TikTok (and Instagram where scanned). Sampled brands were found partly by searching for the brand name plus "partner", "ambassador", "creator" or "ad", which favours those four patterns; a tag with other wording is found only if creators used it on posts the search surfaced. Counts cover confirmed and likely accounts. Full rules are on the UGC Brands hub.
Cite this data: UGC Agent, "UGC program hashtags", UGC Brands database, measured 28 October 2026, https://ugcagent.app/ugc-brands/program-hashtags/