UGC for CPG is Tough, You’ll Need to Lean Into Edgier Angles to Make It.

Australian based mushroom extract brand LionZen is currently testing UGC. They run 10 TikTok accounts and started posting in September.

So far, most of the content has been indirect and text heavy, and results have been very limited. Only one video has shown any real performance.

Most of the accounts sit at very low view counts, with only a few minor spikes.

CPG products are generally harder to sell through UGC, so that part is understandable. Still, a product like this has more potential. They could have focused on stronger pain points like ADHD, focus, and behavioral challenges. The product itself is edgy, but the value is not being communicated clearly.

Another route could have been leaning into skit driven content, similar to how nicotine pouch brands market themselves in the same gray area.

Overall, LionZen should have pushed further during this early UGC phase to test bolder angles and uncover value propositions that actually resonate.