UGC / User-Generated Content Creation in Singapore

Most brand-produced content signals "advertisement" the moment it appears in a feed, and Singapore shoppers on TikTok Shop and Shopee are fast at scrolling past it. Authentic, creator-made video reads differently -- it looks like something a real person chose to share, which is exactly why it holds attention and drives add-to-cart behaviour. The gap between your current listings and your competitors' UGC-driven ones isn't a creative talent problem. It's a workflow and network problem: you need access to creators who already understand how to frame a product for social commerce, not just how to make something that looks nice.

Confetti works with a network of local UGC creators selected for their ability to produce content that performs on TikTok Shop and Shopee specifically. These aren't generic lifestyle influencers repurposed for e-commerce -- they understand platform formats, trending audio, and the kind of demonstration-led storytelling that moves product in Singapore's social commerce environment. Because Confetti is an official TikTok Shop Partner and Shopee MCN agency, we're not guessing at what works on these platforms. That platform-level access informs every brief we write and every piece of content we commission. You can also pair UGC with a broader influencer marketing strategy if your campaign calls for it.

A folder full of videos that don't convert is an expensive way to learn nothing. Every UGC campaign Confetti runs is oriented around a measurable outcome -- whether that's product page conversion, add-to-cart rate, or direct sales through a TikTok Shop or Shopee listing. Commerce-oriented content briefs mean creators are directed toward demonstration, social proof, and clear calls to action rather than aesthetic-only storytelling. This is the difference between content that looks good in a deck and content that actually shifts stock. For brands running Shopee livestream campaigns alongside UGC, the two reinforce each other directly.

Confetti's client work spans consumer goods, beauty, health supplements, financial services, footwear, edtech, and travel -- including brands like Owala, Nippon Paint, Bata, EHP Labs, Pelago by Singapore Airlines, and Bybit. That range matters because UGC briefs look very different across categories: a health supplement needs trust-building and ingredient demonstration, a footwear brand needs fit and lifestyle context, a fintech brand needs credibility signals. Having produced content across all of these, Confetti's briefing process is calibrated to what actually drives conversion in your specific category, not a one-size template applied to every client.

For brands from China or elsewhere looking to establish presence in Singapore, UGC is often the fastest way to build local credibility. Singaporean shoppers respond to content that reflects their own context -- local creators, local settings, and references that feel genuinely familiar rather than translated. Confetti's Local Expansion service is built around this exact challenge, and UGC sits at the centre of it. Getting local creators to introduce your product in a way that feels native to Singapore's social commerce feeds is frequently the difference between a product that gains traction and one that stalls at launch.