Affiliates vs. Influencers vs. UGC creators: Who’s Really Driving Your TikTok Shop Sales?

July 30, 2025

As I was recording 3 episodes of a new upcoming project for you, my beloved The Tok readers, I realized that I have not yet articulated clearly the different type of creators that exist on TikTok and especially that not all creators are created equal to impact GMV on TikTok Shop.

As a DTC brand, you’ll quickly realize that “working with creators” is a broad umbrella that covers very different business models, motivations, and outcomes. Let’s break down the three main types you’ll encounter—and when to use each:

  1. Affiliates aka commerce creators
    This is TikTok-native social commerce at its best. These creators get paid only when a sale happens. They find your product in the TikTok Shop Affiliate Marketplace, create content (potentially without your input), and publish it. If it converts, they get a cut. If not, they get
    » Zero friction for the brand. Maximum skin in the game for the creator.
  2. UGC creators on retainer
    Think of these as a freelance with a ring light. You brief them, they shoot the video, and you approve it before anything goes live. This is a 1:1 working relationship, and the content is made for you, not their own audience.
    » High control. Predictable output. Less performance driven. Useful for Spark Ads, PDPs, or brand storytelling.
  3. Community-based influencers
    These are the traditional content kings and queens. They’ve got a loyal audience and a carefully curated personal brand. You send them product and/or pay them a flat fee, and they post—assuming your brand aligns with their vibe.
    » Great for reach, brand storytelling, and tapping into specific communities.

Beyond business models: 3 key differences that matter

Control & Vetting
With affiliates, you don’t get to preview content. They move fast and you see the final video when the rest of TikTok does. UGC and influencer deals, on the other hand, give you more control: you approve what gets posted.

Skin in the Game
Affiliates only get paid if they drive sales. That means they’re obsessed with conversion: testing hooks, refining their storyline, and optimizing for clicks. UGC and influencer creators are typically paid up front, so their motivation lies more in creativity or alignment with their audience than in actual performance.

Brand Protection
Influencers care a lot about how your product fits their personal brand. They’ll often say no if your offer doesn’t align. Affiliates? Less so. Some are what I call mercenary affiliates: one day it’s dog treats, the next it’s skincare. They’re pros at converting, but not necessarily building trust or long-term brand equity.

So… who should you work with?

If you’re just getting started or launching something new, UGC and influencers are your best bet. You’re not just looking for sales. As the TikTok Shop affiliate program is a true hunger game for brands that start out new on TikTok, you should start by building trust, seeding awareness, and borrowing credibility from existing communities.

But once your brand is established, once you've found your "viral" storyline, and you can start to attract affiliates. They’re fast, cost-effective, and often outperform other channels when it comes to volume.

However keep this in mind the following: If brand safety matters to you, curate your affiliate roster. Look for creators who have real communities, who already act like influencers, but are savvy enough to work performance-first. If you’re more focused on raw growth and less concerned with aesthetics or alignment, the mercenary affiliates will get the job done, fast.

Bottom line

Different creators play different roles in your TikTok Shop strategy.

Use UGC and influencers to build your brand.

Use affiliates to scale it, but be mindful with the type of affiliates you work with depending on your own brand safety concerns.