The study covered 11 brands spread across Retail, Sports, Quick Serve Restaurants, Beverages, and Fashion. We tested one TikTok user-generated content (UGC) video, one brand TikTok video, one Facebook video ad, and one conventional ad for each brand, for a total of 44 videos. UGC chosen were brands that were tagged to popular videos, many with over a million view counts. Videos ranged in length from five to 30 seconds, with two 60-second conventional TV ads. Each video was viewed on a mobile device by an average of 155 study participants between December 21 and December 30, 2020.