“A woman posted a TikTok we have no affiliation with just talking to her tolen about her favorite WWE wrestler that's like picked up like 30-40,000 views.”

UGC Starts Happening Naturally Once You Have Enough Brand Affinity — You Cannot Buy That

Portola hit 800K+ downloads partly through a creator network — but the signal Ajay values most is unaffiliated UGC: users posting about their Tolen with zero financial incentive. A woman talking to her alien about WWE wrestling picked up 40K views. This organic content is both validation of real product love and the beginning of a brand moat that money can't replicate directly.