Brands That Work With UGC Creators: Boosting Authentic Engagement
When aiming to convey a genuine, relatable story, who better to lead the way than content creators themselves? With 6 in 10 consumers stating user-generated content (UGC) represents the most authentic form of marketing content, brands like Bloom Nutrition, Cocokind, and Rhode are already leveraging this powerful tool to build trust and connect with their audiences from an authentic perspective.
As user-generated content continues to dominate platforms like TikTok and Instagram, your innate ability to craft an engaging story turns into a valuable asset for brands ready to explore UGC partnerships.
Discover which brands are embracing the power of UGC, what they are looking for in creators, and how you can position yourself at the center of each opportunity.
What is UGC, and Why Do Brands Use It?
User-generated content (UGC) is organic content created by customers and/or creators that is then shared by a brand to promote its products or services. It often takes the form of ratings and reviews, testimonials, unboxings, and can be written, like a blog post, or in an image/video format, and can be managed across multiple UGC platforms.
Typically unpaid and voluntary, UGC helps brands build trust and strengthen connections by involving customers in their story. According to Inbeat, 84% of Gen Z trusts brands more when ads feature real customers, and 70% of consumers rely on UGC reviews before making a purchase, often reading 4-7 reviews.
Why Brands Partner with UGC Creators
Authenticity: According to Inbeat Agency, 30% of millennials say they have unfollowed a brand for posting “inauthentic” content. This important purchase-influencing factor has to do with how effectively content can transcend the screen and evoke a genuine response from viewers.
Relatability: When a product is presented in real life contexts and not only in a studio light it allows audiences to envision it in their own lives. This fosters an emotional connection and enhances the likelihood of purchase as UGC is considered 20% more influential than other media types, says Inbeat.
Trust: When targeting sensitive industries like health or nutrition, building trust is essential. Brands like Bloom rely on user-generated content to reassure consumers about product safety and effectiveness. According to Inbeat, with 84% of Gen Zers stating they trust a brand / product more when its content features real customers, UGC becomes the key to not only showcase a product but build a trust by association sense around it as well.
Cost-Effectiveness: By often being voluntary and unpaid, UGC becomes a budget-friendly alternative when promoting a product or service. With crediting creators being the primary step before sharing, UGC keeps production costs low, since the content is already created by someone else in an authentic, organic way.
Scalable Reach: A crucial part of user-generated content is the conversation it sparks. UGC allows brands to tap into a creator’s audience, and by being highly engaging through interactions such as comments, shares, and likes, each piece of content expands that brand's reach and visibility beyond traditional advertising.
Social Proof: As real consumers share their experiences and feedback, UGC serves as powerful social proof when potential customers see others enjoying or benefiting from a product. This builds credibility and increases the likelihood of a positive purchasing decision, as 92% of globally surveyed consumers prioritize recommendations from people they know over other forms of advertising according to Nielsen’s latest Global Trust in Advertising report.
10 Brands That Work With UGC Creators
Now that we’ve covered effective ways to reach out as a UGC creator, let’s explore different brands that work with this type of content creation.
1. Eva NYC
Industry: Personal Care & Haircare
UGC Collaboration Type: Hair Transformations, Tutorials, Reviews
Key Platforms: Instagram, TikTok
Audience Targeted: Individuals seeking cruelty-free, clean hair care products
Campaign Objective: Showcase product effectiveness and build brand trust
Incentives for Creators: Free products, discounts, and exclusive brand partnerships
Example: Eva NYC frequently promotes the hashtag #evanyc, encouraging creators to share their hair transformation stories, product tutorials, and reviews, creating a community of product enthusiasts as seen online.
2. Bloom Nutrition
Industry: Wellness & Nutrition
UGC Collaboration Type: Recipe Sharing, Health Journeys, Reviews
Campaign Objective: Build trust and credibility through real customer experiences
Incentives for Creators: Free products, affiliate commissions, and exclusive promotions
Example: Bloom Nutrition uses TikTok to encourage creators to share their green smoothie recipes and before-and-after health journeys. The UGC helps build a relatable, trustworthy presence for their wellness supplements.
3. IT Cosmetics
Industry: Beauty & Skincare
UGC Collaboration Type: Testimonials, Tutorials, Reviews
Key Platforms: Instagram, YouTube
Audience Targeted: Individuals with sensitive skin, makeup lovers
Campaign Objective: Promote product efficacy and inclusivity
Incentives for Creators: Product collaborations, free products, paid partnerships
Example: IT Cosmetics amplifies reviews and tutorials from creators showcasing their sensitive-skin solutions. These authentic testimonials resonate with audiences on Instagram and YouTube.
4. Lululemon
Industry: Fitness & Lifestyle Apparel
UGC Collaboration Type: Tutorials, Fitness Content, and Reviews
Key Platforms: Instagram, TikTok, and YouTube
Audience Targeted: Yoga practitioners, fitness enthusiasts, and wellness advocates
Campaign Objective: Build a community and inspire fitness journeys
Incentives for Creators: Free products, discounts, and exclusive brand partnerships
Example: Lululemon's #TheSweatLife campaign encourages users to share their fitness stories while wearing Lululemon gear, fostering community engagement.
For interested affiliates, check out the Lululemon affiliate program in-depth review and seize the opportunity to partner with a leading athletic apparel brand while showcasing your unique style.
5. Cocokind
Industry: Skincare
UGC Collaboration Type: Sustainability, Skin Care Routines, Product Reviews
Campaign Objective: Promote sustainable beauty practices and ingredient transparency
Incentives for Creators: Free products, paid campaigns, and long-term partnerships
Example: Cocokind's UGC campaigns often feature influencers showcasing eco-friendly skincare routines and sustainability practices, helping to build trust in their products’ transparency and ethical sourcing.
6. Rhode
Industry: Skincare & Beauty
UGC Collaboration Type: Aesthetic Content, Tutorials, Reviews
Key Platforms: Instagram, TikTok
Audience Targeted: Gen Z and millennial skincare lovers, beauty enthusiasts
Campaign Objective: Connect with younger audiences through authentic and aspirational content
Incentives for Creators: Free products, exclusive collaborations, and affiliate commissions
Example: Rhode’s UGC campaigns have gained massive traction as creators post aesthetically pleasing skincare routines and tutorials featuring their products, especially on TikTok, building excitement and authenticity.
7. Meshki
Industry: Fashion & Apparel
UGC Collaboration Type: Styling Ideas, Try-On Hauls, Outfit Inspirations
Key Platforms: Instagram, TikTok
Audience Targeted: Fashion-forward women
Campaign Objective: Showcase versatile styling and build brand visibility
Incentives for Creators: Free products, affiliate commissions, paid partnerships
Example: Meshki encourages UGC under hashtags like #meshkihaul, where creators showcase event-ready outfits and everyday looks, helping to engage their fashion-forward audience.
8. Pureology
Industry: Haircare
UGC Collaboration Type: Styling Tutorials, Product Reviews, Hair Care Tips
Key Platforms: Instagram, YouTube
Audience Targeted: Consumers with color-treated hair
Campaign Objective: Showcase premium haircare products for salon-quality results
Incentives for Creators: Product collaborations, paid campaigns, and giveaways
Example: Pureology's UGC efforts often highlight product reviews and styling tutorials from creators sharing their experiences with the brand's sulfate-free products.
9. Mixsoon
Industry: Skincare
UGC Collaboration Type: Routine Videos, Ingredient Breakdowns, Reviews
Campaign Objective: Highlight simplicity and effectiveness of products
Incentives for Creators: Free products, affiliate commissions, exclusive brand deals
Example: Mixsoon encourages creators to share their minimalist skincare routines and product ingredient breakdowns, building trust with audiences on TikTok and Instagram.
10. CeraVe
Industry: Skincare
UGC Collaboration Type: Skincare Routines, Product Reviews, Educational Content
Key Platforms: Instagram, TikTok
Audience Targeted: People with sensitive skin, skincare newbies
Campaign Objective: Educate and promote affordable skincare for all skin types
Incentives for Creators: Product collaborations, paid campaigns, discounts
Example: CeraVe frequently uses UGC from creators sharing skincare routines and before-and-after transformations, which resonate with its audience looking for affordable, dermatologist-recommended products.
How Much Do Brands Pay UGC Creators?
According to UGC 101, here is an estimate on how much brands pay user-generated content creators as of May 2024:
Influencer Rates Table
Platform
Nano Influencers (1 - 10K followers)
Established Creator
General
$50 – $500 per piece of content
$1,000+ per video
Instagram
$25 – $250 per post
$1,000+ per post (sponsored)
YouTube
$20 – $100 per video (ads)
$5,000+ per video (sponsorships)
TikTok
$50 – $300 per video
$1,000+ per video (brand deals)
Keep in mind compensation may vary depending on niche and industry, engagement rates, audience size, content formats, and location.
To learn more about how to set your pricing as a creator explore How much should an influencer charge for UGC and make an informed decision before reaching out to potential brand partners.
How To Choose The Right Brands To Work With As A UGC Creator
1. Align With Your Personal Brand
Go for brands whose voice, values, and target audience align with your own. Select a niche you may be interested in creating content for and evaluate if your audience, existing or potential, aligns with your selected brands. Remember, selecting topics you are passionate about almost always reflects your enthusiasm on screen and favour authentic driven content like UGC.
2. Review Their Social Media Strategy and Pain Points
Once you’ve selected a brand, analyze its social media presence. On which platforms are they active? What type of content are they prioritizing? Can you identify any areas in which they could improve? Is their content engaging or do they struggle to garner likes, comments, shares?The key here is to identify the value you can bring to the collaboration. How can you address their challenges, enhance their engagement, or optimize their strategy to achieve better results? You could even highlight UGC’s astonishing numbers by mentioning the 50% increase in engagement social media campaigns see when incorporating user-generated content, according to Flockler.
3. Look For Clear Communication
Brands that communicate clearly about deliverables, expectations, and compensation represent a green flag for an effective partnership. Transparency both from brands and creators often fosters a positive working environment and leads to other future collaborations.
4. Prioritize Long-Term Potential
To maintain a consistent, trustworthy image on your social media channels, aiming to work with brands that have already established history collaborating with similar creators builds trust with your audience and opens doors to future opportunities.
5. Evaluate Compensation Possibilities
Whether it’s monetary payment, product exchanges, or affiliate opportunities, it’s always good to make sure the compensation aligns with your time and efforts invested in creating content.
6. Partner With A Brand Who Values Your Creative Instincts
If a collaboration does not demand specific guidelines, there is a lot of room to explore when creating content, so make sure you can partner with a brand who allows you to leverage your creative instincts. Don’t be afraid to try something new while staying true to your genuine voice and style, after all, UGC is supposed to reflect your authentic essence.
If you’re looking for inspiration, explore these 11 brands that work with micro-influencers. By often prioritizing authentic, creative voices these brands can be a great fit for showcasing your unique style.
Examples Of Successful UGC Campaigns
Apple: #ShotOniPhone
Launched in 2015, the #ShotOniPhone campaign was first launched in order to promote the iPhone 6s and its new 12-megapixel camera.
Campaign Objectives: The campaign aimed to share impressive photography, accompanied by the #ShotOniPhone hashtag, leveraging UGC creation by encouraging users worldwide to share their experience with their iPhone camera and get a chance to be featured by Apple.
Results: According to The Brand Hopper, by demonstrating the ease in which users can capture their favourite moments using an iPhone and by inspiring creativity by showcasing random creatives, the Shot On iPhone campaign, still used to this day, generated over 70 million interactions on instagram alone.
Glossier Influencers
Campaign Objectives: With an over 10 year trajectory, Glossier prioritizes social media influencers who receive prerelease products and can deliver entertaining UGC as product reviews with the #Glossier hashtag in order to maintain brand relevance and reach a broader audience.
Results: According to Quartz, Glossier founder Emily Weiss states the brand owes over 90% of its revenue to its loyal fans who, mostly by “word of mouth”, have followed the brand’s every product announcement and echo its message to their followers on social media and in real life.
ASOS: #AsSeenOnMe
Campaign Objectives: The still active hashtag #AsSeenOnMe became popular in 2014 when ASOS encouraged its customers to create content showcasing their favourite products for their followers to see, boosting community engagement and leveraging UGC by making the brand feel more accessible through relatable content.
Results: According the It Ain’t Easy Being Weezy blog, by 2021 the #AsSeenOnMe hashtag had already reached 1 million impressions, encouraged by a variety of re-purposed posts shared on ASOS’ official Instagram profile and website. According to The Marketing Society, not only did this campaign enhance brand loyalty by 2%, it also enhanced market penetration by 25%.
Final Thoughts on Brands That Work With UGC Creators
User-generated content has reshaped how brands connect with audiences by fostering authenticity, relatability, and trust. Companies like Bloom Nutrition, Cocokind, and Rhode exemplify the power of UGC in driving engagement and building genuine connections. By understanding the value of personalized pitches and aligning with brands that share your values, creators can unlock meaningful opportunities. Whether you're a seasoned UGC creator or just starting, the right strategies can position you as a vital partner for brands embracing this impactful trend.
FAQs
How Do Brands Benefit From Collaborating With UGC Creators?
Brands benefit from collaborating with User-Generated Content (UGC) creators by enhancing authenticity, increasing engagement, and building trust with their audience. UGC provides real-life experiences and testimonials, making marketing content more relatable and credible. This approach often leads to higher conversion rates and fosters a sense of community around the brand.
What Platforms Are Most Effective For UGC Campaigns?
Platforms like Instagram, TikTok, and YouTube are highly effective for UGC campaigns. These platforms support visual content and have features that encourage sharing and engagement, making them ideal for showcasing user-generated photos, videos, and reviews. Additionally, they offer tools for brands to interact directly with creators and audiences, amplifying the reach of UGC.
How Can Small Brands Leverage UGC Creators Without Large Budgets?
Small brands can leverage UGC creators by encouraging satisfied customers to share their experiences on social media, creating branded hashtags to collect and showcase UGC, and offering incentives like discounts or features on the brand's official channels. Collaborating with micro-influencers, who often have more engaged audiences and lower fees, is another cost-effective strategy.
What Legal Considerations Should Brands Keep In Mind When Using UGC?
When using UGC, brands should ensure they have explicit permission from the content creators to avoid intellectual property infringements. It's advisable to have clear terms and conditions outlining how the content will be used. Additionally, brands should comply with platform-specific guidelines and disclose any sponsored content to maintain transparency with their audience.
How Do Brands Measure The Success Of UGC Campaigns?
Brands measure the success of UGC campaigns through various metrics, including engagement rates (likes, comments, shares), reach and impressions, conversion rates, and the overall sentiment of the content. Monitoring these metrics helps brands understand the impact of UGC on brand awareness, customer trust, and sales performance.
Related Posts
The incredible power of team collaboration is evident in the remarkable outcomes it can achieve
Discover the Sling TV Affiliate Program with a 20% commission rate, 30-day cookie window, and unique perks like recurring commissions and promotional campaigns. Learn how to sign up, its benefits, drawbacks, and compare it to competitors like Hulu, FuboTV, and Philo. Perfect for digital marketers and content creators looking to monetize their platforms with a trusted brand in streaming services.
Discover the B&H Photo Video Affiliate Program, offering up to 8% commissions, a 30-day cookie duration, and a trusted catalog of photography, videography, and electronics products. Learn how to join, maximize earnings, and compare it with similar programs in the creative tech industry. Perfect for content creators and affiliate marketers.
Discover the Lifeboost Coffee Affiliate Program, offering 5% commission, a 30-day cookie duration, and access to a global audience. Promote organic, low-acid, single-origin coffee to health-conscious consumers. Compare Lifeboost with Bulletproof Coffee, Purity Coffee, and other programs to find the best fit for your affiliate marketing goals. Explore benefits, requirements, and tips for success in this in-depth review.
Build your own business without having to manage all the operational aspects of an e-commerce. Focus on creating content, driving sales and maximise your earnings!