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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
  • Key Platforms: TikTok, Instagram
  • Audience Targeted: Health-conscious individuals, wellness advocates
  • 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
  • Key Platforms: Instagram, TikTok
  • Audience Targeted: Eco-conscious consumers, skincare enthusiasts
  • 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
  • Key Platforms: Instagram, TikTok
  • Audience Targeted: Skincare enthusiasts, minimalist beauty advocates
  • 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?
What Platforms Are Most Effective For UGC Campaigns?
How Can Small Brands Leverage UGC Creators Without Large Budgets?
What Legal Considerations Should Brands Keep In Mind When Using UGC?
How Do Brands Measure The Success Of UGC Campaigns?

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