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You might have noticed how other creators earn thousands through UGC content. What is UGC, why is it so popular and how can you land your next UGC brand deal? We will answer all these questions in this article and provide a step by step guide on how to increase your earnings as a creator through UGC.
UGC stands for user generated content. It originally comes from customers creating content which brands would reuse. As a general term it refers to organic content taken by consumers or influencers. In the era where influencer marketing gained a lot of traction the term UGC often refers to organic content created by influencers.
In advertising there are often two types of content: Branded content and UGC.
Branded content is often content which is created in-house by the brand and typically consists of a professional photoshoot or video with the focus on the product.
UGC on the other hand is more organic created content often created by customers or influencers showing the product in an authentic way. This could be a product review, unpacking or simply showing the product in action.
A UGC (User-Generated Content) creator is someone who produces content such as videos, images, reviews, and blog posts, typically shared on social media and other online platforms with the focus on creating UGC for brands. Unlike traditional content creators or influencers, UGC creators professionalise in quality and authentic content which brands can use for their advertising. They are often everyday users. The content can range from product reviews to personal stories and is valued by brands for its authenticity, engaging audiences by providing relatable, real-world perspectives on various topics and products.
The main difference is the reason why brands want to partner with a creator. With a normal influencer in most cases the main objective is to reach the audience of an influencer to promote products or services. Brands are interested in tapping into the relationships you have built up with your audience. The goals of these partnerships can be brand awareness, engagements and conversions (selling products to your audience through your influence).
The objective of brands when they partner with an UGC creator is to create high quality authentic content which they can re-use for advertising. The key difference here is that the size of your audience / followers matter less and the focus is more on your ability to create high quality content.
Note: there isn’t really a straight border between normal influencers and UGC creators and in a lot of cases creators are both an influencer as well as UGC creators. There are simply creators who focus more on the traditional ways of being an influencers VS creators which focus more on creating UGC for brands to reuse.
As previously mentioned the main objective of brands to work with UGC creators is to access high quality content not to reach a large audience. This is why this is a golden opportunity for influencers in the early stages which are building up their audience. As long as the brand sees that your content is high quality and they see potential in reusing this content for their advertising your audience size doesn’t matter. Now this doesn’t mean that you should give up on all the work related to growing your audience. Even if brands are looking to partner with UGC creators, if you have an engaged audience it is definitely an advantage and might allow you to further expand the services you offer to a brand. However, it is not a requirement which means that it can be a good way to start to monetise your content creation if you are still in the process of building up your audience.
As a golden rule: just continue to invest in high quality content. The benefit of this is that you can either:
A: Work with brands for UGC
B: If you create high quality content, you will naturally attract new followers and increase your audience.
There are different ways brands use UGC content. Here are some of the most important ways brands use UGC content:
Probably the most important category is paid social. This can be on any of the large social media platforms but probably the most common ones we see are Meta (Facebook & Instagram) and TikTok. Brands allocate large budgets on these social media platforms advertising networks to reach their target audience and one thing they constantly need is, you guessed it, high quality content.
Another way brands often want to use UGC content is for their organic social media. This can be done on any platform like Instagram, TikTok, Youtube or Pinterest. They simply need content to post on their own company social media page and UGC often leads to a more authentic / relatable messaging.
An increasing trend is companies which display UGC content on their website. These can be widgets on the home page showing video’s or images or on the product page it self. Besides the product image from a photoshoot it is very common for brands to add UGC content as the 2nd or 3rd image on the product page. It enables the brand to show the product in action.
The main reason UGC content is so successful is because it looks like native content. Brands start to realise that the more an advertisement doesn’t look like an advertisement the more people engage with the content. Let's be honest, do we remember the last time we watched an advertisement until the end when scrolling through social media? If you are like most people we developed a habit of quickly swiping away if we see an advertisement. This is where UGC shows its true powers. Consumers typically confuse it with native content as a matter of fact even if they do see the small promotional sign it is more engaging and we like to watch other people sharing their opinion on new products or services. This is why UGC content is so powerful.
Below are some important statistics which show the power of UGC:
As previously mentioned you don’t need a huge following in order to become a UGC creator. This is the beauty of getting started as a UGC creator. However, this doesn’t mean that this is some sort of a shortcut or silver bullet to making a lot of money as a content creator. As the primary objective of UGC is to re-use it, the quality of the content matters. In fact it matters more than for traditional influencers. The way traditional influencers invest their time and resources into building authentic relationships and growing their audience as a UGC creator you invest your time and resources into creating high quality videos and content which can be reused by brands.
When you are just getting started make sure to pick your niche. Ideally this is a topic you already feel passionate about and you are already creating content on. There are a couple of things which are important to consider when deciding on the niche you want to focus on.
When deciding on a niche make sure that brands are actually using UGC. The last thing you want is to invest all your time and resources in creating UGC content in a niche only to be disappointed that the brands in this sector are not looking to use UGC for their advertising.
If you are serious about becoming a UGC creator you have to be determined to make this work which means hard work. If you are not passionate about the topic you create content on it makes it a lot harder to keep going which is why a lot of people don’t make it. It is hard enough to become a successful content creator, make it easier by choosing a topic you feel passionate about.
If you already have a lot of knowledge about a certain product category it is always beneficial to pick this niche. This isn’t required as you can always start to learn about a new topic but it gives you a headstart. You want to become the thought leader in your category so brands will find you easier and the content includes insights which consumers are looking for.
Once you have decided which niche you want to focus on make sure to research the brands you would like to partner with. Go to their tagged sections on their social media, analyse the content they post on their social media and look what ads they are using for their paid social.
Meta actually offers a free ad library where you can access all ads from different brands. Simply type in the name of the brand and add the location and you will be able to access the ads. Access Meta’s ad library here.
Make sure to analyse the content they are using for their ads. Don’t just scroll through it, make notes and think about why the brand is using these video’s specifically. This process will allow you to understand what kind of content the brand is looking for so you can start tailoring your content towards what the brands you want to work with are looking for.
As a UGC creator it is even more important that you are able to create high quality content. Having the right tools and equipment is essential. It might cost money at first but it will be worth the investment. As a fact we often feel that making this investment will increase your commitment and will set you up for success. Remember this is an investment in yourself and probably the best things you can spend your money on.
Below are some of the tools and equipment which will help when you want to become a successful UGC content creator.
A high-quality camera is fundamental for capturing sharp and professional-looking visuals. DSLRs and mirrorless cameras offer interchangeable lenses and superior image quality, while modern smartphones provide convenience and portability with impressive camera capabilities.
Why Important: High-quality visuals are crucial for engaging your audience and standing out in a saturated digital space.
A tripod stabilizes your camera or smartphone, providing steady shots and professional-quality footage. Options range from lightweight travel tripods to heavier, more durable models.
Why Important: Stabilization is key to avoiding shaky footage, which can be distracting and appear unprofessional.
Proper lighting can drastically improve the quality of your content. Consider investing in ring lights, softboxes, or LED panels to ensure even and flattering illumination.
Why Important: Good lighting eliminates harsh shadows and highlights your subject, making your content look polished and visually appealing.
Clear audio is just as important as clear visuals. External microphones, such as lavalier mics, shotgun mics, or USB condenser mics, can dramatically improve sound quality over built-in camera or smartphone mics.
Why Important: High-quality audio helps maintain viewer engagement and enhances the overall professionalism of your content.
Editing software enables you to refine your videos or photos. Programs like Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve are popular for video editing, while Adobe Photoshop or Lightroom are great for photo editing.
Why Important: Good editing software allows you to cut, color correct, add effects, and polish your content to a professional standard.
A powerful computer is essential for running editing software smoothly. Look for one with a fast processor, ample RAM, and a good GPU to handle rendering and processing tasks efficiently.
Why Important: Efficient processing reduces downtime and allows you to edit complex projects without system crashes or sluggish performance. Your laptop will also be a central tool to manage your overall business as a content creator so having a laptop you look forward to and start working is beneficial.
Tools like Hootsuite, Buffer, or Later help schedule posts, analyze engagement, and manage multiple social media accounts.
Why Important: Streamlines content distribution and performance tracking, making it easier to maintain a consistent online presence.Optional tools to further professionalise content creation H3
Storing high-quality video and photo files can quickly fill up your computer's internal storage. External hard drives offer additional space and can be vital for backing up your work.
Why Important: Ensures that you have enough storage for large files and keeps your data safe and organized.
A gimbal or stabilizer is used to keep your camera steady while you move, providing smooth, cinematic shots.
Why Important: Reduces camera shake and enhances the quality of your footage, especially for action or travel videos.
Backdrops come in various colors and designs, offering a professional setting for your content. Portable options are convenient for creators who work in multiple locations.
Why Important: Creates a clean and professional background, helping focus attention on the subject without any distractions.
A wireless remote can be used to control your camera or smartphone from a distance, enabling you to start and stop recording without touching the device.
Why Important: Adds convenience, allowing for precise control and adjustments without disrupting your setup.
Keeping your devices charged is crucial, especially during long shooting sessions or while on the go. A high-capacity power bank ensures your camera, phone, or other devices don’t run out of juice.
Why Important: Ensures uninterrupted shooting sessions and provides peace of mind when working remotely.
Acoustic panels, foam wedges, and other soundproofing materials can help reduce echo and background noise, improving audio quality.
Why Important: Creates a better recording environment, resulting in clearer and more professional audio.
Neutral Density (ND) filters reduce the amount of light entering your camera, allowing for greater control over exposure in bright conditions.
Why Important: Enables shooting in bright sunlight without overexposure, maintaining image quality and detail.
Description: A green screen can be used to replace the background in your videos, giving you more creative control and the ability to add dynamic backgrounds.
Why Important: Provides versatility and creativity in your content, allowing you to place your subject in various virtual environments.
One of the most common UGC forms are product reviews. Creating high-quality product reviews requires attention to detail and a structured approach to deliver value to the audience. Here are some important elements to consider:
Ensure that your review is genuine and based on your real experiences with the product. Present both the pros and cons.Builds trust and credibility with your audience, as they can tell when reviews are authentic versus overly promotional.
Provide comprehensive details about the product, including specifications, features, and usage instructions.Helps readers make informed decisions and sets your review apart from vague or superficial content.
Include high-quality photos and videos of the product in use. Close-up shots, and usage demonstrations can be particularly engaging.Visuals provide a clearer understanding of the product and its performance, making your review more captivating and useful.
Share your personal experience with the product, explaining how it has benefited you or solved a specific problem.Adds a personal touch and relatability, helping your audience understand how the product might fit into their lives.
Compare the product with similar items in the market, highlighting differences in features, price, and performance.Provides context and helps your audience see the product's value proposition in relation to alternatives.
Organize your review with clear headings, bullet points, and sections such as Introduction, Features, Pros and Cons, and Conclusion.Makes your review easy to follow and digest, improving reader engagement and comprehension.
Maintain a balanced view by discussing both the strengths and potential drawbacks of the product.Demonstrates your impartiality and critical thinking, making your review more trustworthy.
Ensure that all technical details and specs you mention are accurate. Double-check any factual information.Maintains your credibility and prevents misinformation, which can harm your reputation and mislead your audience.
Respond to comments and questions from your audience. Engage with them by addressing their concerns or providing additional information.Builds a community around your content, fostering loyalty and higher interaction rates.
Clearly disclose any affiliations, sponsorships, or received products complementary. Use disclaimers as necessary.Ensures ethical transparency and compliance with legal requirements, maintaining trust with your audience.
Maintain a consistent tone and style throughout your review. Whether it's professional, casual, or humorous, consistency helps in brand building. Creating a recognizable brand voice makes your content more engaging and memorable.
By incorporating these elements, you’ll be able to create high-quality product reviews that are informative, engaging, and trustworthy, effectively serving your audience and adding value to the UGC landscape.
What is important to understand here is that UGC content creation often has certain elements of traditional influencer marketing in it. Just because you want to become a UGC creator doesn’t mean that you don’t have to care about your audience. Use the responses you get from your audience as feedback to continue to improve. At the end of the day your audience is the perfect way to test what brands are looking for. They want the same positive reactions which you are getting from your audience if they use your content for their marketing.
Creating high-quality unboxing videos as part of User-Generated Content (UGC) involves showcasing products in an engaging and informative manner. Here are some important elements to consider:
Start with a brief introduction of yourself and the product you're unboxing. This sets the context and informs the audience about what to expect from the video.
Ensure the video is well-lit and shot in high resolution. Use a stable camera or smartphone. High-quality visuals enhance viewer experience and make the content more professional.
Create an eye-catching thumbnail and a compelling title for your video. This attracts viewers' attention and encourages them to click on your video.
Unbox the product on a clean, uncluttered surface to keep the focus on the product. This provides a professional appearance and ensures the product details are clearly visible.
Highlight the packaging, presentation, and individual components of the product. This gives viewers a comprehensive understanding of what they will receive.
Share your genuine reactions as you unbox the product. This adds personality and relatability, making the content more engaging for viewers.
Methodically unbox the product, showcasing each component and any included accessories. This ensures no detail is missed and provides a thorough overview of the product.
Provide clear commentary as you unbox, detailing what you’re seeing and any initial impressions. This helps viewers understand the product features and enhances the overall narrative.
If possible, briefly demonstrate the product in use, showing its functionality. This gives viewers additional insights into the product's performance and usability.
Conclude the video with a summary of the key features and your initial impressions. This reinforces the main takeaways and leaves viewers with a clear understanding of the product.
Edit the video to ensure smooth transitions, appropriate pacing, and remove any unnecessary footage. Professional editing enhances the viewing experience and keeps the audience engaged.
Add background music that complements the video without overwhelming your commentary. This enhances the aesthetic of the video and makes it more enjoyable to watch.
Encourage viewers to like, comment, and subscribe. Ask for their opinions or questions about the product. This builds community and increases the engagement on your channel.
Clearly disclose if the product was sent for free or if the video is sponsored. Use disclaimers if necessary. This maintains ethical transparency and trust with your audience.
Maintain a consistent tone and style that aligns with your brand throughout the video. This creates a recognizable and professional brand identity, making your content more memorable.
By incorporating these elements, you’ll be able to create high-quality unboxing videos that are engaging, informative, and trustworthy, effectively captivating your audience and adding value to the UGC landscape.
Creating high-quality how-to UGC videos requires a focus on the technical aspects of video production to ensure clarity, engagement, and professionalism. Here’s how to make sure your "how-to" videos stand out:
By focusing on these technical aspects, you can create polished and effective "how-to" UGC videos that not only educate but also engage and inspire your audience.
When starting to get in contact with brands it would be good to have a portfolio of different UGC examples you could showcase. This is where you want to present yourself as a professional UGC creator. Your UGC portfolio is like your resume when applying to jobs. Below are some steps to set up your UGC portfolio.
Choose a variety of your highest-quality videos that showcase your skills and versatility. Ensure each piece highlights different aspects of your expertise.
Arrange your content into categories such as product reviews, tutorials, or unboxing videos. This helps potential clients quickly find relevant examples of your work.
Include brief descriptions for each video. Explain your role, the purpose of the content, and any notable results or feedback received.
Host your portfolio on a professional website or portfolio platform. Ensure it’s easy to navigate and visually appealing. Besides your own website it is also recommended to have your portfolio in PDF form so you could share it through email.
If you have any KPI’s from previous work make sure to include this as brands often like to see this which also makes a professional impression. Include KPI’s of your video’s such as total impressions, clicks or conversions. Showing that you understand digital marketing helps when pitching a brand to work with you.
Keep your portfolio current by adding new work and removing outdated pieces. Regular updates show ongoing activity and improvement.
Now that you have all of this ready don’t just sit an wait until brands contact you. Although this will happen over time as you continue to invest in your content if you want to accelerate the process and start working with brands you will have to take action. The easiest way is to simply reach out to brands and pitch your UGC content. Below are some tips on how to do this.
Identify brands that align with your niche and values. Look for companies that actively engage with their audience through social media and UGC.
Create a personalized pitch for each brand. Highlight your unique skills, past successes, and how your content can benefit their marketing goals.
Include a link to your UGC portfolio in your pitch. Select specific examples that are relevant to the brand’s products or services.
Engage with brands on social media. Comment on their posts, share their content, and tag them in your related UGC to get noticed.
Don’t be afraid to follow up if you don’t receive an immediate response. A polite follow-up can demonstrate your enthusiasm and persistence. In fact research shows that simple follow ups will double your reply rates from brands.
Here is our detailed article on how to find and land your first brand deal in Tiktok. Check it out!
Another way besides reaching out to brands is to sign up on UGC platforms. The good thing about these platforms is that the brands on it are already actively looking for UGC creators. Below are some UGC platforms which are suited for this:
Create a detailed profile highlighting your skills, experience, and past projects. Regularly check for new opportunities and engage actively to increase your chances of landing collaborations.
Setting your rates as a UGC creator depends on several factors: your experience, the complexity of the content, and the market rates. Here's a structured way to determine your pricing:
You can also decide to price based on usage rights agreeing with the brand for a certain time period they can make use of the UGC. If this expires they would either need to renew the contract or remove the content from their website, marketing.
By assessing these factors, you can set a fair rate that reflects your value and aligns with market expectations. Regularly review and adjust your rates as you gain more experience and your skills improve.
Becoming a UGC creator offers a unique opportunity to monetize your content creation skills without needing a massive following. By focusing on high-quality, authentic content, you can attract brands interested in leveraging your work for their marketing efforts. Whether you’re a seasoned influencer or just starting out, investing in your craft, building a strong portfolio, and proactively reaching out to brands are essential steps. Start your journey today and turn your passion for content creation into a profitable venture.
