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As a User-Generated Content (UGC) creator, you have a unique opportunity to offer brands something they can’t always achieve with traditional advertising: authenticity and real-life connection. UGC has rapidly become one of the most effective ways for companies to organically promote their products and services. In fact, it’s predicted that 78% of online content will be user-generated by 2033, highlighting the growing importance of this content in digital marketing.
Becoming a UGC creator involves more than just creating content—it’s about building your personal brand, showcasing your content creation skills, and collaborating with brands on platforms like TikTok, Instagram, and YouTube.
In this article, we’ll walk you through everything you need to know to become a successful UGC creator, how to monetize your content by partnering with brands, and essential tips for marketing yourself effectively.
A UGC creator is an individual who produces content specifically for brands, but rather than being an influencer with a large following, they focus on creating content that appears authentic and relatable. The key to this content is that it doesn’t look as if it was advertised (although the brand is paying for it).
This type of content can be in reels, TikToks, photos, and videos, that reflect real customer experiences.
UGC creators are hired by brands to create content that showcases products or services in a natural, casual setting. Brands use this content in their marketing campaigns, websites and social media platforms with the purpose of showing how real people engage with their products. This content, which often mimics everyday customer experiences, helps build credibility and social proof for the brand.
What’s the difference between UGC creators vs influencers? UGC creator marketing focuses on producing genuine content that brands use to build trust, while influencer marketing emphasizes the reach and influence of the creator’s personal brand.
UGC creators don’t necessarily need to have a large following. Their strength is in creating high-quality, real-world content (like product reviews, tutorials, or lifestyle videos) that simulates how regular consumers interact with the product. This content can be used across a brand’s platforms, but the creator doesn’t necessarily share it on their own channels.
Influencers, on the other hand, not only create content but also use their social media channels to promote products to their followers. Their value is in their ability to influence purchasing decisions through their engaged audience.
Let’s go over the main differences between UGC creators and influencers:
UGC has become a profitable job if you do it right. Here are the key 5 steps to build your path as a UGC creator.
This is basic advice, but it is 100% effective. Particularly in the UGC setting, where there’s so much competition, brands find it more attractive to work with creators who align with their industry.
For this, start by identifying a niche that aligns with your passions and with what excites you. This can be travel, cooking, fashion, makeup, tech, etc. When you focus on one thing, you can make more high-quality content and establish a distinctive presence that sets you apart.
Along with that, find what’s your USP (unique selling point). What makes you as a UGC different? This can be your focus on video quality by having videos that are more cinematographic. Or maybe your high-quality pictures. Maybe you thrive at storytelling, or you’re great at doing product reviews. Find your angle, and perfect it.
Take time to learn. No one is born an expert, and UGC particularly requires relevant skills like video and photo editing. It’s not only about getting in front of the camera or taking aesthetic pictures but also about authentically showing a brand how to make its product more attractive.
For this, you can get started with what you have. Practice with your own products, and create different types of content, such as unboxing videos, high-quality pictures, product demos, tutorials, try-ons, etc. Here you’ll see what are your weak spots and what you can improve.
One of the best ways to learn is by seeing others. Look out for tutorials and useful examples that you can implement. For example, when you google “UGC examples” in TikTok, you’ll get hundreds of videos that are ideal for inspiration.
Additionally, in this stage, you can start implementing materials to make your videos better. These are some of the gadgets that can be useful when starting with UGC:
In terms of apps and platforms, these can help you optimize your work as a UGC creator:
Building your social media presence is a great way to showcase your work and attract attention from brands beyond just sharing your portfolio. Unlike influencers, UGC creators don’t need a large follower count to collaborate with brands, so growing your audience shouldn’t be a primary concern. Instead, focus on demonstrating your skills and creativity through your content. This not only shows brands what you’re capable of but also reflects your dedication to your craft.
Additionally, having a strong social media presence is an effective way to network with other content creators and share valuable insights.
Take Eloise, for example—a UGC creator from Australia. She uses her TikTok page to mentor others on how to create compelling UGC content, offering examples, tips, and tutorials on editing, using tools, and more.
To get brand deals, you need to make a portfolio. You need to show brands, with examples, what you can do for them. As a starting point, it is useful to have at least 5 videos (diversifying the type of content, between aesthetic videos, unboxings, etc.) and high-quality pictures so they can see first hand your skills.
The best part of UGC is that you don’t necessarily need to have previous experience or references for brands to take you. By showing the type of work you can do and getting creative with your portfolio, brands can see your skills and capabilities.
Make sure you’re making the time and putting hard work into your portfolio because this is what will make brands accept or reject your proposal.
Once you have the material to add to your portfolio, it’s time to bring it to life. There are many platforms you can make your portfolio, but most creators recommend Canva.
To get started, head to Canva.com and search for "Website" in the search bar. This way, when brands request your portfolio, you can easily share a link. Be sure to choose a template that offers a seamless user experience, allowing brands to scroll through your work effortlessly.
Here, you’ll see many different beautiful templates you can work with. Choose the one that you like the most and start editing according to your profile.
When creating your portfolio, there are some things you can’t forget to add:
Create a short, engaging introduction that shares who you are and what you’re passionate about, whether that’s beauty, food, or lifestyle content. Highlight your skills and what makes your perspective unique in your niche.
Showcase your top content here. Organize it by category, such as Beauty, Wellness, etc., and by content type, like unboxings, product reviews, and Instagram photos. A specific and organized layout makes it easy for brands to see your expertise in each area.
Clearly outline the services you offer, such as UGC videos, photos, and content bundles. Include options for both single videos or photos as well as bundled packages. Leave rates out of this section; it’s best to discuss pricing once brands express interest in your work.
Provide direct contact details, such as your email and phone number, to make it easy for brands to reach you.
Additional Highlights: If you’ve collaborated with brands, include a brief showcase of past work and any noteworthy metrics. Mentioning brands you’ve worked with can strengthen your portfolio and establish credibility.
Once you have your portfolio set, it’s time to look for brands. As a UGC (User-Generated Content) creator, finding and pitching to brands can be both exciting and a bit challenging, especially if you're just starting out. Here’s how you can start out.
Start by targeting companies whose products or services resonate with the type of UGC you create. Start by looking at:
Once you’ve identified potential brands, create a target list (you can make it via excel). This list will help you stay organized and keep track of the brands you've reached out to, those you’re interested in working with, and any follow-ups you need to do. Your target list should include:
Before pitching to a brand, start by engaging with them on social media. This can help build familiarity and increase your chances of being noticed when you finally reach out. Some engagement strategies include:
Showing genuine interest in the brand’s content can position you as a more attractive partner, as it demonstrates authenticity and enthusiasm.
Your pitch is the first impression a brand will have of you. Make sure to:
It’s always best to pitch brands via email as it looks more professional, and they are more like to read it rather than DMs where they often have hundreds of messages. However, the key to both pitches is being creative and writing a custom message.
Subject line: Invest In High-Quality Ugc Content That Converts Into Sales
Hi (brand),
My name is [Your Name], and I'm a UGC creator who specializes in [your niche]. I’ve been a fan of your products for some time, especially [specific product], and I would love to collaborate by creating authentic content that resonates with your audience.
My content is focused on [content style], and I believe I could add value to your brand by showcasing [specific benefits you offer]. Here’s a link to my portfolio, where you can check out examples of my work: [portfolio link].
I’d be thrilled to discuss how we can work together to create engaging content that aligns with your brand’s vision. Thank you for your time and consideration—I look forward to hearing from you!
Best,
[Your Name)
Hi! My name is [Your Name], and I am a UGC creator who loves you (product/service). I would love to create high-quality, converting content videos for you to display on your social media platforms. Does this sound like something you’re interested in?
The average rate of a UGC video is $150. However, advanced UGC creators can expect to earn $400+ per video. Keep in mind that the rate depends on the platform and the type and length of the content. Here’s a general overview of UGC rates across different platforms.
Source: The UGC Club
Additionally, there are two factors that all UGC creators need to consider when establishing their prices:
These two components can account for around 30-50% of your total price. For instance, UGC creators typically charge between $100 and $200 for usage rights and an additional $50 to $150 for raw footage, depending on the complexity and quality of the content. While the range can vary, this should give you a helpful baseline for setting expectations.
Once you’ve established what you want to charge based on your skills and expertise, it’s time to build your rate card. Once brands show interest in your work, it’s always useful to have a document prepared with your pricing per video, photos or as a bundle.
Brands are increasingly shifting their marketing efforts to UGC because, for most consumers, it represents the most authentic form of advertising. Let’s go over the main reasons why more brands are focusing on partnering with UGC creators:
One of the biggest reasons brands are drawn to UGC is because of its cost-effectiveness. Instead of investing in expensive photoshoots or influencer collaborations, brands can use authentic content created by real users at a fraction of the cost. 85% of marketers agree that visual UGC is a more cost-effective option than traditional professional photography or influencer content. Additionally, according to Nostro, brands can save an average of $72,000 on content creation by incorporating UGC into their marketing strategies while still delivering high-quality, authentic content that resonates with their audience.
UGC isn’t just cost-effective; it’s also incredibly influential in driving consumer behavior. 40% of shoppers report that UGC is "extremely" or "very" important when making a purchase decision. This makes it more influential than traditional product comparison charts (39%) or product videos (37%). According to a study, UGC is 20% more influential than any other type of media in shaping Millennials' purchasing decisions.
UGC stands out as one of the most trusted forms of content, with 33% of marketers agreeing that it generates more trust than professionally-shot content (24%) and influencer-generated content (18%). This level of trust is for building lasting relationships with consumers, as people are more likely to engage with and buy from brands that they feel are authentic and transparent.
Ads featuring user-generated content have been shown to have four times the click-through rate and cost 50% less per click compared to traditional ads. Additionally, social media campaigns with UGC see a 50% increase in engagement and perform 25% better than those without.
Consumers are increasingly relying on the experiences and recommendations of other users to find new products. In fact, 48% of consumers discover new products through UGC. This means that by partnering with UGC creators, brands reach new audiences and increase the visibility of their products in an organic and relatable way.
Avoid using your personal email for business inquiries. Using a dedicated email for UGC work ensures important messages don't get lost in your inbox, making communication with brands more organized and professional.
Save time by preparing an invoice template in advance or create an invoice in Excel. Platforms like Canva offer customizable options, making it easy to create and send professional invoices for your work. Here’s an example:
A contract is crucial for protecting yourself. Make sure it covers payment terms, indemnity, and how your content will be used to avoid any misunderstandings or misuse of your work. Key things that you should include in your UGC contract:
Natural lighting often delivers the best results, so try to film during daylight hours. Also, remember to regularly clean your camera lens to ensure clear and crisp visuals.
Vary your camera angles and shots to keep your content dynamic and engaging. Small adjustments can make a big difference in viewer retention.
Don’t wear or showcase branded products that aren’t from the brand you're creating content for. This keeps your videos focused and avoids any potential conflicts.
Ensure that the music in your content is copyright-free to avoid legal issues or having your videos taken down.
These are some copyright-free music libraries that can be useful:
Familiarize yourself with essential UGC terms like “paid usage,” “hook,” “CTA,” and “A/B testing” to better understand brand expectations and improve your content's performance.
Incorporate props like mirrors, plants, fabrics, or even fake grass to add texture and variety to your videos. These small touches can enhance your visuals and make your content stand out.
When you’re starting out as an UGC creator it can be challenging to land brand deals. For this, a great way to get started is through applications and websites. However, keep in mind that when signing up to some of these apps you’re giving away the right to your content in perpetuity, not only for the brand but also for the app itself. This is why it’s often recommended to use apps as a way to get to know brands and to build relationships and references.
These are some useful apps that can help you get brand deals as a UGC creator:
Billo is an excellent app for UGC (User-Generated Content) creators looking to land brand deals. It connects creators with companies that need authentic video content for their marketing campaigns. Here’s how it works for UGC creators:
Despite having plenty of opportunities, the downside is that the pay is low.
Backstage is another valuable platform for UGC creators to land brand deals, specifically targeting creators in the media and entertainment industries. Here’s how it works and why it’s beneficial for UGC creators:
While there are many brands and agencies looking to hire UGC creators on the platform, to use it you need to pay a subscription fee.
While Creator Hero isn’t exclusively focused on UGC, it’s a versatile platform that empowers content creators to boost their earnings and build long-term partnerships. It allows creators to set up their own personal storefront, where they can showcase and sell products from a wide range of brands.
Becoming a successful UGC creator is more accessible than ever, with brands actively seeking authentic, relatable content that resonates with their audiences. By understanding what UGC is and how it differs from traditional influencer marketing, you can carve out a space for yourself in this growing industry.
Start by building a portfolio that showcases your unique voice, sharpen your content creation skills, and stay organized with contracts and invoicing. Most importantly, stay creative and adaptable—UGC is all about authenticity and connection, so the more genuine and engaging your content, the more opportunities will come your way. Now that you have the tools and tips to get started, it’s time to turn your passion for creating into a thriving career!
