UGC Creator: What It Is and How to Become One

UGC stands for user-generated content, also known as consumer-generated content. It refers to any type of digital media that consumers voluntarily create and share online about a specific brand. User-generated content can come in various forms, including videos, images, or written text.

The original aim of UGC creators was to give people an honest look at the ins and outs of a product before they make a purchase—including its quality, functionality, and real-life appearance. Classic examples of UGC include product reviews or testimonials, unboxing videos, or how-to videos that include product demonstrations.

UGC as a marketing tool

These days, UGC has evolved to become a marketing tool, and it’s lost much of its authenticity. While there are still old-school UGC creators out there who create product-based content without compensation, this is becoming increasingly rare.

Currently, UGC content often boils down to a commercial or ad created by an individual digital creator that’s designed to simulate an authentic user experience. A user-generated content creator doesn’t necessarily post these ads on their own platforms, but the brand pays for the content and can distribute it in whatever way they see fit, including posting it on their own social media channels.

These days, creators are often compensated for producing user-generated content. This compensation could come in the form of straight up cash, or it could be other incentives, such as discounts, memberships, or free products.

Example UGC Post

Here’s an example of the brand, Cotopaxi, posting content created by UGC content creators on their Instagram account.

Why do brands want to work with UGC creators?

The main value of UGC for brands is its appearance of authenticity. Since user-generated content is created by and features ordinary people, customers are more likely to trust it than they would a big-budget commercial clearly filmed by a team of producers.

In this sense, businesses are drawn to UGC creators for the same reason they work with influencers.

How do UGC creators differ from other digital creators?

UGC content creators are a type of content creator, and there’s a lot of overlap between UGC creators and other types of digital creators, such as influencers and standard content creators.

UGC creator vs. content creator

But while content creators may monetize their content in a variety of ways (ads, sponsorships, premium content, etc.), UGC creators only make money one way: by creating and selling content for brands to use.

UGC creator vs. affiliate marketer

Affiliate marketing is another way to get paid to promote a brand, but there are key differences between affiliate marketers and UGC creators in terms of how the content is used and when they’re paid.

UGC creators sell their content to brands. Affiliate marketers are content creators who place affiliate links in their content, and they typically only get paid when someone uses that link to make a purchase.

UGC creator vs. influencer

There’s a lot of overlap between what a UGC content creator does vs. what an influencer does. Some influencers may even partake in UGC creation. They’re both subsets of content creation where the emphasis is on making money through brand collaborations. With that said, there are several notable differences between these two roles.

Brands collaborate with influencers to reach a wider audience and establish credibility. By contrast, they mainly work with UGC content creators because their anonymity lends a sense of authenticity to the marketing content. If you recognize the person in a UGC post, it’ll be more obvious that it’s an ad than if it features a random person.

Because UGC creators don’t need a large following, it’s easier to become a UGC creator than it is to become an influencer, but UGC creators might not have as much earning potential.

UGC Creator Comparison Chart

Anyone can create UGC as a hobby, but to take it to the next level and turn it into a source of income, you need to study and learn from the pros.

These are qualities that a successful UGC content creator has:

• Creativity and originality: To stop users from scrolling past your posts, you need to think of creative ways to stand out and engage social media users from the get-go. This is a key skill for the job, and it’s one that not everyone has.
• Appearance of authenticity: This is the reason why brands hire UGC creators, and it’s the key element that differentiates UGC from traditional advertisements.
• Familiarity with social media platforms: To create tailored content for different platforms, you must understand their dynamics, including popular content formats, trending topics, and dominant demographics.
• Adaptability: Companies may ask you to create content for different platforms, and they may have specific instructions on how to do it. You need to modify your content creation strategy accordingly.
• Quick turnaround: It’s important to address any issues promptly and always deliver your work on time to nurture strong client relationships and build a great reputation.

If you succeed in developing all the skills required to be a great UGC creator and you land a partnership with a brand, prioritize client satisfaction. One job well done may transform into recurring gigs or a long-term brand partnership.

How much do UGC creators make?

Many UGC creators charge somewhere in the range of $100–$500 for a short video or post, although earnings vary. You’ll find some creators outside this range—for example, UGC creators on freelance marketplaces like Upwork and Fiverr may charge as little as $10, whereas experienced creators with a strong portfolio may charge $1,000+ per post.

This is less than how much influencers make. The main reason is that UGC creation is a type of digital service, and the quality of the content is the main factor determining its monetary value. Influencers, on the other hand, are paid in line with their following and engagement rates.

While some UGC creators may get lucky and start making big bucks within a few months, many others won’t be able to make a living simply by creating UGC. In general, the stronger your track record (especially in a specific product niche), the more leverage you have in negotiating a favorable deal.

There are no formal requirements to become a UGC creator. All you really need is a phone and basic writing and/or recording skills. You don’t even need fancy editing skills since the content is designed to appear unpolished. Below, we’ll explain in detail the exact steps you need to take to succeed in this field.

1. Learn how to create UGC

Before you can become a successful UGC creator, you need to understand the basics of becoming a content creator. One of the quickest ways to get the hang of creating user-generated content is to look for popular creations on social media to draw inspiration from and develop your understanding of common formats and techniques.

To learn efficiently, narrow your focus to just 1–2 types of social media platforms (e.g., Instagram, TikTok, Facebook, or YouTube) and analyze which types of UGC perform well on them. Here are a few common types of UGC:

• Reviews and testimonials: This involves giving your honest opinion on a product you’ve used. You may briefly explain how it works and highlight a few features that stand out to you.
• How-to guides and demonstrations: These focus on the product’s functionality. You can go more in-depth about how to use the product and explain how it benefits your daily life.
• Unboxing videos: With these types of videos, you unpack a new product and show the audience what it looks like when it’s brand new and right out of the box. You can narrate what you see and your first impressions as you open it.

Pay attention to details like how UGC creators display the products in photos, edit their videos, and craft captions. Once you have a good idea of the type of UGC you want to create, the next step is to just go ahead and start practicing. Only by actually doing it will you know which areas to improve and how to perfect your craft.

2. Decide what types of brands you want to work with

Before you do anything else, you should think about what types of products you want to get paid to promote. Narrow your focus to the ones that you actually enjoy using or that you would feel good about recommending to others.

Even if you’re familiar with a company already, you should do a bit of research before you propose a collaboration. Review their mission statement, browse through their products, and research their target audience. You should also do a quick search online to ensure you don’t end up promoting products that have serious issues you might not be aware of.

3. Build a portfolio

Creating a portfolio with a few example UGC posts is crucial to landing UGC jobs. It lets you show brands exactly what you have to offer. This may sound impossible if you’ve never done any formal UGC work before, but don’t worry—it’s actually pretty easy to do.

Just go around your house and pick out items you already have lying around. Use them to practice your UGC skills, and keep the best results for your portfolio.

Try to include a wide variety of projects to show clients your range. At present, videos are the most commonly requested UGC format, so including those in your portfolio is a safe bet.

That said, different brands may want different content formats, and you should always customize your portfolio for different jobs. For example, if the job description specifies they’re looking for creators to take Instagram photos, then you may just include those in your portfolio.

Lastly, remember to update your portfolio regularly. As you complete new projects, revisit and modify your portfolio to make sure it includes your latest and best work.

4. Pitch to brands

Below are two main ways to land UGC jobs. You can either reach out to brands directly or put yourself out there on sites where they can easily find you.

Reach out to brands directly

This approach involves sending cold emails or messages. The key to a good pitch is basic yet crucial—be polite and professional.

Briefly introduce yourself and get to the point right away. Explain why you’re emailing them, and attach your portfolio and other relevant information. Pay attention to small details, such as ensuring they have access to any files or links you provide.

Kody Desmond, a social media influencer who’s collaborated with several brands, told us that one method he’s had a lot of success with is adding a personal element. “My go to strategy for pitching to brands is to relate with their products,” he said. He mostly pitches to brands whose products he’s used and really loves.

If you pitch to multiple brands, stay organized by adding the brands’ contact information to a document and tracking your email statuses there.

Advertise your services on relevant online platforms

If you don’t like the idea of sending unsolicited emails, you can use online platforms to find jobs instead. Here are the best online platforms for finding UGC brand deals:

• UGC platforms: Sign up for platforms that connect UGC content creators with brands, such as Trend, UGC Shop, or Billo. You may need to send in an application and wait to hear back.
• Freelancing platforms: Use freelancing platforms like Upwork, Fiverr, or Freelancer.com. Simply create an account and list your services and rates. Clients who want to work with you will contact you.
• Auditioning sites: Some casting sites, like Backstage, advertise opportunities for UGC creators, influencers, and content creators. Consider making a profile and applying for jobs.

According to Brady, using freelancing platforms is one of the best strategies for landing brand deals. “I think that freelancing platforms are great because the clients on those platforms are already looking to hire people, so you generally don’t have to go through the trouble of cold calling and making pitches,” he said.

You can use a mix of platforms to maximize your chances of landing UGC creator jobs. Just remember to check that each company is legit before accepting any work offers.

5. Foster each new brand relationship

Once you’ve landed a few brand deals, your work isn’t done. This is the time where you lay the groundwork for a successful career as a UGC creator.

If you create high-quality content, brands may return to you with new projects or contracts. There’s even potential to find long-term or full-time work with a company as their UGC creator. Right now, UGC creation is a relatively new field, and it’s the perfect time to get started.