UGC Creator: What It Is, What They Do & How to Get Started

In today’s oversaturated digital marketing landscape, brands are hungry for authentic content that people actually trust. The stats speak for themselves — consumers trust real user experiences far more than traditional advertising. That’s where UGC – User Generated Content comes in. And the person behind it? The UGC creator — a role that’s quickly become the gold standard of modern marketing.

Let’s break down not only what UGC actually means, but also how to get started — whether you’re a brand looking to work with a UGC creator or an aspiring content creator ready to dive in. This article is for both beginners and brands thinking about adding UGC creators to their marketing mix.

What Is UGC (User Generated Content)?

UGC, or User Generated Content, refers to any type of content — whether it’s photos, videos, reviews, text posts, or social media content — created by everyday people rather than brands themselves. It’s authentic content that shares real experiences with products or services.

Unlike traditional advertising, UGC doesn’t come across as a pushy sales pitch — it feels like an honest experience from a real person. This authenticity is UGC’s greatest strength, and it significantly outperforms professionally produced marketing materials.

Two Main Types of UGC

At its core, there are two types of user-generated content:

1. Organic UGC – Content that customers share spontaneously and voluntarily based on their experience with a brand or product. This can include:

• Reviews on e-commerce sites or comparison platforms
• Photos with products on social media
• Unboxing videos
• Posts tagging the brand
• Recommendations and testimonials

2. Paid UGC – Content created by UGC content creators who are paid by brands to produce content while maintaining the authentic style of an everyday user. This type of content doesn’t require the creator to have a large following — what matters is the quality of the content, not follower count.

Why UGC Is So Important for Brands

Marketing built on user-generated content has become an essential part of digital strategies, and for several very good reasons:

Authenticity as a Competitive Advantage

At a time when consumer trust in traditional advertising is at an all-time low, UGC represents a massive competitive edge. Research shows that up to 86% of consumers consider authenticity a key factor when deciding whether to purchase a product. UGC delivers exactly the kind of genuineness that today’s customers are looking for.

Building Loyalty and Community

UGC helps create a sense of belonging with a brand. When customers see that a brand reshares their posts and features them on official channels, it strengthens their loyalty and gives them the feeling of being part of something bigger.

People Follow the Crowd

The psychological phenomenon of social proof tells us that people tend to mirror the behaviour of others, especially when they’re uncertain. So when they see an “everyday person” using something, it helps them decide whether to buy it too.

It’s Cheaper Than Influencer Marketing

Unlike expensive campaigns with celebrities or influencers that can cost a fortune, UGC is remarkably cost-effective. Instead of investing in pricey productions, brands can leverage authentic content created by their customers or collaborate with UGC creators at a fraction of the cost.

The best part? The results are often far better than traditional ad formats. A brand doesn’t just get content — it also gains the credibility that comes with real user experiences.

Who Is a UGC Creator?

A UGC creator is a professional content creator who specialises in producing authentic-looking content for brands. So, what does UGC creator mean in practice? Unlike influencers, a UGC creator:

• Doesn’t need a large following – their value lies in the quality of the content they create, not their reach
• Creates content that looks like it’s from a regular customer – maintaining authenticity with a professional approach
• Focuses on the sales angle – understands marketing principles and creates content that converts
• Can work across multiple industries – often not limited to just one niche

Difference Between an Influencer and a UGC Creator

While an influencer sells a brand access to their audience, a UGC creator sells their talent for creating content that converts. When a brand pays an influencer, they’re primarily paying for reach. When they pay a UGC creator, they’re paying for content quality.

How can you spot the difference in practice? If you follow an account on social media and see sponsored content where that account talks about a product to their audience, that’s likely an influencer. If you see someone you don’t recognise in an ad talking about a product as if they were a regular user, that’s probably the work of a UGC creator.

How Brands Can Effectively Use UGC in Their Strategy

Implementing UGC into your marketing strategy doesn’t have to be complicated, but it does require a systematic approach. For brands looking to start working with UGC, here are the steps we recommend:

Working With UGC Creators

What you personally love isn’t always what converts — and vice versa.

1. Identify the right creators – Look for creators who match your target audience. Test several to find out what resonates with your brand.
2. Create a clear brief – Choose the right product that will work in advertising, put together a solid technical brief (where subtitles should be placed, etc.), and provide product information so the UGC creator doesn’t get things wrong on camera. Never dictate a script — that kills authenticity.
3. Prepare a contract with the UGC creator – while an email exchange can technically count as an agreement, it’s far better to have a proper legal document that you can reuse.

If you’d rather not deal with the admin side, reach out to a specialist agency that handles it all for you.

Using UGC Across Marketing Channels

Your UGC content shouldn’t be limited to social media alone. You can effectively integrate it across various marketing channels:

• E-commerce product pages – UGC videos, photos, and reviews boost conversions
• Email campaigns – UGC content can significantly improve email marketing performance
• Ad campaigns – Authentic UGC often outperforms polished professional ads
• Websites – A section dedicated to happy customers builds trust

How Much Does UGC Content Cost for Brands?

It depends on whether you decide to manage UGC content in-house or hand it over to professionals. Going the DIY route without an agency can save you a fair bit of money, but it all comes down to how well you understand UGC — because it can just as easily turn into a disaster.

The reality is more nuanced — some creators do produce beautiful content on their own, but even though it looks great to the brand, it falls completely flat in ads or on social media. That’s why it helps to have someone with experience calling the shots.

Creating the content itself is really just the tip of the iceberg. A huge chunk of the work lies in professional communication with creators, legal coverage of partnerships, admin, and strategic management of the entire ecosystem. And frankly, it’s exhausting.

To effectively manage UGC campaigns, you need expertise in briefing creators, analysing ad format performance, technical specifications, and the legal side of licensing rights. Equally important is the ability to provide constructive feedback that leads to optimal results.

Creating a comprehensive creative and technical manual for creators is another time investment you shouldn’t underestimate.

When you weigh all these factors, working with a full-service agency often turns out to be the more efficient option in terms of value for money. If you still prefer the in-house route, we recommend thoroughly studying our e-book.

It’s also worth noting that UGC ad videos follow different rules than viral Reels.

• Working directly with creators – you only pay for the content itself (roughly €20–€80 per video). At first glance it seems like a bargain, but keep in mind that you’ll be handling all legal documentation yourself, managing all communication with creators, and you need a solid understanding of what makes ad content successful. It’s also important to have realistic expectations — with this approach, only a fraction of the videos typically perform well, often as little as 5% of the total.
• Working with a full-service agency – a comprehensive solution for around €200–€260 per video that includes access to a vetted network of quality creators, professional legal coverage, complete communication management, and most importantly, a guarantee that the content meets all requirements for effective advertising. An agency takes full responsibility for quality, which significantly increases your return on investment.

How to Become a UGC Creator

A career as a UGC creator can be both lucrative and creative. If this path appeals to you, here’s a detailed guide on how to get started:

Essential Skills for a UGC Creator

To succeed in UGC creation, you need a combination of several key skills:

• Storytelling – The ability to tell a compelling story about a product
• Basic marketing knowledge – Understanding the principles of persuasion and conversions
• Technical skills – Basics of video filming and editing, photography
• Authenticity – The ability to come across as natural and trustworthy
• Creativity – Original ideas for showcasing products

The good news? You don’t need any formal qualifications — this profession is entirely skills-based and you can learn on the go.

Technical Equipment to Get Started

The beauty of UGC is that you don’t need expensive gear. To kick things off, all you really need is:

• A smartphone with a decent camera – Modern phones are more than capable.
• Basic lighting – An affordable LED panel or ring light.
• A tripod or stabiliser – For steady shots.
• A simple microphone – Clean audio is crucial, especially for video content.

As your business grows, you can invest in better equipment — but there’s no need to spend hundreds of pounds when you’re just starting out.

Tip: If your phone screen is cracked or scratched, get it repaired at a local phone repair shop so you can start creating quality content straight away.

Building Your Portfolio

You can’t get far as a UGC creator without a portfolio. Here’s how to build one:

1. Start with products you already own – Create content for brands you use and love
2. Reach out to smaller local brands – Offer collaboration in exchange for products
3. Contact agencies that offer UGC services – you can also reach out to us at LK MEDIA. We provide a video creation manual and initial products to practise with. Plus, if your videos hit the mark and we can use them for clients, you’ll get paid straight away.
4. Create a professional showcase – A website or even a Canva presentation featuring your best work

Your first projects don’t have to be paid — the point is to build a body of work that you can later use to land paid gigs.

How to Find Your First UGC Creator Jobs

It depends on what language you want to create content in. If it’s English, you’ll have a much easier time since the market is huge. Creating in other languages can be more challenging.

• Use specialised platforms – Fiverr, Upwork, and dedicated UGC creator platforms like Billo are great starting points for UK-based creators
• Cold outreach – Reach out directly to brands with a professional email and your portfolio
• Through an agency – At LK MEDIA, for example, we help aspiring creators not only find regular work but also support their growth and handle the admin side of things
• LinkedIn – Build a professional profile and actively engage in relevant groups
• Networking – Join communities of marketers and content creators

Setting Your UGC Pricing

Pricing your work correctly is essential. Rates typically range from €20 to €260 per video. Interestingly, in our experience, creators who charge unreasonably high rates often deliver weaker content than those charging €20–€40 per video. That’s because experienced creators can brainstorm, film, and edit videos much faster and more efficiently.

A skilled creator can shoot up to 10 Reels in an hour and edit them in another.

Keep in mind that higher per-video prices usually include agency support, where the agency handles not just client communication but also the admin tasks that often take longer than creating the videos themselves.

It’s also a smart move to offer video bundles at a discounted rate — this is more attractive to clients and ensures you secure more work at once.

Most Popular Types of UGC Content

UGC content comes in many forms, but certain formats have proven to be particularly effective:

1. Product Reviews

A detailed evaluation of a product from a user’s perspective, including both pros and potential cons. An authentic review that acknowledges minor drawbacks actually boosts its credibility.

2. Unboxing Videos

Videos capturing the unboxing of a product and first impressions are hugely popular. People are naturally curious, and these videos give potential customers a real sense of what to expect.

3. Tutorials and How-To Guides

Demonstrations of how to use a product, solve common problems, or get the best results. This type of content doesn’t just promote — it educates, and customers love that.

4. Stories and Personal Experiences

Creating an emotional connection with a product through a personal story. It might be about how a product helped solve a specific problem or genuinely improved someone’s life.

5. Comparison Content

Comparing a product with competing alternatives. Done well, it can highlight a product’s advantages without bashing the competition. A word of caution though: direct comparative advertising between named brands is prohibited in many markets! You can, however, compare product types (for example, waterless cosmetics vs. traditional cosmetics).

UGC Trends for 2025

The world of UGC is constantly evolving. Both brands and creators should keep an eye on current trends to stay relevant:

Multilayered Hooks

Modern UGC content uses a combination of three elements to grab attention instantly:

• Audio element – A striking sound or delivery style that hooks the viewer.
• Visual element – An unexpected movement or change in the first few seconds of the video.
• Text layer – A short, punchy on-screen caption that reinforces the message.

This combination maximises your chances of hooking viewers in those critical first 1.7 seconds that determine whether someone keeps watching or scrolls past.

Longer Content Formats

While short-form video dominated for a while, we’re now seeing a return to longer formats. Platforms like TikTok are experimenting with content up to 30 minutes long, and YouTube has overtaken Netflix in TV viewership.

For UGC creators, this means an opportunity to produce deeper, more polished content that demands strong storytelling and the ability to hold attention over a longer period.

Zero-Click Content

The trend is shifting towards content that delivers all its value right within the post, without requiring users to click through to external links. People expect complete information immediately, all in one place.

For creators, this means the challenge of packing maximum value into that very first interaction with the viewer.

Common Mistakes When Working With UGC

When implementing a UGC strategy, watch out for these common pitfalls:

Not Clarifying Content Rights

Always get explicit consent to use UGC content. It’s not just the ethical thing to do — it protects you from potential legal headaches down the road.

Over-Editing and Over-Styling

The core value of UGC is authenticity. By over-editing and over-filtering content, you risk stripping away the very naturalness that makes UGC so powerful in the first place.

Ignoring Negative Feedback

Sharing only positive experiences can come across as inauthentic. Occasionally featuring constructive criticism — and showing how you respond to it — actually builds trust in your brand.

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FAQ: Frequently Asked Questions About UGC