What if you could make a living by creating content for sites such as TikTok, YouTube, and Instagram? What if you could do so by either posting videos for your own small following or sending them to brands directly (no following required)? That’s the life of a UGC creator, and it’s a path open to any creatively minded netizen willing to learn the basics and start producing content for brands to use in their marketing.
Although the barriers to becoming a UGC content creator are relatively low, it still takes skill, entrepreneurship, and commitment. If you want to start living your best life as a content creator, here are some core steps to follow.
UGC stands for “user-generated content.” Most UGC is organically created by real consumers posting about their experiences with a product or service without being paid. Anything from a YouTube video demonstrating a viral gadget to a TikTok review of a new fragrance counts as UGC.
If UGC isn’t paid, what does a content creator who specialises in UGC do to make money? Well, some UGC is paid. UGC creators produce content that appears natural and authentic in exchange for payment, and then brands use that content in their marketing.
“Brands are willing to pay top money for UGC, because nothing builds trust quite like real people sharing their honest experiences in real spaces,” says digital marketing expert Kristian Larsen.
Practise your craft
“Even if you don’t want to be an influencer, the best way to grab the attention of brands seeking content creators is to be actively doing exactly what they’re looking for,” says UGC creator Gemma Louise.
For UGC, brands are looking for content that mirrors what real, unpaid people already post on social media. By starting to produce it now, you’ll:
- Build familiarity with your chosen platform and medium.
- Start mastering the ins and outs of content production.
- Build the foundations of a sample portfolio for potential clients.
Tips to optimise your practice content include:
Research successful creators. Check out the type of UGC already trending by searching “#ugc examples” or “#UGC[insert a niche]” on sites such as Instagram, TikTok, and YouTube. Take note of which content is getting views, comments, and likes, and then analyse what makes it engaging and distinctive.
Be genuine. Speak to the camera like a friend, and never try to be salesy or overly positive. Share genuine opinions that highlight your unique experiences with products and brands rather than saying what you think they’d want to hear. And start with products you already know and use.
“Walk around your house and find a few products that you love and use every day. This can be anything that you’re comfortable creating content with,” says UGC guru Millie Adrian. “These won’t necessarily be the brands you’re pitching to.… Just focus on creating, because you genuinely love that product and brand.”
Show, don’t tell. Interacting with products and telling a story is more effective than simply talking about them.
“When I’m working with UGC creators for my [direct-to-consumer] sleep brand, I notice the best content shows real solutions,” Larsen says. “They film genuine before-bed routines with the weighted blanket or demonstrate how it helps them unwind after a stressful day.”
Plan. Planning ahead helps produce UGC that feels polished and proficiently put together. Start by writing a script, or at least some bullet points that cover everything you want to say, and then rehearse a few times before shooting to get comfortable.
Think (but don’t stress) about your niche
Targeting certain niches, such as tech or beauty, brings clear benefits. You can establish yourself as an expert in that field, target relevant brands rather than pitching to everyone, and create content for products you’re already familiar with.
Narrowing your focus too much early on, however, isn’t always advisable.
“Don’t just pick one or two or even three different industries that you think you’re gonna make content for,” says UGC creator Megan Collier. “Even though you may be interested in travel, in fitness, in fashion, don’t think that those are the only brands that you’re able to make content for.”
It’s fine to start with one or two main categories, but test different industries to see what feels most natural. You’ll likely end up with some core niches but won’t feel restricted to them.
“I see so many new UGC creators stressing about picking the perfect niche,” says creator Ella Liuksiala. “I create content for several niches, and I absolutely love the variety. Don’t let not knowing your niche stop you from getting started. Just begin and you’ll find your thing along the way.”
Create a portfolio
“We work with UGC creators for our TikTok and I’ve found that the best creators have enough examples and demos of different styles of videos and photos,” says Natalie Sportelli, head of content at Thingtesting.
Those examples make up your portfolio. Some creators simply post samples on social media. “Ninety percent [of the brands I’ve worked with] have reached out to me through coming across my social media pages,” Louise says.
Having samples of your work in one place, however, has its benefits. “Having a media kit that looks like it’s in the same industry comes across as a lot more clean, clear, and professional,” Adrian says. And if you’re creating content for multiple industries? “Make multiple media kits.” Use a simple hosting service such as Squarespace, Wix, or WordPress, and select one of their free templates to host a varied selection of your best examples.
Start finding work
Now that you know how to become a content creator, it’s time to start finding jobs and getting paid. Let’s break down the three main ways aspiring UGC creators make it happen.
1. Pitch directly.
You can:
- Head to social media and search “UGC creators needed.”
- Scan the listings posted on online job boards.
- Make a list of smaller brands that already use UGC, and reach out with a link to your portfolio and a rundown of why you’d like to help promote their products.
Every pitch and application should be tailored to the brand in question. Don’t just copy and paste.
2. Join a UGC platform.
Platforms designed to connect UGC creators with interested brands include Trend, UGC3, Billo, Insense, and Influee.
They provide a marketplace through which creators can showcase their portfolios and apply for campaigns, while brands can find and hire creators directly. You choose which projects to accept or apply for while the platform acts as a middleman, adding clients to the marketplace and structuring the process of delivering content and getting you paid. It’s a good option for budding UGC creators still finding their feet.
3. Entice them.
Large personal followings aren’t necessary for securing UGC work, but having an open profile with even a small audience that comments, likes, and shares can bring interested brands to you. Create UGC for the type of products you’d like to promote, post them on your own social media account, and mention a willingness to collaborate in your bio. If it pops up on a relevant brand’s radar, they may get in touch.