UGC stands for user-generated content. It’s content created by real people (although actors and influencers are employed to create it too) and, as a business, it’s booming. A reported 56 percent of brands are focused on generating UGC in 2025.
As a UGC creator, you’ll leverage that thirst for content by producing it for brands to use on their own socials in exchange for payment. You can do so across social media platforms or websites owned by the company commissioning you, and it’s a great way for budding content creators to start producing and earning.
“I think this is the perfect side hustle for people who like to be creative, and literally anyone can do it,” says Dara Denney, head of the UGC/Creator Division at Thesis.
Curious to give it a whirl? Let’s take a look at the basics.
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UGC is produced organically by normal people, and it sums up a customer experience – positive or negative. When your buddy flexes new Air Jordans on Instagram or your sister uploads a TikTok putting on MAC mascara, that’s UGC. Even your aunt posting a positive Facebook review of her local Caffé Nero counts.
Your hypothetical buddy, sister, and aunt just wanted to share their positive experiences. Nike, MAC, and Caffé Nero didn’t ask them to make the content or pay them. Those brands effectively got fantastic free advertising without lifting a finger or spending a penny.
Brands quickly got wise to people following tips from fellow consumers and decided to take advantage, coaxing consumers into contributing UGC about their products. Coca-Cola’s Share a Coke campaign, which encouraged consumers to share photos with personalised cans and bottles, is a notable early example.
UGC can also be directly ordered and paid for. That’s where UGC creators come in. They’re paid to create content that appears natural and unprompted for brands to use in their marketing. That content isn’t technically the same as organic UGC, but it’s generally referred to as such.
“It’s creator-made content or actor-generated content, but most people just call it UGC,” Denney says.
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UGC broadly breaks down into:
Images
Super easy to create and share, images are common forms of UGC and have been since the rise of platforms such as Instagram and Facebook. A simple photo with a product represented can do the trick, especially when mentioned specifically in the caption or tag.
By way of an example, search “#Gymsharkwomen” on Insta for thousands of UGC images promoting Gymshark.
Videos
UGC videos grab your attention with edits, hooks, and music. Search “Zara” on TikTok for scores of videos showcasing the brand’s clothing.
Blog posts
Since the dawn of the internet, blogs have provided scope for longer product breakdowns and ample affiliate links. Here’s blogger Rupert Arzeian’s expert opinion on the Faber-Castell Ondoro fountain pen.
More distinct forms of UGC include:
- Reviews, such as this evaluation of the Nike Pegasus Trail 5
- Tutorials, such as this mascara tip using e.l.f. Cosmetics
- Unboxings, such as this opening of the Samsung Galaxy A55 5G
- Demonstrations, such as this overview of the Hotel Chocolat Velvetiser
- Challenges and contests, such as this response to Chipotle’s #GuacDance challenge
- Come-with-me vlogs, such as this edit of a business-class flight on Air New Zealand
- Storytimes, such as this tale mentioning Sephora’s Glow Recipe toner
- Clothing hauls and try-ons, such as this look at Mango’s spring 2025 line
- Behind the scenes, such as Milad Mirg’s video on a day in the life of a Subway worker
- Let’s plays, such as this couple playing Pandemic
UGC thrives anywhere users share photos, videos, and posts, so it’s ubiquitous on social media platforms such as Instagram, TikTok, X (Twitter), YouTube, LinkedIn, Pinterest, and Snapchat.
Other habitual UGC haunts include blogs, forums, and any e-commerce site with customer reviews.
Brands and marketers have cottoned on to the fact that consumers respond well to UGC, so its use is on the rise.
“UGC continues to be the winning format … with all our clients stating that their best-performing creatives are – you guessed it – UGC,” writes Peter Nettesheim, media director at Influencer Hero.
That confidence is borne out by findings from Billo, the No. 1 UGC platform for video ads.
- 93% of marketers using UGC reported its performance was significantly better than traditional branded content.
- 70% of Gen Z and 78% of millennials find UGC a helpful part of their buying journey.
- 62% of consumers prefer clicking on marketing with real customers.
- UGC earns 28% higher engagement rates on social networks than traditional branded content.
We’ve covered why brands are investing in UGC, but why should you want to supply it?
1. You don’t need a large following.
“The goal isn’t to find influencers with large followings, but rather people who are just like you and me to keep the content authentic,” says Carla Vassalo, UGC Manager at Addict Mobile.
If you’re curious about content creation but don’t yet have (or want) a sizable following, UGC lets you explore the creative side and practise the craft without stressing over channel analytics.
According to marketing expert Kristian Larsen, you’ll only need “three or four high-quality examples of user-generated content before making any pitches.”
2. Start-up costs are low.
UGC doesn’t demand high-end gear or professional studios. Quite the opposite. Melbourne-based UGC creator Mel actually swapped her fancy Canon camera for a smartphone after realising commonplace equipment delivers more authentic content.
Your current smartphone is probably just fine, perhaps with a budget tripod, ring light, and mic added later. Native editing is effortless, and the latest AI tools make producing clean audio a breeze.
3. Platforms and job boards help you connect.
With UGC opportunities listed on jobs boards, you won’t have to send off cold emails to brands that may or may not require content, and UGC marketing platforms such as Billo and Insense provide a place to get your foot in the door and connect with potential clients.
4. It’s widely accessible.
Gender, age, nationality, and physical appearance don’t gatekeep success in the world of UGC. Brands yearn to connect with people just like their customers.
Take UGC creator Eileen Munoz, who worried being in her 50s would hinder her before discovering it was her greatest asset.
“Brands are looking for people like me, but can’t find any,” Munoz says. “I shouted my age from the mountain tops. My business grew rapidly, and I started getting inbound [direct enquiries for collaborations] after inbound.… Because of my age, I get a lot of inbounds for skin care, menopause, health supplements … products targeting the older demo.”
5. Compensation can be generous.
Working in UGC can grow from respectable side hustle to a full-time (and well-paid) career.
“Beginners earn anywhere between £50 and £150 per video,” UGC content marketing expert Frederik Fleck writes for Influee, the UK’s leading UGC platform. “More experienced creators charge £500 [or more] for premium content.”
Munoz earned $300 (£223) for her first three videos. Another UGC creator averaged between $3,000 (£2,232) and $5,000 (£3,720) per month and hit her first $10,000 (£7,440) month within one year of starting.
Not too shabby for content you can start making right this minute – maybe even from your sofa.