What is a UGC creator, you might ask?
While you may have never stumbled across this term before (or perhaps you have and you just don’t know what it stands for), simply put, UGC stands for user-generated content.
Whether you’re aware of it or not, you’ve definitely been exposed to UCG content.
If you’ve ever found yourself captivated by a product review TikTok or an unboxing Instagram Reel, you’ve been exposed to UGC. This kind of content is exactly how it sounds: it’s relatable and authentic content created for brands by the people using their products or services – not just from influencers.
UGC is a form of modern marketing that more and more brands are using, leveraging creators and normal social media users to help them build genuine connections and form online communities with their audiences. This has revolutionized how businesses attract new customers and increase their brand awareness.
If you’ve ever wondered, “What is a UGC creator?” then is this the blog for you. We’ll dive into all the key things you need to know about UGC and also uncover why UGC is beneficial for both business and creators.
Continue reading or skip ahead:
- Understanding user-generated content (UGC)
- What is a UGC content creator?
- Why UGC creators are important for brands
- Types of UGC that creators produce
- How to become a UGC creator
- Conclusion
- FAQs
Related: How to Become a Micro Influencer
Understanding user-generated content (UGC)
Before we can answer the question, “What is a UGC creator?” let’s start at the basics, exploring what UGC entails and how this kind of marketing can make consumers view your brand as trustworthy.
What is UGC?
As we mentioned, user-generated content (UGC) is content created – usually in the form of text, photos, or videos – by users instead of by brands or professionals. This gives the content a more real, authentic feel to it, as it is created by ordinary people using the brand’s products or services.
UCG is an effective way to capture your audience’s attention and produce content that they can easily relate to. Not only does UGC help brand’s communicate with their consumers, it also considerably impacts purchasing decisions.
UGC can be in the form of reviews, text, images, videos, and social media posts, just to name a few – but we’ll go into more depth on the specific kinds of UGC content out there later on. Essentially, UGC reflects genuine user experiences and opinions.
While UGC traditionally evolved from brand’s reposting organic content of their products or services created by their consumers, it has moved to paying creators to imitate the original authenticity that UGC provided – which has still proven to be an effective method of marketing.
The importance of UGC in marketing
Businesses are finding that consumers heavily rely on other users’ reviews and suggestions when making purchasing decisions, which is why UGC is so valuable.
People trust other people’s recommendations – especially when they are viewed as like-minded and share similar interests. UGC is just like word of mouth marketing, except with the ability to reach wider audiences through online platforms.
Here are some key UGC statistics that’ll make you consider adding UGC to your marketing model:
- UGC greatly influences 79% of people’s buying decisions
- 84% of buyers trust recommendations from their peers over other forms of advertising
- 74% of buyers use social media to make purchasing decisions
- It is predicted that 78% of online content will be user-generated by 2033
UGC is a powerful tool for businesses as it acts as a form of “social proof,” which is the psychological phenomenon that describes how people are influenced by the actions and opinions of others when making decisions. Social proof is what helps businesses develop trust with their consumers and build a loyal following.
UCG can be used at any stage in the consumer’s journey to increase engagement and conversions, making it a flexible means of marketing. Plus, the creators are doing all the work, not the brands.
It’s a win-win situation: creators get paid for creating content and brands receive authentic, relatable content to repost while also reaching a wider audience from the creator’s platform.
Now let’s go over the role of UGC creators and what this unique job entails.
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What is a UGC content creator?
What is a UGC creator?
The name says it all – a UGC creator is someone who produces genuine, “user-generated” content for brands. A UGC content creator is another term for a UGC creator that simply reinforces the focus on content creation. This type of content is then used for marketing purposes by brands and is typically shared across various social media platforms, on the brand’s side and sometimes from the creator as well.
While UGC creators can earn a pretty penny – more on this later – it is common for many UGC creators to start out by organically producing unpaid content for brands, in order to build trust. For example, if you love a brand and are already posting product reviews or testimonials on your social media, this could help you build up an online portfolio to pitch to the brand. Over time, this can lead to creating content for brands in exchange for their products or services or for a monetary payment.
What’s unique about UGC creator’s is that they are creating content for brands that are in line with their own personal styles – this gives the content that personal and genuine feel to it. In a world where marketing efforts have become very streamlined, this kind of content is widely appreciated by viewers.
Role and responsibilities of a UGC creator
A UGC creator has several roles and responsibilities which can vary, depending on the kind of brand they are producing content for.
These roles and responsibilities usually consist of:
- Creating content – UGC creators produce a variety of paid content in different forms, such as written reviews, unboxing videos, and exclusive content for brands.
- Engaging with an audience – The goal of UGC content creators is to create content that resonates with their target audience, encouraging online involvement and interaction. This helps build a strong online community and convert audience members into paying customers.
- Being authentic – UGC creators should be unique in their content creation processes to build credibility and trust with their brand’s target audience.
- Identifying a niche – Being authentic goes along with identifying a niche area to create content in. UGC creators should find a specialty or area of expertise that they love and know a lot about.
- Collaborating with brands – UGC creators need to be able to successfully collaborate with brands and businesses to create content for social media – and to get paid! Knowing how to reach out to brands and pitch them is essential.
- Building a portfolio – UGC creators should create content with the intention of building a portfolio. This is especially useful and relevant when it comes to pitching your content to brands.
- Having a camera presence – UGC creators should be comfortable and confident in front of the camera and have knowledge of basic video creation processes.
Later on we’ll go over a step-by-step process to becoming a UGC content creator. But before we do, let’s dive into the major differences between UGC creators and influencers,
UGC creator vs. influencer
One of the first things that comes to mind for most people when they think of a UGC creator, is that they are simply another type of influencer.
While UGC creators and influencers both play an important role in marketing for brands, there are some key differences between the two:
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To sum up the difference between UGC creators and other content creators (or influencers), UGC creators are regular, everyday people who create content with the focus of building connections and establishing online communities for brands. On the other hand, influencers produce content with the goal of entertaining or educating their followers.
That’s not to say that UGC creators and content creators or influencers can’t overlap!
Related: How Do Social Media Influencers Make Money? (+ How Much?)
Why UGC creators are important for brands
We are seeing more businesses turn to UGC creators over influencers for their marketing. This is because UGC creators can have a significant impact on consumers purchasing decisions, influencing trends, sharing opinions, and bringing brand awareness into the public eye through open and real conversations about their products or services.
Here are the top reasons why UGC creators are incredibly valuable to brands:
- Social proof – As we mentioned earlier, UGC creators are viewed as trustworthy to a brand’s audience members. Consumers are selective with the brands they purchase from – seeing an honest and authentic review (even from a stranger on the internet) can be extremely effective for increasing conversion rates.
- Brand loyalty – UGC creators are loyal to their brand’s community, whereas influencers will likely have a separate agenda with their own online platforms. UGC creator loyalty in turn promotes consumer loyalty. UGC creators also promote brand interactions that help the brand grow a more engaged audience.
- Content creation processes – UGC creators provide a steady stream of diverse content for brands to repurpose. Brands also have more flexibility when working with UGC creators over influencers. For example, brands can use UGC in their email marketing strategy, on their website’s landing pages, or even for cart abandonment nudges. Check out this example from Calvin Klein that uses UGC in their landing page, showing real people over models, displayed front-and-center on their website.
- Timely – A huge perk of UGC is that brands can have many different creators producing a variety of content at once (whether it’s free or paid) for different online outlets that they can use in the present or save for later. Content creation can be demanding and timely, which is why outsourcing this process to UGC creators is the way to go for brands – plus it’s an effective means of boosting user engagement.
- Cost effective – UGC creators are often cheaper than major influencers for brands to regularly hire. This doesn’t mean that UGC creators don’t earn a lot of money for their services, it actually means that there is no shortage of UGC jobs available!
Now that we’ve covered the benefits of being a UGC creator and using UGC creators in your brand’s marketing plan, let’s take a closer look into the specific types of content that UGC creators produce.
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Types of UGC that creators produce
The type of content that UGC creators produce is more diverse than you might think! Of course, posting on bigger forms of social media, such as Instagram and TikTok, have their benefits, however we are seeing the effectiveness of UGC come from many other online sources.
Before we dive in, it is important to differentiate between organic UGC and paid UGC.
Organic UGC involves content produced from real-life users who are willingly sharing their thoughts on a brand’s product or service with no incentive. This is how UGC was developed, and it’s the most authentic and natural kind of marketing. Organic UGC is what customers (and brands) love to see!
Organic UGC can include:
- Product reviews (such as YouTube videos)
- Testimonials (written content such as blog posts)
- Social media content (such as photos or short-form videos)
- Hashtag campaigns
Paid UGC content can include all the same types of content that organic UGC produces – it’s just coming from a creator getting paid to authentically produce content that mimics organic UGC.
The most common types of paid UGC include:
- Tutorials
- Unboxing videos
- Product demos
- Lifestyle shots
- Brand reviews
- Brand case studies
We also previously mentioned that we’re seeing more brands use UGC in unique ways, such as on their websites and in their email marketing. The great thing about UGC is that it can be used any way by brands to promote their business.
Real life examples of UGC
Here are some popular examples of UGC in action from successful businesses:
- GoPro – GoPro is a video equipment company that has found huge success from utilizing UGC. In fact, GoPro’s organic UGC is what mainly contributes to their popular YouTube channel, with real people sending in their unique videos shot using GoPro’s technology. It’s gotten so big that they even host their own UGC challenges and events.
- Coca-Cola: “Share a Coke” campaign – “Share a Coke” first launched in Australia in 2012 and invited consumers to find their names on bottles of Coke across the world. This campaign didn’t just personalize products – it personalized the entire consumer experience, producing UGC through encouraging people to share their personalized bottles on social media using the hashtag #ShareaCoke.
- Apple: Shot on iPhone – The tech giant Apple’s most notable brand campaign is their “Shot on iPhone” series, which has regular people showcase the quality of iPhone cameras through videos. Apple effectively used this campaign to build customer engagement, increase brand awareness, and drive sales.
- Airbnb: “Live There” campaign – Airbnb’s “Live There” campaign aimed to inspire travellers to go on new adventures, connect with locals, and make unforgettable memories. Through emotional storytelling, Airbnb encouraged its community of guests and hosts to share their unique experiences and stories through testimonials, photos, and videos. By sharing the voices of its users, Airbnb grew their community through authenticity and trust.
- ALS Ice Bucket Challenge – Surely you remember the famous Ice Bucket Challenge 10 years ago that raised awareness for the disease ALS, raising $115 million worldwide to support the mission – all from 17 million people around the world dumping ice water on their heads and donating to an ALS organization. This is one of the best nonprofit examples of the power of UGC to promote an important cause.
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How to become a UGC creator
Are you ready to dip your toes into the world of UGC creation? Whether you are looking for a new, creative career path or wanting to add a side hustle to your main gig, UGC creation can be very lucrative – especially if you are passionate about the creator industry!
7 steps to becoming a UGC creator
If you’re curious abouting becoming a UGC creator, here are the essential steps you should take to find the greatest success in creating UGC for brands:
Step 1: Conduct brand research
In order to be an expert at something, and position yourself as a knowledgeable and skilled specialist that brands want to hire, you need to be very familiar with the layout and nature of the industry. This translates to: do your homework!
Our best advice is to consume and analyze as much UGC as you can, paying attention to what is effective for brands similar to the ones you want to work with. Look for UGC in your niche area, that is the kind of content you are interested in creating. Also research brands you would love to work with and get an idea of the type of UGC they are looking for.
Here are some key things to consider:
- What you are passionate about – this will help you authentically find your niche
- Content that performs well in terms of views and engagement
- How frequent UGC creators post (and how often specific brands post UGC)
- Unique trends or elements that capture your attention
- Gaps in UGC that could be filled for brands you are interested in working with
Remember, brands are looking for genuine and authentic UGC creators, so keep this in mind when doing your market research.
Step 2: Find your UGC platforms
When deciding on which UGC platforms you want to focus on, think about what skills you already possess when it comes to content creation.
Are you a skilled photographer? Or well-versed in video creation? Maybe you have a knack for content creation? Leverage what skills you do have, and slowly add other content creation skills to your toolbox over time. The great thing about UGC is that it doesn’t need to be overly complicated or complex – work within the areas you are familiar with and then expand.
With analyzing your skills comes choosing which social media platforms you want to focus on, which is also dependent on your niche. Does Instagram, TikTok, or YouTube call out to you? Or maybe you’re an expert at creating on all three of these social media platforms.
If you’re unsure, start by looking at potential brands you want to work with and see what platforms they are using the most. Then you’ll know where to focus your efforts.
Step 3: Plan your content strategy
Next, start outlining your content strategy, or at least create a broad outline for your general creation processes.
First, build your setup for content creation. While most UGC creators start out by using a smartphone, here are some other things to consider:
- Lighting (consider filming videos with natural light)
- Backdrop and relevant props specific to your niche
- Using a microphone to improve audio
- Investing in a good camera
Also think about other things that might aid your content creation process, such as using Canva or Adobe Lightroom, for example. Or if you’re providing written UGC, think about the resources and tools you might need.
When it comes to planning out your content creation strategy, be sure to identify your brand’s values and objectives, and the frequency in which you need to produce content. Remember to remain authentic to your personal style and create content that will resonate with your brand’s target audience.
Step 4: Join UGC creator platforms
Initially, it can be challenging to know where to look for and find brands to work with as a UGC content creator. Consider reaching out to brands on social media or joining creator marketplaces.
Here are a few creator marketplaces for UGC creators:
Check out which platform suits your needs and learn how they can host your portfolio and directly connect you with brands looking for UGC creators.
Step 5: Develop a UGC portfolio
Your portfolio – the place where you showcase all of your content creation skills and previous work – is essential to obtaining work as a UGC creator.
A portfolio sounds daunting, but think of it as your creative resume. You need a resume to apply for a job, so why would this be any different? Having a portfolio demonstrates that you are capable and it showcases your talent to brands.
Creating a portfolio will allow you to build more connections and explore opportunities for business relationships. This is how you show your value and establish your worth.
Step 6: Pitch brands to work with
Once you are a bit more established in the UGC industry and have built up a portfolio, try reaching out directly to the brands you would love to work with. This process can take consistency and patience, especially if it’s a bigger brand.
Here are some tips for actively seeking out brands and pitching your content:
- Engage with brands online by posting content on your own platform and tagging brands your want to work with
- Find the brand’s relevant contact information
- Develop an email template (check out the top 16 best email template builders for 2024)
- Customize your message to reflect the brand’s values
- Include links to your work and portfolio
- Keep a record of all forms of communication (create a spreadsheet so you can monitor which brands you’ve reached out to and include the dates of contact)
Perseverance is key when it comes to cold-pitching – trust us, it’s worth it once you snag your dream UGC deal!
Step 7: Build an online community
It’s a good practice as a UGC creator to develop your own online platform to promote your business. This is also a great way to showcase your work and slowly build an online community.
While you don’t need to have a set number of followers (or even any personal social presence) to be a successful UGC creator, it doesn’t hurt to advertise your own services and make personal connections.
Having your own online business platform allows for more opportunities to come your way, leading to more potential brand collaborations. This also strengthens your credibility and social presence, allowing you to promote brands on your own page.
We encourage you to grow your own online community – you never know what kind of doors this could open!
Best practices for UGC content creators
Now that you’re aware of the 7 steps to becoming a UGC content creator, here are some tips for best practices that’ll help you score your dream UGC partnerships:
- Stay authentic – UGC is a successful form of marketing because of the unique and personal touches that creators bring. This is what makes you stand out to brands, so make sure you stay true to your own creative style!
- Align with brand values – You can still maintain your creative authenticity while aligning with a brand’s values. Being adaptable is a key practice that’ll allow you to earn those huge brand deals that you can only imagine.
- Consistently deliver high-quality content – Perhaps the most important tip is to be consistent with your content creation and always ensure you are producing high-quality work. This is what will help you develop lasting relationships with brands.
Related: 11 Top AI Tools for Content Creators
Conclusion
To recap on everything UGC, here are some key points to remember:
- UGC helps brands appear more authentic and relatable, fostering a sense of community
- UGC creators prioritize creating genuine content without promoting themselves
- Brands benefit from UGC content creators by receiving authentic, budget-friendly content that resonates with their target audience
- UGC can drive higher engagement, as audiences find relatable content more engaging
- UGC creators help build trust with audiences by showcasing genuine product use
- UGC creation can be a successful brand marketing strategy or a lucrative potential career for anyone who is passionate about creating online
Now when people ask you, “What is a UGC creator?” you’ll be able to tell them – and say you are on your way to becoming one!
FAQs
What is a UGC Creator?
UGC stands for user-generated content, and a UGC creator is someone who creates authentic, relatable “user-generated” content for brands. This kind of content is used for marketing purposes by brands and is shared across various online platforms. Popular types of UGC include product reviews, unboxing videos, written testimonials, and hashtag campaigns.
What is the difference between UGC creators and influencers?
UGC creators are people who create content with the focus on building connections and establishing online communities for brands, and who may or may not have their own social media presence or following. On the other hand, influencers produce content with the goal of entertaining or educating their followers.
How much do UGC creators make?
UGC creators can earn an impressive income – it really depends on the type of content you’re creating and the size of the brands you’re working with, meaning that not all UGC creators make the same amount of money.
Creators starting out have talked about making a couple hundred dollars per UGC video and more established creators have shared making anywhere from $7000 to $15000 per month with being a UGC creator.
So while there’s no single answer to this question, UGC creators who are established and into the groove of things have the potential to make thousands of dollars.
Can I become a UGC creator with no experience?
Yes, you can absolutely become a UGC creator with no experience! It’s never too late to start, and while it may help, you don’t even need any followers to become a UGC creator. Brands are looking for real people to produce authentic content for them, so the market is open to anyone, regardless of their experience.
However, you may have to be okay with producing organic, free UGC content until you get the hang of things. Remember to find your niche, develop your content creation skills, slowly build a portfolio for brands, and stay authentic in your creation processes!
