What is UGC? (And How to Become a UGC Creator)
You’ve probably been seeing a lot of talk about UGC and UGC creators and have been wondering what it’s all about, and maybe even how you can get involved.
So, what is UGC?
UGC stands for User-Generated Content, content created by everyday people, not influencers. Brands love UGC because it feels more authentic to their audience, often resulting in higher engagement and better conversion rates than polished, high-budget ads. This demand for authentic content is great news for everyone, as there’s now a huge market for UGC creators.
What makes UGC unique? You don’t need any followers to get started! Since your content is for the brand’s use on their own platforms, your follower count is irrelevant, unlike influencer marketing, where followers are essential.
Types of UGC Content
UGC can include various forms of content, such as:
Unboxing videos
Product reviews
Photos of you with the product
ASMR videos
How-to or setup videos
Flat-lay style product photos
How to Become a UGC Creator
Ready to start your UGC journey? Here are the key steps:
1. Build Your Portfolio
To get started as a UGC creator, the first step is to build a portfolio. While a dedicated website or Canva portfolio is helpful, a social media account can work just as well, especially in the beginning.
Tip: Create a new Instagram account specifically for your UGC work, where you can share examples of your content and interact with brands. This will help you a lot in the future with getting inbounds from brands.
Before you start shooting, browse other UGC portfolios for inspiration. This will help you understand the typical style and structure of UGC content. Remember, you're looking for ideas, not copying.
2. Start Creating Content
Start creating content using items you already own. No need for fancy equipment. Your phone camera and natural lighting (like a window during the day) can work wonders. For your starter portfolio, aim to shoot a variety of content types:
Flat-lay photos
Photos of you with the product
An unboxing video
A how-to video
Include your name, location, and contact info (like your email) in your portfolio, too.
→ For my equipment list and recs, click here.
3. Set Your Rates
Once your portfolio is ready, it’s time to think about pricing. Many beginners charge $150-200 per video plus any licensing fees. Alternatively, you can start with gifted partnerships to gain experience and testimonials before charging.
4. Create a Brand Pitch List
Compile a list of brands in your chosen niche(s) to pitch to, ideally small- to medium-sized companies for your first few jobs. Follow and engage with them on Instagram to build familiarity before reaching out.
5. Reach Out to Brands
When you’re ready to pitch, find contact emails on the brand’s website (look for “collab,” “PR,” or “partnerships” emails). For smaller brands, a general email (e.g., hello@ or info@) might be your best option.
If you can’t find an email, try messaging the brand on Instagram with this DM pitch:
“Hi [Brand]!
My name is [your name] and I’m a [UGC creator, content creator, etc.] based in [where you’re based].
I’m looking to get in contact with someone from your marketing department. Is there an email I can reach out to?
Thank you!
[Your name]”
When you go to email the brand, start with a well-crafted pitch. Include:
An intro with your name, what you do, and where you’re based
Past collaborations (if any)
Why you’re reaching out to them
A link to your portfolio
A clear call to action (CTA)
Keep it brief and to the point!
-> For free pitch templates and contacts, grab this!
6. Send Your Pitches
Send your emails during business hours, ideally on Tuesday, Wednesday, or Thursday. If a brand shows interest, suggest a discovery call (if they prefer it), though some may keep everything via email.
If you don’t get a response, follow up after a week. Aim to send 4-5 follow-ups per brand over the next few weeks, as it can take multiple touchpoints to land a collaboration.
Pro Tip: Use a platform like Bento to pitch. You can access their contacts, schedule follow ups, track opens, and more. Try it for free, or use my aff code TAYLOR for 10% off.
Pro Tip: Grow Your Personal Brand
To help your future self and get more inbounds, work on growing your personal brand. Create content that showcases your personality and expertise, what it’s like to work with you, your process, case studies, etc.
Is Becoming a UGC Creator Worth It?
Absolutely! But keep in mind that becoming a UGC creator takes time, effort, and consistency. You’ll be pitching, creating, and growing your online presence regularly, even on days when you might not feel like it. But for many, the freedom and flexibility are worth it. UGC creation has changed my life, giving me the ability to travel and work on my terms. It’s a journey, but with time and dedication, you’ll see the results you’re aiming for.
