How to become a UGC creator 

The user-generated content (UGC) industry is booming, with the market expected to be worth £25.83 billion by 2030. Learn how to start your UGC creator journey 

What is UGC?

UGC refers to any form of content created by users, such as images, videos, reviews, and testimonials, rather than by a brand or marketing team. 

How much do UCG creators earn?

The earnings of a UGC creator can vary significantly based on factors like: 

• content quality 
• engagement rate 
• follower count 
• negotiation skills 
• platform. 

The average entry-level UGC rate in the UK is £35 for a 30-second video per creator across all product types. This is an affordable starting point for beginners and can increase as you gain experience and engagement. For example, UGC creators with 100K followers can make up to £400 for the same video. 

Popular platforms like TikTok, Instagram, and YouTube offer monetisation options such as creator funds, brand deals, affiliate marketing, and sponsored content. However, success in the UGC industry requires consistent effort, building a strong audience, and effectively leveraging partnerships with brands. 

How do I become a UGC creator?

Learn to film video content 

This includes lighting, sound, composition, and editing. You don't need to be a professional videographer, but understanding the fundamentals will help you create better content.  

You don't need expensive equipment to start. A smartphone with a good camera is often enough. However, if you want to take your content to the next level, you might want to invest in a DSLR camera, tripod, and lighting equipment.  

There are many free and paid video editing software programmes available including: 

• Adobe Premiere Pro  
• Canva 
• CapCut. 

It's a good idea to secure media work experience before embarking on your UGC career, as even basic editing skills can make a big difference in the quality of your content. 

Create a portfolio 

Create a website or online portfolio that showcases your skills and style. Be sure to include a variety of content types, such as: 

• audio clips 
• photos 
• videos 
• written content. 

Let your personality and creative style shine through your work, as brands are looking for creators who stand out from the crowd. This will establish a professional online presence and make it easy for potential clients to view your work. 

Make sure your portfolio is easy to navigate, so potential clients can quickly find the content that interests them. Optimise your portfolio for mobile devices, as many people will view it on their phones or tablets. 

Keep your portfolio up-to-date by regularly adding new content. This demonstrates your active growth as a creator. 

For more detailed information, see putting together a creative portfolio.

Set up your social profiles 

Establish a strong social media presence on platforms like Instagram, TikTok, YouTube, and LinkedIn, maintaining consistent branding across all of your profiles. 

Your success as a UGC creator depends on both the size and engagement of your audience. Respond promptly and positively to all engagement, thanking users and fostering conversations that will boost your content. Optimise your profiles and use relevant keywords in your bio and captions to improve discoverability. 

By tracking and analysing UGC performance, you can refine your strategy to maximise its impact on your social media presence and ultimately attract brand partnerships. 

Discover our tips on improving your LinkedIn profile. 

Set your fees 

Check out the rates of other UGC creators with similar experience, niche, and content style.  Research what others are charging on platforms such as Reddit and The UGC Club. This will give you a baseline understanding of what's considered fair pay in your market. 

Different platforms may have varying rates. If your UGC involves significant equipment, software, or travel expenses, incorporate these costs into your pricing. 

Highlight your unique skills, experience, and expertise. If you have a strong following, brand partnerships, or specialised knowledge, you can charge a premium. A strong portfolio can justify higher rates. Don't undervalue your skills and time. Know your worth and charge accordingly. 

Acknowledge the scope, complexity, and timeline of the project. Larger, more complex projects may warrant higher rates. A long-term client or a high-profile partnership might justify a lower rate for the initial project. Consider offering different pricing packages to cater to various budgets and needs. 

Clearly communicate your pricing structure and any additional fees upfront. 

Create a contract 

As a self-employed UGC creator, it's essential to protect yourself by using a contract. Many free contract templates are available online, like Rocket Lawyer and LegalZoom but if you're unsure about anything, it's best to consult with a solicitor. 

When creating a contract, be clear about the scope of work, specifying the type of content you'll be creating (videos, photos, written content), its length, style, and any specific requirements. Clearly define the agreed-upon fee, payment schedule (upfront, milestones, completion), and accepted payment methods (PayPal, Venmo, direct deposit). 

Outline who owns the created content (you, the client, or shared ownership) and how the client can use the content (social media, website, marketing materials). Consider any limitations on usage (time frame, geographic restrictions). Establish a reasonable number of revisions and clear deadlines. If applicable, include a clause protecting confidential information and outline termination conditions. 

Remember to get everything in writing, review and understand the contract before signing, negotiate important terms, and consider additional protective measures like copyright registration, insurance, and work backups.  

How do I find work as a UGC creator?

Create a strong social media presence and apply to relevant projects. While platforms like Upwork and Fiverr offer general freelance opportunities, you can specifically target UGC projects by tailoring your search and proposals. Leverage online platforms that connect brands directly with creators, such as: 

• Billo 
• Influee 
• TikTok Creator Marketplace 

Network effectively by attending industry events, joining online communities, and connecting with other creators and potential clients. Networking can lead to valuable opportunities and collaborations.  

Proactively seek out brands that align with your content and reach out directly. Create a compelling pitch highlighting your skills and how you can contribute to their brand's success. 

What is the difference between a UGC creator and an influencer?

UGC focuses on authenticity and community building, while influencer marketing aims to reach a targeted audience through trusted voices. UGC often feels more genuine and relatable than traditional advertising, as it comes from real people with personal experiences using a product or service. 

While both UGC and influencer marketing involve content creation, they differ in key ways: 

• UGC is created by everyday users without direct brand involvement, while influencer content is created by individuals with significant social media followings.  
• Brands have less control over UGC, and more control over influencer content. 

Why do brands work with UGC creators?

• Authenticity - UGC can be created by anyone, which makes it more authentic and relatable than traditional advertising. In fact, according to a report from nosto, Bridging the Gap: Consumer and Marketing Perspectives on Content in the Digital Age, 86% of consumers think that UGC is the most authentic form of content. 
• Engagement - Survey results from EnTribe, The State of UGC 2023, found that 90% of consumers prefer to see brand content from real customers. UGC can help to increase engagement with brands, as it encourages people to interact with content.  
• Cost - UGC can be a cost-effective way to create content, as it does not require the same resources as professional production. 

What trends are emerging in UGC?

Developing trends offer UGC creators new opportunities to connect with their audience, grow their brand, and earn a living from their creative work. By staying informed about these trends, you can position yourself for success in the competitive world of UGC. 

• Live stream shopping will be a major trend, with interactive elements like live streams allowing creators to connect with their audience in real-time and showcase their products or services. 
• Brands are increasingly focusing on smaller, niche micro-influencers for targeted engagement. This presents more opportunities for creators to partner with brands and reach a wider audience. 
• Augmented reality (AR) and virtual reality (VR) are emerging trends that will enhance UGC experiences, allowing creators to create more immersive and engaging content. 

Find out more

• Explore advice on starting a freelance career. 
• Discover whether self-employment is right for you.