Guide to UGC Creators: How to Work With UGC Creators in 2025
User-generated content (UGC) is growing to become a big part of many companies’ marketing strategies. In a recent survey, 79% of people said that UGC content highly impacts their purchasing decisions. So it’s no wonder that UGC marketing has become a staple for many brands, such as Walmart and Nike. Working with a UGC content creator allows customers to see real people discuss products in everyday settings. This authentic, relatable content feels more genuine than traditional ads and encourages people to pay attention and trust what these creators say about your product.
It’s important to work with multiple UGC content creators to showcase diversity and ensure your message resonates with different segments of your target audience. Unlike influencers who may already have large followings, many UGC content creators are not internet personalities, which can make them more accessible and relatable. Fortunately, there are online marketplaces for UGC creators—such as Collabstr—that host detailed creator profiles, including information about their niche, expertise, and previous collaborations.
What Is a UGC Creator?
A User-Generated Content (UGC) creator is someone who produces content for brands in various formats. This content can include product reviews, daily routines, blog posts, social media posts, videos, and more. UGC creators are typically compensated for the rights to their UGC content, and they aren’t always required to share it with their own social media following. This key difference sets them apart from traditional influencers.
While some UGC creators may have a following, most aren’t famous by conventional standards. Their primary role is to deliver authentic, down-to-earth content about a brand or its products, making it easier for audiences to relate and trust the message.
Should I Work With UGC Creators?
Most brands now collaborate with UGC content creators to diversify their channel content, especially on visual platforms like TikTok and Instagram. The 2025 influencer marketing report by Collabstr noted that the number of creators offering UGC services has nearly doubled year over year. Working with UGC creators can be an effective way to collaborate and expand your brand’s reach for several reasons:
Honesty and Trust
UGC creators can share their first-hand experiences with your product, resulting in UGC ad content that feels more authentic and trustworthy. When customers see a UGC content creator using a product in everyday life, it often has a greater impact than a polished branded ad, fostering trust and credibility.
Friendliness
UGC creators are known for producing content that is friendly and informal. Their approach helps your brand collaborate with creators who deliver messages that feel like friendly recommendations rather than formal advertisements. This style of UGC content fits naturally into a user’s social media feed, enhancing engagement.
Reach & Accessibility
By using UGC content in video ads and social media posts, you can reach a wide audience. Popular platforms like TikTok and YouTube offer immediate access to a massive user base, making your campaigns both accessible and effective.
Efficiency
Collaborating with UGC content creators allows you to increase your output without having to produce every piece of content yourself. More UGC content means higher engagement and greater efficiency in your overall marketing strategy.
UGC Content Creators Vs. Influencers: Key Differences
When planning your market strategy, it’s essential to understand the key differences between UGC content creators and influencers. Both play valuable roles in digital marketing, yet they serve distinct purposes:
Content Focus
UGC content creators are primarily focused on producing authentic UGC content that resonates with everyday users. Influencers, on the other hand, leverage their established social media presence to promote products. If you want to collaborate on genuine, grassroots campaigns, a UGC content creator might be your best choice.
Audience Reach
Influencers typically have a larger, more defined following, while UGC content creators might not have the same reach but deliver content that feels more personal. Brands looking to collaborate on authentic messaging often prefer UGC content creators because their work is seen as less scripted and more relatable.
Usage Rights
UGC content creators are often hired to provide content that your brand owns and can reuse across multiple channels. Influencers might only share content within their networks, limiting your flexibility.
Collaborating with UGC content creators gives you full control and broader usage rights over the UGC content produced.
Cost Structure
Influencer collaborations may involve premium fees due to their social media clout, whereas UGC content creators generally offer more cost-effective solutions for generating quality UGC content.
Understanding these differences will help you decide which type of collaboration aligns best with your marketing goals. You can also try our Influencer Price Calculator to crunch the numbers.
Pros and Cons of Working With UGC Creators
Before you decide to collaborate with UGC content creators, consider the following pros and cons:
Pros
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Authenticity:
The UGC content produced by UGC content creators is inherently genuine, providing a sense of trust and reliability to your target audience. -
Diversity:
Collaborating with multiple UGC content creators ensures a diverse range of perspectives and styles, which can make your marketing campaigns more dynamic. -
Cost-Effective:
UGC content creators often offer affordable rates, making it easier for brands with varying budgets to collaborate and obtain quality UGC content. -
Flexible Usage Rights:
Hiring a UGC content creator typically means you gain full rights to the content, allowing you to repurpose and distribute it across different channels as needed.
Cons
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Inconsistent Quality:
Since UGC content creators are not always professional marketers, the quality of UGC content can vary. It’s important to establish clear guidelines to ensure consistency. -
Limited Reach:
While UGC content creators excel in authenticity, they might not have the same expansive reach as high-profile influencers. However, strategic collaboration can help mitigate this issue. -
Negotiation Complexity:
The process of hiring UGC content creators often involves negotiation on rates, deliverables, and timelines. Brands must be prepared to invest time in this process to ensure successful collaboration. -
Scalability Issues:
Managing multiple collaborations can be challenging if you lack a streamlined process or a dedicated platform. Using a marketplace like Collabstr can help manage these challenges efficiently.
How to Find UGC Creators
1. Identify the Type of UGC Creator You Want
Begin by determining what type of UGC content creator will best represent your brand. Consider your target audience, brand identity, and product specifics. For example, if you’re selling picture books for children, look for UGC content creators who cater to families. Alternatively, if you’re in the sportswear industry, seek creators who actively engage in athletic activities. This clarity helps you collaborate with creators whose style and expertise align with your brand.
2. Find a Marketing Platform for UGC Creators
Once you’ve defined your needs, locate a UGC marketing platform or UGC agency that specializes in creator collaborations. These platforms allow UGC content creators to create profiles highlighting their niche, experience, and expertise. Platforms like Collabstr simplify the search process, providing filters by category, niche, and even pricing. This centralized approach makes it easier to collaborate, communicate, and manage payments in one place.
3. Search for UGC Creators in Your Niche
After choosing a platform, start searching for UGC content creators that meet your niche requirements and budget. Use relevant keywords and filters to narrow down your options. On Collabstr, you can click on “platform” and select “user generated content,”:
Then, click on ‘category’ and choose a niche. If your niche isn’t among the suggestions, type it in the search bar. You should get new recommendations based on your search. When you’re done, click the search icon to get your results.
You should be shown a collection of UGC creator profiles. Browse through them and single out a few creators that fit your requirements and budget. You can favorite profiles by clicking the heart icon on the top right.
This process not only saves time but also ensures that you collaborate with creators who understand your market.
How to Hire UGC Creators
Hiring a UGC content creator involves careful planning and clear communication. Here’s how to ensure a smooth hiring process so you can confidently collaborate with the right creators:
1. Identify Your Marketing Budget & Goals
Determine your campaign’s budget, marketing goals, and key performance indicators (KPIs). Whether you aim to increase brand awareness or generate weekly product reviews, having clear objectives helps you craft a strong pitch. A defined budget also streamlines negotiations with UGC content creators, ensuring both parties are on the same page.
2. Initiate Conversation With a UGC Creator
Once you’re ready, reach out to a UGC content creator via direct message (DM) or email. Platforms like Collabstr offer built-in messaging features that make it easier to collaborate. When initiating the conversation, include your pitch and a detailed campaign brief outlining the type of UGC content you’re after, workload expectations, and your budget. Keep the tone friendly and open to negotiation—this helps establish a positive collaboration from the start.
3. Decide on Terms & Form a Contract
Agree on specific terms such as:
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The number and type of UGC content pieces to be produced
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Deadlines and content formats
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Payment amounts and schedules
Once both parties agree, draft a contract to formalize the collaboration. This contract should detail every aspect of the project, ensuring clear expectations and protecting both your brand and the UGC content creator. If you’re looking to create a contract quickly, take a look through our free influencer contract templates.
How to Pay UGC Creators
Payment methods for UGC content creators can vary, but here are some standard practices:
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Decide on a Payment Amount:
Payment is influenced by the volume and quality of UGC content, usage rights, and the creator’s expertise. Negotiations are typical until a mutually agreeable amount is determined.
To alleviate some of the work, you can leverage a UGC price calculator to get a baseline price of what others are paying UGC creators. You can also leverage UGC platforms to attract creators that fall within your budget so you don’t waste too much time with back-and-forth conversations.
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Choose a Payment Method:
Options include PayPal, Cash App, or direct bank transfers. Many UGC marketing platforms like Collabstr also offer integrated payment solutions, making it easier to collaborate while keeping transactions secure. -
Set a Payment Schedule:
Agree on when payments will be made—either on content delivery or on a pre-set schedule. Platforms that allow you to hold payment until you are completely satisfied with the delivered UGC content can help maintain high standards.
UGC Brief
When collaborating with UGC content creators, always provide a detailed content campaign brief. This brief should cover:
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Marketing Goals: Outline your primary objectives and how you’ll measure performance (e.g., increasing view counts by 20% using analytics).
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Content Ideas: Brainstorm and choose the best ideas for UGC content. Use tools like the TikTok Creative Center for inspiration.
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Content Details: Specify length, word count, format, tone, editing requirements, voiceover needs, product USPs, and key takeaways.
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Work Schedule: Establish work hours, deadlines, upload times, and feedback check-ins.
This level of detail ensures a smooth collaboration with your UGC content creator, leading to better-aligned and high-quality content.
Types of Content You Can Get From UGC Creators
There are various types of UGC content you can receive from UGC content creators, including:
Videos
The most popular type of UGC comes in the form of videos. These can include product reviews and daily routines. The length and type of video content will differ depending on the platform you’re on. For instance, if you want to boost views on TikTok, you’ll want to post shorter videos (usually less than a minute). YouTube, on the other hand, tends to prefer longer form content, with its algorithm tending to favor videos longer than 15 minutes.
Social Media Posts
Brands will sometimes repost UGC they find through hashtags or mentions. It’s a more organic way of showing UGC on your channel and allows you to interact with customers. For example, Nivea reposted a tweet of someone talking about their product.
Blog Content
UGC content creators can write blog posts, product guides, and reviews that add a personal touch to your brand’s online presence. For example, Starbucks has its own blog dedicated to customer stories and honoring employees.
Testimonials
Brands sometimes look for positive reviews or video testimonials to put on their website. These reviews are usually 5-star and mention USPs. Since 84% of consumers trust peer reviews over all other forms of advertising, these are crucial for increasing customer conversions.
UGC content creators provide a range of content that can be repurposed across various marketing channels, making them invaluable collaborators for your brand.
UGC Creator Prices
UGC Creator prices can vary depending on the type of content you’re looking for. They usually set their own prices so it’s hard to give an average price. Most UGC creators charge around $200 to $500 per project. You have to take into account their level of experience, usage rights, and type of content.
Brands will value UGC creators based on their content quality and past campaign successes. If UGC creators have their own following, they will charge higher prices because of their level of reach and fame. Past campaign success also shows a high level of competency.
Overall, prices differ depending on the type of content. For example, short TikTok videos will be cheaper than longer YouTube videos. You can use Collabstr’s UGC price calculator to get an idea of how creators set their own prices.
You can look at prices for certain niches, platforms, and follower counts.
Conclusion
Working with UGC creators allows you to form a sense of trust and honesty with your followers. UGC is a more personal and friendly way of marketing your product. You can produce various types of content, such as product reviews, testimonials, and blog posts.
It’s best to work with multiple UGC creators, as viewers are more likely to trust an opinion if it comes from more than one source. You can find UGC creators in your niche on online marketing platforms, such as Collabstr.
Join Collabstr today to start searching for the right UGC creators. You can quickly view creators in your niche by choosing a category to search through. We aim to make the hiring process as seamless as possible by providing our very own chat and payment system. Manage everything in one place and keep your money secure.
