How a brand chooses a UGC creator: a checklist

The result of a UGC campaign depends 90% on who you choose to film it. The right creator delivers a relevant video people believe; the wrong one, a generic clip "about something". Here is a checklist to help you choose deliberately.

1. Look at the portfolio, not a "nice picture"

A portfolio shows a creator's real level. Assess not just the aesthetics but how naturally they present a product, whether they hold attention in the first seconds, and whether they film in vertical 9:16 for ads.

2. Check the niche

It is better to pick a creator who has already filmed in your category: they know the formats that work and your audience's language. More in UGC by niche. A relevant niche is often more important than "general coolness".

3. Assess style and brand fit

A creator's delivery should fit your brand's tone. A premium product and an overly "entertaining" manner may not match. Watch a few pieces and picture that video in your own ads.

4. Mind reviews and reliability

Reviews from other brands and repeat orders signal that a creator delivers on time and in quality. On a platform this is visible in the profile.

5. Let several creators apply

Instead of choosing "blind", describe the project and let several creators apply. That way you compare approaches and pick the most relevant one.

6. A clear brief is half the success

Even the best creator cannot guess a fuzzy task. Write a clear brief: product, benefit, format, hook, where you will use the video. How to do it is in the guide How to write a UGC video brief.

Selection checklist

• a portfolio with different formats and vertical 9:16;
• experience in your niche;
• a style that fits the brand tone;
• positive reviews and repeat orders;
• willingness to work to a brief and make revisions.

Common brand mistakes

• choosing only "where it is cheaper", ignoring relevance;
• taking a creator from the wrong niche;
• not giving a clear brief;
• ordering a single variant instead of several for testing.

On a platform, choosing a creator is easier: filter by niche, view portfolios and reviews, let several apply. Learn how to order UGC, or sign up on UGC Create as a brand right away.