Who is a UGC creator and how to become one

Who is a UGC creator, in simple terms

UGC (User-Generated Content) is content that looks like it was made by an ordinary user. A UGC creator films such videos on request from brands, which then use them in ads, on social media and on marketplaces. The key difference from a blogger or influencer: the brand pays for the video itself, not for your audience. So you don’t need a large following — you need quality content.

If you can talk about a product naturally on a phone camera, you can already be a UGC creator. We explain the format in more detail in What is UGC, and we break down the difference with influencer marketing in UGC vs influencer marketing.

What a UGC creator does

A UGC creator makes short vertical videos that brands run in ads (TikTok, Instagram Reels, YouTube Shorts, Facebook Ads) and add to product pages. The most common formats:

The creator’s job is not to shoot a “pretty ad”, but a video people believe. We wrote about what content actually sells in Content that sells and Which video content works best.

Niches UGC creators work in

There is demand in almost every product and service category. You choose your niches in your profile — ideally the ones you’re comfortable filming and know the product well:

How much a UGC creator earns

It all depends on the quality of the video you make. When the quality is great, the brand comes back for new orders again and again — often even directly, outside the platform. In other words, your income depends not on followers, but on how well your videos sell. One strong clip can turn a one-off order into an ongoing partnership with a brand.

To better understand exactly what brands need, use UGC Academy — learning materials for creators in the UGC Create app. The more precisely you hit the brand’s brief, the more orders you get — and the more valuable you become as a creator.

How to become a UGC creator: step by step

1. Sign up on UGC Create as a creator — it’s free.
2. Fill in your profile — pick the niches you want to film in and add a short bio.
3. Build a portfolio — film 2–3 test videos with any product you have at home to show your style.
4. Apply to brand projects that appear on the platform.
5. Deliver on time and get paid for finished videos.
6. Build your reputation — the better your videos, the more repeat orders you get.

How to set up your profile and portfolio so brands choose you

Brands pick creators by their portfolio — so it decides everything. A few tips:

• show different formats: review, unboxing, before/after, a scripted clip;
• film vertically (9:16) — that’s how videos run in ads;
• take care of lighting and clear sound — the most visible marks of quality;
• show the product and a “hook” in the first seconds to hold attention;
• keep your portfolio updated with your best work.

It also helps to read a brand brief well — we made a dedicated guide on that: How to read and write a UGC brief.

Common beginner mistakes

• filming “like an ad” instead of naturally — people don’t believe such videos;
• waiting for perfect gear instead of starting with a smartphone;
• ignoring the brief and filming “your own way”;
• an empty profile with no portfolio — the brand has nothing to look at;
• taking on every niche at once instead of the 2–3 you’re strongest in.

Why work through UGC Create