How to Find UGC Creators

Finding the right user-generated content creators can transform your brand's social presence, but knowing where to start often feels overwhelming. This guide cuts through the noise and gives you actionable strategies for discovering authentic creators who can craft compelling content your audience will love. We'll cover everything from smart social media searches to leveraging dedicated creator marketplaces.

First Things First: What Kind of UGC Creator Do You Need?

Before you start your search, it's helpful to understand the landscape. A UGC creator isn't just any customer who posts a photo. They're content creators who specialize in making videos and photos that look and feel like genuine user posts but are crafted with a brand's goals in mind. Generally, they fall into two categories:

• Organic Advocates: These are your die-hard fans and loyal customers who are already posting about your products simply because they love them. This is the holy grail of UGC - pure, unpaid advocacy. Your goal here is to find these posts and get permission to repurpose them.
• Paid UGC Creators: These are creators you partner with on a paid basis to create content for your brand. They’re skilled at producing content that aligns with your campaign brief while maintaining an authentic, user-centric feel. Most formal searches will focus on finding these creators.

Both types are incredibly valuable. Your strategy should involve finding and celebrating your organic advocates while actively recruiting paid creators to fill gaps and scale your content efforts.

Strategy 1: Become a Detective on Your Own Social Channels

Your best creators might already be interacting with your brand. This method costs nothing but your time and attention to detail. It's about knowing where to look and what signals to watch for.

Scour Your Tags, Mentions, and Comments

This is your lowest-hanging fruit. Your active audience is the place for potential UGC partners. Here's a tactical breakdown:

• Tagged Posts and Mentions: Systematically go through every post where your brand is tagged on platforms like Instagram and TikTok. Look past simple product photos and seek out users who are creatively explaining why they love your product, showing a tutorial, or sharing a positive experience. These individuals have already proven they can create content around your brand.
• Comment Sections: Your comments are a goldmine. Pay close attention not just to generic praise, but to highly specific, enthusiastic comments. Someone who writes a paragraph about how your skincare product cleared their acne is a prime candidate. They're passionate and knowledgeable, two key traits of a great creator partner.
• Story Mentions: Don't forget to check your Instagram Story mentions daily. While they disappear after 24 hours, this is often where the most casual, authentic shout-outs happen. When you see a great one, reply immediately and ask if you can get the original file to share later.

Look for users who have a clear and consistent content style, even if they aren't "influencers." Good lighting, clear audio, and a genuine personality are far more important than follower count.

Master Platform-Specific Searches

Think like a consumer and use the search bar on TikTok, Instagram, and YouTube. Brands striking gold with UGC are often finding creators who are already reviewing their products or similar products without being prompted.

• Use Branded Keywords: Regularly search for your brand name, product names, and variations. On TikTok, for example, search "Glossier You review" or "Stanley cup test." You'll find raw, unfiltered content that shows you exactly how people are talking about your products.
• Search for Problem/Solution Keywords: What problem does your product solve? If you sell organizing products, search for terms like "pantry organization" or "declutter hack." Look for creators whose style aligns with your brand and who are already authorities in your niche.
• Explore Relevant Hashtags: Dig into both broad and niche hashtags. If you sell hiking gear, you should obviously check #hiking. But go deeper into community hashtags like #womenwhohike or even location-specific tags like #zionnationalpark to find creators producing high-quality content in the environments where your product is used.

Strategy 2: Run a Targeted Outreach Campaign

Instead of just searching, you can put out a call for creators and have them come to you. This approach gives you more control over the applicants and helps you build a community of creators interested in your brand.

Create a "Creator Call" on Your Socials

Use your existing social media channels to announce that you're looking for creator partners. A simple Instagram Story series or a TikTok video can be incredibly effective.

What to include in your post:

• Who You Are: Briefly reintroduce your brand mission.
• Who You're Looking For: Be specific. "We're looking for US-based creators who love clean skincare" is better than "Looking for creators."
• What's In It For Them: Clearly state the compensation. Is it a free product, a flat fee per video, or a long-term contract? Transparency is key.
• How to Apply: Give a clear call to action. It could be sending a DM, using a specific hashtag in a new video, or filling out an application form.

Build a Simple Creator Application Form

An application form is the best way to keep your applicants organized. You can create one for free using tools like Google Forms or Typeform. This formalizes the process and ensures you get all the information you need in one place.

Your form should collect:

• Basic Info: Name and email.
• Social Handles: Links to their TikTok, Instagram etc. so you can easily review their channels.
• Niche and Interests: A quick question about the type of content they love to create.
• A Link to Their Portfolio: Or ask them to link their three best-performing videos. This is crucial for judging their content quality without spending hours sifting through their entire feed.
• Why They Want to Work With Your Brand: This question helps you gauge their genuine interest and brand alignment.

Strategy 3: Leverage a UGC Creator Marketplace

If you have some budget and are short on time, dedicated UGC platforms and marketplaces are the most efficient way to find experienced creators at scale. These platforms are built specifically to connect brands with creators looking for partnership opportunities.

The primary benefits include:

• Pre-Vetted Talent: Creators on these platforms are usually reviewed before being accepted, meaning you're working with people who understand basics like content briefs and deadlines.
• Advanced Filtering: You can quickly narrow your search based on demographics, location, niche, aesthetic, past brand partnerships, and more. This saves an enormous amount of time compared to manual searching.
• Streamlined Management: These tools centralize everything. You can post a brief, review applications, communicate with creators, handle payments, and access your final content all in one place. They also handle the legal aspects, like content usage rights, which is a major bonus.

Popular platforms like Billo, Insense, and Tribe are great starting points. Many focus exclusively on UGC, while broader influencer platforms are also adding robust UGC discovery tools.

Strategy 4: Turn Your Customers Into Creators

Your existing customer base is a goldmine that many brands overlook. A happy customer who already knows and trusts your product can create some of the most authentic-feeling UGC possible.

How to activate your customer base:

• Post-Purchase Email Flows: A couple of weeks after a customer receives their order, send an automated email. In addition to asking for a review, add a P.S. that says something like: "Love creating content? We’re always looking for customers to feature on our social channels! Reply to this email if you're interested in learning more!"
• VIP/Loyalty Programs: Integrate content creation into your loyalty programs. Offer extra points or an exclusive discount to customers who submit high-quality videos or photos of them using your product.
• Packaging Inserts: Use a simple QR code on your product packaging that leads to an application page. A small card with a clever line like "Show Us Your Style: Scan to Become a Brand Ambassador" can drive a surprising number of applicants.

Vetting Creators: How to Choose the Best Fit

Once you've got a list of potential creators, it's time to vet them. This final step is all about ensuring you partner with people who are truly aligned with your brand.

Focus on Content Style, Not Follower Count

For UGC, follower count is one of the least important metrics. A great UGC creator might only have 500 followers. What matters is their camera presence and their ability to create in the style you need. Do their existing videos feel genuine? Do they align with your brand's aesthetic - whether that's polished and clean, or raw and scrappy? Great content, a strong message, and personality matter way more than a large following.

Check for a Genuine Connection

Scroll through their recent content. Does their personal brand feel authentic? A creator whose feed is filled with genuine life moments and passion projects feels more trustworthy than someone who posts nothing but sponsored ads. Check the comments on their posts - are they engaging with their small community?

Review Past Brand Partnerships

Look at how they've handled previous sponsored posts. Did they simply hold up a product, or did they integrate it naturally into their content? Did they clearly disclose the partnership? Also be mindful of competition. If they've just promoted your number one competitor last week, they may not be the best fit for an immediate campaign.

Final Thoughts

Finding high-quality UGC creators boils down to a combination of proactive social media searching, putting out clear calls for partnership, and activating your existing customer base. Whether you're scrolling through tagged Instagram posts or using a sophisticated marketplace, the goal remains the same: find creators whose authentic style reflects your brand's voice and resonates with your audience.

Once you've sourced all that amazing UGC, managing it and scheduling it across your platforms becomes the next puzzle piece. We created Postbase to simplify this exact challenge. Frustrated with clunky tools built for a different era of social media, we focused on what truly matters today: a beautiful visual calendar, rock-solid video scheduling, and a centralized inbox. You can effortlessly plan your UGC campaigns, see what content is going live and when, and keep your social feeds filled with the authentic voices your audience trusts.