How to Get Into UGC

Becoming a User-Generated Content creator is one of the most accessible ways to start making money online right now, and you don't need a huge following to get started. Brands are hungry for authentic, relatable video content, and they're willing to pay for it. This guide gives you the exact, step-by-step game plan to go from a total beginner to landing your first paid UGC deal.

So, What Exactly is UGC and Why Are Brands Obsessed with It?

User-Generated Content (UGC) is any form of content - videos, photos, reviews, testimonials - created by a real person rather than the brand itself. In the past, this happened organically. A happy customer would post a picture of their new shoes, tag the brand, and that was that.

Today, it’s a whole industry. Brands actively pay creators to produce content that looks and feels like a genuine customer is sharing it. This content is then used in the brand’s social media ads, on their profiles, and on their websites.

UGC Creator vs. Influencer: What’s the Difference?

This is a super common point of confusion, so let's clear it up. The main difference lies in where the content lives and what the end goal is:

• As a UGC Creator, you are a freelance content creator. You create video assets for a brand, deliver the raw files, and the brand posts that content on their own social media accounts. You are essentially a content production team of one. Your personal follower count is irrelevant.
• As an Influencer, your value is your audience. You are paid to promote a product by posting content on your own social channels to leverage the trust you’ve built with your followers. Your follower count is everything.

You can absolutely be both, but getting into UGC requires zero followers. Your skill is what you're selling, not your audience. This is fantastic news because it means anyone with a smartphone and a bit of creativity can get started today.

Step 1: Your Portfolio is Your Resume (Make It a Great One)

You wouldn’t apply for a job without a resume, and you can’t pitch UGC clients without a portfolio. Brands need to see that you can create the kind of content they're looking for before they hire you. The best part? You don’t need any paid work to build one.

This is where "spec work" comes in. Spec work, or speculative work, is content you create for a brand without being paid, purely for the purpose of showcasing your skills. Think of it as a tryout.

How to Create a Standout UGC Portfolio from Scratch:

1. Pick 3-5 Products You Already Own and Love. Look around your house. What skincare product do you use every day? What’s your favorite brand of coffee? What app saves you time? Pick products you can genuinely talk about. Authenticity is easy when it's real.
2. Script and Film a Sample Video for Each. Your goal isn't just to make a pretty video, it's to make a video that could work as a performance marketing ad on TikTok or Instagram Reels. Good ads follow a simple structure:
   • The Hook (First 3 Seconds): Grab their attention immediately. "Stop scrolling if you have frizzy hair," or "Three things I didn't know I needed from Target."
   • The Problem & Solution: Briefly introduce the problem the product solves. "My desk was always a mess..." then show how the product fixes it, "...until I found this ridiculously simple organizer."
   • Features & Benefits: Quickly showcase 2-3 key features and explain how they benefit the user. Don't just show the settings on the coffeemaker, show the amazing latte it makes.
   • The Call to Action (CTA): Tell the viewer what to do next. "Swipe up to get yours," or "Click the link in bio to learn more."
3. Show Your Range. Don't make five videos that look exactly the same. Create different styles to show brands what you can do. Good examples include:
   • An unboxing video
   • A straight-to-camera testimonial
   • A "problem/solution" or how-to demo
   • A "Get Ready With Me" (GRWM) style video integrating the product naturally
4. House Your Portfolio Online. Make it ridiculously easy for brands to see your work. Don't send a folder of files. Create a simple, clean, and professional-looking portfolio. Great free or inexpensive options include:
   • Canva Website: Incredibly easy to use, visually appealing, and can be published with a custom link entirely for free. This is the best option for most beginners.
   • A dedicated social account: Start a TikTok or Instagram account solely for your UGC examples. Your handle could be something like "[YourName]UGC". Put your portfolio link in the bio.

Step 2: Know Your Worth by Setting Rates and Packages

Thinking about pricing can be intimidating, but don't wing it. Having rates and packages ready makes you look professional and helps you negotiate better. Here’s a simple way to approach it.

Common UGC Pricing Models:

You can charge per piece of content or, more commonly, offer discounted bundles. A good starting point for a brand new creator in 2024 is:

• 1 UGC Video: $150 - $250
• 3 UGC Videos: $400 - $650
• 5 UGC Videos: $700 - $1,000+
• 5 Still Photos: $100 - $200

These rates are for content creation and standard usage rights (typically 30-90 days for digital ads). If a brand wants "perpetual" rights to use your content forever, you should charge more - sometimes an extra 50-100% of the base fee.

Create a Simple "Rate Card"

Use Canva to create a one-page PDF that lists your services. This makes you look organized and buttoned-up. A simple rate card could look like this:

UGC Video:

• 1 Video: $200
• 3 Videos: $550
• 5 Videos: $850

Content Add-Ons:

• 5 Still Photos: $150
• Each video includes two different hook variations.
• All rates include 90 days usage rights for paid ads.

Step 3: Hunt for Gold by Finding and Pitching Brands

Now that you have a stellar portfolio and professional rate card, it's time to find clients. There are two main approaches: outbound (you reach out to them) and inbound (they find you).

Outbound Strategy: The Art of the Cold Pitch

Cold pitching is the fastest way to get your first "yes." Your job is to find brands that could benefit from your services and send them a compelling message.

How to Find Brands to Pitch:

• TikTok Creative Center: This is a goldmine. Go to the "Top Ads" dashboard and filter by your country and industry. You can see which ads are performing well, which brands are spending money, and get inspiration. Look for brands whose ads feel a bit too corporate or polished - they're perfect candidates for authentic UGC.
• Instagram & TikTok Search: Simply search for keywords related to your niche, like "#skincare" or "#fitnessapp." Find brands with a decent following but maybe subpar video content. You can usually find a contact email in their bio or on their website.

How to Write a Pitch that Gets Opened:

Keep your email or DM short, personalized, and value-packed. Do not just copy and paste a generic template. Here's a structure that works:

1. Personalized Opening Line: Show them you've done your homework. "Hi [Brand Name] team, I'm a huge fan of your [Product Name] and genuinely use it every day."
2. Identify a Need & Offer the Solution: Explain why you are reaching out. "I noticed most of your latest TikTok campaigns feature highly produced ads. I specialize in creating authentic, native-feeling UGC videos that stop the scroll and build trust."
3. Provide Proof: Link your portfolio. "You can see examples of my work here: [Link to Portfolio]."
4. Show Ambition (The Idea): This is the secret sauce. Give them a free idea. "I already have an idea for a short video showcasing how your energy drink is the perfect 3 PM slump-buster for anyone working from home. We could frame it as a 'day in the life' walkthrough."
5. Clear Call to Action: Make it a no-brainer for them to reply. "Are you open to hearing more? I'm happy to hop on a call or send over my rate card."

Inbound Strategy: Let Them Come to You

As you build momentum, you can get brands reaching out to you. This is all about optimizing your online presence.

• Optimize Your Social Bios: On TikTok, Instagram, and even X/Twitter, make your bio crystal clear. "UGC Creator for SaaS & Tech" or "I make scroll-stopping content for beauty brands." Include keywords people might be searching for.
• Share Your Work (And Your Wins): Post your spec ads on your profile. Once you land a paid gig and the ad goes live, post a screenshot and say, "So excited to see my work for @BrandName live!" This social proof is incredibly powerful.
• Use UGC Marketplaces: Platforms like Fiverr, Upwork, and dedicated UGC sites like Billo can be great places to find your first few gigs. The pay might be lower, and the competition is higher, but it can help you get testimonials and experience under your belt.

Step 4: Nailing the Delivery & Getting Rehired

Getting the client is only half the battle. Delivering a great experience is what turns a one-time project for $200 into a $2,000/month retainer.

The Key is Communication and Professionalism:

• Kick-off with a Brief: Don't start filming without clarity. Ask the brand for a creative brief. What are the key talking points? What is the goal of the video (sales, awareness)? Is there a specific CTA? What's the target vibe?
• Under-Promise, Over-Deliver: If you say you’ll deliver the videos in 7 days, aim for 5. If the package includes 3 videos, film an extra hook or two as a bonus. Small things go a long way.
• Deliver Professionally: Send the final video files via a Google Drive or Dropbox link. Make sure they are clearly labeled.
• Ask for Feedback and a Testimonial: Once the project is complete, ask them "How did everything look on your end?" and after they give positive feedback, follow up with, "That's great to hear! Would you be open to writing a short testimonial I could use for my portfolio?"

Final Thoughts

Getting into UGC is a straightforward process when you break it down into these four steps: build a proof-of-concept portfolio, set professional rates, actively pitch brands, and deliver work that makes clients want to hire you again. Success comes down to taking action and consistently putting yourself out there.

Once clients receive their amazing UGC from you, their next challenge is managing and scheduling that content across all their platforms. We designed Postbase for exactly this purpose - to move away from clunky tools that were built for a different era of social media. It organizes everything visually, publishes reliably (especially video!), and helps brands actually see the impact your content is making.