How to Get into UGC Content Creation

Thinking about becoming a UGC (User-Generated Content) creator? Good move. Brands are shifting big budgets toward authentic-looking content made by real customers, creating a massive opportunity for anyone with a smartphone and a creative spark. This guide will give you a no-nonsense, step-by-step plan to go from having zero experience to landing your first paid UGC deal. We’ll cover how to build a portfolio, price your work, find brands to partner with, and create content that gets results.

What is UGC, Really? (And Why It’s Not Influencer Marketing)

User-Generated Content is organic, authentic content made by everyday people for a brand to use in its own marketing. Think of it like this: instead of a brand hiring a fancy production studio to shoot an ad, they pay you to create a natural-looking video with their product on your phone. They then use your video on their social media pages, as a paid ad, or even on their website.

It’s important to understand the key difference between UGC and influencer marketing:

• Influencers are paid to post content to their own audience. The value is in their followers, reach, and credibility.
• UGC Creators are paid for the content itself. Brands buy the videos and photos (the assets) from you to post on their channels. Your follower count doesn't matter at all - many successful UGC creators have less than 1,000 followers. Brands are buying your creative skills, not your audience.

This is great news for new creators. You don’t need a huge following, you just need to know how to create content that feels real and connects with people.

Step 1: Build a Killer UGC Portfolio from Scratch

You can’t land paid work without proof you can do the job. A strong portfolio is your most valuable asset, and you don’t need any clients to start building one. The goal is to show brands you have the skills to create engaging, high-quality content that aligns with their goals.

Start with What You Already Own

Don't wait for a brand to send you a product. Look around your home and find 5-10 products you genuinely use and like. This is your starting point. Think about products in popular categories like:

• Skincare & Beauty: A simple video showing your morning skincare routine with a specific moisturizer.
• Tech & Gadgets: An unboxing of your favorite pair of headphones or showing how a smart device makes your life easier.
• Food & Beverage: Making a quick recipe with a specific brand of pasta sauce or showing your go-to afternoon energy drink.
• Home Goods: A satisfying video of you cleaning a countertop with your favorite spray or showing off how your new lamp looks in your room.

Create a Variety of Content Styles

Brands need different types of videos for different parts of their marketing funnels. Show them you can deliver more than just one style. Create portfolio examples that include:

• Unboxing/First Impressions: The classic "opening the box" experience. Keep it quick and focus on the excitement and key features.
• Testimonials/Reviews: A short, direct-to-camera video sharing what you love about a product. Speak honestly and enthusiastically.
• Problem/Solution: This is a powerful format. Start by presenting a common problem (e.g., "I could never get my curls to hold..."), then introduce the product as the solution ("...until I tried this mousse.")
• "How-To" or Tutorial: A simple step-by-step guide showing how a product works. This could be anything from applying a face mask to setting up a smart speaker.
• Aesthetic/ASMR: Visually pleasing content that focuses on the product in a nice setting, often with satisfying sounds. Think pouring a coffee or applying a serum.

Pro-Tip: Shoot multiple hooks for each video idea! A "hook" is the first 3 seconds of the video designed to stop someone from scrolling. By providing different openings, you show brands you understand how to A/B test ad creative.

Where to Post Your Portfolio

Now that you have some videos, you need a professional place to show them off. You have two excellent options:

1. The Public Portfolio (TikTok/Instagram): Create a brand new social media account with a handle like "[YourName]UGC." Post your spec videos here. This works well because brands can see your work in the exact format they'll be using it. It also acts as an inbound marketing channel, where brands might discover you through relevant hashtags like #UGCCreator #UGCContentCreator.

2. The Private Portfolio (Website): Using a simple tool like Canva, you can create a beautiful one-page website for free. This feels highly professional and gives you complete control. Your portfolio site should include:

• A short bio about you.
• Your UGC videos, clearly organized.
• Your contact information and links to your social profiles.
• (Optional) Your rates or package information.

Step 2: Figure Out Your Rates and Packages

Pricing is one of the trickiest parts for new creators. The biggest mistake is undervaluing your work. Remember, you're not just selling a 15-second video, you're selling a marketing asset that could generate thousands of dollars for a brand.

Basic Pricing for Beginners

As a starting point, a good baseline price is between $150 - $250 per one finished video. This fee should cover your time concepting, filming, editing, and delivering the asset.

From there, you can build packages:

• The Starter Pack: 3 finished videos for $450
• The Content Bundle: 5 finished videos for $700
• Monthly Retainer: 4 videos per month for $600/month (offering a slight discount encourages long-term partnerships).

Don’t Forget to Factor in Usage Rights

Usage rights determine how and where a brand can use your content. This is a common way creators leave money on the table. Content used for paid ads is far more valuable than content used for a single organic TikTok post.

Here’s a simple way to structure your rights:

• Base Rate ($150): Includes the video and rights for the brand to post it on their organic social channels and website for 90 days.
• Paid Ad Rights Add-on (+$100-$150): Allows the brand to use your video as a paid ad on platforms like TikTok or Meta for 90 days.
• Raw Footage Add-on (+$50-$100): Some brands want all the raw clips you filmed so their internal team can edit it themselves. Always charge extra for this.

Be crystal clear about usage rights in your contract or agreement to avoid any confusion down the line.

Step 3: Finding and Pitching Brands

With a solid portfolio and clear pricing, you’re ready to find clients. You don't have to wait for them to come to you, the most successful creators are proactive.

Platforms and Marketplaces

Joining UGC platforms is a great way to get started and get a feel for what brands are looking for. These are essentially job boards for creators.

• Freelancer-focused: Upwork and Fiverr have tons of brands looking for UGC.
• UGC-Specific: Check out sites like Billo, Insense, and JoinBrands. The payout can sometimes be lower, but they are great for building your reputation and adding more brands to your portfolio.

The Direct-Pitching Method (Your Best Bet)

Pitching directly to brands you love is where the real money and best partnerships are made. Here’s how to do it effectively.

1. Find the Right Person to Contact

Don't send your pitch to a generic `info@brand.com` address where it will likely get lost. Look for specific people on LinkedIn. Search for titles like:

• Social Media Manager
• Content Marketing Manager
• Brand Manager
• Influencer Marketing Coordinator

If you can't find a direct email, a professional LinkedIn message or an Instagram DM can also work.

2. Craft a Short, Personalized Pitch

Marketing managers are busy. Keep your pitch brief, direct, and focused on them. Here's a template that works:

Subject: UGC Video Idea for [Brand Name]

"Hi [Contact Name],

My name is [Your Name], and I'm a UGC creator who loves how [Brand Name] focuses on [Something you admire about them, e.g., sustainable ingredients].

I recently bought your [Product Name] and have a video idea: A quick, "problem/solution" style TikTok showing how it helps clear up hormonal acne in under a week. I think it would really resonate with your audience.

You can see examples of my previous work for beauty brands in my portfolio here: [Link to your portfolio]

Would you be open to collaborating on some paid content?

Best,
[Your name]"

This pitch works because it’s personalized, provides a concrete idea, and makes it easy for them to see your work. Send out 5-10 of these types of personalized pitches every day, and a "yes" will come sooner than you think.

Step 4: Nailing the Creator Workflow

Congratulations, you’ve landed a client! Now it's time to deliver.

Understand the Creative Brief

The brand will send you a "creative brief," which is a document outlining their goals, key messages, target audience, and any do's or don'ts. Read it multiple times. Nothing is worse than having to reshoot because you missed a key detail. Pay special attention to the call-to-action (CTA) they want you to include, like "Shop Now" or "Learn More."

Keep Your Gear Simple

You already have everything you need. A modern smartphone is more than capable of shooting professional-looking UGC. Focus on these fundamentals:

• Good lighting: Film in front of a window with natural light whenever possible. If you can't, a simple ring light is a great, affordable investment.
• Clear audio: Bad audio will ruin a good video. Do a quick test recording to make sure your voice is clear and there’s no distracting background noise.
• Stable video: Use a small, inexpensive tripod to keep your shots from looking shaky.

Overdeliver on Your Promise

If the brief asks for one video, try delivering it with two or three different hooks. This small act of going above and beyond shows the brand you're a valuable partner and dramatically increases the chances they’ll hire you again. Be professional, hit your deadlines, and make the process as easy as possible for them.

Final Thoughts

Getting into UGC creation is all about taking action. It starts with building a portfolio you're proud of, putting yourself out there consistently by pitching brands, and refining your skills with every project you complete. Authenticity is your superpower, so let your genuine personality shine through in your content, and you’ll build a lasting career.

Starting any new venture, including building your creator brand, means getting serious about managing your social media. As creators and marketers ourselves, we struggled for years with tools that were either too complicated or couldn’t handle video content properly. That’s why we built Postbase - a simple, visual way to plan and schedule your portfolio content across all platforms. It’s designed for a video-first world, so you can easily manage your TikToks, Reels, and Shorts without the usual headaches, and our analytics help you see exactly which pieces in your portfolio are getting the best engagement.