How to Get UGC Deals

Landing your first paid User-Generated Content (UGC) deal might seem like a huge challenge, but it's simpler than you think when you have the right strategy. This guide breaks down every step you need to take, from building a killer portfolio to pitching brands and negotiating your first contract. We'll give you a clear, actionable roadmap to turn your content creation skills into a real source of income.

So, What is User-Generated Content (UGC)?

User-Generated Content is any content - videos, photos, reviews - created by real people about a brand, instead of by the brand itself. Unlike influencers who are paid to post on their own channels to their followers, UGC creators are paid to create content for the brand to use on its own channels, ads, or website. This is a significant distinction because it means you don’t need a large following to succeed. Your value is in your content creation skills, not your follower count.

Why Brands Are Desperate for Good UGC

Modern consumers are tired of polished, perfect ads. They trust recommendations from real people way more than they trust slick corporate messaging. That's where you come in. Brands are willing to pay for content that feels genuine because it drives real results. Here’s why they love it:

• Authenticity and Trust: UGC looks and feels like a recommendation from a friend, which immediately builds trust with potential customers.
• Cost-Effective: Creating high-quality UGC is often much more affordable for a brand than producing a full-scale commercial or professional photoshoot.
• Better Performance: Ads featuring UGC often see higher click-through rates and conversion rates because they blend in seamlessly with a user's social feed and feel less like a sales pitch.
• Provides Social Proof: When people see other real customers using and loving a product, it validates their own purchasing decision.

Step 1: Build a Portfolio That Gets You Hired

Your portfolio is your single most important asset. It's the proof that you can create the types of videos and images that brands need. Too many aspiring creators get stuck here, thinking they need paying clients to build a portfolio. That's not true.

You Don't Need Clients to Create Great UGC

The best way to start is by creating "spec" (speculative) work. Simply pick 3-5 products you already own, use, and genuinely love. Then, create the kind of content you’d want to see from that brand if you were a customer. Think of yourself as their social media content creator and make ads for them without being asked.

This shows brands two things: you're proactive, and you have the skills they're looking for. Make sure to choose products from different categories (e.g., a skincare product, a kitchen gadget, a tech accessory) to show your versatility.

What to Include in Your Spec Ads:

Variety is your friend. Your portfolio should showcase different styles of content to prove you can handle any kind of creative brief a brand throws at you. Here are a few types of videos that perform well:

• Unboxing/First Impressions: The classic "out-of-the-box" experience. Make it clean, well-lit, and focus on the exciting details. Bonus points for including ASMR sound design (crisp sounds, satisfying clicks).
• Problem/Solution: This is an advertising staple for a reason. Start with a common problem (the "hook"), then introduce the product as the perfect solution. For example: "Stop wasting money on coffee every day [problem]... Here’s how I make cafe-style espresso at home for a fraction of the price [solution]."
• How-To / Product Demo: A straightforward tutorial showing exactly how the product works. This is great for demonstrating functionality and ease of use.
• Aesthetic/Lifestyle Shots: These videos focus on the vibe. Show the product being used seamlessly in a beautiful setting or an everyday routine. They are less about selling a feature and more about selling a feeling.

Regardless of the type, every video needs a simple structure: a strong hook in the first three seconds to stop the scroll, a clear presentation of the product, and a simple call-to-action (CTA) like "Shop the link in bio!" or "Learn more on their website."

Where to Host Your Portfolio

How you present your work matters almost as much as the work itself. While a simple Google Drive folder or a YouTube playlist can work in a pinch, a dedicated portfolio website looks far more professional. You don't need to be a web designer! Use simple tools like Canva (yes, you can make one-page websites there) or Carrd to build a clean, minimalist portfolio. Organize it neatly by brand, add a short bio about yourself, and make your contact information easy to find.

Step 2: Find Brands That Are Ready to Pay

Once your portfolio is ready, it's time to start finding brands. This is where you need to be strategic. Don’t just spam brands randomly, focus on companies that already understand and use creator content.

Method 1: Scroll with Intent

Turn your regular scrolling time into research time. As you browse Instagram or TikTok, pay close attention to the ads you see. If a brand is already running paid ads featuring creators, that's a massive green flag. It means they have a budget and a system in place for working with people just like you. Save those ads, visit the brand’s profile, and add them to a running list of companies to pitch.

Another great trick is to go to a brand’s Instagram profile and look at their tagged photos. If they are actively reposting customer photos or creator videos, it shows they value community content.

Method 2: Use UGC Marketplaces

Platforms like Brandsmeetcreators, Insense, and Billo were created specifically to connect brands with UGC creators. Signing up is usually free, and it’s a good way to see which brands are actively hiring.

The upside is that the brands are there for one reason: to find creators. The downside is that these platforms can be crowded, and they often take a percentage of your earnings. Think of them as a great place to land your first few deals and get some experience under your belt.

Method 3: Cold Pitching (The Smart Way)

Cold outreach is the most effective way to land high-paying, long-term deals, but you have to do it right. The key is finding the right person. Don’t send your pitch to a generic "info@" email address where it will likely get lost.

Go to LinkedIn and search for people at your target company with titles like:

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

These are the people whose job is to find great content. Once you have a name, you can often guess their email (e.g., firstname@brand.com or first.last@brand.com) or use tools like Hunter.io to find their email for you.

Step 3: Craft a Pitch They Can't Ignore

Your pitch email is your first impression. A copy-pasted, generic message won't cut it. Your goal is to show value, demonstrate your understanding of their brand, and make it incredibly easy for them to say "yes."

The Anatomy of a Winning Pitch Email

Follow this simple structure to stand out in a crowded inbox:

1. Killer Subject Line: Keep it short, direct, and intriguing. Instead of "UGC Inquiry," try "UGC Video Concepts for [Brand Name]" or "[Your Name] x [Brand Name]".
2. Personalized Opening Line: Show them you've done your homework. Mention a recent product launch, a campaign you loved, or why you personally use their products. Example: "Hi [Name], I've been using your lavender sleep spray for months and it's been a game-changer for my nightly routine."
3. Offer Value First: Here’s where most people go wrong. Don’t just ask for a job, provide ideas for free. Give them 2-3 specific, well-thought-out video concepts that align with their marketing goals. Example: "After looking at your recent content, I came up with a few video ideas I think would resonate perfectly with your audience on TikTok:
   
   • A 'Get Unready with Me' routine showing how I use the sleep spray to wind down.
   • A quick 'problem/solution' video focusing on stressful days vs. calm nights.
   "
4. Link Your Portfolio: After providing value, it's time to show them you can back it up. Simply say, "You can see examples of my style and video quality in my portfolio here: [Link]."
5. Clear Call to Action: Make the next step obvious and low-commitment. Don't make them do the work. End your email with something simple like, "Are you the right person to discuss this with? If not, could you point me in the right direction?" or "Would you be open to a quick call next week to discuss this further?"

Step 4: Know Your Worth (And How to Price Your Work)

Pricing can be intimidating at first, but don’t sell yourself short. You are providing a professional marketing service. Brands are paying you not just for a video, but for an asset that can generate them thousands of dollars in sales.

Common UGC Pricing Models

Start with a simple pricing structure. Standard starting rates for new UGC creators often fall in the $150–$350 range for a single short-form video. From there, you can create packages.

• Individual Assets: Ex: 1 video for $250. This is simple and great for one-off projects.
• Bundles/Packages: Offer a discount for buying in bulk. Ex: 3 videos for $650 or 5 videos + 10 photos for $1,200. This is attractive to brands looking to stock up on content.
• Monthly Retainers: Reserved for clients you have a great relationship with. This involves providing a set number of assets each month for a fixed fee, giving you predictable income.

Don't Forget About Usage Rights!

This is extremely important. Usage rights dictate where and for how long a brand can use your content. The broader the rights, the more you should charge.

• Organic Usage: The right to post on their own social media channels (e.g., their Instagram feed, TikTok page). This is typically the base rate.
• Paid Usage (Ads): The right to use your content in paid advertising campaigns. This should always cost extra. A common practice is to charge an additional 20-50% of the base rate per 30 days they want to run it as an ad.

Always clarify usage rights upfront and include them in your contract.

Step 5: Get a Contract and Get Paid

Never start work without a signed agreement in place, even if it's just a detailed email confirmation. A good contract protects both you and the client by clearly outlining expectations.

Your contract should include:

• Deliverables: Exactly what you will provide (e.g., "three 15-30 second vertical videos").
• Timeline: When the content is due.
• Revisions: How many rounds of edits are included in your price (one is standard).
• Usage Rights: Detail exactly where and for how long they can use the content.
• Payment Terms: Specify the total amount and payment schedule. Standard practice is 50% upfront to begin work and 50% upon final delivery.

Final Thoughts

Getting UGC deals comes down to a clear process: build a strong portfolio of spec work, strategically find and pitch brands you love, and price yourself based on the value and rights you provide. It’s about being proactive and professional from start to finish. Once you land your first deal, you'll see how repeatable this process truly is.

As you start landing more of those deals, keeping all your client work organized is the next big challenge. We built Postbase to solve precisely that chaos. With our visual calendar, you can plan and line up content for all your clients in one clear view, so you always know what’s going live and when. It simplifies the scheduling and analytics side of things, freeing you up to focus on creating amazing content and pitching your next big client.

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