How to Sell UGC Content

Thinking about turning your video creation skills into cash? You're in the right place. Creating authentic, user-generated content for brands is one of the most exciting ways for creators to make a living right now. This guide breaks down exactly how to sell your UGC, from building a powerful portfolio that gets you noticed to pricing your work and landing clients consistently.

First Things First: What Exactly is UGC and Why Do Brands Want It?

User-Generated Content (UGC) is any content - videos, photos, reviews, testimonials - created by real people rather than by the brand itself. In the context of selling it, you’re not just a random customer posting about a product, you are a content creator hired to create authentic, relatable videos that look and feel like they came from a genuine customer.

Brands are obsessed with this style of content for a few simple reasons:

• Authenticity and Trust: People trust other people far more than they trust slick, corporate ads. UGC feels real and raw, which builds immediate credibility. A video from a person in their own home just hits differently than a studio-produced commercial.
• Higher Conversion Rates: Because it feels more genuine, UGC often leads to more sales. When potential customers see someone just like them using and loving a product, it removes a major barrier to purchase.
• Cost-Effective Content: For brands, hiring a fleet of UGC creators is often faster and much less expensive than funding a full-scale commercial shoot. They get a library of diverse, performance-ready creative assets they can test in their ad campaigns.

You aren't trying to become a TV star with a massive following. You're a content creator who understands how to make a product shine in a way that feels organic to social media feeds. Your value is in your creativity and relatability, not your follower count.

Step 1: Build a Killer UGC Portfolio (Even if You Have Zero Clients)

This is the most important step, and you can't skip it. A portfolio is your resume as a creator. It's the first thing a brand will ask for, and it needs to instantly show them what you can do. The best part? You don’t need a single paying client to create one.

This is where "spec work" comes in. Spec work is creating content for a brand "on speculation" - meaning, you're doing it proactively to showcase your skills. Here's how to do it:

1. Pick 5-10 Products You Already Own and Love: Look around your home. Your favorite skincare product? The coffee maker you use every morning? Your dog's favorite toy? These are all perfect subjects. When you're genuinely enthusiastic about a product, it comes across on camera.
2. Create Different Styles of Videos: Brands need variety. Create a few different types of videos to show your range.
   • Unboxing: The classic first-impression video. Capture the excitement of opening and seeing the product for the first time.
   • Product Demo / How-To: Show the product in action. How do you integrate it into your daily routine? Show people how it solves a problem.
   • Testimonial: A simple, direct-to-camera video sharing what you love about the product and the specific results you've gotten.
   • Aesthetic "Day in the Life": Show the product in a more lifestyle-focused context, blending it seamlessly into a pleasing, well-shot montage.
3. Focus on Quality: Your portfolio videos need to be high-quality. This doesn't mean you need a fancy camera - your smartphone is powerful enough. Focus on the basics:
   • Good lighting: Film in front of a window with natural light. Avoid backlit situations where your face is in shadow.
   • Clear audio: Make sure there's no background noise. If you can, use an external microphone, but a quiet room is the main priority.
   • Stable shots: Use a simple tripod or prop your phone up. Shaky footage looks unprofessional.
   • Strong Hooks: Start every video with a compelling first 3 seconds designed to stop the scroll.

Where to Host Your Portfolio

Keep it simple. You don't need a custom-coded website. Your goal is to give brands a single link where they can see your best work.

• Canva Website: Canva makes it incredibly easy to create a free, professional-looking one-page website to embed your videos.
• Notion or Carrd: These are also great, user-friendly options for creating simple landing pages.
• A Dedicated Google Drive Folder: The simplest option of all. Create a folder, upload your videos, make it shareable with a link, and organize it by video style.

Step 2: Define Your Niche and Creator Persona

Trying to be a creator for "all brands" is a path to getting lost in the noise. The most successful UGC creators specialize. A niche helps you stand out, become a go-to expert, and command higher rates. Think about it: if a skincare brand is looking for content, are they going to hire a generalist who shoots videos for tech, pets, and fitness, or would they prefer the creator whose entire portfolio is filled with stunning skincare content?

Your niche can be broad or specific. Good examples include:

• Skincare & Beauty
• Tech & SaaS (Software as a Service)
• Pet Products
• Fitness & Wellness
• Home Goods & Organization
• Sustainable & Eco-friendly Brands
• Parenting & Kids Products

Once you have a niche, think about your creator persona. What's your vibe on camera? Are you the funny, relatable best friend? The trusted, educational expert? The calm, aesthetic minimalist? Your persona should feel natural to you and align with the types of brands you want to attract.

Step 3: How to Price Your UGC Content

This is where most new creators get nervous, but it doesn't have to be complicated. The key is to start with clear, simple packages that make it easy for brands to understand what they’re getting. Here’s a basic framework to get you started.

Individual Video Rates

As a beginner, a good starting point is around $150 - $250 for one fully-edited UGC video. This includes the rights for the brand to use the video on their organic social media channels.

Bundle and Save: The Power of Packages

Brands rarely need just one video. They need a continuous stream of content to test and post. Offer them a discount for buying in bulk. This gives you more work upfront and makes your pricing more attractive.

Here’s a sample package structure:

• 1 UGC Video: $200
• 3 UGC Videos: $550 (saves them $50)
• 5 UGC Videos: $850 (saves them $150)

Understanding Usage Rights

This is a critical concept to understand for pricing. Where the brand uses your video determines its value.

• Organic Usage: The brand posts the video on their own social media feeds (Instagram, TikTok, etc.). This is the baseline, and your base rate should cover it.
• Paid Usage (Ads): The brand uses your video in a paid advertising campaign. Because your content will be driving sales directly, you should charge extra for this. A common model is charging an additional 50% of the base rate per month the ad is live.
• Exclusivity: If a brand wants to be the only company in their industry you work with, you should charge a premium for this, as it limits your potential earnings from their competitors.

Offer Add-Ons

You can increase your rates by offering valuable extras.

• Raw Footage: Brands love this, as their internal editors can recut it into dozens of variations. Charge an extra 50-100% of your total package price for the raw clips.
• Still Photos: Snap some high-quality photos while you’re creating the videos. Offer a package of 5-10 images for an additional $100-$150.
• Different Hooks/CTAs: Offer to create 2-3 extra "hooks" (the first 3 seconds of the video) for each video concept for a small additional fee. This gives the brand more content to test without you needing to refilm the entire video.

Step 4: Find Brands to Work With

Now that you have a portfolio and pricing, it's time to find clients. There are three main ways to do this:

1. Direct Pitching (Outbound)

This is the most proactive method. You identify brands you want to work with and reach out to them directly.

• Find brands on social media: Look at the ads running in your TikTok or Instagram feeds. These brands are already spending money on content and are likely open to new creators.
• Find the right contact: Search for the "Social Media Manager," "Brand Manager," or "Marketing Coordinator" for that company on LinkedIn.
• Send a polite, professional pitch: A personalized email or LinkedIn message is usually best. Avoid sending a generic, copy-paste template.

2. UGC Marketplaces (Inbound)

Platforms exist specifically to connect brands with UGC creators. These are great for landing your first few gigs.

• Popular marketplaces: Check out platforms like Billo, JoinBrands, Cohley, and Insense. Upwork and Fiverr also have thriving UGC communities.
• Pros & Cons: The upside is that brands come to you. The downside is that these platforms often take a cut of your earnings, and the rates can be lower due to high competition. They're a great place to gain experience and build out your portfolio with real client work.

3. Attract Brands on Social Media

Turn your own social media channels into a lead magnet. Post your spec work and other high-quality content to your own TikTok and Instagram profiles. Optimize your bio to say you’re a "UGC Creator" and include a clear call to action with a link to your portfolio. Use relevant hashtags like #UGCCreator, #UGCContent, and #UGCCommunity so that brands searching for creators can find you.

Step 5: How to Write an Unbeatable Pitch

Your pitch is your first impression. Make it count by keeping it short, personalized, and valuable.

Here’s a simple template you can adapt:

Subject: UGC Video Idea for [Brand Name]

Hi [Contact Name],

My name is [Your Name], and I'm a huge fan of [Brand Name]. I’ve been using your [Specific Product] for months and love how it [mention a specific benefit].

I create authentic UGC video content for [Your Niche] brands to use on TikTok and Instagram. Since I'm already a genuine customer, I had an idea for a short video showcasing exactly how I use [Product] in my [morning/evening/workout] routine. I think it would really resonate with other [target customer type].

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

Are you the right person to speak with about this, or is there someone else on your team I should connect with?

Thanks,
[Your Name]

This pitch works because it's personalized, shows genuine user-ship, offers a specific idea, and provides immediate proof of your skills.

Step 6: Deliver Incredible Work and Build a Lasting Relationship

Landing the client is only half the battle. Your professionalism and the quality of your delivery will determine whether they hire you again or recommend you to others.

• Use a Simple Contract: Always set clear expectations upfront. An agreement should outline the deliverables (e.g., "3 UGC videos"), timeline, number of revision rounds included, and usage rights.
• Over-Communicate: Keep the client updated. Let them know you've received the product, when they can expect drafts, and if you have any questions. A proactive creator is a creator that gets rehired.
• Deliver Professionally: Send the final files via a clean, organized cloud service like Google Drive or Dropbox. Don't send videos as attachments over email.
• Ask for a Testimonial: Once the project is complete and the client is happy, politely ask for a short testimonial you can include in your portfolio or on your website. This builds social proof and makes it easier to land the next client.

Final Thoughts

Selling your talent as a UGC creator is an incredibly rewarding path. It starts with building a portfolio that proves your skill, followed by strategically finding and pitching brands you love. By setting clear expectations, delivering high-quality, authentic content, and maintaining strong relationships, you can build a sustainable business doing what you do best: creating content that people love to watch.

Once you start landing clients and producing content, showcasing that great work on your own social channels becomes a powerful way to attract even more business. For my personal UGC channels, where I post my portfolio examples, I rely on Postbase to plan and schedule all my videos. Being able to see my content in a visual calendar, drag-and-drop posts to new times, and reliably schedule my Reels and TikToks saves tons of time, which frees me up to focus on pitching brands and editing client content.