How to Start a UGC Business

Earning money by creating authentic social media content for brands is no longer just for big-name influencers. User-Generated Content is exploding, and brands are eagerly paying creators for relatable videos and photos they can use in their own marketing. This guide will walk you through the entire process of starting your own UGC business, covering how to build a portfolio, find your first paying clients, and set rates that value your work.

What Exactly is a UGC Business? (And How It's Different from Influencer Marketing)

First, let's get clear on what UGC is in this context. While "user-generated content" literally means any content made by a user, a UGC business operates a bit differently. As a UGC creator, you are hired by brands to create specific photo and video assets. The key difference is where that content gets posted.

• An influencer is paid to post content on their own social media channels to reach their audience.
• A UGC creator is paid to deliver content assets directly to the brand for them to post on the brand's social media channels, website, or in paid ads.

This is great news for you because it means you don't need a large following. Brands are hiring you for your creative skills, your unique perspective, and your ability to produce authentic content that doesn't scream "advertisement" - not for your follower count. Your talent is the product.

Step 1: Build Your Portfolio (Even Without Any Clients)

This is the most common roadblock for new creators: how do you get experience without any clients? The answer is to create "spec" work - speculative content for brands you love, made on your own initiative. A strong portfolio is your single most important tool for landing jobs.

Brainstorm and Create Spec Content

Choose 3 to 5 products you already own, use, and genuinely like. Think about products in different categories to show your versatility, like skincare, a tech gadget, a coffee brand, or a household organization tool. For each product, create a short video showcasing it in a specific style. Your goal is to show brands what you can do.

Here are a few content styles to try:

• Unboxing: The classic first-impression video. Keep it energetic and focus on your genuine reaction and the best features.
• Problem/Solution: Show a common problem and how the product solves it. For example, a messy countertop before, and an organized counter after using a specific storage solution.
• GRWM (Get Ready With Me): A vlog-style video where you naturally integrate a product (like a moisturizer or makeup item) into your daily routine.
• Aesthetic Showcase: A short, visually pleasing video focusing on the product's design and texture, often set to trending audio. Very little or no talking.
• Tutorial/How-To: A simple demonstration showing how to use the product effectively.

As you film, focus on the basics: good lighting (natural light from a window is best), clear audio (use your phone's microphone in a quiet room), and a strong opening "hook" to grab attention in the first three seconds.

Where to Host Your UGC Portfolio

You don't need a fancy, custom-coded website. You just need a single link you can send to potential clients. Simplicity is your friend.

• A Dedicated Social Account: Create a new TikTok or Instagram account solely for your UGC examples. This shows brands you understand the platforms they operate on. Your grid or feeds becomes an instant visual portfolio.
• A Free Canva Website: Canva offers simple, one-page website templates that are perfect for a visual portfolio. You can embed your videos and organize them by brand or content type.
• A Google Drive or Dropbox Folder: This is the simplest option. Create a folder, upload your videos, and share a "view only" link. Just make sure the folder is professionally organized.

Step 2: Get Set Up For Business

Once you have some work to show, it's time to create a professional presence. This signals to brands that you're serious about your work and easy to collaborate with.

Optimize Your Social Media Bio

Whichever social platform you use to advertise your services, make your bio crystal clear. You want a brand manager who lands on your profile to know exactly what you do in seconds.

Include these four elements:

1. Your Name
2. "UGC Creator" + Your Niche (e.g., "UGC Creator for Beauty & Skincare")
3. A clear call to action and your business email (e.g., "For collaborations: yourname@email.com")
4. A direct link to your portfolio.

Example Bio: "Jane Doe | UGC Creator for Tech & Lifestyle | Let's work together! jane.doe.biz@email.com 👇 Portfolio Below"

Gather Your (Affordable) Gear

You don't need an expensive cinema camera to be a successful UGC creator. In fact, most brands prefer content that looks like it was organically filmed on a smartphone. Your gear list can be simple and budget-friendly.

• Smartphone: Any modern smartphone with a decent camera is more than enough to get started.
• Tripod: This is a non-negotiable. Shaky footage looks unprofessional. A simple, flexible phone tripod costs around $20 and will make a huge difference in your video quality.
• Lighting: You don't need a fancy lighting kit. Filming in front of a window with natural light is often the best option. If you film at night, a simple ring light will work.
• Microphone: Good audio is just as important as good video. If your phone's built-in mic isn't cutting it, an inexpensive Lavalier (lapel) mic that plugs into your phone can dramatically improve sound quality.
• Editing Software: Free apps like CapCut, VN Editor, or InShot are powerful enough for virtually all UGC needs.

Step 3: Find Your First Paying Clients

With a portfolio and a professional profile, you're ready to start outreach. Don't wait for clients to come to you, proactively find brands you want to work with. Here's where to look.

UGC Marketplaces

Platforms exist to connect brands with UGC creators. These are fantastic places to land your first few paying gigs, build your confidence, and add more work to your portfolio. Some brands also discover creators directly through these sites.

Direct Outreach (Cold Pitching)

This is the most effective long-term strategy for finding great clients. Make a list of 10-20 brands you would be excited to work with - especially smaller or direct-to-consumer (DTC) brands that rely heavily on social media marketing.

Find the email address for their marketing or social media manager (you can often find this on LinkedIn). Then, send them a personalized pitch.

A good cold pitch includes:

• A specific subject line: "UGC Video Idea for [Brand Name]" is much better than "Collaboration Inquiry."
• A genuine compliment: Mention a recent campaign or a product you love. Show you've actually looked at their brand.
• Your value proposition: Briefly state that you are a UGC creator and you can make authentic videos for their social channels.
• Link your portfolio: Make it easy for them to see your work.
• An idea (optional but powerful): Pitch a specific video concept you have for one of their products. This shows initiative and creativity.

You can use a similar approach via DMs on Instagram or X (formerly Twitter).

Leverage X (Twitter) and Threads

Brands and marketing agencies frequently post casting calls for UGC creators on platforms like X and Threads. Make a habit of searching for terms like "UGC creator wanted," "looking for creators," or hashtags like #UGCCreatorNeeded. Follow and engage with social media managers, brand founders, and marketing agencies in your niche.

Step 4: Setting Your Rates and Getting Paid

Pricing is one of the biggest challenges for new creators. Your prices will evolve as your skill and experience grow, but it's important to start with a clear structure. Don't work for free products past the initial portfolio-building stage.

Starter Pricing: Per-Video Rates

When you're starting out, pricing per deliverable is simplest. A standard rate for a new UGC creator is typically between $150 - $250 for one short-form video. This rate assumes the brand can use the content on their organic social media channels only.

Key Factors That Affect Your Rate

Your rates should increase based on the value you provide. Make sure to discuss these points before agreeing to any project:

• Usage Rights: If a brand wants "paid usage rights" (the right to use your video in a paid ad), you should charge more. A common practice is to add a fee of 25-50% of the base rate per month they intend to run the ad.
• Exclusivity: If a brand requires that you don't work with any competitors for a certain period, this should also increase your rate.
• Raw Footage: If the brand wants all the raw, unedited clips from your shoot, this requires an extra fee.
• Quick Turnaround: Rushing a project for a brand deserves a rush fee, typically an additional 25%.

Creating Bundles and Packages

As you gain confidence, start offering packages. Bundles provide more value to the brand and secure more work for you. For example:

• The Starter Pack: 3 UGC videos for $550
• The Content Bundle: 5 UGC videos + 10 photos for $1,200
• The Ad Creative Pack: 4 videos with paid usage rights included for $1,500

Create a simple one-page "Rate Card" in Canva that you can easily send to potential clients when they inquire about your pricing.

Final Thoughts

Building a successful UGC business is grounded in a few simple steps: create a strong portfolio of spec work, set up a professional presence, actively seek out clients, and confidently price your services. It's a scalable and fulfilling way to monetize your creative skills in the modern marketing landscape.

As you begin landing clients and growing your own professional brand, showcasing your work examples and client wins on your own social channels is a fantastic way to attract new business. We know that managing multiple platforms can feel like a job in itself, especially when you're busy creating content for others. That's why we designed an easy-to-use visual calendar in Postbase that helps you plan and schedule posts for your own brand across every platform - all from one clean dashboard built for how social media works today.