How to Start as a UGC Creator

You've seen those TikTok videos of people unboxing products and thought, “I could do that.” The good news is, you absolutely can, and you can get paid for it. This guide breaks down every step of how to become a User-Generated Content creator, from building your first portfolio to landing your first paid deal with a brand.

First Things First: What is a UGC Creator?

User-Generated Content (UGC) is any content - videos, photos, reviews, testimonials - created by real people rather than by the brands themselves. As a UGC creator, your job is to produce authentic, relatable content that looks like it came from a happy customer, which brands then use in their own marketing campaigns, on their social media pages, or as paid ads.

It's important to understand the key difference between a UGC creator and an influencer. An influencer leverages their own audience and posts content on their personal channels. A UGC creator, on the other hand, is a creative contractor. You make the content and deliver it to the brand, you don't have to post it on your own social media. Your follower count is completely irrelevant. Your value comes from your ability to create high-quality, engaging content that converts, not from the size of your audience.

Step 1: Find Your Niche and Define Your Style

Before you even think about filming, you need to decide what kind of content you want to create. Trying to be a creator for every type of product - from tech gadgets to dog food to skincare - can make you seem like a jack-of-all-trades and master of none. Picking a niche helps you attract the right kind of brands and build expertise.

Choosing Your Niche

Your niche should sit at the intersection of your interests and what's marketable. Ask yourself:

• What products do I use and love every day?
• What am I genuinely knowledgeable or passionate about? (e.g., sustainable living, fitness, beauty for sensitive skin, cooking, parenting hacks, etc.)
• Which industries are actively using UGC in their ads? (Scroll through TikTok and Reels - you’ll see them everywhere!)

Some popular and profitable UGC niches include:

• Beauty, Skincare, and Wellness
• Fashion and Apparel
• Health and Fitness
• Tech and Apps
• Food and Beverage
• Home Goods and Decor
• Baby and Parenting Products

Developing Your Content Style

Your style is what makes your content uniquely yours. Are you funny and high-energy? Calm and aesthetic? Informative and direct? Brands look for creators who have a consistent and authentic style that aligns with their own voice. Don’t try to copy someone else. The most successful UGC feels real because the creator is genuinely being themselves on camera.

Step 2: Build a Killer UGC Portfolio (Even With No Clients)

Your portfolio is the single most important tool in your arsenal. It’s a showcase of your skills that proves to brands you can deliver what they need. You don't need prior clients to build one - that's where "spec ads" come in.

What are Spec Ads?

Speculative ads are ads you create on your own initiative for a brand you'd love to work with, using products you already own. There’s no contract attached, you're creating them purely for your portfolio to demonstrate your skills.

How to Create Spec Ads:

1. Pick a Product You Own: Grab your favorite face wash, a snack you always buy, or a productivity app you use daily.
2. Come Up with a Concept: Don't just show the product. Craft a narrative. Popular UGC concepts include unboxings, "problem/solution" storytelling, "how-to" demonstrations, testimonials, or showing a "day in the life" with the product.
3. Script and Film: You don't need a word-for-word script, but you should have a clear plan with a strong hook (the first 3 seconds), key talking points, and a call-to-action (CTA).
4. Focus on Quality: Use good lighting (natural light from a window is perfect), clear audio (your phone is fine, just make sure there's no background noise), and stabilize your phone with a tripod or by propping it up. Edit your video in an app like CapCut to add text overlays, relevant sounds, and quick cuts to keep it dynamic.

What to Include in Your Portfolio

Aim for a diverse range of 5-10 pieces of content to show your versatility.

• Video Variety: Include an unboxing, an aesthetic "get ready with me," a voiceover tutorial, and a direct-to-camera testimonial. This shows brands you can master different styles.
• High-Quality Photos: Add some photos of products in a lifestyle setting. Hold the product, place it on a clean backdrop, or style it creatively.
• Stick to Your Niche: If your niche is tech, your portfolio should be filled with tech clips, not a single video about a dog collar. Consistency is professional.

Where to Host Your Portfolio

You don’t need a fancy, expensive website. Here are some simple and free (or very cheap) options to create a professional-looking portfolio:

• Canva: Use their one-page website templates. It's incredibly easy to drag and drop your videos and photos, add text about your services, and publish with a custom link.
• Notion: This super-flexible tool can be used to create a beautiful, organized portfolio page. It’s a favorite among creators for its clean aesthetic.
• Linktree or Carrd: These are great for simple, mobile-friendly landing pages that link to your best work.

Step 3: Set Your Rates and Create Packages

One of the trickiest parts of starting is figuring out what to charge. While it might be tempting to work for free products (often called "gifting"), you should move to paid projects as soon as your portfolio is ready. Your time, equipment, and creative skills are valuable.

Standard Starting Rates

As a beginner, a good starting point for a single 15-60 second UGC video is typically around $150 to $250. This fee can increase with experience, demand, and added services. Basic photos might start at $25-$50 each. Do some research in creator communities to see what the current rates are.

Understanding Usage Rights

This is where creators can dramatically increase their earnings. Your base creation fee is for making the content. Usage rights are an additional fee brands pay to use that content for a specific purpose and duration.

• Organic Usage: The brand posts the content on their own social media channels. This is usually included in your base rate or is a small additional fee.
• Paid Usage (Ad Rights): The brand uses your video as a paid advertisement on platforms like TikTok, Instagram, or Facebook. This is far more valuable and should cost extra. A common model is to charge an extra 50-100% of your base rate per 30 days the ad is running.

Always clarify usage rights in your contract so there are no surprises for you or the brand.

Creating Enticing Packages

Brands often need more than one piece of content. Offering bundles can make their decision easier and lock in more work for you. Here are some examples:

• The Starter Pack: 2 UGC videos, 10 photos - $500
• The Social Media Spark: 4 UGC videos, 3 months organic usage rights - $900
• The Ad Machine: 3 UGC videos with a "hook" variation for each (6 videos total), 30 days of paid ad rights - $1,500+

These packages help you upsell your services and provide clearer value to brands.

Step 4: Find and Pitch Your First UGC Clients

With a portfolio and rates in hand, it’s time to start finding clients. There are several effective ways to do this.

Cold Pitching via Email or DMs

This is the most proactive method. Build a list of 20-30 brands in your niche that you genuinely admire.

1. Find the Right Contact: Look for a social media manager, marketing director, or brand manager on LinkedIn. If you can't find a specific person, look for a general marketing or press email on their website.
2. Write a Personalized Pitch: Don't send a generic, copy-pasted message. Your email should be short, specific, and valuable to them.
   • Subject Line: UGC Video Idea for [Brand Name]
   • Opening: Start with a genuine compliment about a recent campaign or product they launched.
   • Your Offer: Briefly mention you're a UGC creator and share 1-2 specific video ideas you have for their brand that align with their current marketing.
   • Call to Action: Link your portfolio and ask if they're open to collaborating on UGC.

Leveraging Social Media

Your own social media profiles can be a powerful lead-generation tool. Post your favorite spec ads on TikTok, Reels, and X (formerly Twitter). Use relevant hashtags like #UGCCreator, #UGCContent, #UGCExamples, and an industry-specific hashtag like #BeautyUGC. Brands and marketers are actively searching these tags every day.

Joining Creator Platforms

Websites designed to connect brands with UGC creators can be a great place to get your feet wet and build your confidence. The pay might be lower than direct deals, but they provide a steady stream of opportunities and handle the payment and contract side of things, letting you focus on the creative work.

Step 5: Master Working with Brands

Landing the client is just the first step. Providing a professional and seamless experience is what turns a one-off project into a long-term partnership.

• Understand the Creative Brief: Read the brand's brief carefully. If anything is unclear about the deadline, desired tone, key messages, or call-to-action, ask questions upfront.
• Communicate Clearly: Let the brand know you've received the product. Give them an estimated timeline for delivery. Proactive communication builds trust.
• Deliver On Time, Every Time: Reliability is a superpower. Meeting deadlines without fail will make you a favorite creator to work with.
• Make Delivery Easy: Send your final content via a shared folder like Google Drive or Dropbox. Label your files clearly (e.g., "[YourName]_[BrandName]_Video1_9x16.mp4").
• Ask for a Testimonial: A great review from a happy client is invaluable. Add it to your portfolio to build social proof for future pitches.

Final Thoughts

Starting as a UGC creator is an incredibly accessible way to turn your creative skills into a flexible and profitable career. It's not about followers, it's about authenticity, reliability, and the ability to produce content that connects with people. By building a strong portfolio, setting professional rates, and actively pitching brands, you can successfully build your business from scratch.

Once you start juggling multiple clients, managing your own promotional socials to market yourself can feel like a job in itself. We built Postbase for precisely this challenge. You can use our visual calendar to plan out the spec ads you'll post on your own channels, schedule them reliably to TikTok and Instagram to attract new leads, and manage all your inbound client DMs and comments in one unified inbox. Our goal is to handle the administrative side so you have more time to focus on creating amazing content for your clients.