How to Start UGC Without Followers

Thinking you need thousands of followers to become a User-Generated Content creator is one of the biggest myths in the creator economy. Unlike influencer marketing, where audience size is the main currency, UGC is all about your ability to create authentic, relatable content that brands can use on their own social media channels. This guide will walk you through the exact steps to build a powerful portfolio, connect with brands, and start landing paid deals, even if you’re starting from zero followers right now.

What Exactly Is UGC and Why Don't Followers Matter?

Before we jump into the "how," let's get crystal clear on what UGC is and what it isn't. User-Generated Content is any form of content - videos, photos, testimonials - created by an individual for a brand to use as part of its own marketing. The brand posts it on their TikTok, runs it as an Instagram ad, or puts it on their product page. You are the actor, director, and editor, the brand is the distribution channel.

This is completely different from influencer marketing. Influencer marketing is when a brand pays you to post on your channels to reach your audience. They are paying for your reach and influence. With UGC, brands are paying for the content itself.

Here’s why your follower count is irrelevant in this equation:

• Brands Want Relatability, Not Virality: The power of UGC comes from its authenticity. It looks and feels like a genuine recommendation from a friend, not a polished, high-budget ad. A video from a person with 100 followers often feels more trustworthy than one from a mega-influencer. Brands know this, and it’s exactly what they’re trying to buy.
• You Are a Content Producer, Not a Billboard: Think of yourself as a freelance content creator or a micro-production studio. A company hiring a photographer doesn't ask how many Instagram followers they have, they ask to see their portfolio. It’s the same for UGC creators. Brands care about your camera presence, your editing skills, and your creative ideas, not your follower-to-like ratio.
• Dark Posting is Common: Many brands use UGC for “dark posts” - paid ads that are targeted to specific audiences but don’t appear on the brand’s main social media feed. In these cases, literally no one will ever see your follower count. The only thing that matters is how well the ad performs, which all comes down to the quality of your content.

Once you shift your mindset from "needing followers" to "building a portfolio," the entire path becomes clearer and much more achievable.

Step 1: Build Your UGC Portfolio From Scratch

Your portfolio is your single most important asset as a new UGC creator. It's your resume, your highlight reel, and your proof of concept all in one. Without any client work yet, you'll need to create "spec" ads - practice or unsolicited content that showcases what you can do. This isn't just about showing you have a phone, it's about proving you understand marketing, trends, and what makes a compelling piece of content.

Brainstorm and Select Your Products

The easiest way to start is with what you already have. Walk around your home and gather 3-5 products you genuinely use and love. This could be anything from your favorite skincare product and a go-to cleaning spray to a handy kitchen gadget or the coffee beans you buy every week.

Choosing products you actually enjoy is important for two reasons:

1. Your enthusiasm will feel genuine, resulting in more natural and convincing content.
2. It allows you to speak from personal experience, creating powerful testimonials and real use-case scenarios.

Think about different categories: beauty, wellness, home goods, tech, food, fashion. This will show brands your range as a creator.

Create a Diverse Range of Content

Don't just make one type of video. Brands need a variety of content styles for different purposes and platforms. The goal of your portfolio is to show them you can deliver whatever they need. For each product you chose, try to create at least 2-3 of these short-form video styles:

• Unboxing/First Impressions: The classic "fresh out of the box" experience. Capture the excitement and details of opening a product for the first time.
• Testimonial/Review: A direct-to-camera video sharing your honest review. Talk about why you love it, what specific problem it solved, and who it would be perfect for.
• Problem/Solution: Show a common problem (the "before") and demonstrate how the product is the solution (the "after"). This is a highly effective ad format.
• How-To/Tutorial: A step-by-step guide showing how to use the product effectively. This is great for products that have a bit of a learning curve.
• ASMR (Autonomous Sensory Meridian Response): Focus on satisfying sounds - the fizz of a drink, the click of a lid, the texture of a cream. These videos are incredibly engaging and stop the scroll.
• Aesthetic/Get-Ready-With-Me (GRWM): A more lifestyle-focused video that showcases the product in an aesthetically pleasing way without a hard sell.

Build Your Portfolio Website

Once you have 8-10 high-quality videos, you need a place to host them. While you can use a dedicated Instagram or TikTok account as a "living portfolio," a simple, professional website is often the better first impression.

You don't need to be a web designer. Tools like Canva, Carrd, or Typedream offer free or low-cost templates that let you build a clean, one-page site in under an hour. Here's what your portfolio should include:

• Your Name and a Professional Headshot: Let brands see who you are.
• A Short Bio: Introduce yourself as a UGC creator. Mention your creative style - are you energetic and funny? Calm and aesthetic? Informative and straightforward?
• Your Content Showcase: Create a gallery of your best spec ad videos. Make it easy for brand managers to click and watch.
• Services & Rates (Optional but Recommended): Briefly list what you offer (e.g., "1 UGC Video," "3 Videos + 5 Photos"). Listing starting prices can help filter out brands that don't have a budget. Do some quick research on Twitter or TikTok using #UGCRates to see what other creators are charging.
• Contact Information: Make it incredibly easy for them to get in touch. Include your email address clearly.

Step 2: Pitching to Brands and Finding Opportunities

With a polished portfolio in hand, it’s time to be proactive. Waiting for brands to discover you isn’t a strategy. You need to reach out directly and tap into the communities where these opportunities are shared.

How to Find the Right Brands

Cold pitching works best when your outreach is smart and targeted. Don't blast the same generic email to 100 brands. Focus your efforts where they'll make the most impact.

• Start with Your Favorite Brands: Pitch the brands behind the products you used for your spec ads. Your passion for their products is a massive selling point.
• Use Social Media: Search hashtags like #Weworkwithcreators, #UGCNeeded, and #BrandsWorkingWithCreators on TikTok, Twitter, and Instagram. The UGC community on Twitter is particularly active and supportive.
• Join Creator Platforms and Marketplaces: Websites like Medialand, Billo, Aspire, Upwork and Cohley are built to connect creators with brands looking for UGC. Create a detailed profile on these platforms and start applying to relevant campaigns.
• Look for Inbound Opportunities: Keep an eye out for brands posting “casting calls” on their social media pages or via dedicated creator accounts.

Crafting the Perfect Pitch Email or DM

Your pitch needs to be short, professional, and value-focused. A busy marketing manager doesn’t have time to read your life story. Get straight to the point.

Here’s a simple but effective template:

Subject: UGC Video Idea for [Brand Name]

Hi [Contact Person Name, if you can find it],

My name is [Your Name], and I'm a UGC creator who makes engaging video content for brands to use in their paid ads and on social media.

I’ve been a huge fan of [Brand Name] for a while, especially your [Specific Product]. I recently created some sample content demonstrating different video styles and thought you might be interested in seeing what's possible.

You can view my portfolio here: [Link to Your Portfolio]

I have an idea for a short video showcasing how [Product Name] solves [Specific Problem] that I think would perform really well as a TikTok ad. Happy to share more if you’re interested.

Best,
[Your Name]

Key points to remember:

• Personalize it. The more specific you can be about why you love their brand, the better.
• Link your portfolio immediately. Don't make them ask for it.
• Offer an idea. This shows you've done your homework and are thinking strategically.
• Follow up. If you don’t hear back in about a week, send a polite follow-up email. Persistence often pays off.

Step 3: Level Up Your Presence and Stay Organized

Once you start the outreach process, maintaining a professional presence and staying organized is what will separate you from the hobbyists.

Optimize Your Socials

Even though you don’t need followers, your social profiles should still look professional. Think of your Creator-focused Twitter, TikTok, or Instagram account as your B2B LinkedIn page. Share some of your best spec ads, post about UGC trends, engage with other creators' content, and follow marketers at brands you admire. This makes you look active, informed, and part of the industry.

Track Your Pitches

Create a simple spreadsheet or use a project management tool to track your pitches. Note the brand name, contact person, date you pitched, the link to their website, and the status (Pitched, Followed Up, In Discussion, Deal Won, Rejected). This prevents you from pitching the same brand twice and helps you see what's working and what isn't in your outreach.

Final Thoughts

Getting started with UGC without followers boils down to a simple formula: prove your skills, not your follower count. By creating a compelling portfolio of spec work, mastering the art of the targeted pitch, and effectively using online platforms, you lay the foundation for a sustainable career based on talent and professionalism.

As you begin to land more clients, managing various projects, deadlines, and content calendars can quickly become the hardest part of the job. At that point, your focus shifts from just creating good content to running an efficient business. We designed Postbase with today's content creators in mind, giving you a clean, visual calendar to plan and schedule all your content - especially the short-form video that dominates social media. We help you stay organized across multiple client accounts without the headaches of tools built for a different era, so you can focus more on creating and less on juggling spreadsheets.