Guide · Basics
What is UGC?
UGC in one paragraph
Brands found that ads which look like a customer talking to their phone often beat polished studio ads on TikTok, Instagram and Facebook. So they hire creators to film that style on purpose: an unboxing, a testimonial, a how-to, a before-and-after. The creator delivers the video files; the brand posts them or runs them as ads.
UGC creator vs influencer
- Where it’s posted. An influencer posts on their own account to their own audience. A UGC creator usually hands the files to the brand, which posts them.
- What the brand pays for. Influencers are paid for reach: their followers. UGC creators are paid for the content itself, so you don’t need a big following.
- What drives the price. For influencers, audience size and engagement. For UGC, the deliverables plus the usage rights: where the brand can use the video, and for how long.
Many creators do both. The influencer pricing calculator prices posts on your account; the UGC rate calculator prices content you hand over.
Common types of UGC videos
- Testimonial: you talk to camera about why you use the product.
- Unboxing: the first look, from the package to the first use.
- How-to or demo: the product solving a problem, step by step.
- Problem/solution: the frustration first, then the product as the fix.
- Hooks: several different first three seconds for the same video, so the brand can test which one stops the scroll.
How UGC creators get paid
Most UGC is paid per deliverable: a price per video, plus add-ons for extra hooks, raw footage and, above all, usage rights. Paid ad usage and whitelisting are usually charged on top of the base rate. The UGC usage rights guide explains each one.
Put it to work
Your portfolio, media kit and deals in one place
A portfolio page brands can browse, a rate card that turns into a quote, and a tracker from pitch to paid. Get an email as new tools open.
Questions creators ask
+Do you need followers to be a UGC creator?
No. Brands pay UGC creators for the content, not for their audience, because the brand posts it or runs it as an ad. A portfolio of good sample videos matters more than followers.
+What does UGC stand for?
User-generated content: photos, videos and reviews that look like they were made by customers rather than by the brand.
+Is UGC the same as influencer marketing?
No. Influencer marketing pays for posts on the creator’s own account and audience. UGC pays for content the brand uses on its own channels and ads.
Keep going
- How to become a UGC creatorFrom your first sample video to your first paid brief.
- UGC usage rights explainedOrganic vs paid usage, whitelisting, durations and what to charge.
- UGC rate calculatorPrice a UGC video with usage rights, whitelisting, hooks and rush fees, line by line.
- UGC contract templateDeliverables, usage rights, revisions and payment terms for a UGC job.
Coming next
Your portfolio, media kit and deals in one place
A portfolio page brands can browse, a media kit with live stats, a rate card that turns into a quote, and a tracker that takes each deal from pitch to paid invoice. Free to start.