Have you ever dreamed of becoming an influencer and getting paid to create social media content without needing a large audience? Well, a new wave of people are doing just that: user-generated content creators.
If you’ve spent time on TikTok or Instagram in the past 6-12 months, chances are you’ve come across user-generated content creators. Even if you don’t know the term, you’ve probably seen content created by these creators on your favorite brands’ accounts.
By the end of this guide, you will know the exact steps required to become a user-generated content creator.
Who is a user-generated content creator?
A user-generated content creator is someone who creates sponsored content that looks authentic but is meant to showcase a specific business or product.
The most common format for UGC creators is video, especially on platforms like Instagram and TikTok. Creators usually film and narrate content from their point of view, which gives it authenticity.
The main difference between user-generated content creators and influencers is that user-generated content creators create and deliver to companies without the obligation to publish it on their channels (although this may be added for an additional fee in some user-generated content deals). In the case of influencers, the company usually pays both for the content and for getting to know their audience.
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User-generated content also tends to appear less polished and professional than influencer content, which helps keep user-generated content authentic.
Why is UGC so valuable?
Creating user-generated content is a new concept, while traditional user-generated content is not. It has become a proven tool in social media strategies to build communities, increase brand awareness and increase sales.
Despite the name, user-generated content creators do not create traditional organic user-generated content. Typically, user-generated content is created by customers in the form of photos, videos, testimonials, product reviews, and blog posts and posted spontaneously. Businesses can re-share customer user-generated content, but without payment or contracts.
User-generated content creators create content that emulates traditional user-generated content, using the same raw and authentic shooting style that a regular creator might use when sharing a review of their favorite product.
Since increased visibility and sales are valuable outcomes for any business, it’s no surprise that brands are willing to pay UGC creators. Understanding the reasons can help you better market yourself when looking for user-generated content jobs.
It seems genuine
Consumers are 2.4 times more likely to consider user-generated content authentic than brand-generated content. User-generated content is analogous to product reviews and social media word of mouth.
User-generated content will always have an organic feel that brands can’t match, no matter how “cool”they are. Thus, user-generated content tends to be more engaging and engaging, which is invaluable for brands.
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It’s cheaper than influencer content
When working with influencers, brands must pay for both content and for posts on influencer channels. The greater the influencer’s reach and engagement, the more the brand has to pay, and for celebrities, that amount can run into the millions!
With user-generated content, brands only need to pay for the content itself, which can often be of the same quality (or better) than content from influencers. It also gives them complete control over the distribution and positioning of the content.
This may influence the purchase decision.
Many brands pay to use user-generated content in social media ads because it influences buying decisions. User-generated content acts as social proof, showing that real people are buying and using the product, which can increase sales.
What’s more, UGC doesn’t look like overt advertising, which can make it more attractive when used in ad campaigns.
It’s faster than creating content from scratch
By getting content from user-generated content creators, a brand can get many more elements than if it created them on its own. Brands can distribute the User Content Brief to multiple contributors who will produce and deliver the content to the brand by the same deadline.
Here are 6 more reasons why user-generated content is so important for business.
How to become a user-generated content creator
Anyone with a decent smartphone or camera can become a user-generated content creator. You don’t need a bunch of subscribers or professional video editing skills.
That’s the beauty of user-generated content – the more authentic and natural the content, the better.
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We’ve put together five steps to help you get started as a user-generated content creator.
Step 1: Decide on your shooting setup
You can shoot the UGC just about anywhere – at home, on the street, or in a store (as long as there isn’t too much background noise). Many UGC creators create content from the comfort of their homes where they can perfect their set.
In terms of equipment, you only need a phone with a decent camera and a tripod to stabilize the phone for product photography.
Some optional updates:
- Ring light. Useful for close-ups of your face and shooting at night or in darker rooms.
- Lapel microphone. Plugs into your phone’s audio jack and enhances the quality of the recorded sound. Alternatively, you can also use the microphone on a pair of wired headphones.
- Backgrounds. Here you can get creative – paper, fabric and building materials can serve as a backdrop.
- Props. Varies by product, but find props that match the lifestyle or use cases of the product you’re showcasing.
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Pro tip: Don’t let the quality of your equipment or shooting conditions hold you back. Many user-generated content creators create great content using just a phone, a product, and themselves. As you gain experience and start getting reviews from brands, you can upgrade your equipment and settings.
Step 2: Create a Portfolio of User Content
Ah, the old chicken-and-egg dilemma: you need products to create user-generated content. However, brands will only send you products after you have a portfolio. So where to start?
Answer: create free content featuring your favorite products. You don’t need permission from brands unless you’re portraying it as a paid deal/sponsored content if you choose to post it.
There are several common types of user-generated content:
- Unpacking. Opening the packaging of a new product and revealing all the contents. You can talk about the features of the included parts and how to use them.
- Review/review. Give your honest opinion about the product and how it works. User-generated content reviews differ from other product reviews in that they should be short and not as detailed, possibly focusing on just one aspect rather than the product as a whole.
- How to/examples of use. Demonstration of how you use the product. These can be lifestyle videos showing how you naturally use the product in your daily life, or educational videos.
Pro Tip: When you’re just starting out with your portfolio, we suggest focusing on video as it’s the most common format for user-generated content requests. Strive to have at least one example of all the UGC types listed above.
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Step 3: Practice Your Editing Skills
Once you’ve recorded your clips, the next step is to edit them. The typical length of UGC videos is 15-60 seconds.
Video editing can be tricky to master, but thankfully there are plenty of apps out there to make it easy. The two most popular apps are CapCut and InShot. The in-app editors on TikTok and Instagram are also pretty user-friendly and have many of the same features as third-party apps.
If you’re creating user-generated content for TikTok, here are 15 tips on how to edit your videos.
Pro tip: Practice, practice, practice! There is no shortcut to becoming a good video editor. The more you get used to the tools, the faster you will get them. We recommend including TikTok trends in your user-generated content videos to make them more engaging.
Check out these clips for editing inspiration:
@theugcgirly Another oldie, but goody for my September UGC Example Challenge! Can you tell I love @pacificabeauty products? #ugc #ugccontentcreator #ugccreators #ugcexamplevideo
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Step 4: Post Your User Content (Optional)
This step is optional, as publishing your content is usually not required under user-generated content contracts. However, it’s a great way to practice and get feedback on how to improve your content. Even with a small audience, you can find out what works and what doesn’t by checking the analytics of your posts.
Posting your user-generated content to your account also allows brands to see your content, after which they can contact you to offer user-generated content gigs.
Pro tip: If you want to increase the chances of brands discovering your UGC, don’t use hashtags like #UGC or #UGCcreator – they will signal the algorithm to share your content with other UGC creators. Instead, use hashtags related to the industry and product.
Second, add your email address (or other way to reach you) to your bio so brands can easily reach you.
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Step 5: Get paid
You are now ready for the next step: getting paid for your user generated content! Once you have a portfolio, you can start applying for UGC gigs. We know this is easier said than done, which is why we’ve expanded our tips into a whole section below.
4 tips to get paid as a user-generated content creator
1. Use platforms to find branded deals
With the growth of user-generated content, new platforms have emerged designed to facilitate deals with user-generated content brands. Some publications allow authors to apply, while others require you to create a list of your content creation services.
Here are a few platforms to look for UGC opportunities:
- Fiverr. Create a list with your user-generated content services (like this one) and wait for brands to book you.
- upwork. You can apply for a custom content creator job or list your custom content services.
- Billo. US authors only.
- Insense. You join through the app and select the options to apply.
- BrandsMeetCreators. They email UGC opportunities.
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2. Network with brands and business owners
If you want to be more active and work with specific brands, your best bet is to get online through platforms like Linkedin, Twitter, and TikTok.
You can use these networking platforms in several ways:
- Personal branding. Post updates to your account, share your journey as a user generated content creator, and add CTAs for brands to contact you for user generated content.
- Cold coverage. Think of brands that you really like and would like to create content for, and reach out to the people who work for those companies.
Pro tip: Smaller companies like startups and small businesses that are just starting to expand their social media presence are more likely to need user-generated content.
3. Perfect Your Serve
Offering yourself to a brand for a UGC opportunity is like applying for a job. As more and more people create UGCs, the competition will become more intense. This means you need to make your pitch stand out.
Try to keep your presentations focused on the brand (not yourself) and the value you provide to them through user-generated content.
Pro Tip: Tailor your presentation for each opportunity you’re applying for. In your portfolio, choose examples that relate to each brand’s industry and appeal to that brand’s target audience.
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4. Know your worth
As with influencer marketing, the pay rates for creating user-generated content vary widely. The brand or platform usually sets the bid for deals with brands. However, by staying up to date with market rates, you will be able to choose trades that pay fairly. This benefits you and ensures that other UGC creators are fairly compensated.
Pro tip: Keep an eye on TikTok and Instagram user-generated content creators as they often post behind-the-scenes details of content sharing on how they negotiate brand deals and how much they get paid.
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Frequently Asked Questions About User Content Creators
How many subscribers do I need to get paid as a user generated content creator?
You don’t need a certain number of subscribers to become a user-generated content creator. Many UGC brand deals are content-only, meaning you only need to create and deliver content, without having to publish it on your channels.
How to find brands to work with?
The easiest way to find out if a brand is looking for UGC creators is to use platforms that curate UGC brand offerings. Brands can also advertise calls to UGC creators in their feed posts or Stories. You can also DM brands with your proposal if they are open to work with UGC creators.
How to create a portfolio of user-generated content?
You can use a free tool like Canva or Google Slides to create your portfolio. If you need help getting started, check out our free brand presentation template.