User-generated content (UGC) has revolutionized how brands connect with audiences, offering authenticity and relatability.
Now, brands are going beyond organic content by hiring UGC creators, content creators who produce paid content that emulates the feel of traditional UGC.
Keen to learn more? This guide explores more about what UGC creators do, why they’re valuable to brands, and how you can become one.
Table of Contents
What Is a UGC Creator?
A UGC creator is a content creator who is paid to produce content that mimics the authenticity of traditional UGC.
Historically, UGC (user-generated content) has been defined as content created organically by a brand’s followers or consumers — that is then shared by the brand on its own accounts.
82% of consumers said they would be more likely to make a purchase from a brand that uses UGC in their marketing initiatives, which shows just how powerful UGC can be in influencing consumer behavior.
Adobe is a great example of a brand that uses UGC content creators - specifically, creatives - to show off what its full suite of products can do.
Another example of a brand that knows how to execute UGC content creation is HeyShape, an e-commerce shapewear brand.
Their Instagram features models and branded content, but they also have UGC creators modelling shapewear in real-life situations.
This provides an authentic way of showing how the products fit and feel. which helps the brand communicate its message through trends and feedback rather than through polished brand messaging.
How Many Followers Do You Need to Become a UGC Creator?
UGC creators are hired for their content creation skills, not their audience size, so a content creator doesn’t have to be a full-blown mega influencer with thousands of followers.
This makes UGC creation a great option for those who want to work with brands without building a large audience and following.
How Much Should You Charge as a UGC Creator?
How much UGC content creators charge varies depending on the scope of work and deliverables.
Many creators calculate their rates based on the time and resources needed for a project, with a formula based on time spent on content creation multiplied by your desired hourly rate.
Influencer marketing is still a new concept for many brands, making payment inconsistent. You can learn more about how creators get paid, and how much, in Later’s Creator Compensation report.
Why Do Brands Love UGC Creators?
No matter the brand or industry, UGC helps brands produce authentic-feeling content that drives engagement and sales.
Here’s why brands love working with UGC creators.
They Build Trust and Engagement
UGC creators tap into the power of relatability, mimicking real-life user experiences that allow audiences to connect more easily with the brand’s message.
This authenticity builds trust, and when consumers see relatable content, they are more likely to make a purchase.
40% of shoppers say that UGC is “extremely” or “very” important when making a purchase decision, making it more influential than product comparison charts or videos.
Later’s Social Media Manager Chantal Hermetz highlights Poppi as an example of a brand doing great things with UGC.
"Poppi frequently highlights their communities’ photos in UGC photo dumps on Instagram, like this one.”
“What I love about Poppi’s approach to UGC is that, even though they are frequently working with top celebrities and influencers, they always make sure to spotlight their community. It’s a great way to build loyalty and trust with your followers."
They Provide a Steady Stream of Content
For social media managers, creating fresh and engaging content daily can be overwhelming.
UGC creators offer a solution by producing a steady flow of content that brands can repurpose across various channels.
Whether it's Instagram Reels, TikTok videos, or simple product shots, UGC creators help keep a brand’s content calendar full.
They're Cost-Effective
Influencer marketing can come with a big price tag, especially when working with macro or mega-influencers.
Working with nano and micro-influencers as UGC creators, on the other hand, offers brands the ability to generate content for ongoing use without the high costs often associated with influencer partnerships.
Since UGC creators are paid for the content itself rather than promoting it on their channels, brands can use this content repeatedly in their campaigns, maximizing value and keeping costs manageable.
Hey, brands: Here’s a trick your competitors don’t know. Using Later Influence, you can connect with 10M+ vetted influencers to find the perfect UGC creators for your brand.
Why don’t you book a free demo to see how it works?
UGC Creator Trends in 2025
As UGC continues to grow, certain trends are emerging that are reshaping how brands and creators work together.
"I think 'faceless' UGC is on the decline and brands want to be commissioning UGC from creators who are willing to humanize their brand and be on-camera,” says Later’s social media manager, Chantal Hermetz.
“Whether that's talking-head style videos or GRWMs, I think a lot of brands have realized that the concept of remaining 'faceless' is not serving a stronger brand purpose."
The talking head style content results in personal-feeling content for the brand, no matter the industry.
See how Vancity Credit Union worked with fashion creator Lydia Okello for content that is fun, relatable, and touches on their brand's sustainable values.
You might notice brands bringing UGC creators in-house and making them a core part of their brand in 2025, too.
"I’ve noticed more UGC content creators and freelancers being hired on as full-time in-house staff at big brands,” says Chantal.
“Earlier this year, activewear brand Set Active hired a popular TikToker, Sam Vicchiollo, whose focus was to drive large-scale brand awareness on TikTok. In only 7 months, he helped the brand reach 100K followers, with millions of organic views along the way. I think this is something we’re going to be seeing more of."
Sam’s 7-month tenure at Set Active was so successful that after his contract was up, they brought on a new in-house content creator to continue the work he started.
How to Become a UGC Creator
The rise of UGC creators means more opportunities for individuals to get paid for creating content, even if they don’t have a large following. Here’s how you can get started:
#1. Identify the Type of Brands You Want to Work With
Start by making a list of brands you’d love to collaborate with. Consider industries that align with your interests, whether that’s fashion, tech, or wellness. Check out their current content and ask yourself:
What type of UGC do they share?
Could they benefit from more diverse content like TikTok tutorials or Instagram Reels?
Signing up for Later makes it easy to connect with brands in your niche, offering a seamless way to pitch yourself for collaborations.
#2: Create Content!
Here’s the fun part! Start experimenting with different kinds of content creation on your social media accounts.
Decide whether you want to focus on photography, short-form videos, or a combination of the two. Brands love to see examples of the type of content you can create.
#3: Build a Portfolio
A portfolio helps you showcase your work to potential clients. Use tools like Canva to create a polished portfolio, and include any relevant examples, even if they’re mock-ups.
Streamline your workflow by using Later's integration with Canva.
This allows you to export your designs directly into the Later Media Library, no downloads required.
#4: Connect with Brands
Once you’ve built up your portfolio, you can start pitching brands directly or use platforms like Later to connect with brands looking for UGC creators.
Top brands use Later Influence to create and manage their creator-focused campaigns, making it easy for you to find the perfect match for your next collaboration.
Simply join Later’s Influencer Index, our influencer database, and brands will connect with you to get started.
#5: Keep Growing & Learning
As the UGC landscape continues to grow, here are some top tips to help you succeed:
Be Consistent: Like any freelance work, building a steady stream of clients takes time. Keep creating, refining your style, and promoting your portfolio.
Focus on Authenticity: Brands love content that looks and feels real. Whether you're doing a product review or a how-to video, make sure it aligns with the brand’s voice.
Stay Current: Keep an eye on trends. UGC creation is constantly evolving, and staying ahead of the curve will make you more attractive to brands.
Ready to become a UGC creator? Sign up for Later’s Creator Program today and start connecting with brands that are looking for authentic, high-quality content.
