Guide for beginners
What is a UGC creator?
A UGC creator is a person who films short, natural-looking videos of a product for a brand. The brand pays for the video and posts it on its own page, website or ads. You don't need followers: brands pay for the video, not your audience.
Written by Marta Dexnis, UGC creator. Updated September 28, 2026.
What UGC means
UGC stands for user-generated content. It first meant anything real customers post about a brand: a review, a photo, a video they made on their own.
These videos feel like a friend talking. Brands wanted more of them and started paying people to make them. That paid job is what “UGC creator” means today. You may also hear “UGC content creator”. It is the same job.
Not to be confused with UGC in Roblox, where it means items players make for the game.
The job
What does a UGC creator do?
One job, from the first yes to getting paid.
- Step 1
A brand says yes
You email a brand, or a brand finds you. You agree on the videos, the price and the date.
- Step 2
The product arrives
Most brands mail you the product. Some send a short brief: what to show and what to say.
- Step 3
You film on your phone
Vertical, 15 to 60 seconds, in daylight at home. You talk to the camera like you would to a friend.
- Step 4
You send the files
A Google Drive link is enough. The brand may ask for one small change.
- Step 5
The brand posts it and pays you
They post it on their page or run it as an ad. You get paid as you agreed.
You have seen this work: an Instagram or TikTok ad where a normal person holds a product and talks about it. A UGC creator often made it, and the brand paid for it.
From our brand list
Brands really pay for this
We read public ad libraries for every brand on our list. These are the current counts.
- brands we track
- 4,400+
- are paying for ads right now
- 2,500+
- have run ads with creators
- 880+
A brand that runs ads with creators already buys this kind of video. That does not mean it is looking for a new creator today, or that it will answer you. It means your email makes sense to them.
- Every brand free
- No card
- No commission
Examples
UGC video examples
Six common kinds of UGC videos. You can film all of them at home.
Unboxing
You open the package and share your first reaction.
Brands use it for: New products and gift sets. Shows what comes in the box.
Testimonial
You say what you liked after using it, in your own words.
Brands use it for: Ads and product pages. Buyers trust a real person more than a logo.
How-to
You show how to use it, step by step.
Brands use it for: Products that need a quick demo, like skincare, gadgets, kitchen tools.
Before and after
You show the same thing before and after the product.
Brands use it for: Cleaning, hair, skin, home. Only when the result is real.
Problem and fix
You name a small daily problem, then show the product solving it.
Brands use it for: Paid ads. The problem in the first seconds stops the scroll.
Get ready with me
You use the product in your normal routine while you talk.
Brands use it for: Beauty, fashion and wellness. Feels like a friend's video.
Want to see how a creator shows these to brands? See our UGC portfolio examples.
Compare
UGC creator vs influencer vs affiliate
Three ways brands pay creators. They differ in who posts the video and what you are paid for.
UGC creator
- You get paid for
- The video
- Who posts it
- The brand
- Followers needed
- No
- How pay works
- A set price per video
- When you get paid
- When you deliver, as agreed
Influencer
- You get paid for
- Posting to your followers
- Who posts it
- You, on your page
- Followers needed
- Yes, pay grows with them
- How pay works
- A set price per post
- When you get paid
- When the post goes live, as agreed
Affiliate
- You get paid for
- Sales from your link
- Who posts it
- You, on your page
- Followers needed
- No, but sales need viewers
- How pay works
- A cut of each sale
- When you get paid
- Only if people buy
A UGC creator sells a video. An influencer sells reach to their followers, and an affiliate earns a cut of sales. You can do more than one. If a “UGC” offer asks for your follower count or wants you to post, it is really influencer work. Ask what they are buying, and price it that way.
Money
Who pays, and how much
Brands pay you directly, mostly brands that sell online: skincare, food, home and baby products, and more. Sometimes an agency pays you for a brand, or a UGC platform sits in the middle and takes a cut.
You are paid per video, not a salary. Public 2026 rate guides put a beginner's video at about $75 to $300. Our UGC rate calculator starts a first video at $100 and adds more when the brand runs it as an ad.
How you get paid: by bank transfer or PayPal, when you deliver or half before and half after. Agree on the price, the date and the usage in writing before you film. A rate card makes that email easy.
Be careful with income posts. “I made $5,000 in my third week” videos often end with a course to buy. Your first month may bring zero jobs. It depends on how many fitting brands you email and how good your samples are.
Usage rights
Usage rights and whitelisting, in plain words
The price depends on how the brand uses your video. Here is what the words mean.
Organic use
The brand posts your video on its own page. This is usually in the base price.
Paid use (ads)
The brand pays to show your video as an ad. Ask for how long: 30 days, 90 days or forever. Longer costs more.
Whitelisting
The ad runs under your name, from your account. On TikTok this is often called Spark Ads. It uses your face and your name, so it costs more.
Raw clips
The brand wants the unedited footage to cut its own ads. They get more to reuse, so it costs more.
Exclusivity
You agree not to work with their competitors for a while. You lose jobs, so charge for it.
Before you say a price
Ask: “Will you post it, run it as an ad, or both? For how long?” Then add it up in the rate calculator.
Can I do this?
What it takes
Four good signs and three things to know before you start.
- No followers needed. Brands post the video, not you.
- A phone is enough. Daylight from a window works.
- You can hide your face. Hands-only videos sell too.
- You can start with products you already own.
- Brands want to see 2 or 3 sample videos first.
- You find and email brands yourself. Many won't answer.
- Some “UGC” offers really want followers. Ask first.
Your first job
What your first job looks like
The brand side of the deal: what they buy and what they check.
What brands buy
New videos for ads
They want to test a new way to show the product.
Videos every month
They need fresh posts on a schedule, so they keep the same creators.
A product explained
They want real people to show how it works and who it's for.
Sales through creators
An affiliate or ambassador program. You earn a cut of sales.
What they check before yes
A sample that fits
One video close to their product. Skincare brands want skincare.
The date
When you can send it. Say a date and keep it.
Usage rights
Where they can use it and for how long.
The price
A clear number per video, and what it includes.
An example first job
- A skincare brand answers your email and asks your price.
- You offer 1 video with 30 days of ads for $130.
- They say yes and mail the serum.
- You film in 3 to 5 days and send a Drive link.
- They ask for one change, you fix it, they pay.
An example, not a promise. Prices and timing differ by brand.
Next steps
Want to try?
UGC creator questions
What does UGC stand for?
UGC stands for user-generated content: videos, photos or reviews made by real people instead of the brand. A UGC creator is someone a brand pays to make that kind of video.
Do UGC creators make money?
Yes, brands pay per video. Public 2026 rate guides put a beginner's video at about $75 to $300, and our rate calculator starts a first video at $100. How much you earn depends on how many brands say yes, and nobody can promise that.
How do UGC creators get paid?
Usually a set price per video, paid by bank transfer or PayPal when you deliver, or half before and half after. Agree on it in writing before you film.
What do I need to become a UGC creator?
A phone, good light and 3 sample videos that show how you film and talk. Then a list of brands to email.
How can I learn UGC for free?
You don't need a paid course. Film 3 short videos with products you already own, look at the ads brands run with creators in the free Meta Ad Library, and copy what works. Free guides cover the rest, and your first brand job teaches you more than any lesson.
How many followers do you need for UGC?
None. The brand posts the video, so your audience doesn't matter. If a brand asks you to post it on your own page, that is influencer work and should be priced extra.
Do I have to show my face to be a UGC creator?
No. Many videos show only hands and the product, with your voice. Showing your face opens more jobs, like testimonials.
What is the difference between a UGC creator and an influencer?
A UGC creator is paid for the video and the brand posts it. An influencer is paid to post to their own followers, so their price depends on audience size.
Is UGC or affiliate marketing better?
UGC pays a set price even if nothing sells. Affiliate pays only a cut of sales, so it works better once you have viewers. Many creators do both.
What is an example of UGC?
A 30-second video of a mom trying a new serum in her bathroom, saying what she noticed. The brand then runs it as an ad on Instagram.
Is UGC content legal?
Yes, when you and the brand agree on how they can use it. If you post a paid video on your own page, US FTC rules say you must mark it as an ad, for example with #ad. See the FTC's guide for social media creators.
Is UGC still a thing in 2026?
Yes. Of the 4,400+ brands we track, 880+ have run ads with creators on Instagram and Facebook.
Find brands to email
Brands that already pay creators for video, with an email you can write to.
- Every brand free
- No card
- No commission
