Brands are starting to realise that user-generated content (UGC) is perhaps the strongest marketing tool out there. When customers’ peers recommend a product or service, they dive right in.
But getting this marketing strategy right is, of course, challenging. As with other approaches, it requires careful planning and setup.
The purpose of this guide is to help you understand more about UGC, why brands should use it, and top platforms for finding UGC creators (there are a lot of them, now).
We also explore the criteria for finding influencers that fit your brand, how to approach them, and then how to build a sustainable relationship with them in the future.
So, without further rambling, let’s get started.
Understanding UGC and Its Impact on Brands
Think about how you’d feel if you were randomly scrolling through TikTok and then suddenly found an influencer offering a quick-fix to the exact problem you’ve been having with your coffee machine. You’d click, right?
That’s what you’re essentially getting with UGC. It’s engaging because prospects love getting advice and product guidance from their peers.
But what is UGC in 2026? Well, for us, it’s anything created by users who aren’t on your payroll (differentiating them from “brand ambassadors.”) Possible content formats include:
- Photos
- Reels
- Videos
- Stories
- Reviews
- Memes
- Live streams
Effective UGC creators provide an “authentic voice.” Audiences view them as people just like them who are exploring your products or services. Usually, they’ll publish on Instagram, TikTok or YouTube but any platform can qualify, including Discord or Reddit.
The data actually backs up the idea you should use UGC creators for marketing your brand. For instance, 79% of people admit influencers affect their purchasing decisions, compared to just 8% for brand-created equivalents. Furthermore, UGC-based ads (if going down the paid route) offer four times higher click-through rates (and 4.5 times higher conversion rates) than standard approaches, which is just mind-blowing.
Furthermore, UGC is actually easier than conventional marketing right now. The algorithms are favouring it on TikTok, YouTube, and Instagram, right now because it feels “native.” Plus, generational shifts mean the market is growing. Every year, Gen Z and Alpha (the primary users of the platform) are growing more wary of anything that stinks of advertising. UGC side-steps this problem nicely.
Real-world examples of UGC actually working also abound. For example, Duolingo massively increased its subscriber count by remixing its Duo owl on TikTok. Gymshark did something similar, getting customers to post themselves wearing its clothes on TikTok and Instagram, growing to global fame in just a few years.
Top Platforms to Scout for UGC Creators
Now we’ve established what UGC is and its value in marketing, the next step is to figure out where to go to get it.
Numerous platforms can connect you with influencers these days. These will usually charge a one-off fee or get you to pay a subscription for a minimum quantity of UGC output.
Below we list some of your options:
Billo
One place to look is Billo. This platform is great if you need UGC creators for scalable short-form content. You simply pay a fixed fee per video, making the service incredibly simple. Influencers then upload their content to match your brief.
Insense
Insense is a good option if you want UGC and micro-influencer collaborations. It’s a bit more expensive, but lets you filter by niche (helpful if your brand is in a specific segment, like beauty).
Trend.io
For influencers with a bit more clout, Trend.io could be an option. Its creator network includes more than 10,000 individuals, giving you a massive choice over who you use.
Cohley
For even more choice (with up to 100,000 UGC creators in its network), Cohley could be an option. This service offers free creator matching and bundles products for end-to-end campaigns. It’s a good platform if you want to turn UGC creation into a simple, repeatable process.
Collabstr
Collabstr is more “self-service”.” You pay less and set rates yourself, allowing UGC creators to essentially come to you and bid. Sometimes, you can find real bargains.
Creator.co
Finally, you could look at Creator.co. It provides things like automated matching and lets you track performance across several metrics and platforms.
It’s probably a good idea to start with Billo and then build from there. Insense is a good option if you’re looking for more polish.
Once you have these platforms working for you, track their return on ad spend (ROAS). This metric tells you how UGC campaigns are performing. Generally, you should aim for 4x your initial spend to cover all your costs and make it worth it. If you’re falling below this, then other marketing methods may be better for your brand.
Of course, you can ignore all these platforms and reach out to UGC creators organically. Options include:
- Asking former customers to create content about your products/services and post it on social media
- Reaching out directly to individuals on social media
Adopting organic approaches means you must offer creators something in return. For example, enter your customers into a competition or offer individuals on social media exclusive product samples. Don’t just ask and expect a freebie.
Criteria for Selecting the Best UGC Creators
Knowing which platforms to use is one thing, but selecting the top UGC creators is quite another. Many won’t be professionals — and that’s a good thing for authenticity — but they still need to offer characteristics that serve you.
First, look at their audience-to-engagement ratio. This metric reflects their ability to grab and hold attention. Anything approaching 25% is absolutely incredible and above 8% is considered decent. Below 3% is problematic on TikTok and Instagram
Second, measure their hook rate — the number of viewers they capture in the first three seconds. This statistic should be above 65% by this time stamp. Again, if it’s below 45%, that suggests a problem with their intros.
Just be aware that performance requirements can vary a little by industry. For instance, in beauty and skincare, engagement should be upwards of 12% while in technology, it’s more like 10%.
After that, look for evidence they can serve your brand well. Key factors to consider include:
- Being highly authentic and engaging on camera with minimal stiffness where possible. Creators reading off teleprompters can come off as robotic.
- Fitting your brand by regularly posting videos in your category. UGC creators who usually do work for other industries may not understand what makes audiences in your niche tick, leading to off-target content.
- Matching your audience demographics. UGC creators should appeal to people in your prospects’ demographics. For example, using Gen Z for a Boomer audience isn’t advisable.
- Improving production quality. UGC creators should offer the aesthetic you need for your marketing goals. Scruffy is okay, as long as it fits your brand.
- Offering quick response times and professionalism. Working with UGC creators who leave your message on “unread” for weeks isn’t fun. You need people who understand the industry they’re in.
To vet them further, open their TikTok or IG account and look at how they’re posting. Get them to provide you with critical metrics like their 3-second retention rate across the most recent videos and their average engagement rate.
Also, try playing their content on mute. Ask yourself whether they could be your audience’s new best friend.
How to Approach Potential UGC Creators
Approaching potential UGC creators is one of the most challenging aspects of using this marketing approach. Most influencers are receiving anywhere from 50 to 300 DMs per day, depending on their popularity, so it’s a saturated landscape.
Due to this, expect some ghosting. It’s not creators being rude: it’s just a volume game for many of them.
The trick is to avoid being like most brands who send garbage DMs. You need to figure out a way to make yours stand out so you win more often.
Don’t do what most brands do and lead with something like “Do you do UGC?” That sounds like you’re asking for something (usually for free), and has a beggar tone about it.
Instead, lead with something more specific that offers immediate value. Mention money if necessary to spark interest.
Also, focus on using a respectful tone. Always remember UGC creators work for themselves, not you, so treat them well.
Cold Outreach Framework
A cold outreach framework can help you attract the UGC creators you need for your brand. Usually, you won’t have a pre-existing relationship with them, so getting the introduction right is critical.
Here’s our general advice for sending them emails and DMs:
- Start with a personalised hook. Say something about their content that you like and that fits your brand.
- Provide a genuine complement. Show them that you watch what they do and have taken a genuine interest.
- Make a soft offer. Provide them with some money upfront or high-value gifting plus some next steps they can take with you (if they want).
- Make it easy to reply, even with one word if necessary.
Here’s an example of what this looks like in practice:
Hey [First Name]. We recently saw your honest review of [Another Product] and really liked it. We just launched [Your Product] and immediately thought you’d be a great person to look at it.
We’d love to give you [Money/Free Gift/VIP access] for a quick 1-3 minute review of what we do, all rights included.
What do you think?
An email or DM is likely to hit hard because you’re showing genuine interest in the creator. They’ll like the fact you took time to consume their content and reached out to them personally.
Also, consider your follow-up sequence.
For example, after three days, you could sent:
Hey [Creator Name] — just checking in to see if you got our message. No pressure either way.
Then, after seven days, you could send a final follow-up
Hey — just a final follow-up to see if you’d like to be in our latest round of creators. We’re paying!
Also, know what to avoid saying. Don’t go in with something like “we’re looking for a long-term ambassador” or “you need to check your spam folder.” Keep it polite, polished and respectful. Avoid assuming they want to work for you. They may not!
Crafting a Compelling UGC Proposal
Once you have someone you want to work with, the next step is to create their UGC proposal. This should outline what you need in clear terms, minimising ambiguity.
Usually, 90% of creators will get content right if they have a decent brief. If they don’t, that’s where things go wrong.
Be careful though: don’t overload them with 2,000 words of instructions. No human on the planet can take in that quantity of information without being an expert in your brand first. Instead, be brief and respect their time.
Provide An Executive Summary
Start with a cover or executive summary with your brand, the pay, and the delivery by date. Put as much quick information upfront so the creator understands what you’re asking for.
Money And Deliverables
Then, add what you’ll pay (or gift) and the deliverables you expect. For example, you might say:
- Payment made into PayPal at the end of every 30-day period, £50 per 1-minute video
- Deliverables:
- 1-minute video in 4K at least 60 seconds
- Full commercial usage rights granted to [Your Brand]
- Extra bonus pay for organic post performance
Examples
Also, provide the creator with examples of videos that already crushed it for your brand. These should be pedagogical tools they can use to determine how they should create.
If necessary, educate them in this section on the value of powerful hooks. Make sure they understand how to grab audience attention with the right phrases and curiosity-generating language.
Also, add scene-by-scene shot lists and possible scripts if they’re beginners. Later on, they will learn the skills to riff and improvise.
Do’s And Don’ts
Lastly, give them a list of do’s and don’ts. For example:
- DO talk to the camera like you’re on Zoom
- DON’T sound like you’re reading a brand script
Building Long-Term Relationships with UGC Creators
Building great long-term relationships with UGC creators is all about providing them with value. Get this right, and you’ll massively increase your worth to them and the likelihood they stay.
Lock Them In With Tiered Bonuses
One of the best ways to lock them in without signing an employment contract is with tiered bonuses. Give them more money the higher the performance and the longer they stay.
For example:
- Offer £300 if they do more than 8x ROAS
- £1000 if they generate more than 1 million lifetime views
- £2000 if they continue creating for you for 24 months or more
Make sure they’re always chasing after a financial reward.
Run “Creator Days” Every Quarter
In addition to this, run creator days every quarter. For example, you could offer a free product, Q&A sessions with your founders, or prize giveaways for the top ten performers.
These events draw creators into your community. They start feeling like a part of the team, even if they’re not strictly staff.
Feature Them On Your Main Channels
Featuring creators on your main channels is also a great approach. Doing this makes them want to trust and follow you more.
It also generates reciprocity, one of the most powerful forces in human psychology.
Send Surprise Packages To Them
Sending surprise packages to them is another great idea. Again, it creates reciprocity but it also makes your brand seem intrinsically more interesting.
Just knowing that you spent £50 on them is enough for them to feel loved. It’s a small gesture for a company like yours, but can have a massive impact.
Switch To Monthly Retainers
If you can switch from one-off payments to monthly retainers, that’s also a good way to build better relationships. Tying these retainers to performance and UGC creator size also helps — this way they’ll never feel short-changed.
Create A Private VIP Discord Channel
Creating a private VIP discord channel with exclusive access to your brand can also help. Creators need to be able to ask questions and join with the other people in your community.
These chats can be a way for them to add value for their audiences. They can get inside scoops on your products or services before anyone else.
Pay Faster
Lastly, you can make friends quickly with UGC creators by simply paying faster. Waiting 30 days is standard but it’s not attractive. Most people want money faster than this.
If you can pay within 24 hours of delivery, that’s the gold standard. Just ensure you work with creators you trust. If someone’s new, wait up to a week, and then reduce from there.
Use faster payment tools, like PayPal, Wise or Tremendous. Look for options that will suit your partners.
Measuring the Success of Your UGC Campaigns
Finally, how can you measure the success of your UGC campaigns? Fortunately, it’s easier than it sounds.
Pick Your Metrics
The first step is to pick your metrics. These provide you with objective measures of whether your UGC is working as intended.
ROAS
Return on ad spend (ROAS) is the ratio of what you generate from your UGC marketing efforts, and what you spend on them. The goal is to make the numerator as big as possible while minimising the denominator.
A 6x ROAS is pretty good. However, it’s possible to get 12x or more with UGC campaigns, especially if you can get creators to post content for free.
Cost Per Acquisition
Cost per acquisition (CPA) is another metric you’ll want to track. It tells you how much you’re spending to acquire each customer using UGC. Again, you want this figure to be as low as possible compared to the customers’ lifetime value (LTV). The higher the LTV and the lower the CPA, the better position you’re in.
Hook Rate
The hook rate refers to the number of people watching videos on TikTok, Instagram and other platforms for more than 3 seconds. If they don’t watch this long, it suggests intros aren’t working as you’d want. (Generally, hook rates should be above 65%).
Creative Fatigue Score
You might also want to track more exotic metrics, like creative fatigue scores. These tell you when you need to rotate one creator for another.
You can measure creative fatigue with ROAS. If you see it drop 25% for one creator in the space of a month, then switch them out for another.
Earned Media Value
Earned media value (EMV) is another option. The idea here is to measure the viral flywheel your UGC is generating. It’s calculated by taking your organic reach and multiplying it by the CPM equivalent.
Usually, you’re aiming for a return of between £3 and £12 for every £1 you spend.
CTR From Site To Feed
Finally, you might want to explore the click-through rate (CTR) from the UGC feed to your site. Generally, you’re aiming anywhere from 3.5% to 8%, depending on your side. UGC is usually way better than branded creative content for this, with people trusting their peers more than marketing professionals.
Ready to Boost Your Brand? Start Finding UGC Creators Today!
When you know where to find UGC creators for your brand, it can massively improve your marketing. Generally speaking, it shouldn’t be the only form of outreach you use, but it should be right up there.
We suggest dedicating around 60% of your marketing budget to UGC content in today’s advertising space. Customers are far more likely to listen to their peers than take instructions from you directly.
On the topic of how to find UGC creators, we suggest using the big platforms, like Billo and Insense. These provide a ready-made pool of creators to tap into when you want. Usually, you’ll pay a fixed fee per service, so no nasty surprises.
