User-generated content (UGC) has exploded in recent years, with many brands using UGC creators to generate content for social posts, websites and campaigns.
Why are UGC creators different from influencers, how do they make money and how can brands benefit? CORQ spoke to two UGC creators; Evie Mundy, who has 8,700 Instagram followers and a TikTok audience of 13,000, and Lauren Barnett, who has 8,600 Instagram followers and a 4,300-strong TikTok audience.
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How do UGC creators differ from influencers?
A UGC creator is a freelance social media creator who makes influencer-style content for a brand to use on its own channels.
“Ultimately UGC content should make you think ‘that could be me’ whereas influencers make you think ‘I want what they’ve got,’” Mundy says. The aspirational element is a key factor in the difference between the two, as is the audience size. Brands work with an influencer to leverage their following and personality, but UGC creators are used for making content to fit the brand’s brief and owned channels.
@jessicalouise.home I always find these videos so interesting and i’ve been so inspired by other creators on here to get into my UGC journey 🤎 Here’s what I made in my first month doing UGC for brands ✨ so many exciting things coming up too! Let me know if you have any questions✨ #ugc #ugccreator #maternitypay #maternityleave
Influencers typically have a niche or expert topic, and usually stay in this vertical to keep their audience engaged. UGC creators can work with all kinds of brands as the content isn’t being posted on their own accounts. “You are essentially a commercial actor for the brand,” Barnett says.
UGC mimics influencer content and often uses familiar formats such as hauls, try-ons and get ready with me (GRWM). “I do think you need a bit of ‘influencer’ about you to be a UGC creator, as the aim is still to influence people to buy from you,” Barnett points out.
How brands can benefit
Many brands use UGC for social campaigns and website content, as it is often more affordable than influencer content. It can show off a product in a relatable way and make a brand seem more personable, using a peer-to-peer mentality.
However, UGC creators don’t have the same endorsement power as influencers, who are known for their expertise in a particular niche or their aspirational lifestyle. Influencers can start conversations within their communities, spark press interest and make recognisable ambassadors, which is unlikely with UGC creators.
The two content styles serve different purposes, and many brands incorporate both as part of their strategies to engage consumers on social channels.
Starting a career in UGC content creation
There is significant demand for advice on how to become a UGC creator. #UGCcreator has 1.3 million TikTok tags and 1.8 million Instagram posts, while #UGC has 1.3 million TikToks and 2.2 million tagged Instagram posts. Creators such as Kate (GrettaUK), Emma (justemscontent) and Hannah have made UGC their niche, providing advice on how to get into the industry, content tips and insider information.
“I already had experience with content creation, both for agencies and working in-house for brands, and it was always the UGC-style content that performed best,” Mundy says. She was made redundant from her job in 2023 and decided to become a freelance content creator – “it was without a doubt the best decision I’ve made for my career,” she says.
For fellow UGC creator Barnett, brands started reaching out to her about creating content. “For a while I only used to do high fi, professional camera content, then realised there was much more demand for UGC, relatable lifestyle-focused content,” she says.
Many UGC professionals use platforms such as Tribe and Influee to get in touch with brands, and some also have social channels where they share their commercial work, which functions as a portfolio.
How UGC creators make money
UGC creator Ellie has spoken about making £5,000 in one month, and broke down the different deals she made to earn this sum. Lifestyle creator Jessica Louise made £1,140 in her first month as a UGC creator during her maternity leave, while Hayley earned £800 from one deal.
While UGC creators and influencers both make money from brand partnerships, the latter have to balance their audience’s trust with commercial deals. This doesn’t apply to UGC creators, as the work they are doing is not linked to their following.
@ugc_byellie How I made nearly £5000 in one month as a UGC Creator 😱 #ugc #makemoneyfromhome #sidehustle #ugccreator #ugctips #howtostartugc #fyp
Barnett points out that smaller influencers can make more money from UGC than from typical brand deals. “You set the rates you are happy with and you can often get paid a decent amount for one video. The work isn’t based on anything to do with your following,” she says. She has created UGC for household brands such as Palmolive and Colgate, which she says doesn’t necessarily fit in with the content on her Instagram.
Influencers with a big audience can charge large sums for one sponsored post, making UGC work less enticing. “Influencers can obviously charge much higher prices but they are limited to certain niches or brands to avoid looking inauthentic. UGC creators, although charging less, can work with as many brands as they like,” Mundy points out.
By Dina Zubi, news and features writer for CORQ.