What Is a UGC Creator? How to Start in the UK
UGC stands for user-generated content: photos and videos made by real people rather than by the brand itself. A UGC creator is someone brands pay to make that kind of content, in a natural, real-person style.
If you enjoy filming, reviewing and showing how things work, it's a practical way to get paid for your creativity.
What UGC Means for Brands
A real person's honest take can feel more relatable than a polished advert. That's why brands use UGC on social media and in their ads: it feels more like a recommendation than a commercial, though paid posts still need an ad label.
UGC Creators and Influencers: What's the Difference?
Traditionally, a UGC creator makes content for the brand to use, and it doesn't have to go on their own channel. An influencer posts to their own audience, and part of what the brand pays for is that reach.
Brief72 sits in between. You make the video and post it on your own TikTok, Instagram or YouTube account. From when you send it in, only Brief72 and the brand can use it, apart from your own post, and once the brand has paid in full, the brand owns it and can reuse it. You can still show the video in your portfolio once it’s live, unless we ask you to take it down.
What Brands Look For
- A strong opening that makes people stop scrolling.
- A natural delivery, as if you're talking to a friend.
- Clear light and sound.
- Following the brief, while keeping your own style.
- Honesty, with no claims the brand can't back up.
How to Start
Choose Your Topics
Pick a few you know well, such as food, beauty, fitness, tech or family life.
Practise with What You Own
An unboxing, a review and a how-to are a good start.
Keep It Simple
Film on your phone, in natural light, and keep your first videos short.
Make a Portfolio
Put your best three to five videos together.
Apply for Paid Briefs
Join platforms where brands post paid work. On Brief72, you can apply once you’re 18 or over with 1,000 followers on TikTok, Instagram or YouTube.
Building a UGC Portfolio
A portfolio is simply a few examples that show what you can do. Show a mix of formats, such as a review, a demo and a before-and-after, keep each one short, and update it as you go. Brief72 videos can go in it too once they’re live, shown as posted, with the brand’s name and the ad label left in.
UGC Rates in the UK
UGC rates vary a lot. They depend on the length of the video, how much editing is involved, how the brand will use it and for how long, and whether you're posting it to your own audience.
On Brief72 you don't have to negotiate: each brief shows what you'll be paid if you're approved, and the fee is fixed when you're approved.
The Rules to Know
- Label paid content as an ad, at the start.
- Only use music that's cleared for brand use.
- Don't make claims a brand can't back up.
- Only post a Brief72 video once it's approved in the app.
Do you need followers to be a UGC creator?
Not always: some UGC work is made only for a brand's own channels. On Brief72 you post on your own account, so you need at least 1,000 followers on TikTok, Instagram or YouTube.
Who owns the videos I make?
On Brief72, the brand owns the video once it has paid in full, and can reuse it. Until then, from when you send it in, only Brief72 and the brand can use it, apart from your own post. You can still show the video in your portfolio once it’s live, unless we ask you to take it down.
Can I work with more than one brand?
Yes. There's no exclusivity, although a brief may ask you not to promote a direct competitor during the campaign.
How do I get my first UGC job?
Make a few sample videos, then apply to briefs that match what you make. On Brief72, each brief shows its fee before you apply.
