UGC creators (User Generated Content creators) produce creative & authentic promotional content for brands to be used for marketing purposes. They produce videos, photos or texts that are often used on social media, as adverts or on websites to address different target groups in a credible and personal way. UGC creators usually work independently with brands and produce performance-orientated content using clearly defined briefs and scripts.
Want to become a UGC-Creator? This is how!
Do you want to earn money with your creativity - without having influencer status? Then user-generated content (UGC) is just the right thing for you. In this article, you'll find out how to become a UGC creator, what you need and why brands are focussing on authentic creators right now. Whether you're just starting out or already have some experience, we'll show you how to get started.
Do you want to earn money with your creativity - without having influencer status? Then user-generated content (UGC) is just the right thing for you. In this article, you'll find out how to become a UGC creator, what you need and why brands are focussing on authentic creators right now. Whether you're just starting out or already have some experience, we'll show you how to get started.
What is a UGC creator?
UGC-Creators vs. Influencers
The difference between a UGC creator and an influencer lies mainly in their role, reach and objectives:
UGC-Creator:
Focus: Creation of authentic content (videos, photos, texts) on behalf of brands.
Use of the content: The content created is used by the brand on its own channels, e.g. social media, ads or websites.
Reach: UGC creators do not need their own large following or platform.
Goal: To deliver credible, approachable content that different target groups can identify with & thus increase the brand's sales.
Relationship to the brand: Work as a content creator in the background, not as the face of the campaign.
Influencers:
Focus: Sharing content on their own social media channels to reach their community directly.
Use of the content: Content mostly stays on the influencer's platforms (with some exceptions).
Reach: Influencers purposefully build a large following to influence their target audience.
Objective: To spread brand messages and use their personal credibility and reach to promote products.
Relationship with the brand: Act as a public face and use their personal connection to their own community.
In short: a UGC creator creates content for brands, while an influencer shares content to directly influence their own target audience.
Platforms for UGC creators
UGC works on almost all social media platforms - the decisive factor is where your strengths lie and which target groups you are addressing. Here is a brief overview:
TikTok: Ideal for short, creative videos with personality. Brands love TikTok for its high engagement rates and ability to create viral content.
Instagram: Perfect for visual stories, reels and static posts. UGC on Instagram looks particularly high-quality and is well suited for aesthetically staged products.
YouTube (shorts): If you like to explain something or want to present products more intensively, YouTube is a great platform. Shorts offer quick visibility, while longer videos build more trust.
Pinterest & Facebook: Less of a focus, but very relevant for certain target groups - e.g. in the interior, DIY or food sectors.
Amazon & TikTok Shop: As a UGC Creator, you can also produce content for shops outside of traditional social media that contributes directly to conversion.
Important: You don't have to be active on all platforms - find the one that suits your style and workflow.
What do I need in order to get started?
It doesn't take much to get started as a UGC creator. We have listed the most important points for you down here:
Basic equipment
Smartphone with a good camera: Modern smartphones often offer sufficiently high quality for photos and videos.
Editing software: Free tools such as CapCut, InShot or Canva for starters, or advanced programmes such as Adobe Premiere Pro.
Nice to have:
Tripod: For stable shots.
Ring light or softbox: For even lighting.
Microphone: For clear sound.
Technical skills
Video editing: Basic knowledge of editing, transitions and effects.
Nice to have:
Photo editing: Master different tools such as Canva or Lightroom to professionally edit images.
Trend awareness: Use platforms like TikTok and Instagram on a daily basis to apply current content trends to your UGC assignments.
What do I need in order to be successful?
Your appearance
Authenticity: Create content that comes across as natural and believable, rather than contrived or artificial.
Camera-ready: You should feel comfortable speaking into the camera - otherwise your videos will come across as less authentic.
Nice to have:
Storytelling: learn how to tell stories in a way that evokes emotion and fits the brand.
Adaptability: Adapt your style to different brands and target groups.
Communication & perseverance
Communicative: If you want to be successful as a UGC creator, good communication skills are an absolute must. The quicker you can respond to queries or revisions to the brand, the better for your reputation.
Accept feedback: Be open to constructive criticism and act on it. This is the only way you can continue to develop as a UGC creator.
Keep at it: Everyone starts small. Perseverance & willpower is the key to success. Apply for numerous jobs every day or contact various brands to increase your chances of getting your first job. This may take some time at the beginning, but don't give up too quickly!
6 helpful tips for a successful UGC career
Find your style: authenticity beats perfection. Show yourself as you are - brands are looking for real faces.
Know your target group: Think about who you are creating content for and adapt your tone, style and topics accordingly.
Learn what brands want: UGC isn't just ‘a pretty video’ - it's about sales psychology, branding and clear messaging.
Work with briefs - but creatively: Stick to briefs, but always add your personal touch or ideas.
Build up a portfolio: Show 3-5 examples, preferably for different industries or formats.
Stay consistent: Regular output, even without direct orders, makes you visible and helps you practise.
Ready to become a UGC Creator at Speekly?
Register now
FAQ – Becoming a UGC creator
Yes, in most cases you should register a small business if you regularly earn money as a UGC creator. This is straightforward and usually costs between 15 and 50 euros (depending on the city). With a small business, you can write invoices and work with brands legally under tax law.
Important points:
- • Taxes: You are obliged to declare your income to the tax office. You can do this without a tax advisor, e.g. using tools such as Accountable or taxfix.
- • Check your contracts: Even if Speekly takes care of contracts for you, for example, it's good if you know what to look out for (usage rights, buyouts, etc.).
Don't worry - it sounds like a lot at first, but once you have registered, many things run automatically or with simple tools.
