How To Hire UGC Creators: A Complete Guide

User-generated content (UGC) is changing how brands connect with people. Ads feel staged. Customers know when they're being sold to. But real people sharing their experiences builds trust.

Websites with UGC see 29% more conversions than those without. UGC-based ads get four times higher click-through rates than regular ads. And 70% of buyers factor in reviews before making a purchase.

So if you're a brand looking for UGC creators, you're in the right place. Finding the right people can boost engagement, lower ad costs, and make your brand more relatable.

This guide will show you:

• How to hire UGC creators online
• Where to find them
• How much they charge
• How to make the most of their content.

It’s time to move beyond polished influencer promos. The best UGC creators deliver raw, relatable content that converts. Whether you're in the USA or working globally, you’ll know exactly what to do by the end of this article.

What is a UGC creator?

A UGC creator makes authentic, brand-focused content without needing a massive audience. Unlike influencers, they don’t rely on personal followings to push products.

Instead, they create relatable, unscripted videos, photos, and reviews that brands use in their ads, websites, and social media.

Influencers sell themselves as the brand—UGC creators sell the experience of using the brand. Their content looks like something a friend would post, not a polished ad. That’s why it works.

And forget the follower count. The best UGC creators don’t need millions of fans. Their skill lies in making content that feels real and trustworthy—the kind that convinces customers to buy.

44% of B2B buyers say peer reviews and UGC shape their decisions. The job of UGC creators isn’t to be famous. It’s to create content that makes people stop scrolling and start believing.

See more UGC statistics and the impact of this content.

If you're looking for top UGC creators worldwide, focus on quality over reach. The right creator can transform how people see your brand—without ever posting a single ad on their own account.

Why hire UGC creators?

People simply don’t trust ads. They know you’re trying to sell them something.

On the other hand, recommendations from real people over brand marketing hold more sway over their purchase choices.

1. Increases brand trust and authenticity

Authenticity builds trust. Traditional ads look staged. UGC looks real. When customers see content that feels organic, they’re 2.4 times more likely to say it’s authentic. It’s also why many brands looking for UGC creators choose them over influencers.

Besides, ads are not as relatable. They feel biased, exaggerated, and sales-driven. Shoppers also know companies control the narrative, so they question authenticity. You can also blame incessant ads being shoved into their faces over the years. It made them tiresome.

2. Increases engagement and reach

UGC ads feel like personal recommendations, not corporate promotions. That makes people stop, watch, and take action. It’s no surprise that UGC content boosts web conversions by 29% compared to campaigns without it. On e-commerce product pages, it increases conversions by 161%.

3. Cost-effective

It’s affordable and scalable. Traditional commercial shoots with influencers can run into tens of thousands of dollars per campaign. There are all those expensive studio setups, professional actors, or high-end editing teams.

UGC creators on the other hand charge $100 to $250 per video—a fraction of the price. They film authentic content using their own equipment. Brands can use the same content across social media ads, product pages, emails, and landing pages without needing to create new material from scratch.

A/B testing different versions of UGC ads also helps businesses find the highest-performing content, leading to better conversion rates without increasing ad spend.

4. Customer data access

Data tells the story. UGC reveals what customers actually want. Brands can track which videos perform best, and then adjust messaging, visuals, and ad spend. It’s like running focus groups, but faster.

If you want higher engagement, lower costs, and stronger customer trust, it's time to find UGC creators who know how to deliver.

How to hire UGC creators?

Whether you're a startup or a global brand, following a structured process will help you find UGC creators who actually deliver.

Here’s how to do it:

1. Post a job with a clear brief

Vague instructions lead to bad content and lots of back-and-forth. The best UGC creators work best with specific, detailed briefs.

Your brief should include:

• What type of content you need (video, photo, testimonial, unboxing, etc.).
• Product details (what it is, why it matters, key features).
• Tone and style (casual, professional, high-energy, etc.).
• Any required talking points (specific phrases, benefits, must-mention details).
• Where the content will be used (ads, social media, website, etc.).

If you skip this step, you’ll waste time requesting revisions. Keeping on requesting revisions takes up more energy and can derail your timeline. The best creators can make any product look great—but only if you give them clear direction.

Want an easy way to get started?

Use a UGC brief template to organize your ideas before reaching out.

2. Review and evaluate creator portfolio

Not every creator will be a fit for your brand. You want to narrow it down to creators who suit your brand message and target audience. Going over their portfolios will tell you what to expect. A strong portfolio shows skill, consistency, and adaptability.

Look for:

• Engagement quality – Do their videos feel authentic, or overly scripted?
• Previous brand collaborations – Have they worked in your industry before?
• Production style – Does their content match the look and feel you want?
• Performance data – If available, check how well their content performs in paid ads.

If a creator’s style doesn’t match your vision, move on. There are plenty of top UGC creators who can deliver what you need. Established platforms have tens of thousands of them, so you’re spoilt for choice.

Depending on the platform that you’re using to get the creators, you will either negotiate rates or operate with a fixed fee for each creative asset. Fine-tune this with what aligns with your budget.

3. Ship products and get UGC

Once you’ve selected your creators, send them your product ASAP. The faster they receive it, the sooner they can start creating.

Keep things simple:

• Confirm shipping details as soon as the creator is selected.
• Set clear deadlines so there’s no confusion.
• Ask if they have questions before they start filming.

Most UGC creators deliver content within 7-10 days. If you need a faster turnaround, mention that upfront.

4. A/B Test Your Campaigns

Not all content will perform the same way. That’s why testing matters.

A/B testing lets you:

• Compare different UGC video styles (talking head vs. lifestyle footage).
• See what messaging works best (feature-focused vs. emotional storytelling).
• Optimize ad spend (put more money behind the best-performing content).

UGC boosts campaign engagement by an average of 28%. And brands using UGC earn 20% more ROI than branded content. But to get those numbers, you need to test different variations.

Upload multiple UGC videos, run them as ads, and track engagement. Double down on what works.

5. Measure the performance of UGC posts

At the end of the day, you want content that drives results. Define your KPIs. This is what you will use to assess the performance of the UGC campaigns. Evaluate the performance of the content you get from each of the UGC creators.

For instance, you can track:

• Views & watch time – Are people actually watching?
• Click-through rates – Are they clicking after watching?
• Conversion rates – Is the content leading to sales?

If a creator’s videos perform well, keep working with them. If not, adjust your approach.

6. Long-term collaborations

Jumping from creator to creator can be exhausting. If you find UGC creators who consistently deliver, stick with them.

Long-term partnerships mean:

• Better brand consistency – They get to know your messaging and tone.
• Less back-and-forth – Fewer revisions, and faster turnaround.
• Lower costs – Many UGC creators offer discounts for ongoing collaborations.

Brands that work with the best UGC creators long-term get higher-quality content for less effort.

How to find UGC creators?

Not all UGC creators are the same. Some create content that feels real and relatable, while others produce stiff, scripted videos that miss the mark. The key is knowing where to look.

1. UGC marketplace platform (Best option)

This is the easiest way to find UGC creators online. Platforms like Influee connect you with thousands of vetted creators, ready to produce content in any niche.

Influee offers video ads, testimonials, unboxing videos, Instagram Reels, and TikToks, with access to 80,000+ UGC creators from 23 countries. Here, UGC ads on Influee start at just €20, making high-quality content affordable.

You can:

• Filter by industry, content type, and location
• Compare portfolios and pricing before committing.
• Skip the back-and-forth with agencies—book creators instantly.

For brands looking for UGC creators, this is the fastest and most cost-effective way to scale content production. No need to expend loads of energy digging through social media sites. Just direct access to the best UGC creators who are ready to hit the ground running.

2. UGC agency

Agencies handle everything for you—from creator selection to content delivery. This is useful if you need large-scale campaigns without managing individual creators.

But it comes at a price. Agencies charge more than marketplaces and often take weeks to deliver content. You also lose control over which creators make your videos.

For brands with bigger budgets and less time, this option works. But if you want speed and flexibility, marketplaces are the better choice.

3. Social media

Sure, you can scroll through Instagram or TikTok looking for creators. But it’s slow. And there’s no guarantee you’ll find top UGC creators with the right experience.

Unless you already follow creators you trust, skip this method.

Want high-quality content? Use marketplaces or agencies—they’ve already done the hard work for you.

FAQ

How much does UGC Creator cost?

Prices vary from one UGC platfrom to the other and one UGC creator to another. On average individual creators charge $100 to $250 per video, on Influee these prices start at $20 per video.

Unlike influencers, UGC content creators don’t get paid based on follower count. Their rates depend on experience, content quality, and project complexity. If you need edits or exclusive rights, that can increase the price.

Some brands pay flat rates per project, while others negotiate monthly retainers. Either way, UGC is cheaper than traditional ads—and often more effective.

How do I reach out to UGC creators?

Skip the DMs. Use UGC marketplaces or platforms designed for brands. These sites let you find UGC creators, compare portfolios, and hire instantly.

If you do reach out directly, be clear about what you need, your budget, and deadlines. Avoid vague messages like, “Are you interested in a collab?”—they don’t work.

Looking for UGC creator opportunities? Brands prefer creators who deliver high-quality, engaging content quickly. If you can do that, you’ll always be in demand.