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UGC and creator content

UGC is short for user-generated content, and in practice it means this: a creator makes the video, the brand runs it. The creator does not have to publish it on their own account, and does not need a large audience — what is being bought is the content.

What this covers

  • Content for ads

    Short vertical video built to work as a paid ad: the first seconds carry the hook, the product is inside the story rather than announced.

  • Volume and variants

    A single video is not a test. Several openings and several angles from the same shoot give the ad account something to compare.

  • Usage rights, written down

    How long, on which platforms and in which countries the brand may run the content. This is the line that turns into a dispute when it is left out.

  • Creator match for UGC

    The creator is chosen by delivery, not by follower count: can they read a brief and talk to camera the way the ad needs, not whether they have an audience.

  • Brief and revisions

    The brief sets the hook, the key message and what must not be said (claims, comparisons). Revisions happen before final delivery, not after the content is already running as an ad.

How it runs

  1. 01

    Brief

    We pin down the goal, the budget, the audience and the platform.

  2. 02

    Longlist

    We surface every creator who fits the criteria, using data.

  3. 03

    Shortlist

    We cut it down on audience quality and brand fit.

  4. 04

    Launch

    We run production, approvals and the publishing schedule.

  5. 05

    Report

    Results, and what they mean for the next campaign.

Work from this

Questions

What is the difference between UGC and influencer marketing?
In influencer marketing you are buying access to the creator's audience. In UGC you are buying the content and the right to run it. A UGC creator does not need a large following; they need to be able to make the video.
Can the brand use the content in paid ads?
Yes, when the contract says so. Paid usage is a separate right from the content itself and is priced separately — duration, platforms and territory are written into the agreement.
Who chooses the creator?
We shortlist from the brief — delivery style, tone, past ad-style content — and the brand approves before shooting starts. The brand is not handed a name list to pick from blind.
Does the creator have to post the content on their own account too?
No. That is the point of UGC: the content is made for the brand's channels and ads, publishing on the creator's own account is a separate, optional add-on with its own fee.

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