You don’t need a million followers to reach a million people. UGC Creators prove it everyday.

A UGC creator (short for User-Generated Content creator) is someone who produces brand-related content, but isn’t necessarily an influencer - Think TikToks, Instagram Reels, product demos, & even unboxing videos. Instead of relying on a massive following, UGC creators focus on making content that feels authentic, relatable, and native to social platforms.

UGC creators are the ones turning brand messages into scroll-stopping visuals that don’t feel like ads.

Put simply: a UGC creator is the new digital bridge between brands and audiences. They craft viral content, hop on trends and consistently craft lo-fi videos that speak the audience’s language while giving brands fresh, authentic material to use across campaigns. Hybrid UGC agency marketplaces like SideShift are where brands can tap into this creative engine at scale with varying levels of resources and strategic capacity, while connecting directly with Gen Z voices who shape culture in real time.

What Does a UGC Content Creator Actually Do?

So, what is a UGC content creator, really? Think of them as the creative engine behind modern marketing. Here’s the breakdown:

• Create content that converts → short-form videos, photos, product demos, unboxings, and tutorials on platforms like TikTok, Instagram Reels, and YouTube Shorts.
• Tell real stories → not glossy ads, but relatable, authentic perspectives that feel like they came straight from a friend’s feed.
• Fuel brand campaigns → brands own the rights to use this content across ads, websites, and branded socials.
• Stay on top of trends → UGC only works if it feels organic, native, and relevant to the moment.

And here’s the kicker: you don’t need a massive following to succeed. Unlike influencers, UGC creators are valued for the content itself, not audience size.

Why UGC Creators Are Game Changers for Brands

The digital ad world is shifting. Traditional influencer marketing is expensive, overly polished, and often feels staged. On the flip side, UGC creators produce content that feels like it came straight from someone’s feed - raw, relatable, and real.

Trust is now at the center of brand growth. According to Edelman’s Trust Barometer, over half of consumers say brand trust is a top factor in their buying decisions, second only to price. Nearly 70% of consumers avoid traditional advertising entirely, preferring instead to listen to people they can relate to or experts they trust. This is exactly where UGC shines: it’s content made by real people, for real people.

Why Brands Are Loving UGC Creators:

• Higher trust factor → Consumers are skeptical of ads but open to relatable voices. When content feels native to social platforms, it earns attention and credibility that polished brand spots often can’t.
• Cost efficiency → Instead of paying $10K for a single influencer campaign or commercial, brands can test dozens of creative angles with a diversified lineup of UGC creators at a fraction of the cost.
• Scalability → With SideShift’s creator marketplace, brands can instantly activate dozens of creators to flood social feeds with relatable content that’s optimized for performance.

UGC isn’t just a marketing experiment, it’s a structural shift. In a world where people are tuning out ads, UGC creators help brands earn trust, drive conversions, and stay top of mind.

How UGC Creators Drive Real Engagement

Brands don’t just hire UGC creators for cheap content at volume. They do it because it works. UGC feels like a friend’s recommendation, not an ad. On TikTok, Instagram, and even YouTube\, authenticity beats polish every time.

That’s why brands looking for UGC flock to platforms like SideShift to find creators who can deliver high-volume, high-impact assets that outperform traditional creatives. More volume also means brands get faster feedback loops, testing dozens of variations in real time, learning what resonates, and iterating quickly. The result is faster improvements and creative that gets smarter with every round.

UGC vs Traditional Content: Why UGC is King

Traditional ads are polished, scripted, and expensive. UGC is real, authentic, and relatable.

While influencers bring followers, UGC creators bring actual reach and authentic interest. Influencers drive awareness and UGC creators drive conversions.

Most brands today need both, but UGC wins when it comes to scalable, evergreen creative that keeps performing.

A significant 70% of consumers now look to UGC reviews before making a purchase, often consulting 4–7 pieces of content before making a purchasing decision (TrueLoyal). That means having a UGC strategy isn’t just smart, it’s necessary. If your brand isn’t feeding the social media marketing pipeline with authentic creator content, you’re excluding yourself from conversions, and leaving revenue on the table.

How to Become a UGC Creator

Thinking about stepping into the role yourself? Good move. The UGC creator economy is booming, and creators are cashing in. Here are some tips for success as a UGC creator:

Steps on How to Get Started as a UGC Content Creator

1. Pick your niche → beauty, fitness, tech, food - brands love specialists.

1. Study platform trends → especially TikTok. Learning how to become a UGC creator on TikTok can open the biggest doors.

1. Build a sample portfolio → shoot mock content using products you already own and love.

1. List yourself on UGC creator platforms → SideShift, of course, but also marketplaces like Aspire, Billo, or Trend.

1. Pitch brands directly → slide into DMs, send cold emails, or network via creator agencies and communities.

Building Your UGC Portfolio and Getting Noticed

You don’t need followers to become a UGC creator. You need content samples that look real and deliver results. A solid UGC creator portfolio includes:

• A mix of video + photo content
• Different formats (product demos, talking-head videos, lifestyle shots)
• A short bio highlighting your voice, skills, and relevant niches.

Post your work on social media too, sometimes brands find creators just by scrolling TikTok.

UGC Creator Responsibilities, Tools, and Skills

Key Responsibilities Every UGC Creator Must Own

• Deliver content on time
• Follow campaign briefs
• Maintain authenticity (don’t over-polish)
• Understand platform-specific styles
• Understand the brands target audience & value prop

Must-Have Tools for UGC Creators

• Smartphone with solid camera (no DSLR required)
• Editing apps (CapCut, InShot, Adobe Rush)
• Lighting setup (a ring light is often enough)
• Tripod for hands-free shooting

Top Skills You Need to Crush It as a UGC Creator

• Video editing basics → You don’t need pro-level skills, but knowing how to cut clips, add captions, and keep things snappy makes your content stand out.
• Copywriting for captions & hooks → A strong hook or clever caption can be the difference between someone scrolling past or stopping to watch.
• Trend awareness → UGC thrives on being culturally relevant. Keeping up with TikTok sounds, trends, and viral formats keeps your content fresh and top of mind.
• Brand communication → Every brand has a voice. The best UGC creators adapt their style while keeping things authentic.

No polished portfolio? No problem. SideShift connects you with brands and helps you level up your UGC game, so you’re growing both your skills and your income. You don’t need to show up as an expert on day one. With SideShift, you can learn while you earn, building skills, landing brand deals, and stacking wins as you build out your portfolio. Every pro was once a beginner, and on SideShift you can start right where you are, sharpen your craft, and get paid to create content that brands actually value. Forget waiting until you’re “ready.” SideShift is where new and seasoned creators alike plug in, get paid, and level up fast.

Join today for free and start earning like crazy.

FAQs

1. Do UGC Creators Need Followers?

Nope. Unlike influencers, UGC creators don’t need huge followings to succeed. What matters most is the quality and authenticity of the content. Brands care about how well your videos resonate, not how many people are already following you. On SideShift, we match brands with creators based on skills and style, not follower counts.

2. Can Brands Use UGC for Paid Ads?

Absolutely. In fact, UGC often outperforms traditional ads because it feels more authentic, raw, and relatable. Many of the top-performing paid campaigns you see on TikTok and Instagram are built on UGC. SideShift makes it easy to create, test, and scale ad-ready content.

3. How Many Creators Should a Brand Hire?

It depends on your campaign goals and budget. Small businesses might start with 1-3 creators to test messaging, while fast-scaling startups and enterprise brands often hire dozens (or even hundreds) to maximize reach and find Content Market Fit. SideShift’s platform makes scaling creator teams seamless, whether you need 5, 50, or 500 creators.

4. How Do I Find UGC Creators?

You can hunt on TikTok, Instagram, or through creator communities, but it’s time-consuming. SideShift cuts the friction by giving you instant access to 500,000+ Gen Z creators in one place. You can post jobs, browse creator profiles, and recruit verified talent directly through the platform.

Ready to leverage UGC creators for your brand?

Join SideShift today to start sourcing creative, authentic and high-performing content at scale.

5. How Can You Use AI For UGC Creation?

AI can support UGC creators by generating scripts and captions, automating video editing, and even producing authentic-looking images and videos at scale. That said, balance is key. UGC works best because it feels real and human-centered, so leaning too heavily on AI can undermine its value. Instead, consider using AI as a workflow enhancer. Tools like Predis.ai (for scripting and editing), MakeUGC (for affordable AI-driven UGC videos), and AI-powered optimization platforms can help speed up production while keeping your content authentic and relatable.

Sources

Edelman (2020). Trust: The New Brand Equity. Edelman Trust Barometer Special Report.

Goldman Sachs (2023). The creator economy could approach half-a-trillion dollars by 2027. Goldman Sachs Research.

TrueLoyal. User-Generated Content Stats Study.

https://www.trueloyal.com/blog/user-generated-content-stats-study/