There is no denying that user-generated content (UGC) is an incredibly powerful marketing strategy. In fact, 79% of people say UGC highly impacts their purchasing decisions. So, working with UGC creators unlocks new doors of opportunity to broaden your audience reach and ultimately, increase your sales.
Whichever product or service you want to promote, UGC creators can help you to elevate your brand and create content that resonates with your target audience.
Finding the ideal UGC influencer is one the most important steps. There are multiple ways to find the ideal partner for your brand, but which is best for you?
13 ways to find UGC content creators
1. Use an influencer agency
The simplest route is to work with an UGC influencer agency. With this option, there’s no need to spend hours searching for relevant influencers to promote your brand. You can access a network of UGC creators who already have communities of followers that relate to your target audience.
In addition, a great UGC influencer agency can manage the whole process for you, from set-up through to delivery and campaign optimisation. This takes the burden of your shoulders and ensures you have experts in your corner using time-tested techniques that are proven to deliver a high ROI.
Take a look at these four examples of how Find Your Influencer helped brands win with user-generated content.
2. Search for influencers on social media
You can find your own UGC creators to work with by searching social media platforms such as Instagram and TikTok. Both platforms are full of accounts with large followings that can align with your brand.
However, this approach can be time-consuming and may not always lead to success, especially if you're unfamiliar with finding influencers who already engage with your target audience. Additionally, you will need to liaise with the influencers, communicate your requirements and monitor performance.
Negotiating pay arrangements with influencers can be challenging and there’s no guarantee you’ll get full value for your money – particularly if the partnership is not as successful as you were hoping for. But if you feel confident in managing the partnership yourself, finding your own UGC creators could be a great way to boost your marketing results.
3. Engage with existing customers
Your current customers are an often-overlooked source of UGC. Many brands run UGC campaigns by encouraging satisfied customers to create content featuring their products. Incentives, such as discounts, giveaways or the chance to be featured on the brand’s official channels, can help generate a steady stream of authentic UGC. This approach not only builds brand loyalty but also produces content from individuals who already genuinely love your products.
4. Social media contests
Create a branded hashtag or a challenge that encourages your audience to post UGC. For example, a fashion brand could start a “#MyBrandStyle” challenge, inviting followers to share their favourite looks using your products. This generates organic UGC and enables you to identify potential creators who resonate with your brand values.
5. Explore creator communities and online forums
Reddit, LinkedIn groups and creator communities host a variety of influencers and creators actively looking for collaboration opportunities. Engaging with these communities allows you to discover fresh talent and reach creators who may not be on mainstream platforms but can still effectively represent your brand.
6. Attend industry events and conferences
Industry events, such as marketing conferences or creator meetups, can be excellent networking opportunities to find UGC creators in person. Events like VidCon or influencer marketing summits also host numerous creators and give brands the chance to connect, observe content styles, and make direct connections.
7. Hashtag and Keyword Searches on Social Media
Searching relevant hashtags and keywords related to your brand or niche on platforms like Instagram, TikTok and YouTube can reveal a wealth of potential UGC creators. Influencers often use hashtags such as #YourBrandName or #YourProductCategory to increase their visibility. Browsing through these tags allows you to assess the quality, engagement and style of creators to see if they align with your brand’s voice and aesthetic.
8. Review Your Existing Followers
Sometimes, your most loyal followers can be the best brand advocates. Take a closer look at your existing followers. Some may already be UGC creators with engaged audiences. By reaching out to fans who are already passionate about your brand, you can foster more authentic and relatable UGC, which often resonates powerfully with other consumers.
9. Leverage Social Listening Tools
Social listening tools like Sprout Social, Hootsuite or Brand24 make it easier to keep track of mentions and conversations about your brand across various platforms. These tools can help identify users who are already sharing content related to your brand or industry, even if they haven’t tagged you directly. This can uncover a new pool of potential UGC creators who are enthusiastic about your products.
10. Run UGC Campaigns with Open Calls
Launching a UGC campaign or contest with a dedicated hashtag invites your audience to create content for a chance to be featured. This approach encourages organic engagement and allows you to identify enthusiastic creators who already love your brand, building a sense of community and trust among participants.
11. Engage with Micro-Influencers and Nano-Influencers
Smaller creators, like micro- and nano-influencers, often have highly engaged and loyal audiences. Their content tends to feel more relatable and less polished, which appeals to viewers. By partnering with these influencers, you can connect with target demographics more directly, with content that feels both genuine and approachable.
12. Evaluate Content Quality Over Follower Count
When it comes to UGC, sometimes less is more. Focus on content quality, creativity and authenticity rather than follower size. Many smaller creators produce UGC that feels raw and real, which can be more impactful than polished, commercial content. Prioritising creators who align with your brand values will give your campaigns a more authentic edge.
13. Use TikTok’s Creator Marketplace or Instagram’s Collab Tool
In-app tools like TikTok’s Creator Marketplace or Instagram’s Collab Tool provide direct access to a variety of creators who specialise in UGC. TikTok, in particular, is a hotspot for relatable, everyday content. Leveraging these tools makes it easier to connect with influencers who can produce engaging UGC that aligns with current trends.
Work with Find Your Influencer
Find Your Influencer is the UK’s leading influencer marketing agency, working with top brands such as ITV and Aldi. We have helped small start-ups through to global companies to leverage the unlimited potential of UGC marketing.
If you are exploring ways to outperform your competitors, working with the best UGC creators in the industry could be the solution you are looking for. Want to see out handiwork? Explore our case studies to see how we’ve helped clients elevate their marketing results. To get started, take a look at these UCG creators in action!
We can help you to achieve similar results, reaching engaged audiences of millions of people. Contact us to speak to one of our influencer marketing experts and we can get started.