What Is A UGC Creator?

UGC (User-generated content) is one of the most powerful marketing strategies brands can leverage. In fact, 84% of consumers say they trust peer recommendations above all other sources of advertising. UGC builds more trust than any other content and often outperforms costly professional content.

Platforms like Instagram, TikTok and YouTube are brimming with UGC, from product reviews to unboxing videos. However, finding UGC specifically related to your brand can be challenging. A more straightforward option is to partner with UGC creators who can help you to engage with your target audience.

What does a UGC creator do?

A UGC creator is someone who creates videos, reviews, images and other forms of content about brands, but they do not work directly for the brand. User-generated content creators build communities and connections, sharing their authentic opinions on products. There is a high potential for UGC content to go viral, boosting a brand’s visibility and ultimately increasing sales.

UGC creators in action!

What’s the best way to understand UGC creators? See them in action. Here are two examples of successful UGC creators:

@katiepennyjeffries

Katie Penny Jeffries is an Essex based creator who has built an Instagram following of over 75,000, sharing content related to the fashion and travel industries. She recently helped to increase audience reach through a marketing campaign for Exclusive Collection, a luxury hotel chain in Surrey.

Using her content creation expertise, she posted targeted social media ads on her accounts, highlighting the plush facilities and surroundings at South Lodge Spa. The campaign, which also included a group of other UGC creators, amassed a reach of 9.2M and generated £1.4M in media value.

@do.it.yourself.mum

Kayleigh Sherbourne (Do It Yourself Mum) specialises in upcycling furniture and shares her projects with her 580K+ Instagram followers. She has partnered with several brands, using their products to turn tired old furniture into stylish, unique items.

Her videos walk people through the stages of her upcycling projects, so that viewers can recreate her work. She was the perfect UGC creator to collaborate with Frenchic Paint, given the interests and demographics of her followers. Her project for Frenchic showcased her DIY skills by transforming two well-used Ikea children’s kitchens into a dream kitchen, using Frenchic paint.

Her Instagram video post for the brand attracted over 102K likes and was part of a hugely successful campaign that had a reach of 2.8M and a 7.34 X return on ad spend.

Why UGC is essential for brands today

In a world where authenticity reigns supreme, UGC has become an indispensable part of digital marketing. Consumers now look to real people - friends, family and even strangers online - for product recommendations they can trust.

Studies reveal that UGC is trusted 2.4 times more than brand-created content. This shift is a response to the demand for genuine, relatable experiences over polished advertising. Whether it's an enthusiastic customer review or a creative product demonstration, UGC captures attention, builds trust and ultimately drives purchasing decisions in a way that traditional ads struggle to achieve.

For example, take Exclusive Collection, a luxury hotel chain with high-end hotels and spas across England, is known for lavish décor, fine dining and rejuvenating spa experiences. To reach travelers seeking exclusive hospitality, they partnered with travel influencer @shweta.wanders, whose London-based followers are highly engaged with luxury travel and unique experiences.

Shweta, with her established community of high-end travel enthusiasts, created content for Exclusive Collection’s hotels, showcasing highlights such as the serene outdoor jacuzzi, manicured grounds and Michelin-starred tasting menu.

The campaign with 27 influencers, including Shweta, generated:

  • 407 pieces of content

  • 15.6x return on ad spend

  • 9.2 million reach

  • 245,000 engagements

  • £1.4M media value

This strategic UGC approach effectively captivated a discerning audience, amplifying brand visibility and engagement.

Want to see more? Take a look at these four examples of brands winning with user-generated content.

What are the different types of UGC content?

To maximise the benefits of UGC, brands need to consider the variety of content types available. Each format serves a unique purpose and resonates with different audiences:

  • Product Reviews: Detailed reviews add credibility and give potential customers insight into how a product performs in real-life settings.

  • Unboxing Videos: These highlight the “wow factor” of the packaging and first impressions, a great choice for beauty, fashion and tech brands.

  • Tutorials and How-To’s: Step-by-step guides build value by showing practical applications of a product.

  • Social Media Challenges: Hashtags and challenges create community engagement, encouraging user participation and viral potential.

  • Testimonials: Personal stories from real customers humanise the brand, which is especially impactful in industries like health, wellness and beauty.

By strategically using a mix of UGC formats, brands can broaden their reach and connect with various segments of their audience.

How to choose the right UGC creator for your brand

Not all UGC creators are created equal. Finding the right fit for your brand requires understanding your target audience and aligning with creators who share your values and appeal to the same demographic.

Here are some factors to consider:

  • Audience Match: Choose creators whose followers closely resemble your target demographic in age, interests and location.

  • Engagement Rate: Rather than focusing solely on follower count, check the creator’s engagement rate. High engagement suggests a loyal, interactive audience.

  • Content Quality and Style: Look for creators whose content style aligns with your brand image, whether it’s polished and professional or raw and real.

  • Credibility and Authority: Ensure the creator has genuine interest or expertise in your industry, as this will make their endorsements feel more authentic.

Choosing a UGC creator based on these criteria will help you connect with audiences who are most likely to resonate with your brand message.

Work with Find Your Influencer

If you are wondering how your brand can collaborate with UGC creators like Katie Penny Jeffries and Do It Yourself Mum, we have the ideal solution…

Find Your Influencer specialises in user-generated content (UGC) campaigns that connect your brand with real people. UGC is trusted by consumers and proven to elevate brands, with content that is authentic, engaging and relatable. Whether it’s unboxing videos, testimonials or product reviews, our UGC content creation services drive powerful results that resonate with audiences.

Discover the power of real stories

At Find Your Influencer, we help you find the perfect UGC creators from our vast network of over 100,000 influencers in the UK and over 20+ million influencers across the globe. We carefully select creators who genuinely connect with your brand’s values and target audience, ensuring that each piece of content speaks to your customers on a deeper level. Our process includes everything from influencer selection to campaign management, so you can focus on the results without worrying about the details.

Once your UGC is live, we assist with amplifying the best-performing content to your key audience segments, driving even greater reach and sales. With data-driven strategies and detailed reporting, we ensure each campaign’s impact is maximised. Start transforming your marketing with impactful UGC – contact us today to get started!