ugccreation
UGC — user generated content — means content produced by users or independent creators, then distributed by the brand itself. Its strength comes from looking ordinary: it resembles what you see between two videos from friends.
This is the part of my work where I sit on both sides of the table: I produce content for brands, and I run marketing setups that use it.
UGC or influence: two different logics
An influencer brings their audience and their reach: the content lives on their account. A UGC creator delivers content the brand distributes itself, often as advertising — their community does not need to be large.
Many brands mix both: a post on the creator's account, then UGC variants adapted for campaigns.
starting out as a UGC creator
It all starts with a portfolio of standard formats: before/after, tutorial, unboxing, testimonial. Those concrete examples trigger enquiries far more than a follower count.
Then two paths coexist: direct outreach to brands and specialised platforms. An online portfolio does the rest by attracting inbound requests.
rates and usage rights
There is no universal rate card. Three things make the price: brief complexity, the usage rights granted (duration, platforms, paid media) and the creator's experience.
Rights are the most overlooked point: the same content is not worth the same whether it stays organic or becomes an ad running for a year.
key takeaways
- UGC = content produced by a creator, distributed by the brand.
- Influence bets on the creator's audience, UGC on the content itself.
- A portfolio of standard formats is the real entry point.
- Rates depend on the brief, the rights granted and experience.
frequently asked questions
a project on ugc ?
Audit, strategy, content production or long-term support: write to me at hello@solennstories.com and tell me about your context.