User-generated content (UGC) creators
Who they are: UGC creators are regular people who make sponsored content that appears authentic but is designed to sell a brand’s product or service. Examples of UGC include:
Who works with them: Many brands, such as Coach, will “seed” nano-and micro-influencers with free products in hopes that they will create content. Others, like Uniqlo, have found success by offering prizes for users who create UGC using their products. UGC creators can be paid (approached by a brand to create content in exchange for compensation) or unpaid (a user who genuinely loves the brand and has their content reposted on the brands social channels). For paid UGC creators, usage rights are important terms to negotiate and can increase their compensation. For example, a paid UCG creator films an unboxing video for a brand—charging a flat fee of $500 with an additional $200 for the brand to reuse their content (reposting it on their channel for a specified period or owning the rights forever).
Testimonials How-to guides Unboxing videos
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Reviews & demonstrations
UGC creators don’t necessarily have a big following or post content to their pages vs an influencer. For example, their content could be reposted onto a brand’s channels. Audiences gravitate toward the unpolished style UGC offers, which is usually filmed on a smartphone or camera equipment. Think of UGC creators as freelance content makers.
Creator and influencer tiers (& how to work with them)
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