I’m relatively new to creating UGC content—about six months in—and I’m seeing a lot of conflicting advice online. Some people say to go all-in on platforms like TikTok and YouTube to build followers first. Others say UGC deals are where the real money is, even if you don’t have a huge audience. I’m genuinely confused about what the best path is.
The frustrating part is that most advice I find is either super generic (“just post consistently!”) or it’s from people who were already influencers before they started doing UGC. I feel like I’m missing some critical step or mindset shift that would help me actually monetize instead of just create.
I’ve done a few small UGC projects for friends’ brands—nothing paid yet—and it’s helped me understand the format better. But I’m trying to figure out: what should I focus on first? Building a portfolio? Learning from people who’ve cracked the code? Finding the right brand partners? All of the above?
I’d love to hear from anyone who’s been through this grind. What actually moved the needle for you when you were starting out?
Welcome to UGC! This is actually so exciting because the market for UGC creators is hungry right now. Brands love working with creators who are just starting out because they’re often more flexible and eager.
Here’s my take: portfolio first, followers second. I know that sounds backwards, but it’s true. Create 10-15 really solid UGC pieces in different formats and styles. Show variety. Post them somewhere—could be your Instagram, could be a Google Drive you share, doesn’t matter. Just make them visible.
Then—and this is the key—connect with brand marketing managers directly. Don’t wait for them to find you. Look for brands you genuinely like, find their marketing lead on LinkedIn, and pitch: “I create UGC in your category, here’s my portfolio, let’s chat.”
You’d be surprised how many small brands are looking for exactly this and don’t know where to find creators. You could be their first UGC hire.
Do you have a specific product category you’re focusing on, or are you staying general right now?
Real talk: when we hired our first UGC creator, it wasn’t because they had 100K followers. It was because they understood our product and their portfolio showed they’d done similar work and gotten results*.
So for you: stop thinking like a creator chasing followers. Start thinking like a service provider solving a problem. Brands need content that converts. Can you do that? If yes, you’re in.
I’d say: dedicate the next month to creating quality samples in one category. Make them so good that a founder looking at them would think “yes, I want this person on my team.”
Then reach out to 20 founders or marketing leads in that space and say: “I create UGC for [category]. Here’s what I can do for your brand. Interested in talking?”
You’ll likely get 1-2 yeses. That’s your start.
What product category interests you most?
Oh, I’ve been exactly where you are! Honestly, the breakthrough for me was realizing I was overthinking it. I spent like two months trying to perfect my “personal brand,” and then I just… started accepting UGC gigs. That’s what actually taught me.
Here’s what I did: I joined a couple UGC platforms, created a solid portfolio (like, 10 different styles of content), and started taking any reasonable gig. Not for the money at first (they were small), but for the feedback. Brands would come back and say “we loved the energy in video 3,” or “we need faster cuts.” That feedback was gold.
After like 15 projects, I saw patterns in what brands loved about my work. Then I leaned into that. Suddenly my invoices got bigger.
Don’t wait to be perfect. Just start doing the work. Your first 20 projects are your education.
Also, I kept everything I created. After six months, I could show a brand: “Here are 20 UGC pieces I’ve created, here’s the variety, here’s my style.” That portfolio opened doors.
Are you on any of the UGC platforms yet, or are you purely looking for direct brand deals?
UGC monetization follows a fairly predictable curve if you understand the framework. Phase 1: volume (get 10-20 projects under your belt). Phase 2: specialization (identify what you’re best at). Phase 3: pricing power (charge premium rates for your expertise).
You’re in Phase 1. The goal isn’t to make huge money yet—it’s to gather data and build case studies.
What I’d optimize for: take projects that let you build a portfolio across different verticals. Fitness, beauty, SaaS, e-commerce—exposure to multiple industries helps you understand what separates good UGC from great UGC (spoiler: it’s clarity about the product benefit, not production quality).
Also: negotiate to get performance feedback on your work. Not every brand will share it, but for the ones that do, ask “how did this perform?” That data is worth more than the fee itself.
After 20 projects, you’ll know your strengths. Then you can pivot to commanding higher rates in your strongest categories.
What metrics matter most to you right now—volume of work or quality of feedback?