In the world of digital marketing, authenticity has become the new currency of exchange.
Brands that want to win the trust of consumers know that people no longer want to be “advertised to”-they want to see real experiences, credible stories, and authentic content.
And this is precisely where the figure of the UGC Creator comes in, that is, those who create original content for brands-the new frontier ofinfluencer marketing.
Who are UGC Creators and why they are revolutionizing marketing
UGC Creators (User Generated Content Creators) are professionals who specialize in creating real user-style content-videos, photos, reviews, or digital mini-stories that seem to have sprung spontaneously from the community.
Unlike traditional influencers, they do not base their strength on a personal fanbase, but on the ability to produce credible, high-performing content that can be seamlessly integrated into brands’ paid and organic strategies.
Their value?
Authenticity, trust, performance-and extremely low production costs.
A mix that makes UGC content accessible, scalable and strategic for any brand, large or small.
What is a User Generated Content (UGC)
The term UGC (User Generated Content) refers to any content created by real users–customers, ambassadors, or creators–that tells the story of their experience with a product or service.
Photos, videos, reviews and unboxing are perfect examples of authentic storytelling, capable of generating brand awareness and increasing audience trust.
In digital marketing strategies, UGC content is a very powerful strategic lever because:
- They show the brand from the consumer’s point of view, increasing empathy and credibility.
- They combine authenticity and performance, creating an emotional bond that translates into measurable results.
They boost conversion efficiency, improving CTR and purchase rates in ADV campaigns and funnel marketing.
Why brands are increasingly investing in UGC Creators
L’UGC marketing is not a fad, but a data-driven strategy capable of improving the entire brand communication ecosystem.
That’s why companies are shifting some of their budgets from big influencers to UGC content creators:
- Authenticity
Strengthen trust and improve brand reputation through spontaneous and credible narratives. - Performance
UGC-formatted creatives register higher CTRs and conversion rates than traditional ADVs, especially on platforms such as TikTok and Meta. - Efficiency
Lean, fast and scalable productions: UGC content is more agile to test and reuse at different stages of the marketing funnel. - Engagement
They stimulate community participation and spontaneous sharing, turning customers into true brand ambassadors.
Integrating UGC Creators into a digital strategy means giving the brand a more real and human voice.
From production to distribution, each piece of content is designed to reflect the language of the platforms and maximize performance.
Integrate UGC content into ADV strategies and social channels, monitoring real-time results in terms of reach, conversions and ROI.
UGC and Influencer Marketing: a winning synergy
The most effective advertising campaigns do not pit influencer marketing and UGC marketing against each other-they merge them.
While influencers generate awareness and inspiration, UGC Creators fuel digital conversions and trust.
The result is an integrated strategy where content, authenticity and performance coexist harmoniously throughout the funnel.
In other words:
influencers make people discover the brand, UGC Creators make people trust it enough to try it.
Examples of successful User Generated Content
UGC can take many forms-all united by spontaneity and authenticity.
Here are some examples of formats that perform particularly well on TikTok, Meta and Instagram:
- Authentic video reviews
Real customers recounting their experience with the product, later relaunched by the brand. - Spontaneous unboxing
Genuine, unpolished clips perfect for ADV campaigns or remarketing. - Real product photos
User-style content reposted on company profiles to create visual continuity and image consistency. - Challenge or hashtag campaigns
Activations that stimulate community participation and increase organic awareness. - Short video testimonials
Mini stories of 10-30 seconds ideal for performance-oriented ADV that can drive conversion.
Using Inflead’s analytics tools, brands can measure the real impact of each piece of content-from the engagement generated to the value in impressions, reach and ROI.
UGC Creators represent one of the most interesting evolutions of modern influencer marketing.
They are the answer to the need for authenticity and trust, but also a strategic lever for optimizing costs, improving performance and enhancing the relationship between brand and community.
In the new scenario of digital marketing, it is no longer enough to “be present”-you need to be credible.
And nothing is more credible than content that appears to come from a real user.
Do you want to become a UGC creator?
To become a UGC Creator a person must first choose a clear niche, such as beauty, fashion, tech or travel, and study the content that works best on TikTok, Instagram and Reels.
It takes training to promote products: create short, authentic, product-oriented videos, taking care of framing, lighting, audio, and especially storytelling.
The goal is not to “appear,” but to help the brand sell through content that looks spontaneous.
At first it is useful to make test videos for brands you already love, so you can build a small portfolio to show to companies. In parallel, you need to open a social media profile dedicated to the UGC Creator business, with a clear bio and some sample content set prominently.
Finally, it is necessary to actively pitch yourself: write to target brands, sign up for platforms for UGC, define price list and terms of use of content, treating this activity as a real job.
