How to find UGC creators for your DTC brand (2026)

User-generated content, or UGC, is video and photo content made by real people using your product, usually paid for by you and posted on your channels or run as ads. It works because it looks like a recommendation from a friend rather than an ad. For a small brand it is also one of the cheapest ways to get a steady supply of content. The hard part is finding the right creators. Here is how.

UGC creators vs influencers

An influencer is paid mainly for their audience. A UGC creator is paid mainly for the content, which you then post or run as ads on your own accounts. Many creators do both. For a small brand, UGC is usually the better first step, because you own the content and you are not betting on one person's audience.

Where to find UGC creators

1. Your own customers

Start here. Look at who has tagged you, left a detailed review or sent a nice DM. People who already like the product make the most believable content. Send them a short note offering a free product or a fee in exchange for a video.

2. TikTok and Instagram search

Search your category plus words like "review", "unboxing", "routine" or "honest". Look for people who already film clearly, speak naturally and post regularly, even with small followings. Check their bio for an email or a "UGC creator" note, which means they are open to paid work.

3. Creator marketplaces

Platforms like TikTok's creator marketplace, Collabstr, Billo and Insense list creators with portfolios and prices. They are faster than searching by hand and handle payment, but take a fee. Good when you need several videos quickly.

4. Communities and hashtags

Creators who want brand work often post in UGC communities and use tags like #ugccreator. You will get many replies quickly, so be ready to vet.

5. Ask other founders

Founders in your category often share the creators who delivered for them. A personal recommendation saves you from the ones who miss deadlines.

How to vet a creator

• Watch three of their past videos. Do they hook you in the first two seconds? Is the sound clear? Would you stop scrolling?
• Check fit. Would your buyer trust this person talking about your product?
• Ask about turnaround and revisions. Reliability matters more than polish.
• Ignore follower count for UGC. You are buying the video, not the audience.

What to put in the brief

Keep it to one page. Long briefs produce stiff videos.

1. The product and who it is for, in two sentences.
2. One key point you want the viewer to remember.
3. Two or three hook ideas for the first three seconds. Let them pick or improve one.
4. Format and length: for example 20 to 30 seconds, vertical, talking to camera.
5. What not to say. No medical claims, no promised results, no competitor names. Ask them to share their honest experience.
6. Deliverables and deadline, including raw files if you want to re-edit.

Our post on the content formats that win for DTC brands has hook and format ideas you can paste straight into a brief.

Paying creators and usage rights

Rates vary widely with experience, format and how you plan to use the content. Newer creators often charge per video, while experienced ones charge more and may add fees for running the video as an ad. Agree in writing on the fee, the number of revisions, where you can use the video and for how long. Running a video as a paid ad usually costs more than posting it organically, so ask for both prices up front.

Disclosure

If a creator posts about your product on their own account and was paid or given free product, it needs to be disclosed, for example with the platform's paid partnership label or #ad. The rules differ by country, including the US, Canada, the UK and Australia, so ask creators to follow the disclosure rules where they post.

Making the most of each video

One good video can become several posts: the full version, a 10-second cut of the best moment, a still for a carousel, and a quote for an email. Plan where each video will go before it arrives. Tell Kova what the video shows and she will plan a week of posts and emails around it in your Playbook, and Jenny can tell you which one is worth testing as an ad.

Frequently asked questions

Where can I find UGC creators for my brand?

Start with your own customers who already post about you, then search TikTok and Instagram for your category plus words like review or routine, then try creator marketplaces such as Collabstr, Billo or Insense. Other founders in your category are a good source of tested names.

How much do UGC creators charge?

Rates vary widely with experience, format and how you use the content. Newer creators usually charge per video, experienced creators charge more, and using a video as a paid ad often costs extra. Agree the fee, revisions and usage rights in writing before they start.

What is the difference between a UGC creator and an influencer?

An influencer is paid mainly for their audience. A UGC creator is paid mainly for the content, which you post or run as ads on your own accounts. For a small brand, UGC is usually the better first step because you own the content.

What should a UGC brief include?

The product and who it is for, one key point, a few hook ideas for the first three seconds, the format and length, what not to say, and the deliverables and deadline. One page is enough.