How to Find UGC Creators for Your Brand?
Finding the right UGC creator can make or break your campaign.
The difference between a UGC video that converts and one that flops often isn’t the product or offer — it’s the creator behind the camera. In 2025, brands don’t just need creators who can talk to the camera. They need people who understand performance, tone, storytelling, and how to build trust with complete strangers in under 3 seconds.
This guide will walk you through the best places to find UGC creators, show how each method compares, and help you choose what fits your brand right now — whether you’re bootstrapped or scaling.
1. Ways to Find UGC Creators
Social Media Platforms
- TikTok and Instagram are goldmines for discovering creators who already make authentic, relatable content.
- Search hashtags like #ugccreator, #ugccommunity, #ugcads, #productreview.
- Check views, engagement (comments > likes), and creative angles.
- DM them directly or find their link-in-bio (many link to UGC portfolios or Notion pages).
Tip: Focus more on storytelling ability than follower count. A creator with 500 followers can make a video that outperforms one from an influencer with 50K.
UGC Marketplaces & Platforms
These platforms pre-vet creators, manage contracts, and handle payments. Great for speed, scale, and legal peace of mind.
Popular examples:
You publish a brief or campaign, creators apply, and you pick who you like — often including price, delivery time, and example concept.
Facebook Groups & UGC Communities
There are dozens of public and private FB groups where creators share offers, ask for feedback, or apply to open campaigns. Examples:
- "UGC Creators & Brands"
- "UGC Marketplace – Creators & Brands"
- "UGC Video Creators – Paid Opportunities"
Benefits:
- No platform fees
- You can negotiate directly
- Good place for test orders or micro-budget campaigns
Downsides:
- You need to moderate manually
- Vetting is on you
- No automated licensing/contracts
Your Customers
Yes - your best creators may already be in your CRM.
- Ask customers post-purchase if they want to get paid for sharing a short video.
- Offer a reward, discount, or affiliate code in return.
- You get content and social proof in one move.
Bonus: Loyal customers tend to produce more genuine content because they actually use the product.
Freelance Platforms
Sites like Fiverr, Upwork, and PeoplePerHour offer tons of freelancers who list UGC as a service.
Pros:
- Flexible pricing
- You can test small projects
- Creators often include revisions
Cons:
- You need to handle contracts/licenses yourself
- Risk of generic or templated content
- Time-consuming vetting
2. Pros & Cons of Each Method
Here’s a high-level comparison to help you choose:
Comparison Table
| Method | Speed | Cost | Licensing & Contracts | Quality Control | Best For |
|---|---|---|---|---|---|
| TikTok / IG (organic) | 🟡 Medium | 🟢 Low | 🔴 Manual | 🔴 Manual | 1-on-1 cold outreach |
| UGC Platforms | 🟢 Fast | 🟡 Medium | 🟢 Handled | 🟢 Pre-vetted | Scaling content production |
| Facebook Groups | 🟡 Medium | 🟢 Low | 🔴 Manual | 🔴 Manual | Budget-friendly, early tests |
| Your Customers | 🟡 Medium | 🟢 Very low | 🔴 Manual | 🟡 Mixed | Authenticity-driven brands |
| Freelance Sites | 🟡 Medium | 🟢 Low | 🔴 Needs extra work | 🔴 Varies a lot | Startups, tight budgets |
3. What to Look for in a UGC Creator
You don’t need a professional actor or a polished studio. You need someone who can sell without sounding like they’re selling.
Look for:
- Realistic delivery (not robotic)
- Clean video and audio quality (good lighting, sound)
- Confidence on camera
- Ability to follow a brief
- Optional: experience with hooks, storytelling, or platform trends
Red flags:
- Overly filtered or edited videos
- No face shown (unless faceless content is the goal)
- Very generic or template-sounding delivery
- Refusal to sign licensing agreements
Pro tip: Ask for a 30–60s paid test video before going all-in.
4. How to Choose the Best Option for Your Brand
There’s no one-size-fits-all. Here’s how to decide:
| If you… | Then consider… |
|---|---|
| Have a budget but no time for outreach | Use a UGC platform |
| Need 1–2 creatives to test a new offer | FB groups or freelancers |
| Want to build a creator pool long-term | Mix organic discovery + platform |
| Care more about authenticity than polish | Use real customers |
Also ask yourself:
- Do I need license & contract automation?
- Will I need revisions?
- Is speed or cost more important right now?
5. Conclusion
Finding the right UGC creator doesn’t have to be a gamble.
Whether you use a marketplace, Facebook group, or DM someone on TikTok, the key is knowing what you’re looking for - and what you're trading off.
Start small. Test fast. And focus on creators who feel like they’re already part of your audience - because that’s the content that sells.
Want to learn how to brief creators for best results? We’re working on a full guide to writing performance-optimized UGC briefs - stay tuned.