What is UGC? A practical guide for brands and creators

Customer content and commissioned creator content

A customer post can happen without a brand requesting it. Commissioned creator content starts with an agreed task: a brand asks someone to produce particular assets, usually against a brief. The creator may deliver those files to the brand rather than publish them to their own audience.

Do not present a commissioned testimonial as an unsolicited customer review. Plan how the collaboration will be described wherever it is used, and check the requirements that apply to the channel. The production style does not change the nature of the commercial relationship.

UGC production and influencer posting are different deliverables

A creator can be hired to make content, to publish content, or to do both. Producing a video for a brand's channels is a different task from publishing a post to the creator's own followers. Make that distinction explicit before agreeing the work.

For production, review the creator's storytelling, on-camera delivery, framing, sound, and product demonstrations. For a posting collaboration, the creator's audience and the fit between that audience and the campaign also matter. A follower count alone does not tell you whether someone can produce the asset your brief needs.

• Content production: the creator makes agreed assets for delivery to the brand.
• Creator posting: the creator publishes agreed content on specified channels.
• Combined collaboration: production and posting are both defined in the brief.

Choose a format that answers a real question

Start with what the viewer needs to understand. If someone cannot picture the product in use, a demonstration may be more helpful than an unboxing. If they already know the product but have a practical question, a focused explanation may be enough.

Keep the format connected to the actual product experience. A creator should be able to show the detail being discussed rather than rely on broad praise. The strongest brief is often a useful question followed by a credible way to answer it on camera.

• Demonstration: show how the product works in a recognisable situation.
• Routine: show where the product fits into a sequence of everyday activities.
• Unboxing: show what arrives and explain the important details.
• Question and answer: address one specific question a prospective customer might have.
• Still photography: show the product, its details, or its use without needing a full video.

Agree the work before production starts

Describe the assets, schedule, review process, and intended use in writing. Decide who provides the product and information, who signs off on the concept, and where the final files will be delivered. Clarify whether captions, alternative edits, posting, or source footage are part of the request.

A detailed shot list can help, but it should leave room for the creator's own delivery. Give clear product facts and essential requirements, then ask how they would make the idea feel natural to their style.

Start with a small, specific collaboration

For a first campaign, pick one product, one audience question, and a manageable set of assets. Review portfolios against that task. A polished travel edit and a clear kitchen demonstration show different skills; choose the work that matches the idea you need to produce.

For creators, a portfolio can demonstrate these skills before you have a long client list. Make clearly labelled sample pieces using products you can access, explain the brief you set yourself, and show how the content answers it. Treat the first collaboration as a chance to learn what makes your process clear and repeatable.