UGC creator: what it is and how to earn by creating content for brands
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UGC (user-generated content) is content created by users: reviews, unboxing videos, demonstrations of a product in use. Brands noticed that such natural content often works better than glossy advertising, so a new profession appeared – the UGC creator. “UGC” is searched for hundreds of times a month in Lithuania.
In this part of the guide – what a UGC creator is, how they differ from an influencer, how to start without followers and what must be agreed with the client.
In short
- A UGC creator makes content that the brand publishes on its own channels and in its ads.
- A large audience is not needed – the payment is for the content, not for the reach.
- The most important thing in the contract is how long and where the brand will be able to use your content.
UGC creator and influencer
| UGC creator | Influencer | |
|---|---|---|
| Where the content is published | On the brand's accounts and in its ads | On their own account |
| What is paid for | The content and the rights to use it | Reach and a recommendation |
| Are followers needed | No | Yes |
| What matters most | The quality and naturalness of the content | The audience's trust |
What content brands commission
- Unboxing and first-impression videos.
- Demonstrations of a product in use and “before and after”.
- Reviews spoken to camera.
- Short videos for ads on social media.
- Product photos in an everyday setting.
How to start without followers
- Build a portfolio. Film 3–5 sample videos with products you already have at home: cosmetics, kitchen appliances, books, sports goods.
- Learn the basics. Light by a window, clear sound, a short “hook” in the first seconds, vertical format.
- Create a portfolio page with samples, services and contact details.
- Approach smaller brands – local producers and online shops that do not have large advertising budgets.
What to agree with the client
The contract must make clear
- how many videos or photos, in what format and of what length;
- how many rounds of revisions are allowed;
- where and for how long the brand will be able to use the content: only organically or in paid ads too;
- whether the product received is part of the remuneration;
- the remuneration and the payment deadline.
The right to use content in paid advertising or for an unlimited time usually costs more than one-off publication.
Taxes and labelling
Creating UGC is the provision of a service, so ongoing activity requires self-employment (individuali veikla) or a company. The State Tax Inspectorate (VMI) states that goods received as remuneration for services are considered income in kind. If you also publish UGC content on your own account, it must be labelled as advertising.
UGC and affiliate marketing together
Many UGC creators combine both methods: they receive a fixed fee for the content, and on their own account they share an affiliate link and receive a commission on sales.
Frequently asked questions
What is UGC?
Content created by users – reviews, unboxings, videos of a product in use. UGC creators make such content for brands for a fee.
Does a UGC creator need followers?
No. The brand publishes the content on its own channels, so the payment is for the content, not for your audience.
How do you find your first UGC client?
Build a portfolio with a few samples and approach smaller local brands and online shops.
Sources
- Valstybinė mokesčių inspekcija. Mokestinės prievolės, susijusios su influencerių (nuomonės formuotojų) veikla
https://www.vmi.lt/evmi/mokestines-prievoles-susijusios-su-influenceriu-nuomones-formuotoju-veikla