The creator economy is made up of a vast majority of influencers and content creators who need and depend on their followers to exist in this economy. This basically meant most influencers with huge followings gain access to all the brand deals. However, with the recorded growth of UGC, that dynamic has changed. 

According to a 2025 report by Collabstr, “In 2024, the market size for UGC was USD 7.62 Billion. It’s estimated to grow towards USD 27.44 Billion with a compound annual growth rate (CAGR) of 29.20%.”

Growing influencers and in-demand content creators, with small audiences, or none at all, can pursue influencers because brands aren’t all about reach anymore, but also quality, relatable content.  

A female content creator in a studio

What Is UGC?

UGC, short for user-generated content, is content created by people and professionals alike who want to either share authentic brand reviews or build a niche marketing brand rather than a personal brand. UGC content doesn’t necessarily have to have a commercial appeal. It varies from social media posts by a brands’ users or short form video, photos or review ads created on creator platforms for brands. The intention behind UGC content is to influence trust through the relatable content generated like unboxing clips, testimonials, tutorials, and reaction/first impression videos. 

The Role UGC Creators Play in the Influencer Economy

Unlike traditional influencers who are paid for their following and exposure, UGC creators exist because they give brands a genuine voice, i.e. social proof that a product, service is good, or not. With UGC, creators hand over finished content to the brand, who either uses it in ads, on product pages, or across their own social channels. That means your follower count is basically irrelevant here, unlike traditional influences. The UGC industry has a lower barrier to entry, which is exactly why so many people are jumping in. 

An AI generated collage of 4 UGC creators promoting different brand products

What Exactly Do Creator Platforms Offer?

Many UGC creators exist on social media platforms alongside content creators and influencers. However, there are various platforms who answer the question of “how do I even find UGC gigs?” for anyone starting out. Platforms like influee, Billo, Insense, Trend, and many more who act as the middleman between brands and creators. 

All you need to start is create a profile which should include a sample portfolio, then get access to brands who post campaign briefs describing what kind of content they need. If it is your niche, you apply or get matched. 

Also some platforms manage payment and contracts on behalf of the creator which can take a lot of time when done on your own. Beside payment issues, these platforms have included collaborative tools for you to generate content suitable for a brand’s vision. 

How to Apply

  • Start by picking one or two platforms that match your niche, then build out a profile that actually shows off your style.
  • Film two or three short sample videos even before you have paid work lined up. 
  • After, start applying to briefs in categories you actually understand or want to review. It could be skincare, home organization, tech gadgets, or pet products. 
  • Start working as a UGC creator

Read More: Content Creation for Micro-influencers

UGC has definitely changed the old rules of the creator economy. As it stands you don’t need thousands of followers or a personal brand to gain real income reviewing for brands or creating ads. 

So if you’ve been curious about creating content but felt intimidated by the idea of showing your face or “being an influencer,” which can make you live out a “fake” flashy lifestyle, then UGC might be the easier, more authentic way in for you.

author avatar
@sparkmag
See Full Bio