A UGC Creator is an expert in creating materials that look natural and authentic, despite their commercial nature. This professional combines technical skills such as operating a camera or using photo editing apps or working with video with a creative approach to marketing. The main focus of the creator's work is to provide brands with content that can be used in their promotional activities.
Required skills of a UGC Creator:
- Technical skills in video and product photography production
- Knowledge of current trends in social media
- Ability to adapt to the style of different brands
- Professional approach to content creation
- Understanding of marketing and business needs
These skills allow the creator to produce content that not only looks professional but also achieves brands' marketing objectives.
How does a UGC Creator work?
A UGC Creator primarily works on commission from brands, creating content based on a received brief. The creation process typically includes planning, production, and post-production of materials. The ability to adapt to brand guidelines while maintaining an authentic character is essential.
In practice, they often specialize in specific types of content or industries, which allows them to perfect their craft and build a position in the market. This could be creating content for the cosmetic, fashion, or food industry, for example.
Collaboration model
A UGC Creator can collaborate with brands in various ways. Most commonly, it involves selling the rights to created materials, which the brand can then use in its marketing channels. Collaboration can be one-time or long-term, as part of ongoing cooperation (source).
An important issue is the scope of rights transferred to the materials. They typically sell brands full rights to use the content, meaning the brand can freely use the materials in their marketing activities.
Equipment and software
A professional UGC Creator uses quality equipment that allows them to create materials meeting brand standards on the Internet. Basic equipment may include a smartphone with a good camera, image stabilization systems, professional lighting, and editing software.
Equally important are technical skills related to operating equipment and software. They are proficient in video and photo editing programs and understands the principles of composition and lighting.
Career of the future?
This role is becoming increasingly important in the world of internet marketing. Brands are increasingly recognizing the value of authentic content created by professionals. The demand for high-quality materials for social media continues to grow, opening new opportunities for creators.
How to start working as a UGC Creator?
Becoming a UGC Creator requires developing appropriate skills and building a portfolio. Beginning creators often start by creating content for their own channels, learning production techniques and getting to know the specifics of different social media platforms.
It's good to understand business and marketing aspects, as the ultimate goal of created content is to support brands' marketing activities. Developing communication and business skills that are useful in professional collaboration with clients will certainly help.
How much can you earn per video/photo?
Rates in the UGC industry vary and depend on the creator's experience and client requirements. A beginner can expect $50-100 for a single video material. Creators with a developed portfolio often receive $125-250 for one film. The most experienced professionals can negotiate rates up to $375-500 for high-quality video material.
For product photos, rates typically start from $40-75 per single shot with full post-production. More complex compositions or lifestyle sessions can be priced at $100-250 per photo. Brands often opt for packages where the cost per single material is lower, but the creator receives an order for a larger amount of content.
It's worth noting that some brands offer long-term contracts where the creator regularly delivers a specific number of materials per month. In such cases, monthly compensation can range from $750 to $2,500, depending on the quantity and quality of delivered content.
How long does it take to prepare a video or photo?
Creating a single video material for a brand involves more than just recording. A standard timeline for a short film (15-60 seconds) looks like this:
- Research and planning. 1-2 hours for brief analysis, competitor research, and concept preparation. A good creator devotes this time to understanding the brand's communication tone and current trends in the category.
- Preparing the shooting plan. 30-60 minutes for organizing the space, setting up lighting, and preparing the product. This phase is crucial for achieving a professional end result.
- Recording. 1-3 hours for taking all shots. Experienced creators always record several versions of each scene to have more flexibility during editing.
- Post-production. 2-4 hours for editing, color correction, adding music and subtitles. This phase often also requires consultation with the client and making corrections.
For product photography, the process is somewhat shorter:
- Preparation and styling: 30-60 minutes
- Photo session: 1-2 hours
- Post-production and retouching: 1-2 hours
