UGC

User-generated content is the ad creative you licence rather than produce. A creator films your product in their kitchen, their gym or their bathroom, and you run that footage as paid social, on product pages and in email, because it converts better than studio work almost everywhere it is tested. The distinction that matters: UGC is a content supply chain, not an audience play. You are buying the asset, not the creator’s followers.

What we actually do

We source creators against the brief rather than the follower count, because for UGC an account with 2,000 followers and a good phone camera is often the better buy. Vetting covers the things that go wrong later: whether they can actually shoot to a brief, whether their past work looks like yours, and whether they will hit a deadline.

Then briefing, which is where most UGC campaigns are won or lost. A brief that specifies hook, format, length, aspect ratio, must-say claims and must-avoid claims produces usable footage. A brief that says “be authentic” produces a reshoot. We build variant matrices so a single creator round returns several testable hooks rather than one video.

We handle the licensing properly (term, territory, channels, and whether paid amplification and whitelisting are included) because the most expensive mistake in UGC is discovering a hero asset’s licence expired mid-flight, or that it never covered paid at all.

Where it goes

Paid social first, since that is where the conversion difference shows up most clearly against studio creative. Then product detail pages, where real-use footage lifts conversion; email and lifecycle; retail media; and organic social. One well-briefed creator round should feed several channels, which is what makes the economics work.

Formats and cost per asset

We produce five core formats: hook-led short-form video, unboxing, testimonial, product demo, and static image content. Each is briefed and shot separately, because a hook that works in a six-second video does not translate to a static image, and a testimonial needs a different creator brief to a demo.

Cost per asset depends on format, creator tier and the usage rights attached. Video costs more than static, and a longer licence costs more than a single organic post. We do not publish a flat per-asset rate card, because the honest price depends on what you are buying it for; every quote is built from the brief, not a generic menu.

Most campaigns commission a mix rather than a single format, because different formats work in different placements, a hook-led video for paid social, a static image for a product page, a testimonial for a landing page.

Usage rights explained

UGC is content you own, not a post you rent, but what you own depends on the rights you buy at the brief stage.

• Organic only: the creator posts on their own channel, and you get the right to repost or embed it on yours. The cheapest tier.
• Paid usage: you can run the content as a paid ad on social platforms, for a fixed term. Priced above organic, because a paid ad has commercial reach an organic post does not.
• Perpetuity: you can use the content indefinitely, across any of your own channels, without a renewal date. Priced highest of the licence terms, because it removes the creator’s ability to license the same content elsewhere later.
• Retailer usage: rights extended to a third-party retailer’s platform (a marketplace listing, a retail partner’s site or in-store screen). Priced separately again, because it is a second commercial party using the content.

Get the licence term right at the brief stage, extending rights after the fact usually costs more than buying the wider licence up front.

Are you a creator? Work with us

If you are looking to become a UGC creator, this is the section for you. The rest of this page is written for brands hiring UGC, not for creators looking for work.

We look for creators who can shoot clean, well-lit content on a phone, follow a brief accurately, and turn work around on a realistic timeline. You do not need a large following. Most of our UGC roster has few or no public followers at all, because we are buying the content, not the audience.

To apply, tell us your niche, show us three examples of content you have made (branded or otherwise), and confirm your typical turnaround time. Get in touch via our contact page and mention UGC creator applications in your message.

What UGC costs

UGC pricing is set per brief, not from a published rate card, because format, creator tier and usage rights all move the price independently of each other. A single static image with organic-only rights costs a fraction of a multi-format video package licensed for paid use in perpetuity.

What stays constant is the process: we cast against your brief, manage product dispatch and revisions, and deliver whitelisting-ready assets with the licence term agreed up front. Ask for a quote against your specific brief rather than a generic per-asset number. It is the only honest way to price this service. Book a call with the brief and we will price it. If you need seeded volume rather than commissioned assets, gifting and micro-influencer campaigns sit alongside this service.

Where UGC runs as an ongoing programme rather than a one off brief, it sits on an influencer marketing retainer, from £1,100 a month ex VAT. There is no minimum term and either side can give 60 days’ notice at any point. The influencer marketing pricing page sets out what each tier covers.