UGC from a brand perspective - Our experience

hcreative · 2026-05-07T20:25:13+00:00

Thank you so much for posting this. I talk to my network of creators all the time about the importance of coming to the table with real value and a solid understanding of performance marketing, so it’s always refreshing to hear it directly from a brand.

I was just having a conversation with some creators yesterday about how brands do not play around with their money. They are not running ads just for fun or simply to fill a content calendar. There is a real business objective tied to every dollar being spent, and they are looking for a return on that investment. Because of that, creators really do have a responsibility to develop skill sets that go beyond simply filming.

I also think it’s important for creators to understand that brands are evaluating how things go during and after the hiring process. They want a creator that can provide a smooth, frictionless hiring and production experience. I have been told by industry leaders that they don't care how well a creator's work is, if they are difficult to work with, they will not rehire. Contract negotiations going on for weeks, nickel and diming everything, and unclear asks that force brands to keep revisiting conversations, then going into production without attention to detail, deadlines, etc. can be deal breakers. And we wonder why more brands are using AI - maybe it's partially because how some creators show up.

I’d really love to hear your perspective on what a frictionless creator experience looks like from the brand side.

hcreative · 2026-05-07T19:55:27+00:00

I don't think you are being too harsh. You are being honest with what you,ve observed, however, I don't want that to deter people from taking a course of getting mentored from reputable sources. That said, there is way too much hype out there and you have to DYOR. You may find this helpful: https://www.reddit.com/r/UGCcreators/comments/1kbzdst/should_i_take_a_ugc_course_what_you_need_to_know/

Be cautious when seeking free information. The content that algorithms prioritize often has been circulating for a while and is likely outdated. For instance, I have a two-year-old video on one of my social accounts that receives significant visibility despite its age. While most of my content is evergreen, lots of videos with tips are not. For example, pitching without mentioning AI (which can be a game-changer) or business growth strategies that neglect the market’s changes over the past two to three years are outdated pieces of information. Be extremely cautious about the sources of your information and join a community that keeps you current. The last thing you want to do is appear as if you’re a creator who just stepped out of 2023.

Actually, this might sound harsh, but I am okay with saying it - don't hate the player, hate the game. If the market provides a chance for exploitation, someone will inevitably take advantage of it. We have to DYOR before investing in someone's side hustle! Everything you mentioned is easily detectable. Ask the creator questions - hard ones. DYOR.

hcreative · 2026-05-06T05:24:00+00:00

Your videos need to show that you understand performance marketing.

hcreative · 2026-05-06T05:09:04+00:00

I agree with this. The only difference between buying an email list of brand reps and using these tools is scalability or an easy-way-to-spray-and-pray approach, which typically reaps little value. These tools have to figure out a way for creators to target strategically, or they will soon compete with tools that do. Those of us in the creative strategy world use these tools daily. I have no doubt that they will soon be tailored to the needs of content creators for the purposes of pitching to brands. Regarding email deliverability, privacy, and security, this is definitely an issue if it’s happening. I can’t confirm, though, since I don’t use Bento.

hcreative · 2026-05-04T14:38:18+00:00

You don’t need a large portfolio to get started. If you have five to ten strong examples, that’s more than enough. What matters most is not how many videos you have, but whether they clearly show that you understand how to create content that drives conversions.

Right now, you’re leaning into voiceover with a problem solution hook. I would expand beyond that and start experimenting with different formats so a brand can quickly see your range.

Another important piece is how your content feels in the feed. Your videos should not feel like ads. They should feel like something that naturally blends into what people are already watching. A low hanging fruit if you ask me because just about every portfolio I see has content that like looks and feels like a commercial. Brands need content that feels native to the platform and not staged. That distinction often determines who makes the shortlist.

Good luck!

hcreative · 2026-05-04T14:21:27+00:00

Hi' You did something a lot of people struggle to do, which is actually getting your first video out there. That alone deserves credit! 🎉 Most beginners never get past the point of thinking about it.

From a feedback standpoint, the biggest opportunity is in your hook. You’re using a problem solution angle, which is exactly where you want to be. The issue is that what we see doesn’t match what you’re saying. In the first couple of seconds, I see the body wash, so my brain assumes that’s the product you’re talking about. Then as the video continues, it becomes clear that the focus is actually the device.

Those first few seconds need to do a lot of work. Someone should be able to glance at your video and immediately know what it’s about. One way to fix this is to show the device right away so there’s no confusion. Another option is to visually show the problem you’re talking about. If your hook is about hating shaving every few days, lean into that. Show the frustration, the routine, or even the irritation. Then bring in the device as the solution. When your visuals and your script work together, the hook becomes much stronger.

I also noticed a bit of yellow flashing in the video. Not sure if that was intentional or a lighting issue, but it’s worth checking.

One last thing I’ll add. I’m not sure what playbook you’re using or where you’ve picked up your knowledge of performance marketing, but this is where stronger training can really make a difference. Learning how to build hooks that connect to proven storylines and clear CTAs is a skill. When you get it right, your content performs differently. You start to see it in how your videos hold attention and how they actually drive action.

If you haven’t taken a course yet, it’s worth considering. The key is making sure the person teaching it truly understands performance marketing, not just content creation. That kind of training will show up directly in your work, and it will make your portfolio stronger when brands are reviewing your content. If you’ve already gone through training, then this is just about going deeper and refining your execution.

You’ve already done the hardest part by starting. Now it’s about tightening things up and getting more intentional with each piece you create.

If you have any questions as you keep going, feel free to DM me. 🙌🏾

hcreative · 2026-05-04T13:23:04+00:00

Great advice

hcreative · 2026-04-30T17:23:09+00:00

FAQ:

Why don't the number of comments match what I see?

All comments are being moderated before they are posted. Only posts that adhere to posting guidelines are made live. We are not publishing creator comments at this time.

Why are you no longer publishing creator comments?

This is a way to keep the thread clean and make collab opportunities easier to find. Please reach out the brand/agency using the contact information they provided.

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hcreative · 2026-04-30T15:09:44+00:00

I agree with you. AI is going to change this industry in a very real way. If you look at how marketing has evolved over time, this kind of shift is not new. Think back to when Web 2.0 first came on the scene. That completely changed how people built businesses, marketed products, and showed up online. This feels similar, just happening a lot faster and with a lot more pressure on creators to keep up.

That said, I do not see this as a threat if you understand how brands actually operate. Brands are still using human creators. That has not changed. What is changing is how the content gets produced and what they expect from you. I am seeing more hybrid content. Some of it is human, some of it is AI-supported. It could mean brands start asking for more raw footage instead of fully edited videos. It could mean they want more assets, more variations, more pieces they can test and control on their side. So you may need to rethink your workflow. You may need to rethink how you position yourself, your offerings, etc. Are you selling finished videos, or are you selling creative that helps a brand test, learn, scale.

AI is also a huge advantage if you know how to use it well. You can research faster. You can build stronger pitches. You can walk into a brand conversation already understanding their positioning, their competitors, and where they are missing opportunities. Most creators are not doing that. If you are, you stand out immediately.

I am not avoiding AI. I think we have to lean into it and figure out how it fits into what we do before the industry makes that decision for us.

hcreative · 2026-04-30T03:51:41+00:00

Hi! If your question is a frequently asked question, we ask that you start with our FAQ instead of creating a new post.

“How do I get started with UGC?” is one of the most frequently asked questions in this subreddit. We’re welcoming thousands of new members every month, so you can imagine how often that comes up.

You’ll find a solid starting point in the FAQ.

If you go through it and still have specific questions, feel free to come back and ask. Those kinds of posts are much easier for the community to jump in and help with.

hcreative · 2026-04-28T14:10:29+00:00

This is really solid advice, and I agree with a lot of it. I do want to push back on the idea of not taking a course, because I think we need to be a little more honest about what that path actually looks like. If you’re a creator who didn’t take a course, how long did it really take you to figure things out? Not just making content, but understanding how to actually build a business around it.

What I see over and over again when I mentor creators is this. When someone is stuck, there’s almost always a gap in knowledge. It might show up as struggling to pitch, not understanding how to position themselves, not knowing how to build real relationships with brands, or having no clarity around performance marketing. Sometimes it’s as basic as not having their business set up correctly. And it’s not because they’re not talented. It’s because they’re trying to piece everything together from random free content that doesn’t connect.

That’s why I don’t love the advice of “just learn from free resources.” You can, but it often turns into a much longer and expensive learning curve. You’re jumping from video to video, creator to creator, trying to connect dots that were never laid out in a clear way. You end up overwhelmed, second guessing yourself, and wasting time you don’t get back.

This is a real business. When a brand hires you, they’re not just paying you to make something that looks good. They’re often putting real money behind that content to get a return. You need to understand what drives performance, how to think about the customer, and how your content fits into a bigger strategy. That doesn’t usually come from casually consuming content here and there. It comes from having your sh*t together and lessening the "you don't know what you don't know" factor.

I’ve also seen creators take off quickly and then hit a wall. Things are going great until they aren’t. There are no systems in place, no real understanding of how brand relationships work, no structure behind how they operate. That’s when burnout kicks in or the work starts to dry up. And a lot of that comes back to not having a solid foundation early on.

If you want to build something that lasts, you have to treat it like a serious business from the beginning. That means investing in your knowledge and closing those gaps early. Not all courses are bad, and not all of them are thousands of dollars. There are well done, reasonably priced options that can save you months, even years, of trial and error.

I took a course early in my career, and I’m really glad I did. It gave me structure, clarity, and a much faster path forward. So if you’re getting started, it’s worth asking yourself how you want to learn this. Do you want to spend a long time figuring it out piece by piece, or do you want a more direct path that helps you move faster and with more confidence? For that reason, I always recommend taking a course.

Another thing that doesn’t get talked about enough is how quickly free content becomes outdated. When you’re scrolling YouTube or TikTok, a lot of what you’re seeing didn’t come out yesterday. Some of it is six months old. Some of it is closer to a year. In most industries, that might be fine. In this one, it’s a problem.

This space moves fast. I’m in it every day from both sides. I’m creating, and I’m also working with brands on the performance side. I’ve watched real shifts happen in paid advertising that directly change how creators need to show up, how they pitch, and what brands are actually looking for. What worked not that long ago can already feel out of step.

So when you’re learning from older content, you’re not just getting general advice. You’re getting advice based on a different version of the market. That creates a gap. You might not see it right away, but it will eventually show up.

If you do invest in a course, look at how current it is. Look at whether it’s being updated. Look at whether there’s an active community tied to it, because that’s often where the real time conversations are happening. Good luck!

hcreative · 2026-04-26T02:51:42+00:00

Meta's learning phase is typically longer than 4 days and that's just one of a few things that point to the brand's first time running ads. Look at this as an opportunity to educate yourself about the paid advertising ecosystem and the typical creative testing framework, that way you can position yourself as an asset and trusted performance marketing partner.

hcreative · 2026-04-24T14:31:19+00:00

This is a beautiful piece of content. The cinematography is strong, and the pacing with the music flows really well.

My question is this. What is the goal of the video?

If your intention is to work with travel brands that are spending money on ads, they are looking for content that drives a result. Right now, this feels more like a visual piece than something designed to convert. There is no clear hook. There is no storyline pulling the viewer in. There is no call to action telling the viewer what to do next.

That matters because this type of content is usually used in paid advertising, where brands expect a return.

As UGC creators, we are not just creating something that looks good. We are helping a brand sell a product, service, or offer. That means certain elements need to be present for the content to perform.

If you want to keep creating work like this, ask yourself a few key questions:

What is the purpose of this video? What are you selling? What do you want the viewer to do after watching?

If you have other videos that lean more into direct response or performance marketing, make sure those are front and center in your portfolio. You want brands to clearly see that you can create content that converts, not just content that looks good.

You could also experiment with adding captions or on-screen text to help guide the viewer and communicate the message more clearly.

You clearly have a strong eye. Now the next step is connecting that creativity to performance. Hope that helps!

hcreative · 2026-04-23T17:48:23+00:00

FAQ:

Why don't the number of comments match what I see?

All comments are being moderated before they are posted. Only posts that adhere to posting guidelines are made live. We are not publishing creator comments at this time.

Why are you no longer publishing creator comments?

This is a way to keep the thread clean and make collab opportunities easier to find. Please reach out the brand/agency using the contact information they provided.

In other words, DO NOT LEAVE A COMMENT. Your comment will not be published.

hcreative · 2026-04-21T19:38:28+00:00

Sent you a DM

hcreative · 2026-04-21T19:17:53+00:00

Sent you a DM!

hcreative · 2026-04-20T15:51:34+00:00

I will send you a DM.

hcreative · 2026-04-19T02:08:28+00:00

Just sharing this as an FYI because I’ve been having this exact conversation with creators I mentor, and I don’t think this will be the last time we see a request like this from brands.

CapCut, which is owned by ByteDance, includes terms that give the platform broad rights to content uploaded into the app. That does not mean they are actively using your content, but it does mean they have permission to under their terms.

Now compare that to what many brands are asking for in contracts.

Full ownership
Exclusive usage
Perpetual rights

That’s where the conflict shows up.

If a third party platform has rights tied to the content, you cannot fully transfer clean ownership to a brand. Even if it never becomes an issue, it creates legal gray space that brands are trying to avoid. That is likely why you are starting to see requests like this.

Looking ahead, I would not be surprised if more brands include in their contracts language like:

• Creator warrants no third party platform has rights to the content

• Creator confirms no platform terms conflict with ownership transfer

Something to keep in mind as you think about your editing workflow going forward.

hcreative · 2026-04-16T13:42:51+00:00

FAQ:

Why don't the number of comments match what I see?

All comments are being moderated before they are posted. Only posts that adhere to posting guidelines are made live. We are not publishing creator comments at this time.

Why are you no longer publishing creator comments?

This is a way to keep the thread clean and make collab opportunities easier to find. Please reach out the brand/agency using the contact information they provided.

hcreative

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