A UGC creator is a specific type of content creator, who produces content designed to feel natural, personal and similar to material shared by everyday customers.
Common formats include product demonstrations, testimonials, tutorials, unboxings and problem-solution videos.
UGC creators are often hired for their ability to communicate convincingly on camera rather than for the size of their audience.
The brand can use the finished content on social media, product pages or paid advertising, depending on the agreed usage rights.
Although it resembles spontaneous customer content, commissioned UGC campaigns remain professional brand collaborations.