How to find and brief a UGC creator for your brand (complete guide)

You've heard the term UGC everywhere lately, and for good reason. UGC drives significantly higher engagement than brand-produced content and often converts better in paid advertising. But finding the right UGC creator, and briefing them effectively, is where many brands get stuck.

This guide walks you through the entire process, from identifying what you need, to finding the right creator, to getting content that actually performs.

Step 1: Define what you actually need

Before you start searching for a UGC creator, get clear on your objectives. Ask yourself:

• Is this content for paid ads (Meta, TikTok, YouTube pre-roll) or organic social?

• What platform is it for and what format? (Reels, Stories, long-form, static?)

• Do you need a specific demographic, aesthetic, or tone?

• Are you looking for a one-off project or an ongoing brand partnership?

Getting specific here will save you enormous time and help you communicate clearly with potential creators.

Step 2: Understand the difference between UGC creators and influencers

This is one of the most common points of confusion for brands. UGC creators and influencers are not the same thing:

• Influencers are hired for their audience. You're paying for reach.

• UGC creators are hired for their content. You're paying for assets you own and can use across your own channels and ads.

A professional UGC creator doesn't need a following at all, they need storytelling skills, an understanding of what performs on social, and the ability to make your product look and sound compelling on camera.

Step 3: Know where to find quality UGC creators in Australia

There are several ways to source UGC creators locally and globally:

1. Direct outreach — search relevant hashtags on TikTok and Instagram, or look for creators whose content aesthetic matches your brand. You'll find that influencers often create UGC content as well.

2. UGC platforms — platforms like Creator Flow or minisocial connect brands with pre-vetted creators

3. Talent websites — many professional brand actors and UGC creators maintain their own sites with packages, portfolio content, and direct booking options. nicolesherwin.com is a good example of what to look for.

   
   

When reviewing portfolios, look for creators who's work you don't want to scroll past!

Step 4: Write a brief that gets you great content

The brief is everything. A vague brief leads to reshoots, delays, and content you can't use. A strong UGC creative brief should include:

• Brand overview — who you are, your values, your tone of voice

• Product details — what it is, how it works, key benefits to highlight

• Must-have and must-avoid — any claims, words, or visuals that are either required or off-limits

• Technical specs — aspect ratio, length, whether captions are needed

• Call to action — what do you want viewers to do after watching?

Some brands like to give a brief and let the creator get creative, some like to write the script and do the editing, just having the actor get raw shots. It's really up to you how you want to work.

Step 5: Build a long-term relationship, not just a transaction

The brands getting the best results from UGC aren't treating it as a one-off exercise. They're building relationships with creators who genuinely understand their brand and that investment pays off in content that gets better, faster, and more aligned over time.

A UGC creator who knows your brand inside out becomes a genuine extension of your marketing team. They can ideate, flag trends, and produce content proactively not just execute a brief.

Moreover repetition with the same faces, keeps your brand top of mind when consumers continue to see those faces.

Ready to find your UGC creator?

If you're looking for a professional UGC creator and brand actor based in Australia, with experience across fashion, beauty, wellness, lifestyle, and tech, reach out via nicolesherwin.com. I offer content packages for brands at every stage — from first-time UGC to ongoing creative partnerships.

Nicole Sherwin is an Australian marketing strategist, brand actor and UGC content creator based in Melbourne, working with brands across fashion, parenting, wellness, lifestyle, and tech.