Where are brands actually looking for UGC creators?
While many assume brands are scouring TikTok and Instagram for the perfect fit, the reality is that most brands aren’t hunting—they’re looking for the easiest, most efficient way to source content.
In 2025, that means platforms, agencies, creator pitches, and social media. If you want to land more gigs, understanding how brands approach their side of the workflow is key.
Let’s break it down.
The reality… brands want the easiest option
Creators often imagine brands sitting behind their screens, deep-diving into social media, hunting for fresh talent. In reality? Most marketing teams don’t have time for that. They need content, and they need it fast. So instead of manually searching, they rely on structured, time-saving systems to find creators.
The four biggest ways they do this? Agencies, UGC platforms, inbound pitches, and social media.
If you’re still waiting for brands to magically “discover” you, you might be waiting a while.
Here’s how brands actually find UGC creators in 2025—and how you can position yourself to get found.
1. UGC platforms for UK creators
For many brands, UGC platforms are the go-to solution. These sites streamline the hiring process, offering pre-vetted creators, set pricing structures, and a faster turnaround time than manual outreach.
If you’re not on UGC platforms, you’re missing out on a steady stream of brand deals. Signing up and optimizing your profile on platforms like Billo, Insense, Trend, Fiverr, and JoinBrands can help you land work without sending a single pitch.
How to stand out on platforms:
- Keep your portfolio updated with high-quality, diverse work.
- Use a strong profile description that clearly states your niche and experience.
- Be responsive—fast turnaround times make you more appealing to brands looking for quick content.
2. Agencies
THE HANDS-OFF APPROACH FOR THE BIG HITTERS
Big brands with bigger budgets often don’t want to deal with hiring individual creators. They want an agency to handle everything—from sourcing creators to managing contracts and content revisions.
Agencies act as the middleman, offering brands a plug-and-play solution for UGC.
If you want consistent, higher-paying gigs, working with an agency could be your best bet. Many agencies look for long-term creators who can deliver high-quality work consistently. Not that we’re bias, but ARAY Social is one such agency that connects brands with vetted UGC creators for seamless collaborations.
UGC agencies have established connections with a wide range of clients, including brands, businesses, and media companies. By partnering with an agency, you gain access to their extensive network, increasing your chances of landing consistent work (without the grunt work).
Let’s not forget that agencies also possess in-depth knowledge and experience. At least, the good one’s do. They understand client expectations, market trends, and best practices for creating impactful UGC. Working with an agency allows you to tap into their expertise, benefiting from their guidance, feedback, and strategic direction.
How to get noticed by agencies:
- Build a strong UGC portfolio with different styles, niches, and formats.
- They are often looking for reliable and creative collaborators, so emphasize your professionalism, flexibility, and ability to meet deadlines.
3. Inbound pitches
BRANDS HIRING DIRECTLY FROM THEIR INBOX
For brands that prefer a more customized approach, direct outreach from creators is still a major source of UGC hiring. If your pitch lands at the right time, you could easily secure a deal — especially with startups and DTC brands.
If you’re not actively pitching, you’re leaving money on the table. Brands aren’t always going to find you—you need to put yourself in front of them.
How to make your pitches irresistible:
- Keep it short & strategic: Brands don’t have time to read essays—get to the point.
- Showcase results: If you’ve created content that’s performed well, mention it.
- Make it easy for them: Include pricing, turnaround time, and a link to your portfolio.
4. Social media
THE WILD CARD FOR BRAND DISCOVERY
Yes, brands do find UGC creators on social media — but probably not in the way you think. Most aren’t scrolling for hours to find talent. Instead, they find creators through viral content, personal recommendations, or through engagement on their own pages.
Simply posting with #UGCcreator isn’t enough. Brands need to see high-quality, engaging content that shows them you understand marketing and conversions.
How to get brands to notice you on social:
- Leverage LinkedIn and Instagram—LinkedIn is a goldmine for connecting with decision-makers, while Instagram is where brands scout for engaging content.
- Create content that mimics paid ads (not just “hi, I’m a UGC creator” videos).
- Engage with brands you want to work with – commenting and interacting puts you on their radar.
💭 Final thoughts
Most brands aren’t spending hours searching for creators.
They’re looking for the fastest, easiest way to get high-quality content. Your job as a creator? Make hiring you as easy as possible.
The easier you make it for brands to find and work with you, the more deals you’ll land in 2025. So stop waiting for discovery—position yourself where brands are already looking.
📋 TL:DR
✅ Be visible on platforms — brands go where the process is simple.
✅ Pitch strategically—brands are always looking for creators, but they don’t always have time to search.
✅ Optimize your social presence — brands want content that converts, not just aesthetically pleasing videos.
