The creator economy has officially entered its next chapter. Brands are no longer just looking to collaborate with influencers — they’re investing in everyday creators who can produce compelling, relatable content that sells. That’s where UGC (user-generated content) comes in.
If you’ve been watching from the sidelines, wondering how to break into the space, this guide is for you.
Whether you want to supplement your 9-5, explore creative work on your own terms, or eventually turn content into your full-time job, it all starts with the right foundation. You don’t need a fancy setup to begin.
You just need to commit to learning, building, and showing up. Ready? Let’s get started.
Phase 1: Lay the groundwork
The biggest mistake new creators make is jumping straight into filming without understanding the space they’re stepping into. Week one should be all about immersion—watching, listening, and learning.
DO I NEED A NICHE?
One of the most common early questions: Do I need a niche?
Not right away. But you do need direction. Start by paying attention to the kind of products and content you naturally gravitate toward. Are you into skincare? Fitness? Tech gadgets? Wellness? Parenting?
UGC performs best when it feels like a real extension of your life. So rather than forcing yourself into a category because it’s what everyone else is doing, lean into your actual lifestyle. The more authentic it feels, the more engaging your content will be.
LEARN BY IMMERSION
Your first job as a UGC creator isn’t to post. It’s to pay attention.
Follow UGC-focused agencies, paid media strategists, and performance creators on platforms like TikTok, Instagram, and LinkedIn. Watch how they talk, what they film, and how they edit. Use the TikTok Creative Center and Meta Ads Library to save top-performing ads. If something has been running for weeks, it’s probably working—and you can learn from it.
UNDERSTAND EFFECTIVE HOOKS
One of the most important things you’ll learn early on is that your hook—those first 2–3 seconds of video— is everything. Our guide to UGC hooks breaks this down further, but the short version is: if you don’t stop the scroll, the rest doesn’t matter. Our favourite way to practice? UGC bingo. Set yourself the challenge of filming test content for every single one on our board…
Test hook formats like:
- A bold or unexpected statement
- A relatable problem or pain point
- A direct question to the viewer
- A dramatic before/after moment
FAMILIARISE YOURSELF WITH UGC FORMATS
Understanding content structure early will save you hours later. In our guide to UGC video types, we outline the seven most common formats you should be practicing, including:
- Problem/Solution
- Listicle
- Testimonial
- Tutorial
- Product Demo
Learn the formulas now so you can apply them later.
Phase 2: Start creating
This is where theory meets practice. You’re not posting yet — you’re building the muscle.
Before filming anything, ask yourself:
- What is the goal of this video? (Awareness, conversion, education?)
- Who is it speaking to?
- What format am I using, and where would it live?
Filming with intention makes your content stronger—and gets you used to working like a professional.
Use a Pre-film checklist
We use a Pre-Film UGC Checklist and you should too. I promise you, you aren’t better when you wing it. And on the off chance you are, you won’t be as you get busier.
- Know the brand’s tone, voice, and current ads
- Have a clear hook and story arc
- Prepare your space (good lighting, clean background, no distractions)
Remember, you shouldn’t be waiting for a paid brief to film. Start with brands and products from your daily routine and create mock ads. Choose a structure (e.g., testimonial or listicle) and challenge yourself to film three variations.
Refine your hooks and structure
Practice writing multiple hooks for the same video. Switch up your openings, tweak your wording, and test different camera angles.
Follow the 3-5 second rule: if nothing new happens in that time, change the shot.
Learn to edit
You don’t need to be a star editor, but you should be able to:
- Trim dead space and filler words
- Adjust pacing and transitions
- Add auto-captions
Start with CapCut or InShot and build from there. Try filming and editing five new videos per week. Rotate formats. Watch your own content back critically. Track your progress and ask for feedback from friends or other creators in the industry. You’d be surprised at just how quickly you improve with some intentional practice.
Phase 3: Build a mini portfolio
Your portfolio doesn’t need to be complicated — but it does need to show your range.
We delve deeper in our UGC portfolio guide, but in it’s simplest form, you only need:
- 5-10 videos that show variety in format and delivery
- A one-liner about your style and niche
- Clear contact information
Your portfolio should feel tight, clean, and relevant, but it doesn’t need to be anything fancy. If you’re not ready to dabble with a Canva template, you can just host this in a Google Drive folder (label your files clearly).
Phase 4: Consider building a personal brand
This is optional. But if you’re interested in growing a business that sustains itself long-term, it can be a game-changer. If you consider how creators get paid work, one of the most lucrative (and sought after) avenues is through inbounds, aka a brand coming directly to you.
This can’t happen without building your personal brand.
Ultimately, you’re going to want to think about what you want to be known for:
- What kind of content do you enjoy making?
- What style comes naturally?
- What values do you want to share?
Start small. Pick one platform. Post behind-the-scenes of your creator journey, your workflow, or even your pitch process. You don’t need to educate to be valuable.
Phase 5: Start pitching
Brands don’t know you exist yet. It’s your job to change that.
Our UGC pitch template breaks it down, but in short:
Keep your pitch short and tailored. Include:
- Who you are
- What kind of content you make
- Why you’re a good fit for that brand
- A link to your portfolio
Track your outreach in a spreadsheet or Notion doc. Start with 3–5 brands or agencies per week and follow up consistently.
Phase 6: Find your community
This work is easier when you’re not doing it alone. Surround yourself with creators who are testing things, sharing honest feedback, open with their wins but more importantly their challenges.
This can look like:
- Joining the After Hours Creator Academy
- Following and engaging with creators on LinkedIn or TikTok
- DMing other UGC creators you respect
You’ll learn faster, grow quicker, and feel less overwhelmed. UGC isn’t a competition — the people around you can be your biggest asset.
💭 Final thoughts
UGC is a craft, and like any creative business, it takes time.
You keep practicing. You keep refining. You keep showing up. We’re big believers that working with an agency is one of the most underrated routes for new UGC creators. Not only do you get access to briefs and brands, but you also get feedback, structure, and long-term opportunities.
You don’t have to carry the full weight of strategy on your own. You get to focus on improving your craft, while working alongside people who want you to grow.
This guide is your starting point. Use it. Revisit it. Build from it.
We’ll be here when you need the next step.
🧘🏾♀️ TL;DR
🔍 Learn from top-performing ads before creating your own
🎥 Practice UGC formats using products you already own
📅 Build a simple portfolio that highlights your strengths
📧 Start pitching with short, confident outreach
🤝 Surround yourself with creators who get it
💼 Consider agencies as partners for learning and long-term work
