For creators

Creator marketing for creators

How to start as a UGC creator, shoot better video with the gear you have, set your rate and work well with brands.

Getting started

Do you need a big following to get started?

No. You don't need tens of thousands of followers to work with brands on Influentials. Many brands specifically look for smaller creators, because those creators have an engaged audience and make authentic content. For UGC work, your follower count often hardly matters at all.

How do you become a UGC creator?

To become a UGC creator, choose a niche, set up a professional portfolio, film example videos using products you already own, join creator platforms or reach out to brands directly, and start pitching your content creation services.

How do you build a strong creator profile?

Your profile is your business card. Brands use it to decide whether you're the right fit for their campaign. Use a clear profile photo, write a bio that says who you are and what you make, connect your social channels, and keep your details up to date. The better your profile, the more often you get picked.

How do you sign up as a creator?

Signing up is free and takes just a few minutes. You create an account through the website or the app, complete your profile and connect your social channels. Once our team has approved your profile, you can apply for campaigns from brands.

What do you need to start as a creator?

Less than you might think. A smartphone, at least one active social media account and a complete Influentials profile are enough to get started. You don't need a big following, expensive equipment or an agency.

What does a UGC creator do exactly?

A UGC creator produces authentic-looking photos and videos for brands to use in their marketing. Unlike influencers, UGC creators sell content rights directly to brands rather than posting on their own personal social media channels.

Which type are you

Can you do both UGC and influencer work?

Yes, and many creators do. Combining the two gives you more types of campaigns to choose from and more ways to earn. Make it clear in your profile that you do both, read each brief carefully, and keep an eye on exclusivity and usage rights.

UGC creator or influencer: which fits you?

Choose a career as a UGC creator if you love producing content and prefer working behind the scenes without building a personal brand. Choose an influencer path if you enjoy community building, sharing your daily life, and growing a public following.

What is the difference between making UGC and being an influencer?

As an influencer, you post content on your own channels for your own followers, so your reach matters. As a UGC creator, you make content that the brand uses on its own channels or in ads, so the quality of your content matters, not your follower count. Many creators do both.

Which niche suits you as a creator?

Your niche is the theme your content revolves around, such as food, beauty, sports or parenting. A clear niche helps brands find you and gets you campaigns that suit you better. Choose something you genuinely enjoy and know about, that fits your daily life, and that you can keep making content about for a long time.

Making video: technique

How do you film vertically for Reels and TikTok?

Film in 9:16 by holding your phone upright, and never crop horizontal footage to vertical afterward. Keep your face, the product and any text in the center of the frame, because buttons and captions cover the top, bottom and right-hand side. Use a mix of close-ups and wider shots, and move toward the camera rather than sideways.

How do you get good lighting in your videos?

Good lighting makes a bigger difference than an expensive camera. Film facing a window for soft daylight, avoid light coming from behind or directly above you, and don't mix daylight with lamps. If you film in the evening or in winter, a simple ring light or LED lamp is a handy investment.

How do you keep your footage steady without expensive gear?

You don't need a gimbal for steady video. Turn on your phone's stabilization, hold your phone with two hands close to your body, and rest it on something whenever you can. A cheap phone stand or a pile of books works for static shots. If needed, editing apps can smooth out the last bit of shake.

How do you make a UGC video with just your phone?

You don't need expensive equipment to film high-quality UGC videos. With a smartphone, natural lighting, clear audio, and mobile editing apps like CapCut, you can script, shoot, and edit professional, high-converting content for brands.

How do you record clear audio?

Viewers forgive slightly imperfect visuals much sooner than bad sound. Film in a quiet room with soft furnishings to reduce echo, switch off background noise, and keep your phone or microphone close to you. A simple clip-on microphone is the best upgrade if you talk to the camera a lot. Always do a short test recording first.

Which camera settings do you use for UGC?

Film vertically (9:16) in at least 1080p, preferably 4K, at 30 frames per second. Use your phone's rear camera and its standard camera app, lock your focus and exposure, and turn off filters and beauty mode. Always send the brand the original files, not compressed versions.

Which free editing apps do you use for UGC?

You don't need expensive software to edit UGC. Free apps such as CapCut, Edits by Instagram, VN and iMovie are more than enough for most campaigns. Choose an app that exports without a watermark and in high quality, and be careful with built-in music and templates, because they can't always be used for commercial purposes.

Making video: creative

How do you come up with ideas when you're stuck?

Every creator gets stuck sometimes. Instead of waiting for inspiration, go looking for it. Reread the brief, read customer reviews of the product, think about the moments when you use it, and look at formats and trends that work. Write down lots of ideas quickly without judging them, keep an idea bank, and just film a test. Ideas often come once you start.

How do you create a strong hook in the first 3 seconds?

Within a few seconds, viewers decide whether to keep watching or scroll on. A strong hook grabs their attention immediately with a question, a bold statement, a recognizable problem or a striking visual. Skip the introduction, combine what you say with text on screen and something to look at, and make sure the rest of your video delivers on what the hook promises.

How do you keep viewers watching (retention)?

Retention is how long people keep watching your video. The longer they watch, the more TikTok and Instagram show your video to others, and the better an ad performs for a brand. Keep viewers watching with a strong hook, a fast pace without pauses, regular changes of shot, captions and an ending that rewards them for staying.

How do you make authentic content that doesn't feel like an ad?

People scroll past ads, but they stop for real experiences. Only work with products you actually like, use them properly before you film, and talk about them the way you'd tell a friend. Film in your own environment, show the product in your daily life, and use your own words instead of the brand's slogans. Authentic doesn't mean hidden, though: on your own channels, you still label sponsored content as advertising.

How do you tell a story in 30 seconds?

Even a short video can tell a story that sticks. Focus on one message, with you as the main character. Build in a beginning (the situation), a middle (tension or a turning point) and an end (the result). Use formats such as before and after, "I tried this for a week" or a day in the life, and show the change instead of explaining it.

How do you write a script for a UGC video?

A good UGC script follows a simple structure: a hook that grabs attention, a recognizable problem, the product as the solution, two or three convincing benefits and a clear call to action. Start from the brief, write the way you talk, note both what you say and what you show, and read your script out loud before you film.

Types of content

How do you make a convincing product review?

A convincing review is honest, specific and personal. Use the product properly before you film, explain why you tried it, and share your own experience with two or three specific benefits. Show results instead of only describing them, add a small nuance where the brief allows it, and finish with a clear verdict on who the product is for.

How do you make a credible testimonial?

A testimonial is your personal recommendation of a product, usually told straight to camera. It's credible when it's based on real experience, contains specific details and sounds natural. Tell who you are, what your situation was before, what changed, and who you'd recommend it to. Look into the lens, talk as if to one person, and don't learn your text word for word.

How do you make a good unboxing video?

A good unboxing builds excitement and shows the product at its best. Prepare a clean surface and good light before you open anything, film from above or at a slight angle, and take your time with the reveal. Show the packaging and product details up close, let the sounds do their work, share your honest first impressions and end by showing the product in use.

How do you make a tutorial or how-to video?

A good tutorial shows the end result first, then guides viewers through clear, simple steps. Prepare everything in advance, practice the steps before you film, and show your hands and the product up close. Use one action per step, number the steps with text on screen, keep the pace up, and end with the result and a handy tip.

Which video formats work best on each platform?

Every platform has its own style. TikTok rewards raw, fast, trend-driven content. Instagram Reels works well with slightly more polished, inspiring videos. Stories and Snapchat are casual and personal. YouTube Shorts is great for useful content that people search for. If a brand uses your UGC in ads, a strong hook, captions and a clear call to action are the top priority. Always check the brief to see which platform the content is for.

Working with brands

How do you communicate professionally with a brand?

Good communication makes you a creator brands want to work with again. Respond within a working day, keep your tone friendly and clear, and put all your questions in one message. Confirm when you've received the product, let the brand know straight away if something changes, and record agreements in writing. Use the communication channel within the campaign where possible.

How do you deliver your content the right way?

Check your content against the brief before you deliver it, and do a quick technical check of the format, image, sound and music. Always deliver the original files in the highest quality, name them clearly and send exactly the versions the brand asked for. Deliver on time through the campaign, add a short note, and wait for approval before you post anything on your own channels.

How do you handle feedback and revisions?

Feedback from brands is a normal part of the job, not personal criticism. Read it calmly, ask questions if something isn't clear, and make the changes within the agreed time. When you resubmit, briefly say what you've changed. If feedback goes beyond what was agreed in the brief, raise it politely. And the best way to keep revisions to a minimum is to read the brief carefully from the start.

How do you read a brand brief properly?

The brief tells you exactly what a brand expects from you. Read it in full before you apply, and pay special attention to the deliverables, key messages, do's and don'ts, deadlines, compensation and usage rights. Make your own checklist, ask questions before you start filming, and check your content against the brief once more before you submit it.

What does a brand expect from you as a creator?

Brands look for creators who are reliable, professional and easy to work with. In practice, that means following the brief, delivering good content on time, communicating clearly, handling feedback well and sticking to agreements. You don't need to be perfect or have a big following. Brands mainly want to be able to count on you.

Rates and payouts

How do payouts work through a platform?

On Influentials, you don't have to chase brands for payment. The brand reserves the campaign budget on the platform in advance. You complete your payout details and deliver your content on time. Once the brand has approved it, you receive your payout through the platform 10 days after the campaign's end date. If you deliver late, your payout may come later. For product-only campaigns, there's no money payout: the product is your compensation.

How do you avoid late payments?

On Influentials, you receive your payout 10 days after the campaign's end date, provided you delivered your content on time and the brand has approved it. Most delays are caused by late delivery, incomplete payout details or content that isn't approved in time. Complete your payout details as soon as you sign up, deliver your content on time and according to the brief, and handle feedback quickly. That way your payment arrives without any issues.

How do you set your rate as a creator?

Your rate depends on more than just the video itself. It's determined by the time you spend, the number and type of deliverables, how and for how long the brand may use your content, any exclusivity, and your experience. Start from your desired hourly rate, estimate how many hours a campaign takes, and add extra for usage rights and exclusivity. On Influentials, the brand states the compensation in the brief, so you can decide for yourself whether a campaign is worth it for you.

How much do you earn with influencer posts?

There's no fixed amount. What you earn per post depends on your reach, how engaged your followers are, how well your audience matches the brand, the type of content, the platform, usage rights and exclusivity. Brands pay with a fee, a product, a commission, or a combination of these. On Influentials, you can see the compensation in the brief before you apply.

What do you earn as a UGC creator?

Beginners earn between €50 and €150 per video, while experienced UGC creators make €150 to €350+ per asset. Full-time creators can earn anywhere from €2,000 to over €10,000 per month by selling content bundles, licensing rights, and raw footage.

Growing and getting picked

How do you build a trustworthy reputation?

Your reputation is built with every campaign and every post. With brands, it comes down to reliability: following the brief, delivering on time, communicating clearly and sticking to agreements. With your audience, it comes down to honesty: only promoting products you believe in and being open about collaborations. A good reputation leads to better reviews, repeat collaborations and more campaigns.

How do you get selected for campaigns more often?

Brands choose creators who fit their product, make good content and are reliable. Make sure your profile is complete and your socials are connected, only apply for campaigns that genuinely suit you, and read the brief carefully before you apply. Deliver well and on time, so you collect good reviews. Every successful campaign increases your chances for the next one.

How do you grow in a specific niche?

Growing in a niche means becoming the creator people think of first for a particular topic. Choose three or four recurring themes within your niche, post consistently in a recognizable style, share knowledge and experience, and actively engage with your community. Use words people search for, learn from your statistics, and work with brands that suit your niche. Go deep first, then broaden.

How do you grow your portfolio?

Your portfolio shows brands what you can do. You can start growing it even without paid campaigns: make your own content with products you already use, take part in product campaigns, and show a variety of formats such as reviews, unboxings and tutorials. Choose quality over quantity, update your portfolio regularly, and check with the brand before you show content from a campaign.

How do you make your audience data work for you?

Your statistics show who your followers are, when they're online and which content they value most. Use this data to decide what to post and when, to choose campaigns that suit your audience, and to show brands why you're a good match. Look mainly at engagement and audience match, not just at your number of followers.

Rules of the game

How do you handle exclusivity and non-compete clauses?

Exclusivity means you agree not to work with a brand's competitors for a certain period. Before you agree, check how long it lasts, which brands or categories it covers and which channels it applies to. Exclusivity costs you opportunities, so it deserves compensation. Keep an overview of your exclusivity agreements, so you never accidentally work with two competing brands.

What are usage rights from a creator's point of view?

Usage rights are the permission you give a brand to use your content. You usually remain the owner, but the brand pays not only for the content itself, but also for the right to use it. The broader those rights (more channels, paid ads, longer duration, more countries), the more valuable they are. Always check exactly what you're agreeing to, and watch out for unlimited rights without extra compensation.

Who owns the rights to the content you make?

In the Netherlands, you usually own the copyright to the content you make, automatically. When you work with a brand, you usually don't sell that copyright. Instead, you give the brand permission to use your content under certain conditions: a license, or usage rights. Always check how, where and for how long the brand may use your content, and whether it's for organic posts or paid ads.

Tools and setup

How do you set up a simple filming space at home?

You don't need a studio. Choose a quiet spot near a window, with a calm background and some soft furnishings to reduce echo. Keep a small surface ready for product shots, and store all your equipment together in one box or basket. That way you can start filming in minutes, whenever you need to.

What equipment do you really need as a new creator?

Less than you think. A smartphone, good light from a window and something to prop your phone up with are enough to start. If you want to invest, start with a clip-on microphone and a simple ring light or LED lamp: sound and light make a bigger difference than a better camera. Buy extra equipment only when you notice you actually need it.

Which apps do you use for planning and editing?

A few simple apps can make your work as a creator much easier. Use a notes app to collect ideas, a calendar or planning tool to keep track of deadlines, and a free editing app to edit your content. Tools such as Notion, Trello, Google Calendar and Canva help with planning, and CapCut and Edits by Instagram with editing. Keep it simple: a system you actually use is better than lots of apps you forget about.