How to find UGC creators and buy UGC content
In short
There are 5 ways to find UGC creators: the platforms' own creator marketplaces (TikTok One, Instagram), direct outreach on social media, freelance platforms, UGC platforms and agencies. They differ less on the creators than on who does the work: casting, brief, contract, review and payment.
Before you pay, decide what you are buying: video files you post or run as ads, or videos published on the creator's account. Then check the usage rights, the deliverables and the disclosure. On UGC Pocket, our team builds the campaign, writes the video scripts and pushes the campaign to hundreds of creators in our network; from €2,000 per campaign, no subscription, price and terms set out in the commercial proposal.
The 5 ways to find UGC creators
Each route has its use, and many brands combine them: a platform or an agency for a campaign, direct outreach for a creator they already follow. Finding creators is one step of a wider plan: our UGC campaign guide covers the others, from the goal to the measurement.
| Method | What you get | Who does the work | Watch out for |
|---|---|---|---|
| Platform creator marketplaces | Search with audience and performance filters, contact inside the platform | You: brief, negotiation, contract, review | Built for partnerships with an audience, so large accounts stand out |
| Direct outreach (DMs, email) | Direct contact with creators you already like | You, from start to finish | Time spent; contract, rights and payment to set up yourself |
| Freelance platforms | Many video profiles, payment through the platform | You: casting, brief, review | Few filters specific to UGC; rights only if written into the order |
| UGC platforms | Creators used to working with brands, brief and payment in one tool | You or the platform's team, depending on the model | Models differ: per video, subscription plus fees, per view, per campaign |
| Agencies | Strategy, casting, production and reporting | The agency | Scope and price set per project |
1. TikTok One and Instagram's creator marketplace
On TikTok, the creator discovery tools are in TikTok One. Brands search in the Explore creators section, filter by creator details, audience demographics and performance metrics, and sort by follower count, engagement rate or most recent posts. Meta began testing Instagram's creator marketplace in the US in 2022, opened it to seven more countries from February 2024, then to ten more in May 2024, France included. In an update dated 30 January 2026, Meta announced that it was expanding brand access to the marketplace to businesses globally.
Both tools are built for creator partnerships, so they favour accounts with an audience. For UGC, where you buy the video more than the reach, use them to build a shortlist, not as your only source.
Sources: TikTok Ads Help, how to find creators who work with TikTok One (updated June 2026); Meta, creator marketplace on Instagram (21 February 2024); TechCrunch, Instagram expands its creator marketplace to 10 new countries (13 May 2024); Meta for Business, new AI-powered tools to scale creator and brand partnerships (update of 30 January 2026). Checked 30 September 2026.
2. Direct outreach on social media
Search TikTok and Instagram for creators who already film your kind of product, or who present themselves as UGC creators in their bio, then contact them by DM or email. It works well with creators you already follow. Everything else is on you: the rate, the contract, the usage rights, the payment, the invoice and the disclosure.
3. Freelance platforms
General freelance marketplaces list video creators alongside every other service. Payment goes through the platform, but the casting, the brief and the review stay with you, and usage rights are only covered if you write them into the order.
4. UGC platforms
UGC platforms connect brands with creators who already work with brands. The model matters more than the name: a video file at a set price, a monthly subscription plus fees on creator payments, payment per view, or a campaign built by a team. Several platforms also offer posting on the creator's account. Prices, fees and rights for each are in our UGC platform comparison.
5. Agencies
An agency handles the strategy, the casting, the production and the reporting, and often runs UGC alongside influencer or paid social work. It fits when you want one partner for the whole plan. Agencies and platforms are complementary: an agency can run its clients' campaigns through a platform. See UGC vs agency.
Files or posts: decide what you are buying
Buying UGC content can mean two different things. The price, the rights and the result depend on it.
- Video files. The creator films, edits and sends you the file. You post it on your accounts or run it as an ad. The usage rights in the order decide where and for how long.
- Videos published on the creator's account. The creator posts to their own audience; you can then boost the post with Spark Ads or partnership ads if the creator authorizes it. Several platforms offer this, and it is how UGC Pocket campaigns work.
Published per-video rates and add-ons (rights, whitelisting, raw footage) are in our UGC pricing guide. Ad specs and boosting are covered in UGC ads on Meta and TikTok.
How to choose the right creator
Four criteria are enough to build a shortlist:
- Niche fit: does the creator already use products like yours? A freelancer for invoicing software, a player for a mobile game. It is the first source of credibility.
- The platform: where do they post, and does it match where you want the videos to run?
- The style: watch several past videos. Energetic or calm, face to camera or voice-over? For creators who prefer not to show their face, see faceless UGC formats.
- The working habits: do they answer clearly, meet deadlines, follow a brief and flag sponsored posts? Ask to see one or two past brand videos.
Audience size matters less for UGC than for influencer marketing, because you buy the content more than the reach. Our article UGC vs influencer helps you decide which one you need, and AI UGC vs real creators covers avatar videos. New to the topic? Start with what UGC means.
What to check before you buy UGC content
- The deliverables: number of videos, length, format, captions, extra hooks, raw footage or not.
- The usage rights: organic only or paid ads, channels, duration, territory. See UGC usage rights and whitelisting.
- The revisions: how many rounds, and what counts as a revision.
- The disclosure: how the sponsored nature of the video is shown on the creator's post.
- The payment and the invoice: who pays the creator, when, and on what basis.
- A written agreement that covers all of the above: our UGC contract guide lists the clauses.
- A clear brief: the UGC brief template gives you one to copy.
How it works on UGC Pocket
UGC Pocket runs the campaign for you: it goes out to hundreds of creators in our network; those who want to join take part, and our team reviews every video. Software, apps, services and training are the core of what we work on.
- Describe your need: in free text, through the talk to sales form. Our team builds the campaign and writes the video scripts, following the codes of the formats that work in your sector, then sends you a commercial proposal.
- Accept the proposal: Price and terms are set out in the commercial proposal. Once you accept it, our team publishes the challenges and pushes them to hundreds of creators in our network; those who want to join take part.
- The creators publish: Each creator follows the challenge brief and publishes on their own declared TikTok and Instagram accounts. Views are read from the public statistics.
- Review: Our team reviews every video; you can ask for changes through the team.
Creators join through the free app on iOS and Android. There is no minimum follower count to sign up, and each brand accepts or declines access requests to its challenges. Reuse of the videos in ads or on your site is defined in the commercial proposal. Price: from €2,000 per campaign, no subscription, price and terms set out in the commercial proposal. An AI agent can also prepare a draft campaign through our MCP server, which you then confirm (for AI agents).
When it is not the right choice: a small test of a few videos, raw files you need quickly, or a budget under €2,000. A marketplace that delivers video files will suit you better. Small businesses can also read UGC for small businesses.
Frequently asked questions
Where can you find UGC creators?
On TikTok One and Instagram's creator marketplace; through direct outreach on social media; on freelance platforms; on UGC platforms; or through an agency. The main difference between these routes is who handles the casting, the brief, the contract and the review.
Do you need an agency to find UGC creators?
No, but it can help. You can search for and contact creators yourself, or use a UGC platform. An agency adds strategy, casting and production, and an agency can also run its clients' campaigns through a platform: the options are complementary.
How much does UGC content cost?
It depends on the creator's level, the usage rights and the add-ons: our UGC pricing guide gathers published rates with their sources. On UGC Pocket: from €2,000 per campaign, no subscription, price and terms set out in the commercial proposal.
How do you choose the right UGC creator?
Look at four things: niche fit (does the creator already use products like yours?), the platform they post on, the style of their past videos and their working habits. A creator who already uses products like yours gives a more credible result.
What should you look for in a UGC creator's past videos?
Whether the product is shown on screen, whether the first seconds get straight to the point, whether the creator speaks naturally rather than reading a script, the sound and image quality, and how sponsored posts are disclosed. Ask for one or two videos made for brands, not only their best organic post.