UGC creators are people who make product videos and photos for a brand to post on its own channels or run as ads. Unlike influencers, they are paid for the content, not for access to their audience. A good UGC video looks like a real customer showing a real routine, which is why wellness, supplement and peptide brands use it in paid social. The catch is that it still has to clear platform review, so the script cannot make health claims.

This guide covers what UGC creators do, where to find them, how to brief them and what they charge.

What is a UGC creator?

A UGC creator is a content producer who films short, natural-looking videos and photos of a product for the brand to use. UGC stands for user-generated content. The style copies what a real customer would post: phone footage, a person talking to camera, the product in a kitchen or gym bag.

The brand owns or licenses the result and decides where it runs: product pages, organic social, email or paid ads.

What is the difference between UGC creators and influencers?

The difference is who posts the content and what you pay for.

• Influencers post on their own accounts to their own audience. You pay for reach and trust.
• UGC creators hand the content to you. You pay for the video, and you post it.

Some creators do both. A micro influencer may sell UGC packages on the side, and a UGC creator may grow an audience over time. When you book, be clear which one you are buying, because the price and the contract differ.

Why do wellness brands use UGC?

Wellness brands use UGC because buyers in this category want to see a routine, not a polished ad. A video of someone mixing a powder into a morning shake or adding a step to a skincare routine feels closer to a friend's recommendation than a studio shoot.

UGC also gives you volume. With several creators and several hooks, you can test which opening line, setting and format works before putting more budget behind it.

Where can you find UGC creators?

UGC creators come from four main places.

• UGC marketplaces and platforms where creators list portfolios and rates.
• Social search on TikTok and Instagram, looking for creators who already post routines in your category.
• Your own customers, who may be happy to film content for a fee or product.
• Agencies that keep a vetted roster and handle briefs and approvals.

For wellness brands, social search and agencies tend to produce better fits, because you can see whether the creator already lives in the niche.

How do you vet a UGC creator?

Ask for three past videos in a similar category before you book anyone. Then check:

• Clear audio. If you cannot hear them on a phone speaker, the video will not work as an ad.
• Natural on camera. They should sound like a person, not a script.
• Real product use. Look for videos where the product is actually used, not just held up.
• Clean lighting and framing. Phone quality is fine. Dark or shaky footage is not.
• Fast turnaround. Ask how long delivery takes and whether revisions are included.
• Claim discipline. Check past wellness videos for medical claims. A creator who has said a product treats something before may say it again.

Judge the first three seconds of each sample. In paid social, that is where most viewers decide to stay or scroll.

How do you brief a UGC creator?

A good UGC brief fits on one page. It gives the creator enough structure to hit your goals and enough room to sound like themselves.

Every brief should include:

• Hook options. Two or three opening lines to test.
• Shot list. The scenes you need, such as unboxing, preparing, using and a close-up of the label.
• Talking points. Three points about the product: what it is, how it fits a routine, why the creator picked it.
• Words to avoid. For supplements and peptides, list banned words such as treats, cures, heals, clinically proven and any disease names.
• Format specs. Length, aspect ratio, captions or no captions.
• Usage rights. Where and for how long you can use the content.
• Deadline and revisions. Delivery date and how many rounds of changes are included.

Ask for a written script or bullet outline before filming. Fixing a script takes minutes. Reshooting a video takes days.

How do you keep UGC compliant in supplement and peptide categories?

Keep UGC compliant by focusing it on routine, experience and product facts, not on what the product does to the body. Creators can show how they use a product, what it tastes like, how it fits their morning and why they chose it. They should not say it fixes, treats or prevents anything.

A simple check before approval:

• Does the video describe a health outcome? Cut it.
• Does it compare the product to a medicine? Cut it.
• Does it show a before and after tied to the product? Cut it.
• Does it describe a routine, a preference or a fact on the label? Keep it.

This protects your ad account as well as the individual video.

What do UGC creators charge?

UGC is priced per video, not per follower, so rates track skill, volume and usage rights rather than audience size. Typical ranges we see sit close to nano and micro creator rates, about $50 to $2,000 per piece, with paid ad rights, raw footage and extra hooks priced on top.

Ways to keep UGC spend efficient:

• Buy packages of several videos from one creator at a lower per-video rate.
• Ask for multiple hooks on the same video, which is cheaper than new videos.
• Agree paid usage rights up front so you can run winners as ads without renegotiating.

How do you measure UGC performance?

Measure UGC by how it performs where you run it. In paid social, track hook rate, click-through rate and cost per purchase per video. On product pages, compare conversion rate with and without the video. Keep the winners, give losing creators a new hook to test and retire what still does not work.

How Baseamp runs UGC

Baseamp sources UGC creators who already film in wellness, fitness, supplement and peptide niches. We write one-page briefs with claim rules, approve every script before filming and every cut before delivery, and agree usage rights in writing. Brands get a shortlist in 48 hours.

FAQ

What is an influencer agency?

An influencer agency is a company that plans and runs creator campaigns for brands. It finds and vets creators, negotiates fees, writes briefs, approves content and reports on results. Many influencer agencies also source UGC creators, who make content for the brand's own channels and ads instead of their own feeds.

How much do influencer agencies charge?

Influencer agencies typically charge $1,000 to $20,000 a month on retainer, or from $5,000 per project, based on typical ranges we see in 2026. Creator and UGC fees are paid on top. UGC fees in typical ranges we see run about $50 to $2,000 per piece, depending on skill and usage rights.

What are wellness influencers?

Wellness influencers are creators who post about health habits and routines, such as fitness, nutrition, sleep, skincare and longevity, to their own audience. Brands book them for reach and trust. UGC creators in the same niches make similar content, but hand it to the brand to post instead of posting it themselves.