With only a small social media following and no prior brand deals, Marissa Ruth Mayer landed her first paid user-generated content (UGC) gig making testimonial ads for Flo Vitamins—proof that you don’t need a huge following or robust portfolio to gain admission to this corner of the creator economy. Here’s a step-by-step guide to how to start in UGC, build a portfolio from scratch, and land your first paying client.
1. Choose a niche that feels authentic to you.
If you’re still learning what user-generated content (UGC) is, start there before diving into client outreach. Likewise, if you’re exploring how to become a content creator, understanding the different career paths available can help you decide where UGC fits into your goals. One of the biggest mistakes new creators make is trying to appeal to every brand. While it might seem like casting a wider net will lead to more opportunities, it often has the opposite effect. Brands want to know exactly what kind of creator you are and whether your content aligns with their audience.
That doesn’t mean you’re locked into one niche forever, but having a clear focus makes it much easier for brands to picture working with you.
Some of the most popular UGC niches include:
- Beauty and skin care
- Fashion
- Fitness
- Food and beverage
- Home and organization
- Lifestyle
- Pets
- Technology
- Travel
- Wellness
Not sure where to begin? Start by looking at the products you already use. If you’re constantly sharing your favorite skin care routine, documenting your workouts, or showing off your morning coffee ritual on social media, you’ve probably already found your niche.
For performers, everyday life can become part of the content itself. An actor might film a “get ready with me” video before an audition, a dancer can showcase rehearsal essentials, and a singer could naturally incorporate wellness or vocal-care products into their routine.
If you’re still narrowing your focus, our guide to finding your niche as a content creator offers helpful strategies for identifying the topics and industries that best match your interests and strengths.
2. Create content before anyone asks you to.
As demand for UGC continues to grow, there’s never been a better time to get started. According to Billo’s roundup of UGC statistics, approximately 93% of marketers say user-generated content outperforms traditional branded content, making creators who can produce relatable, authentic videos increasingly valuable to brands.
That matches the experience of Mayer, who says the biggest myth she hears is that creators need previous brand deals or a large following before they can get started. “The absolute best part about UGC is that neither of those things are true,” she says. Mayer built a full-time UGC business with roughly 2,500 Instagram followers, rarely posting on her own page and starting with little content creation experience.
Instead, she recommends building what’s known as spec content—sample videos you create on your own using products you already own and genuinely enjoy. Think of it like an actor filming a self-tape before booking a role: You’re showing brands what you’re capable of before they’ve hired you.
Your sample content should look and feel like a real marketing campaign. Focus on creating videos that solve a problem, tell a story, or demonstrate how a product fits naturally into everyday life.
Some beginner-friendly ideas include:
- Day-in-the-life videos
- “Get ready with me” content
- Morning or nighttime routines
- Problem-and-solution videos
- Product demonstrations
- Product reviews
- Unboxing videos
- Voiceover testimonials
Need inspiration? We have dozens of content creation ideas that can help spark your next video, along with practical tips for successful content creation that will make your work more engaging.
And remember, brands aren’t expecting Hollywood-level production quality. They’re looking for creators who can communicate clearly, tell authentic stories, and make content that feels relatable.
That’s something Mariana Novak, a UGC creator and educator, says many beginners misunderstand. “I think the biggest misconception is that you need a huge following or expensive camera gear to get started,” she explains. “You don’t. Brands know they’re hiring creators—not influencers.”
While your videos should still be well-lit, clear, and thoughtfully shot, Novak says authenticity matters more than perfection. “The most effective UGC often isn’t overly polished,” she says. “Content that feels genuine, approachable, and like it came from a real customer usually performs better than something that looks like a high-budget commercial.”
Don’t let a lack of expensive equipment stop you from creating.
3. Build a portfolio even if you’ve never worked with a brand.
At this point, you might be thinking, Wait—doesn’t the title of this article say “without a portfolio”? Here’s the distinction: You don’t need a portfolio of paid brand collaborations, but you do need a place where potential clients can see your work.
Think of it like an acting demo reel. Before booking a major role, actors often use student films, self-tapes, or independent projects to showcase their abilities. Your UGC portfolio serves the same purpose: It shows brands what you can create before they’ve hired you.
The good news? It doesn’t have to be fancy.
Many creators build simple portfolios using Canva, Notion, Beacons, Google Drive, or a basic website. Include:
- A short introduction about who you are
- Three to six of your strongest sample videos
- The niches you create content for
- The types of videos you offer (reviews, unboxings, tutorials, voiceovers, etc.)
- Your contact information
As you continue creating, your portfolio will naturally evolve. Every new video is another chance to demonstrate the content creator skills brands are looking for, from storytelling and editing to on-camera confidence and creativity.
4. Start looking for opportunities before you feel ready.
Once you’ve created a handful of strong sample videos, don’t wait until everything feels perfect before you start applying for UGC work.
One of the biggest mistakes aspiring creators make is spending months trying to perfect their portfolio instead of putting themselves in front of potential clients. The reality is that your first client probably won’t expect perfection—they’re looking for someone who can create authentic content and communicate professionally.
That’s advice Mayer knows firsthand. She recommends using creator platforms that connect brands directly with UGC creators, especially when you’re just starting out. “If you have zero paid UGC experience, start by using the apps that feed you clients directly,” she says. “They’re free to use and usually easy to be accepted to, if you can make a good mock video.”
Mayer booked some of her first opportunities through platforms like Billo and Trend, though today there are many options available for new creators.
Beyond creator platforms, look for opportunities through:
- Our UGC casting calls
- Brand ambassador programs
- Creator agencies
- Creator marketplaces
- Direct outreach through email or social media
- Small businesses in your community
Don’t overlook local or smaller brands, either. They often need a steady stream of authentic content but may not have the budget for large influencer campaigns, making them a great place to gain experience and build your portfolio.
Most importantly, don’t let imposter syndrome keep you from applying. Every established UGC creator once had zero paid collaborations.
5. Write pitches that feel personal.
Imagine receiving two emails:
“Hi! I’d love to collaborate with your brand. Please let me know if you’re interested.”
or
“I’ve been using your electrolyte packets before dance rehearsals, and I noticed your TikTok doesn’t feature many day-in-the-life-style videos. I have a few ideas that could showcase your product in a way that feels authentic to performers and active creators.”
Which creator would you respond to?
Brands can usually tell when they’re receiving a mass email. Taking a few extra minutes to personalize your outreach can make a huge difference.
When reaching out, include:
- A short introduction
- Why you genuinely like the brand or product
- One or two content ideas
- A link to your portfolio
- A simple call to action
Keep your email concise. Your goal isn’t to tell your entire life story—it’s to spark enough interest that the brand wants to learn more.
6. Treat your first client like an audition.
Landing your first UGC client is exciting, but it’s also the beginning of your reputation. For performers, this mindset should feel familiar. Every audition is a chance to build relationships, demonstrate professionalism, and leave a lasting impression, and UGC is no different. So, deliver your content on time, communicate clearly, and be open to revisions. If a brand asks for another take or a different edit, treat it the same way you would a note from a director—feedback is part of the creative process.
When the project wraps, don’t be afraid to ask for a testimonial or permission to include the finished content in your portfolio. That social proof can make your next pitch even stronger.
One successful collaboration often leads to another. Brands talk, agencies share creator recommendations, and clients frequently return to creators they’ve enjoyed working with.
