HOW to land your first ugc deal
diving into ugc is really exciting but it can be overwhelming to figure out where to start.
From creating your portfolio to reaching out to brands and negotiating prices, there are so many details to sort through. But don’t worry, there’s actually a simple path you can follow and repeat, month after month.
Like you, I thought UGC sounded like a unique opportunity and started pitching brands at the beginning of 2024. Since then, I quit my 9-to-5, I’ve worked with some awesome brands in the apparel, outdoors, and travel niches, and I’ve landed a recurring 4-figure deal. In this article I’m breaking down the exact steps I took to land my first paid deal, so that you can do the same.
What is ugc?
First things first, let’s get clear on the basics. UGC stands for user-generated content, and as the name would imply, it’s when a brand shares content created by fans of the product, as opposed to an in-house marketing team. Having these third party creators builds social proof and often comes across as more authentic and trustworthy than the more polished ads that used to be the standard.
It’s the difference between a real person using a skincare cream in a relatable-looking bathroom while showing off their unique personality, as opposed to a famous supermodel using that same skincare cream in a tropical villa. One feels like a friend sharing their new favorite product they just discovered after a night of online shopping, and the other feels like, well, an ad.
As many benefits as UGC has for the brands, there are even more benefits for the creator. UGC creators get paid to create content about their favorite products and travel destinations, without the stress of having to post on your own account (because the brand will share it on theirs).
Step 1: Do your research.
If you’re just starting out, you’ve got to know what you're getting into. UGC is different from brand photography or influencer marketing. It's all about creating authentic, relatable content that looks like it could've been made by any everyday user of the product. Spend some time scrolling through TikTok and Instagram to see what kind of UGC content is out there. Pay attention to the styles, the trends, and the niches that catch your eye.
You can create a folder to save good examples as you find them, that way you can reference them in the future if you need a little dose of inspiration. This is also a good chance to look at the different niches that are out there; don’t just limit yourself to the most popular categories like beauty, fitness, and travel.
Tip: Limit this initial research period to one day. The goal is to help you feel inspired and give you a few examples to reference, not to keep you stuck scrolling social media instead of actually creating.
Step 2: Create Your Portfolio
Now, I know what you're thinking – "How do I create a portfolio if I haven't landed any deals yet?" Don't sweat it! Start by making videos for products you already own and love. Reach out to friends with small businesses or local shops and offer to create some free content for them. The goal here is to showcase your style and skills, so have fun with it!
When I first started, I used videos from previous hotel and Airbnb stays, a sparkling cbd beverage, and my favorite water bottle. Despite the fact that these weren’t paid deals and I didn’t have a “brands I’ve worked with” section, I was able to show off the type of videos I could create, and I landed a $350 brand deal from this first draft of my portfolio.
Just remember: done is better than perfect! You can always revise it as you work with clients and improve your editing skills, but the most important thing is to have something to show brands to start with.
Oh, and don’t overthink the tech with your portfolio. Canva has amazing free website templates that are easy to edit. I built my portfolio with Canva and a free domain: check it out here.
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Step 3: Start Pitching Brands
You’ve got your portfolio, you’ve got your brand list, now it’s time to reach out and introduce yourself. The two most important things I want you to remember when it comes to creating your pitch are:
Keep it short: these brands are probably getting pitched by tons of creators, potentially on a daily basis, so they don’t have time to read multiple paragraphs about why you’d be a great fit. Instead, you want to quickly explain who you are, why you love the brand, and most importantly, how you can help them.
Try to open the door: the goal of this initial pitch email isn’t to land the deal, it’s to open the door to future communication. I always end my emails by asking “could I send you a few ideas?” This makes it an easier yes for the person reading the email. They aren’t committing to paying me (in fact, we’re not even talking about rates in this email), they’re simply agreeing to look at some ideas. Then, once they’ve given me that chance, I can follow up with additional information about how I can serve them and some initial concept ideas.
Here’s an easy formula you can follow:
friendly greeting that feels natural to you, introduce yourself and how you know the brand (1-3 sentences).what you do as a UGC creator and how this type of content can benefit the brand (1-3 sentences).closing sentence asking if you can send them a few ideas to see if it feels like a good fit.signature Step 4: Follow Up
Here's a little secret – most deals don't happen from the first pitch. Don't be afraid to follow up if you haven't heard back. Sometimes your email just got lost in the shuffle, and a friendly reminder can make all the difference. Personally, I send two follow emails to every pitch I send; usually after about a week, and then again a couple of days later.
I know it might feel like you’re being annoying, but it’s an essential skill to master if you want to succeed in this career. My biggest client to date didn’t reply to my initial email, they replied to my follow up. If I had given up after that first message, I likely would never have heard from them.
Step 5: seal the deal
Woohoo! A brand replied and they like your ideas… now what? Now it’s time to get clear on the budget, deliverables, and timeline.
Here are a few questions you can ask:
What kind of budget do you have for this project?
Are you looking for paid or organic content? Photos or videos?
How many pieces of content are you looking for?
What is your timeline?
Expect to go back and forth a little bit, and don’t be afraid to negotiate, even when you’re new. Like pitching and video editing, negotiating is something that you’ll get more comfortable with the more you do.
UGC photo I did for Laguna Beach House
Bonus tips to consider:
Starting out, you might see rates anywhere from $100-$300 per piece of organic video content. As you gain experience and build your portfolio, you can start charging more.
Try out different niches! You might start out thinking you only want to do apparel, but turn out to have a knack for creating tech content.
Remember, landing deals is a numbers game. New creators often see a 1-5% conversion rate on their pitches, meaning you might only land 1 deal for every 100 pitches you send.
Don't get discouraged by this number! You’ll get faster at finding and pitching brands, and your conversion rate will increase the more you improve your portfolio with examples and testimonials. Plus, once you land those coveted recurring deals, you won’t need to pitch as often!
And there you have it! Your roadmap to landing your first UGC deal. It might seem a little daunting at first, but trust me, once you get that first "yes," you'll be hooked. It's such a fun way to flex your creativity, work with cool brands, and earn good money, either as a side hustle or a full-time gig.
If you have questions or want personalized feedback on your portfolio, book a 1:1 UGC Success Session with me.
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