What Brands Are Actually Looking for in UGC Creators

As more companies shift their marketing budgets to user-generated content, the need for reliable, relatable creators has skyrocketed. But what exactly are brands looking for when they hire UGC creators?

1. Authenticity

The golden rule in UGC: keep it real. Brands don’t want a polished ad, they want content that looks and feels like a trusted friend giving a recommendation. This means natural lighting, unfiltered reactions, and honest opinions.

2. Clear Demonstration of Product

Show the product in action. If it’s skincare, apply it. If it’s a beverage, drink it. Use lifestyle storytelling to highlight the benefits and help viewers visualize themselves using it.

3. Engagement Over Follower Count

Brands are becoming less focused on vanity metrics. What matters more is how your audience engages. Do people comment, save, or share your posts? Micro and nano influencers often outperform big names in these metrics.

4. Good Editing and Framing

While authenticity is key, production value still matters. Make sure your video is well-lit, sound is clean, and the content is clear and to the point. Keep it short, sweet, and scroll-stopping.

5. Strategic CTA (Call to Action)

Guide your audience. Encourage them to click a link, use a discount code, or visit a website. Brands track performance and love creators who know how to drive action.

Using Kale is a great way to align your content with what brands are actively looking for. When you create content through Kale, you’re automatically working with brands that are open to discovering new talent.