UGC Creators in 2027: What They Do and How to Work With Them

Written by Jacob Boe with the help of AI

Cover: UGC Creators: How to Work With Them

UGC creators are content creators who are paid to produce videos and images that look and feel like content from real customers – testimonials, unboxings, tutorials and product demos – which the brand then publishes in its own channels and ads. Unlike influencers, they are paid for the content and the right to use it, not for posting to their own audience. To work well with UGC creators, give them a clear but flexible brief, agree in writing on usage rights, understand what drives the price, review the content against a checklist and test many variants in paid media. Heading into 2027, demand for creator-made content in advertising will keep growing, while rules on AI, honesty and disclosure get stricter.

If you want to understand the difference between UGC and influencer marketing, read our article on UGC vs influencer marketing. Here we focus on the practical side: what UGC creators do, how to find them, how to brief them, what to agree on rights and price, and what changes toward 2027.

What does a UGC creator do?

A UGC creator works more like a small production company than an influencer. The typical job is to receive a product, film it in an everyday setting and deliver ready-made content that the brand can use in ads, on product pages, in emails and on its own social media accounts. Common deliverables include:

Testimonial videos where the creator talks about why they like the product.
Unboxing and first-impression videos.
Tutorials and how-to videos that show the product in use.
Problem-and-solution videos that start with a familiar frustration.
Several opening hooks for the same video, so the brand can test which start works best.
Raw footage and photos that the brand’s own team can edit into new versions.

Many UGC creators have few or no public followers. What they sell is the ability to make content that feels natural, speak convincingly to camera and deliver on time.

Why do brands work with UGC creators?

Because creator-style content tends to work well as advertising. In CreatorIQ’s Creator-Powered Funnel report, 77 percent of the surveyed marketers said creator content outperforms traditional brand advertising, and 92 percent of paid media leaders use creator content in paid media in some form. The look and feel of a real person showing a real product stops the scroll in a way polished brand films often do not.

Consumers also value honesty. In Sprout Social’s research, 64 percent of consumers say genuine reviews are the most effective type of influencer content. UGC borrows that format – which is also why it must never pretend to be something it is not.

How do you find UGC creators?

There are several routes, and most brands use more than one:

Your own customers. People who already post about your brand can be invited to create content professionally.
Social platforms. Search for creators who make good everyday content in your category on TikTok, Instagram and YouTube, and look for profiles that mention UGC in their bio.
Marketplaces and platforms. Several services connect brands with UGC creators and handle contracts and payments.
Agencies. An agency can find, brief and manage creators, review content and combine UGC with influencers and paid media.

Always ask for a portfolio and look for three things: how natural the person sounds on camera, the quality of light and sound, and whether they can adapt their style to different brands.

How do you write a good brief for a UGC creator?

The brief is where most UGC projects succeed or fail. A good brief is clear about the goal and the facts but leaves room for the creator’s own voice. Include:

The goal and where the content will be used, for example TikTok ads, Meta ads or product pages.
The target audience and the problem the product solves for them.
Key messages and the product facts that must be correct.
What must not be said, especially claims about health, results or prices that you cannot back up.
Format details: length, vertical or horizontal, subtitles, number of hooks and variants.
Examples of content you like – and why.
Delivery format, deadline and how many rounds of feedback are included.

Avoid writing a full script. Creators who use their own words sound more credible, and Sprout Social reports that 65 percent of influencers want to be involved in the creative process rather than following rigid briefs.

What should you agree on regarding rights?

This is the most important – and most often forgotten – part. Under the Swedish Copyright Act, the person who creates a work owns the copyright unless it is transferred. Paying for a video does not automatically give you the right to use it anywhere, forever. Agree in writing on:

Channels: organic social media, paid ads, website, email, in-store screens, TV.
Duration: for example three, six or twelve months, or perpetual use.
Markets: Sweden only, the Nordics or more countries.
Editing: whether you may cut, shorten, add text or combine the content with other material.
Paid amplification: whether the content may run as partnership ads from the creator’s own account.
Exclusivity: whether the creator may work with competitors during or after the collaboration.

Also remember that the Swedish Act on Names and Images in Advertising requires consent to use a person’s name or image in marketing. A clear agreement protects both the brand and the creator.

What drives the price of UGC content?

Prices vary widely, so it is more useful to understand what drives them than to look for a standard rate:

Number of videos, variants and hooks.
Length and complexity – a simple selfie video costs less than one with several locations or people.
Scope of usage rights: paid media, long periods and many markets increase the price.
Exclusivity in a category.
Raw footage and extra photos.
Script writing, concept work and number of revision rounds.
The creator’s experience and track record with performance ads.

Usage rights often make up a significant part of the cost. It is usually cheaper to negotiate broad rights from the start than to extend them later.

How do you review and use UGC content?

Review every delivery against the brief: are the facts correct, does the product look right, is the sound clear and are any claims backed up? Give specific feedback in one round rather than many small comments. Then test several variants in paid media and keep the ones that perform. Measure hook rate, watch time, click-through rate and cost per acquisition, and replace content before it gets tired.

Can UGC be combined with influencers and ambassadors?

Yes, and the combination is often stronger than either alone. When Collabri worked with Bagliora, UGC content was combined with an ambassadorship with Carolina Gynning. The well-known face built trust and attention, while UGC provided a steady flow of everyday content – and Bagliora had its strongest year in sales and engagement.

What rules apply to UGC creators?

Paid UGC must never be presented as a spontaneous, independent customer review. Since 2022, the Swedish Marketing Act’s black list has explicitly banned posting fake consumer reviews or recommendations, or commissioning others to do so. When a brand publishes UGC as its own ad, the brand is the clear sender. When a creator posts paid content in their own channel, it must be labelled as advertising, and Konsumentverket stresses that the brand carries the main responsibility.

What changes for UGC creators toward 2027?

Four shifts are worth preparing for:

More creator content in paid media. CreatorIQ found that creator content already makes up 44 percent of brands’ paid media creative on average. Expect UGC to become a fixed part of every performance plan.
AI must be disclosed. In the EU, the AI Act’s transparency obligations apply from 2 August this year, with obligations on watermark-detection interoperability following on 2 February 2027. If AI is used to create or change a person’s image or voice – for example AI avatars – plan for clear disclosure.
Stricter EU rules on influencer marketing. The European Commission has signalled that it will address misleading influencer marketing in a forthcoming Digital Fairness Act. UGC that blurs the line between customer and advertiser will face more scrutiny.
Rights management becomes a competitive edge. As brands reuse content across more channels and markets, clear and well-documented rights will separate efficient programmes from risky ones.

Key takeaways

UGC creators are paid for content and usage rights, not for reach.
77 percent of surveyed marketers say creator content outperforms traditional brand advertising, according to CreatorIQ.
Write a clear brief with facts and limits, but let the creator use their own words.
Agree in writing on channels, duration, markets, editing, paid amplification and exclusivity.
Prepare for 2027: more creator content in ads, AI disclosure and stricter EU rules.

Frequently asked questions

What is a UGC creator?

A UGC creator is a content creator who is paid to make content that looks like it comes from real customers, which the brand then publishes in its own channels and ads. They do not need a large following.

Who owns UGC content?

Under Swedish copyright law, the creator owns the copyright unless it is transferred. The brand gets the rights that are agreed in writing, so always specify channels, duration, markets and editing rights.

What affects the price of UGC?

The number of videos and variants, complexity, usage rights, exclusivity, raw footage, revisions and the creator’s experience. Broad rights for paid media usually cost more.

Does UGC have to be labelled as advertising?

When a creator posts paid content in their own channel, yes. When a brand publishes UGC as its own ad, the brand is the sender – but the content must never be presented as an independent customer review.

Want help combining UGC creators, influencers and well-known personalities in one plan? Contact Collabri at info@collabri.se. You can also browse our talents and client projects.

Sources

CreatorIQ – Creator Content Now Powers 44% of Paid Media Creative (2026): https://www.creatoriq.com/press/releases/creator-powered-funnel-report-2026
Sprout Social – 32 Influencer marketing statistics to know in 2026 (2026): https://sproutsocial.com/insights/influencer-marketing-statistics/
Riksdagen – Lag (1960:729) om upphovsrätt till litterära och konstnärliga verk: https://www.riksdagen.se/sv/dokument-och-lagar/dokument/svensk-forfattningssamling/lag-1960729-om-upphovsratt-till-litterara-och_sfs-1960-729/
Riksdagen – Lag (1978:800) om namn och bild i reklam: https://www.riksdagen.se/sv/dokument-och-lagar/dokument/svensk-forfattningssamling/lag-1978800-om-namn-och-bild-i-reklam_sfs-1978-800/
Företagarna – Marknadsföringslagens svarta lista utökas (2022): https://www.foretagarna.se/nyheter/riks/2022/maj/marknadsforingslagen-svarta-lista-utokas/
Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/
Paul, Weiss – EU Finalises Transparency Rules for AI-Generated Content (2026): https://www.paulweiss.com/insights/client-memos/eu-finalises-transparency-rules-for-ai-generated-content
European Parliamentary Research Service – Regulating influencer marketing in the European Union (2025): https://epthinktank.eu/2025/12/22/regulating-influencer-marketing-in-the-european-union/

This article was written with the help of AI and reviewed by Collabri.