Resources / UGC creators
How to choose a UGC creator for your brand
The best profile isn’t necessarily the one with the biggest audience: they need to make your message credible and easy to understand.
First, define the creator’s role
When a brand commissions UGC for its own channels, the creator’s audience isn’t always the main criterion. Their ability to tell a story, demonstrate and deliver the right format can matter more. If you mainly want a post to an existing community, the selection criteria change: see our guide on choosing an influencer.
Write down what the person needs to embody: beginner user, expert, parent, athlete, professional or another genuinely relevant situation. Avoid judging fit on appearance alone.
Read the portfolio like a future viewer
Watch full videos, not just the best seconds of an edit. Does the hook make you want to see what comes next? Is the product visible and its use credible? Do the voice, pace and subtitles serve the message? Someone can produce beautiful images without managing a clear demonstration.
Ask for an example close to your format: testimonial, tutorial, demonstration or talking to camera. Also check that the creator can talk about your category without making claims the brand can’t back up.
A simple grid to compare profiles
- Fit: real experience of or interest in the category.
- Storytelling: hook, structure and clarity of the demonstration.
- Production: sound, light and consistent enough quality for the planned channel.
- Collaboration: understanding of the brief, schedule and quality of communication.
- Usage terms: agreement on deliverables, edits and distribution.
The grid helps you compare, but doesn’t replace a conversation. Ask the creator how they would present the product and what they need to test it honestly.
Plan useful diversity, not decorative diversity
If you produce several pieces of content, varying the situations, voices and ways of using the product can be more useful than giving every profile the same script. Each variation should test a hypothesis: a different objection, a different use or a different audience.
Before casting, prepare a clear UGC brief . Then decide on production at the creator’s home, in a studio or a mix, depending on the project’s needs. REM Influence can help you scope this choice in a call.