First things first: define what you need before searching
Before you start looking for a UGC creator, you need to be clear about what you want to achieve. Are you looking for TikTok and Meta ads? Need content for your landing page? Want testimonials that build trust? The answer to these questions determines the type of creator you need.
Not all UGC creators do the same thing. Some specialize in direct-to-camera ads, others in product demos, others in lifestyle content. Some work with beauty, others with tech, others with ecommerce. Defining your need saves you time and money.
In my case, I work with brands that need bilingual content (Spanish and English) across multiple formats: from problem-solution ads to demos, testimonials and spokesperson videos. But that is because my profile fits those needs. Another creator may be better for a different type of project.
Where to find professional UGC creators
There are several ways to find UGC creators. Specialized platforms like Billo, Insense or JoinBrands connect brands with creators, but quality varies widely. Fiverr is a direct channel with verified reviews. Gisela Saldarriaga is there as gisela_sm (4.8/5, 173 reviews). You can also search on TikTok and Instagram using hashtags like #ugccreator or #ugclatina.
Another option is searching directly on Google. A creator who has their own website with a portfolio, client testimonials and a clear value proposition tends to be more professional than someone who only has a social media profile.
UGC agencies are also an option, especially if you need volume. However, they tend to be more expensive and offer less personalization. For brands that want a direct relationship and a very specific tone, working directly with the creator usually works better.
Asking other marketers also works. UGC is a relatively small community and good recommendations circulate.
What to evaluate in a UGC creator's portfolio
The portfolio is the most important thing. Do not just look for "pretty" videos — look for content that feels real, has commercial structure and demonstrates versatility. A good creator can adapt their tone to different brands without losing naturalness.
Pay attention to these aspects: audio quality (it is as important as video), natural and consistent lighting, confidence speaking to camera, variety of formats (ads, demos, testimonials) and the ability to hold attention in the first few seconds of the video.
Also evaluate whether the creator has experience in your vertical. It is not mandatory, but someone who has already worked with products similar to yours understands your audience's pain points better and can create more relevant content from the first video.
Something many brands overlook: check whether the creator understands performance marketing. UGC is not just "making pretty videos" — it is creating pieces that work within an ad campaign. A creator who understands hooks, CTAs and conversion structures will give you better results.
The brief: how to communicate what you need
A good brief is the difference between content that works and content you need to redo. It does not have to be a twenty-page document — but it does need to cover these points: product or service, target audience, destination platform, desired tone, key messages and CTA.
Include examples of content you like and content you definitely do not want. This gives the creator a visual and tonal framework worth more than a thousand words of description.
When I work with brands, I always ask to see their existing ads (even if they are not performing), their landing page and at least one competitor piece they consider good. That gives me enough context to propose creative angles aligned with the brand.
A common mistake is micro-managing the script. If you hire a professional creator, let her propose the structure. She knows which formats work on each platform. You bring the product and customer knowledge; she brings the creative execution.
Budget and work structure
UGC pricing varies widely depending on the creator's experience, brief complexity and content volume. Generally, packages are more cost-effective than hiring video by video. A typical package might include 3-5 videos with hook variations.
Some creators charge per video, others monthly, and others per project. Always ask what is included: how many revisions? Vertical and horizontal formats? Short versions for Stories? Usage rights for paid media?
Usage rights are an important topic. Make sure the agreement includes a license to use the content in paid ads. Some creators charge extra for this; others include it in their base rate.
My recommendation: start with a small test project (2-3 videos) before committing to a large package. This lets you evaluate quality, communication and brand fit without risking a large budget.
Red flags: when NOT to hire someone
Do not hire a creator who has no portfolio. If they cannot show you previous work, there is no way to evaluate their level. Also do not hire someone who promises sales results — the creator produces content, but results depend on your ad strategy, product and funnel.
Avoid anyone who does not ask questions about your brand before accepting the project. A good creator wants to understand your business, audience and goals. If they accept the work without asking anything, they are probably producing generic content.
Be wary of unrealistic delivery timelines. A well-made UGC video requires preparation, filming and editing. If someone promises ten videos in two days, quality will suffer.
Finally, pay attention to communication. If the creator does not respond to messages in reasonable timeframes during negotiation, communication is unlikely to improve during the project.
A profile you can evaluate now
Gisela Saldarriaga is a bilingual UGC creator. She produces TikTok and Meta ads, demos, reviews, and spokesperson videos from Medellín, in Spanish and English, for US Hispanic, Spain, and LatAm brands. She works on Fiverr as gisela_sm: 4.8/5 from 173 verified reviews. 28+ brand campaigns. Content is delivered to the brand; she does not post client work unless it is an ambassador deal.