How to find UGC creators in the UK

User-generated content (UGC) is video and photo content made by real people in a natural, social-first style. Brands post it on their own TikTok and Instagram accounts and use it in paid ads, because it often performs better than polished studio content. Here is how to find good UGC creators in the UK.

1. Decide what you need

Write down the platform (TikTok, Instagram Reels, YouTube Shorts), the number of videos, the length, and whether you will use them in ads. Ad usage and longer usage periods usually cost more, so be clear from the start.

2. Look where creators want brand work

On a creator marketplace such as Vexio, creators list their services and prices because they want to work with brands. Filter by platform, check the country on each listing to find UK-based creators, and look at their examples.

3. Check the creator

Look for verified accounts and recent work in a style you like. For UGC, the quality of the content matters more than follower numbers. Ask for two or three examples close to your product.

4. Send a clear brief

Include your product, the key message, what must and must not be said, the format, deadlines and how many revisions are included. A short, specific brief gets better videos.

5. Agree the terms before you start

Confirm the price, delivery date, usage rights (organic or ads, and for how long) and payment in writing in your chat. Keep everything in one conversation so both sides can refer back to it.