You’ve probably heard advice like “Just start posting!” or “Make videos in good lighting!” — and while that’s not wrong, it’s also not the full picture of what gets you paid brand deals as a UGC creator.
So let’s go deeper.
In this post, I’m breaking down 5 things brands are actively looking for when they decide who to pay — and how you can position yourself to meet those expectations, even as a beginner.
1. 🔍 Clarity of Concept: Can You Tell a Clear Story?
The best UGC videos tell a mini story — problem, solution, result. If your content confuses people, or if it’s just “a vibe” without a message, brands are going to pass.
✅ What to do:
Start scripting with the story arc in mind:
What problem is the viewer facing?
How does this product help?
What’s the positive transformation?
📌 Example:
“I couldn’t fall asleep for more than 4 hours a night. Then I tried this magnesium powder, and now I sleep through the night for the first time in years.”
💡 Tip: Avoid fluffy intros. Hook the viewer immediately with a relatable issue.
2. 🤝 Reliability and Professionalism
This is a big one — and most creators don’t talk about it.
Being creative is great, but if you miss deadlines, don’t follow briefs, or make communication difficult, brands won’t work with you again (and definitely won’t refer you to others).
✅ What to do:
Respond to emails professionally (even if it’s just via DM)
Hit deadlines before they’re due
Use tools like Google Drive to stay organized
Ask clarifying questions up front so you nail the first draft
💡 Inside my course, I include a client tracking spreadsheet and feedback log to help with this.
3. 🎥 Understanding of Creative Direction (Not Just Following Trends)
Trends come and go — but brands are looking for creators who can understand and execute their creative vision.
✅ What to do:
Before filming, always ask for:
A creative brief or sample video
Brand guidelines (colors, tone, do’s/don’ts)
Target audience insights
Then combine that with your creativity to make something unique but on-brand.
📌 Example: If a brand wants a “Gen Z skincare testimonial,” your vibe might need to be faster-paced, casual, and slang-friendly. If it’s a luxury sleep product for moms, slower and soothing is the move.
4. 📊 Content That Converts, Not Just Looks Good
Brands aren’t just paying for pretty videos. They want content that drives results — clicks, saves, comments, purchases.
✅ What to do:
Learn some basic direct response marketing tactics:
Use strong CTAs (“Here’s how you can try it” > “Link in bio”)
Highlight benefits, not just features
Use customer language — how would they describe this product?
💡 Want to really impress a brand? Track how your content performs (ask for results, if they share them) and include those metrics in your pitches or portfolio.
5. 💼 A Portfolio That Shows Range and Relevance
Most new creators only post one kind of video — but brands love to see range.
✅ What to do:
Create a portfolio that includes:
Problem/solution storytelling
Unboxings or aesthetic content
Product demos or how-to videos
“TikTok-style” POVs or casual humor
Direct-to-camera testimonials
You don’t need 20 videos. 6-8 diverse pieces are enough to show you understand content that performs.
Final Thoughts: UGC Isn’t About Being the Best — It’s About Being the Most USEFUL
You don’t need to be a model. You don’t need to go viral. You just need to solve a brand’s problem with content that speaks directly to their audience.
That’s what gets you booked. That’s what gets you repeat deals. That’s how I built a six-figure UGC business — one useful video at a time.
