The UGC creator market has gotten crowded fast. There are thousands of people calling themselves UGC creators now, and the quality varies enormously. If you're a brand trying to figure out who to work with, here's how to actually evaluate what you're looking at.
Follower count means almost nothing
Let me say this clearly because it still trips brands up: for UGC specifically, follower count is largely irrelevant. You're not paying for someone's audience — you're paying for content that you run on your own channels or in your own ads. What matters is the quality of the content, not the size of the following.
Some of the most effective UGC creators have under 10,000 followers. Some have over 100,000 and produce generic content that doesn't convert. Watch the work. Ignore the number.
What to actually look for in a portfolio
First: does the content feel genuine? This is a gut check and your gut is usually right. Is the creator actually using the products? Does the enthusiasm feel real or performed? Does the hook grab you in the first two seconds?
Second: range. Can they adapt tone and style? A creator who can only do one format is limited. Look for someone who can be conversational, enthusiastic, and thoughtful depending on what the brief calls for.
Third: production quality within reason. The content doesn't need to look expensive — it shouldn't — but it does need good audio and clear visuals. These are baseline requirements, not extras.
Check their niche alignment
For beauty, fitness, and lifestyle brands specifically: does the creator's content exist in your world? A lifestyle creator who does beauty, fitness, and fashion content is going to produce more authentic work for your brand than a general content creator being paid to enter a category they don't normally inhabit.
Ask for a rate card and pay attention to how they respond
A professional UGC creator has clear rates, clear deliverables, and responds in a timely and professional way. If someone is vague about what's included, slow to respond, or can't clearly tell you what you'll receive for your money — that's a signal.
The best UGC relationships are collaborative. You brief well, they execute well, and both sides communicate clearly.
I've created UGC for brands ranging from indie beauty labels to names like Kiehl's and YSL. If you want to see whether we're a fit, reach out.