I’ve been creating UGC (User-Generated Content) for years now and let me tell you, the space has changed. A lot! 😬
When I first started, UGC felt exciting. Fresh. It was this incredible way for real people to create scroll stopping content that actually converted. But lately? It’s getting a bad rep. Brands are pulling back. Some refuse to pay. Others confuse us with influencers asking for freebies in exchange for a post. And honestly, I get why.
Because UGC has become oversaturated and it shows. 🫠
Too many creators have dropped the ball: unfinished content, poor quality, no follow through. So now, brands think we’re all just after free product. Or worse they believe using customer selfies is the same thing as hiring a professional UGC creator.
Let’s be clear: it’s not. 🙅🏼♀️
So What Is Professional UGC?
It’s not a hand held video with half baked lighting. It’s not a random unboxing with zero thought behind it. And it’s definitely not free marketing for brands who want to “keep things feeling organic.”
Professional UGC is content that’s real and refined. It’s strategy driven, high converting marketing made to look effortless because someone who knows what they’re doing is behind the camera. Someone like me.
And look, I’m a 35 year old mum, a former salon manager and eccomerce business owner with two decades in customer service and leadership, and now a UGC creator working with beauty, wellness, and lifestyle brands I truly align with. This isn’t a side hustle or a hobby. It’s a business. My job is to help brands stop the scroll and drive sales and I do it with intention, experience, and integrity.
Why Brands Are Getting It Wrong ❌
Recently, I received a few messages from brands that said:
“We’re no longer doing UGC collabs due to past experiences with creators and unfulfilled commitments.”
And,
“We’re not taking on any paid UGC creators we love when content comes together organically through our customers and community.”
And honestly? I wasn’t even surprised. I’ve seen it happening more and more.
But here’s what brands are misunderstanding:
A real customer review and professional UGC are not the same thing. One is reactive. The other is strategic. One is luck. The other is intentional marketing.
As professional creators, we know how to tell stories. We understand lighting, audio, editing, and what actually makes someone stop and watch. We’ve studied trends, sales psychology, and the power of authenticity. And because we only work with brands we genuinely love, our content still feels honest, because it is.
What Needs to Change? 🤷🏼♀️
Brands need to stop treating all UGC creators as one and the same. They need to stop assuming every creator is after a freebie, and they need to understand the value of what we bring to the table.
But if we want that to happen, it’s not just brands that need to do the work. Creators need to start raising the bar! Creators now more than ever need to stand out, we need to have our point of difference. Why should a brand choose us? What makes us more professional than the rest? Now that’s a whole other blog which I’m currently drafting so keep an eye out. 😉
When done right, UGC doesn’t just make your feed look good. It builds trust. It drives conversions. It’s the bridge between a potential customer and their decision to buy.
UGC isn’t broken. It’s just been diluted.
So if you’re a brand that’s been burned in the past know this: Not all creators are copy paste. Some of us are here doing the real work because we believe in what we do, and we know it works.
If you’re looking for content that’s strategic, authentic, and made with purpose, let’s talk.
🖥️
Want to work with me or see my portfolio?
Check out jasminerozelleugc.com or find me on Instagram @jasminerozelle