Quick answer: brands buying UGC are paying for content, not reach, so a small or new account can still land work. Build three to five sample videos with products you own, pick brands whose products you actually use, find the right contact, and send a short email with one clear offer and a link to your samples. Follow CAN-SPAM rules for commercial email, follow up once or twice, and keep a simple tracking sheet.
UGC, short for user-generated content, is content a creator makes for a brand to use in its own marketing. Because the brand is buying the video itself and the right to use it, follower count matters far less than it does for influencer deals. That opens the door for creators who are just starting.
The hard part is getting the first yes. This guide covers how to prepare, where to find brands, what to put in a pitch and how to follow up. It is part of the creator income series built around our Amazon Influencer program guide, which explains how UGC sits next to shoppable videos and affiliate income.
Why a Following Is Not Required
Influencer marketing pays for access to an audience. UGC pays for content the brand posts or runs as ads on its own channels. A brand looking for UGC wants videos that feel natural, show the product clearly and fit its style. Whether the creator has 200 followers or 200,000 often does not change how the brand plans to use the video.
That does not mean every brand will say yes. Some want creators with proven ad performance, and some prefer agencies. Still, plenty of smaller brands, new products and growing companies are open to working with new creators who deliver clean, usable content.
If you have not set up the basics yet, our guide on how to start as a UGC creator with no followers covers equipment, portfolio and a first-month plan. This article picks up at the pitching stage.
Build Sample Content First
Brands want to see what they would be buying. A small portfolio of sample videos does more than any description of your skills.
What to film
Use products you already own and use. Three to five short videos are enough to start. Aim for variety:
- An unboxing or first-look video
- A problem-and-solution demo
- A how-to or tutorial
- A testimonial-style talking video
- A short video with several different opening hooks
Keep samples honest
Sample videos made without a brand deal are sometimes called spec content. Make it clear in your portfolio that they are samples and not sponsored work, so no one assumes a partnership that does not exist. Stick to what you actually experienced with the product, in line with the Federal Trade Commission’s guidance that endorsements should reflect real use and honest opinions.
Technical quality still matters
Brands judge samples on clear audio, steady framing, good light and sharp product shots. A recent phone, a window or a small light, and a quiet room are enough for most UGC. Our guide to filming product videos with a phone covers lighting, framing and sound in detail, and the same habits carry straight over to UGC samples.
Where to host the portfolio
A simple page with embedded videos, a shared folder or a portfolio site all work. Make sure the link opens without a login and loads quickly on a phone. Add a short line about who you are, the types of products you cover and how to reach you.
Choose the Right Brands
Pitching every brand you can find wastes time. A short, focused list gets better results.
Start with what you use
Look around your home. Products you already buy and like are the easiest to film well and the easiest to pitch honestly. Your enthusiasm will be real, and you will know the product’s quirks.
Look for signs a brand uses UGC
Brands that already run creator-style ads, post customer videos or feature real people on product pages are more likely to buy UGC. Scroll through a brand’s social accounts and ads to see what they use.
Size matters
Very large brands often work through agencies and established creator networks. Small and mid-size brands, new product launches and direct-to-consumer companies are often more open to direct pitches.
Places to find brands
Several platforms connect brands and creators directly:
- TikTok One, which brought together TikTok’s Creator Marketplace and other creator tools, lets brands find creators for campaigns
- Instagram’s creator marketplace lets eligible brands discover and message creators
- Amazon Creator Connections lists brand campaigns for creators in the Amazon Influencer Program, covered in our explainer on how Creator Connections campaigns work
- Brand websites often have a creator, partnerships or affiliate page with a contact form
Eligibility rules for these platforms change, so check each platform’s help pages for current requirements.
Find the Right Contact
A pitch sent to a general support inbox often gets lost. A little research helps it reach the right person.
Good places to look:
- A partnerships, creators or influencer page on the brand’s website
- A press or media contact listed on the site
- Job titles such as influencer marketing manager, social media manager, brand partnerships or content marketing on professional networking sites
- The contact details in a brand’s social profile
If you cannot find a direct contact, a general inbox with a clear subject line is still worth a try. Keep it short so it can be forwarded easily.
Write a Short, Specific Pitch
A good pitch is short enough to read on a phone in under a minute. It answers three questions: who are you, what are you offering and why does it fit this brand.
A simple structure
- Subject line that says what the email is about, such as UGC video idea for your travel mug
- One sentence on who you are and why you are writing to this brand
- One or two sentences showing you know the product, ideally because you use it
- A clear offer, such as two short videos with three hook variations each
- A link to your portfolio
- A simple next step, such as a question about whether they are open to a quote
What to leave out
Skip long life stories, lists of every skill and generic compliments. Do not promise results such as sales or views, since you cannot control how the brand uses the content. Avoid attaching large video files; a link is easier.
Make it personal
Mention something specific: a product you use, a recent launch or a type of content the brand already posts. A pitch that could be sent to any brand rarely gets a reply.
A Sample Pitch, Line by Line
Here is an example pitch for a made-up brand, so you can see the structure in action. Swap in your own details and keep it about this length.
Subject: UGC video idea for the Trailside travel mug
Hi Sam, I make short product videos for small home and travel brands, and I have used the Trailside mug on my commute for a few months.
The leak-proof lid is the part people ask about, so a quick upside-down test with a full mug would make a strong opening shot.
I would love to offer two 30-second videos, each with three different opening hooks, filmed vertically for social ads.
Sample videos are here: [portfolio link].
Would you be open to a quote? If you would rather not hear from me again, just reply and I will take you off my list.
[Your name, business name and mailing address]
Notice what the example does. It names a real detail of the product, offers something specific, links to proof and asks one easy question. It also includes an opt-out line and a mailing address. Everything in it is something the sender could truthfully say.
Mistakes That Sink a Pitch
A few habits make brands stop reading:
- Opening with a long introduction before saying what you offer
- Sending the same message to dozens of brands with only the name changed
- Asking for free products before offering anything
- Linking to a portfolio that needs a login or will not play on a phone
- Promising sales, views or virality
- Following up daily or across several channels at once
- Getting the brand or product name wrong
Fixing these takes little effort and makes even a new creator look professional.
Follow CAN-SPAM Rules
A pitch email that promotes your services is a commercial message. The FTC’s CAN-SPAM compliance guide says the law covers commercial email and makes no exception for business-to-business messages.
The main requirements are straightforward:
- Do not use false or misleading header information, such as a misleading from name or reply-to address
- Use a subject line that reflects what the email is about
- Include a valid physical postal address, which can be a P.O. box or registered mailbox
- Tell recipients how to opt out of future emails
- Honor opt-out requests promptly; the FTC says within 10 business days
A one-line note at the bottom, such as a request to reply if they would prefer no further emails, plus your mailing address, covers most of this for one-to-one pitches. Never buy email lists or send mass pitches to scraped addresses.
Follow Up Without Being Pushy
Brand inboxes are busy, and silence often means the email was missed, not rejected.
A reasonable rhythm:
- Send the first pitch.
- Wait about a week, then send a short follow-up that adds one new thing, such as a fresh sample video.
- If there is still no reply after another week or two, send a brief final note and move on.
Stop immediately if someone asks you to. Mark them in your tracking sheet so you do not contact them again.
Track Every Pitch
A simple spreadsheet keeps the process organized and shows what works. Useful columns:
- Brand name and product
- Contact name and email
- Date of first pitch
- Follow-up dates
- Response and outcome
- Rate quoted and agreed
- Notes on what they liked or asked for
Over time, patterns will appear. Some product categories or pitch styles will get more replies. Some subject lines will work better. Adjust based on your own results rather than general rules.
When a Brand Says Yes
A reply asking for a quote is the start of the real work. Before filming:
- Ask about their budget and what they need
- Confirm deliverables, deadlines, revisions and usage rights in writing
- Agree on payment terms and what happens if the project is cancelled
- Clarify who handles disclosure when the content is posted
The FTC’s guidance for creators says to disclose any material connection, including free products, when you post sponsored content on your own account. If the brand posts the content on its channels, agree in writing who is responsible for labeling.
For more ways to earn without a big audience, see this site’s list of ways to earn as a content creator without a big following.
Frequently Asked Questions
?? Can I really get UGC work with zero followers?
Yes. Brands buying UGC are paying for the content and the right to use it, not for your audience. A clear portfolio of sample videos matters more than follower count for many UGC buyers.
?? How many sample videos do I need before pitching?
Three to five varied samples are enough to start. Include different formats, such as a demo, an unboxing and a talking testimonial, so brands can see your range.
?? Should I mention rates in my first email?
Usually not. A first pitch works best with a clear offer and a portfolio link. Discuss rates once the brand shows interest and shares its needs and budget.
?? Is it legal to email brands I have never contacted?
Commercial emails are allowed in the United States if they follow the CAN-SPAM Act, which requires honest headers and subject lines, a physical address and a working way to opt out. Honor opt-out requests promptly.
?? Where can I find brands looking for UGC creators?
Platforms such as TikTok One, Instagram’s creator marketplace and Amazon Creator Connections connect brands with creators. Brand websites with partnership pages are another good source.
?? How long should I wait before following up?
About a week is a common gap. Send one or two short follow-ups that add something new, then move on if there is no reply.
Sources: Federal Trade Commission, CAN-SPAM Act: A Compliance Guide for Business, Endorsement Guides and Disclosures 101 for Social Media Influencers; TikTok One, Instagram and Amazon Creator Connections help pages. Platform features and eligibility change, so check current help pages before relying on any detail.