UGC creator, influencer, celebrity
| Who | What the brand pays for | Where the video runs |
|---|---|---|
| UGC creator | The video itself, made to test as an ad | The brand's page and ads, or the creator's account when the brand has the rights |
| Influencer | The video plus their audience | Their own account first |
| Celebrity | Their name and face | Anywhere the contract allows |
- We sort creators this way instead of by follower count. When a video runs as an ad, your ad budget pays for the reach, so the video matters more than the following.
- The best UGC creators are often performance people, like affiliates, who make videos they know sell.
Most creators post for one brand
Of the 1,978 creators in the paid partnership posts on our ads board, 1,895 posted for one brand only.
| Brands a creator posted for | Creators |
|---|---|
| One | 1,895 |
| Two | 69 |
| Three | 11 |
| Four | 2 |
| Five | 1 |
- 42 of the 83 who posted for more than one brand worked across different shelves, like drinks and grooming.
- @marioshutter13 made 80 posts for three brands from April 2025 to August 2026: 42 for BodyArmor, 25 for G Fuel and 13 for Manscaped.
- @labelessnutrition made 6 posts for five brands: iHerb, AG1, Seed, Timeline and Chomps.
Source: Our own count, the paid partnership posts on our ads board
When one creator works, keep them
- @jenlatch made 11 OneSkin posts from June 2024 to July 2026.
- One caption reads "This has been the one product I've used for scalp health and hair growth for 6 months now." That reel was played 591,029 times.
- Two years of videos from one creator who uses the product reads very differently from one gifted post.
How to book UGC creators
- Send product to a wide group first, and pay the ones who make a video worth running.
- Ask each one for more than one version and more than one opening line.
- Get the rights to run the winners as ads, in writing, with where and for how long.
- Book the ones that work again. See which brands do this most in our paid partnership study, and how the best videos open in our hook study.