Social media agency: how to create UGC content that fits

A social media agency specialising in UGC does more than publish on social media. It helps you turn a brand brief into videos created by people who fit your audience, your product and the way you want to communicate.

The difference lies in the approach: video is the main asset for communicating, entertaining or selling, and creator selection is part of the strategy. With HICARI, you can work with UGC creators, choose who records and receive the edited video ready to use.

Traditionally, many social media agencies focused a large part of their work on designs, images and carousels. Video had a smaller role because producing it consistently required more resources and coordination.

Now traditional agencies also create videos, but they are often recorded by the agencies’ own community managers for different brands. This can mean the same faces are repeated, even though they may not always fit the audience or identity of each business.

A social media agency specialising in UGC starts from a different logic: creating a strategy based mainly on video and having the option to choose from hundreds of creators with an on-camera presence. This allows you to test different profiles and find a more natural way to communicate with your audience.

• Videos designed for social media. For each platform.
• Creators selected according to the audience and objective.
• More variety in styles, voices and ways of communicating.
• Edited assets ready to use.
• Repurposing content for other channels such as Paid.

The process starts by understanding what you want to achieve. Looking for a piece to introduce a product is not the same as creating a video to address an objection, explain a use case or support an advertising campaign.

At HICARI, we treat video as the main channel for social content. The goal may be to communicate, entertain or sell, but the asset must respond to a specific brand need and adapt to the way content is consumed on social media.

Based on the brief, the brand can review proposals and choose who records. It then receives the edited video, ready to use. This makes it possible to separate content strategy from the marketing team’s day-to-day internal production.

If you are looking for support throughout the process, you can learn how a content creation agency works or review the options offered by a UGC agency.

A good brief does not have to be complicated, but it should provide enough context for the creator to propose a suitable asset.

• Video objective.
• Product or service that should appear.
• Target audience.
• Main message and possible objections.
• Communication tone.
• Format, channel and call to action.

Selection should not be based solely on the profile’s appearance. To select suitable UGC creators, you need to consider the client’s target audience, the type of result you are looking for and the way each person communicates.

It is also worth looking at how they edit, how they express themselves on camera and whether their style fits the product. A creator may have an interesting community but not be the best choice for explaining an app, showing a beauty routine or doing a review.

HICARI’s public directory features +5,000 creators. Selection can be based on categories, location, language and profile characteristics. The creator directory lets you explore profiles before deciding who best fits a campaign.

• Affinity with the target audience.
• Communication style and on-camera presence.
• Ability to edit and adapt to the format.
• Experience or interest in the product category.
• Language, location and personal context when relevant.

HICARI’s public directory brings together +5,000 creators with a public profile. Categories include Lifestyle 4.152, Beauty 4.123, Fashion 2.703, Reviews 2.273, Food 2.105, Travel 2.093, Home 1.828 and Wellness 1.759.

You can also find profiles with different contexts and styles: UGC Creators with pets 3.376, UGC Creators with a partner 2.474, UGC Creators with children 931 and UGC Creators in Q&A format 1.119. For campaigns targeting different markets, there are UGC Creators in Spanish 4.694 and UGC Creators in English 1.703.

One of the most common mistakes is always working with the same faces. Even if certain visible profiles perform well, maintaining a constant rotation allows you to test new approaches and prevent the content from eventually seeming repetitive.

Rotating does not mean changing without a clear rationale. The idea is to keep the profiles that fit while also bringing in other creators to compare styles, ways of explaining the product and ways of capturing attention.

The strategy should treat every video as a learning opportunity. If a piece does not achieve the expected result, you can review the hook, script, editing, selected profile or message clarity before making a decision about the creator.

• Do not rely on a single face for all your communication.
• Try different communication styles.
• Compare profiles that share an audience but not an execution style.
• Keep the profiles that fit and continue exploring options.

A UGC campaign does not end when the video is assigned. At HICARI, all campaigns include end2end management, customizable according to the brand's needs. This makes it possible to adapt the level of support to the brief and the complexity of each piece.

Before production, it is worth making the essential requirements clear: what must appear, what cannot be claimed, what the tone should be and which elements are essential. The clearer the starting point, the easier it will be to review the result.

Reviewing also helps identify differences between the initial idea and the execution. It is not about controlling every gesture made by the creator, but ensuring that the video fulfills its purpose and remains consistent with the brand.

• Define the requirements before starting.
• Align the tone with the chosen creator.
• Check that the product and message appear correctly.
• Adjust the iterations to the campaign's actual needs.

The working model also matters to a brand. HICARI has no subscription and no obligation to work month after month, although this is recommended as part of a social media management strategy. We can talk about this ;)

Usage rights are included: from 3 months to 1 year for paid ads and unlimited for organic use. This allows you to plan where to use each piece without having to negotiate these terms from scratch after production.

The brand chooses who records (HICARI proposes creators) and receives the edited video ready to use. This combination allows you to maintain control over the creator's profile and simplify production coordination.

You can learn more about our working model by writing to us and discussing it, because yes, we adapt to every brand :)

Not every brand needs to outsource all of its social media management. But if your team needs to produce video consistently, test new profiles or find creators without carrying out the entire search manually, an agency specializing in UGC social media may be a better fit than production based entirely on the in-house team.

The decision should be based on your specific needs: content volume, variety of profiles, coordination capacity and intended use of the videos. It is also important to check whether the provider understands the difference between creating a beautiful piece and creating content that serves a communication objective.

Before starting, prepare a clear brief and decide what you want to validate first. It could be the creator's style, how the product is presented, the response to an objection or the adaptation of the video for ads and organic posts.

• Do you need more variety in faces and styles?
• Is your team unable to produce video consistently?
• Do you want to choose directly who records?
• Do you need edited pieces for different uses?
• Do you want to test and rotate profiles according to clear criteria?

A social media agency specializing in UGC brings strategy, creator selection and video production together in one process. The key is not to always hire the same profile, but to build a system that allows you to test, review and rotate faces without losing brand consistency.

At HICARI, we are not only a UGC platform; we also operate as a boutique social media agency specializing in generating video content with creators.