UGC for large brands: how to create content at scale

When a big brand starts working with UGC (and they usually do it with HICARI—wink, wink), the challenge is rarely understanding what it is, because they already know its value. The challenge is integrating it into their production system: finding the right profiles, approving scripts, coordinating deliveries and generating creatives that can be refreshed frequently.

At HICARI, I’ve seen that UGC works best when it is approached as a content infrastructure, rather than a one-off initiative. It can be used for ads, social media, product demonstrations or messages tailored to highly specific audiences.

UGC does not directly compete with a brand spot or a large-scale advertising production. Each type of content meets a different need.

Traditional production may be suitable for a launch, a branding campaign or a hero asset. UGC, on the other hand, is especially effective when you need to repeatedly test stories, messages, profiles and ways of presenting a product.

In Paid Media, a creative can lose effectiveness over time. When that happens, the answer is not always to extend its use, but to produce new versions that allow you to keep learning. That’s where UGC brings agility.

• New hooks for the same proposition.
• Different creator profiles.
• Arguments tailored to specific audiences.
• Assets for Paid and organic content.
• Product demonstrations and explanations.

In many big-brand strategies, UGC first appears in advertising. The format makes it possible to present an experience, a demonstration or a problem in a way that feels closer to the content people consume on their usual platforms.

That doesn’t mean all UGC has to sell directly. An asset may be designed to explain, entertain or spark conversation. The important thing is to define the objective before requesting the video.

When content is produced for Paid, I recommend working with different creative hypotheses from the outset. The same argument can change significantly depending on the opening, pace or way it is communicated.

• A direct question.
• An everyday problem.
• A product benefit.
• A personal experience.
• A step-by-step demonstration.

The hook is the opening of the video and influences initial attention. That’s why many brands request several openings for the same script. The body of the asset can remain the same while different ways of starting are tested.

This approach turns each production into a learning opportunity. It’s not just about making videos, but creating alternatives that help the Paid team understand which message resonates best with each audience.

When people talk about scaling UGC, it’s common to think only in terms of volume. However, an operation can be complex even when it produces just a few assets. The difficulty may also lie in working with different products, audiences, markets, channels, approval teams or rights requirements.

For a big brand, having access to many profiles isn’t enough. You need to find the right creator for each brief based on language, location, style, experience, interests or communication style.

At HICARI, we have +5,000 creators available on the platform. Brands publish what they need, receive proposals and choose who records. They then receive the edited video, ready to use.

• Define the audience before searching for profiles.
• Assess naturalness and communication skills.
• Check whether the creator fits the brand’s tone.
• Clarify the channel and objective of the asset.
• Organize approvals before recording begins.

A common misconception is that UGC and influencer marketing are equivalent. In influencer marketing, the creator’s audience and distribution capabilities are usually part of the service.

With UGC, the primary objective is to create content for the brand. The video may be published on the company’s channels or used in advertising campaigns. That’s why follower count does not necessarily have to be the main selection criterion.

What matters is whether the person communicates well, represents the audience, appears naturally on camera, understands a script and can record with the required quality.

• On-camera presence and naturalness.
• Ability to follow instructions.
• Image and sound quality.
• Fit with the target audience.
• Consistency with the brand’s tone.

The content can be creative while still requiring highly organised operations. In a large company, marketing, Paid Media, social media, legal, product and, sometimes, external agency teams are involved.

That is why the process should start with a clear brief. Before publishing a campaign, it is advisable to define the objective, message, format, channel, desired profile and approval criteria.

At HICARI, brands can create a free account with no subscription. They pay per video: from €70 per video, with packs from €60 per video. In addition, usage rights include 1 year for paid ads and unlimited use for organic content.

1. Post a specific need.
2. Receive proposals from UGC creators.
3. Choose who will record.
4. Review the delivered content.
5. Use the video according to the agreed objective.

A piece of content that arrives late can disrupt a campaign schedule. The same applies if the creator drops out, the video needs too many revisions or the chosen profile does not represent the audience.

That is why quality depends on more than just the camera or editing. It also includes process clarity, compliance with instructions and the ability to deliver a ready-to-use video.

Not all UGC should originate as an ad. On social media, an idea that entertains, explains or connects with a topic the audience regularly discusses may work better.

When the objective is organic, the content should respect the platform’s conventions and sound natural. That does not mean improvising without direction. It means adapting the message to the context in which it will be consumed.

A brand can combine Paid-focused pieces with others created to maintain an active presence on social media. You can find more ideas in our guide on how to create a social media strategy based on UGC.

• Educational content.
• Product demonstrations.
• Usage stories.
• Entertainment ideas.
• Answers to frequently asked questions.

My recommendation is to start with a specific objective and a simple process. You do not need to produce content without knowing what you want to learn or which business problem you want to solve.

You can begin with a small campaign, compare profiles, review which messages work and then decide whether it makes sense to increase the frequency. The important thing is for each piece to have a defined function.

If you are still considering which model best fits your team, you can review the differences between a UGC platform and an agency or learn how our UGC platform works.

• Define the campaign objective.
• Specify the audience and tone.
• Request proposals from relevant profiles.
• Prepare clear instructions.
• Evaluate the content according to its function.

The most important change is not doing UGC once. It is incorporating it into the brand’s regular production. This allows you to generate new stories, arguments, demonstrations and ads without always relying on a major production.

Artificial intelligence can help research, write or adapt ideas, but creator content still needs people who can communicate, interpret and share experiences credibly.

For me, UGC for large brands makes sense when it becomes a stable layer of the creative mix: flexible for Paid, useful for social media and organised enough to work with different teams.

• Recurring production.
• Profiles tailored to each audience.
• Renewable creative assets.
• Content for different channels.
• Clear approval processes.

UGC for large brands is not about replacing all traditional productions or pursuing volume without direction. It is about creating a system that enables the production of relevant, renewable content adapted to each objective.

At HICARI, we connect brands with creators so you can publish what you need, receive proposals and pay for each video, with no subscription. If you want to incorporate UGC into your strategy, start with a specific need and build the process from there.

• Define what you need the content for.
• Look for the right profile, not just the most visible one.
• Combine Paid and organic when it makes sense.
• Measure each piece according to its objective.