UGC collaborations: how to do them step by step

UGC collaborations allow a brand to commission real videos from professional creators for use on its channels or in advertising campaigns. For them to work, it is not enough to send a product and wait for content: you need to define the assignment clearly, choose the right person, and agree on payment and usage rights.

At HICARI, we see that many companies start with a specific need: to have natural, credible videos ready to convert. We explain how to approach the process step by step, whether this is your first collaboration or you want to organize future ones more effectively.

Before looking for creators, clarify the role the video will play in your strategy. It may be used to introduce a product, explain how it is used, respond to an objection, or create an asset for ads and social media.

The important thing is for the collaboration to address a genuine content need. We also recommend separating product delivery from the creator’s professional work. A UGC collaboration should not depend solely on a gifted product: quality content, professionalism, and conversion ability should be accompanied by payment for the work and the applicable image usage rights.

• Which product or service will appear.
• What message the audience should remember.
• Where the video will be published.
• What action you want viewers to take.

The brief is the foundation of the collaboration. It should explain what the creator needs to record, who the video is for, and what tone to use. There is no need to write a rigid script, but you should share the information needed for the creator to contribute their style without straying from the brand’s objective.

Include the product’s features, mandatory messages, visual guidelines, delivery format, and anything that should not appear. If you want a specific structure, indicate it from the beginning: opening hook, development, demonstration, and call to action.

• Video objective and audience.
• Suggested script and key messages.
• Requested duration or format.
• Final deliverable and usage conditions.
• Delivery date and review process.

For us, this is one of the most important points. A good creator is not chosen solely based on their appearance or follower count. You need to review how they communicate, whether they fit the brand’s audience, and whether they can deliver the message naturally.

On HICARI, you can publish a public brief and receive proposals from interested creators. You can also select the creator you consider suitable to produce the video directly. The platform has +5,000 creators and lets you search profiles by style, category, or context.

• Watch several videos in their portfolio.
• Check that their way of speaking fits your brand.
• Assess whether they can represent a situation familiar to your customer.
• Confirm that they understand the brief before starting.

UGC content works best when the creator seems like someone who knows and uses the product, rather than someone reciting an inflexible ad. This does not mean improvising everything: it means providing clear direction while leaving room for their way of communicating.

Once the brief is ready, publish the proposal or contact the creator directly. At this stage, you should finalize the price, deliverable, included changes, and usage rights. This helps you avoid confusion once the video has been recorded.

HICARI lets you work without a subscription: brands pay per video, and creating a brand account is free. Videos start at 70€ per video, with packs available. In addition, the included usage rights are 1 year for paid ads and unlimited for organic use.

• Price and payment method.
• Edited video ready to use.
• Agreed usage rights.
• Number and scope of revisions.
• Expected delivery date.

Before recording, review the script to check that the main message appears early and that there are no claims the brand cannot substantiate. A well-prepared brief reduces questions and helps the creator record with greater confidence.

When you receive the edited video, check that it is understandable without context, that the product is shown correctly, and that the call to action matches the initial objective. If you need changes, group them together and explain them clearly. On HICARI, you receive the edited video and choose who records it.

• Does the opening capture attention?
• Is the message clear?
• Does the product appear as requested?
• Does the tone match the brand?
• Is the format ready for the intended channel?

Once the video is approved, complete the payment as agreed and use the content on the defined channel. Save the brief, script and review notes: they will help you identify which instructions were clear and which could be improved.

You can start with just one video to test the format and process. You don’t need to take on a monthly commitment or agree to a fixed production schedule. At HICARI, we believe every company should be free to collaborate according to its content needs.

• Archive the final version and the usage terms.
• Note which messages worked best.
• Compare performance by channel.
• Apply the learnings to the next brief.

A well-planned UGC collaboration starts long before filming. Define the objective, prepare a clear brief, choose the creator for the way they communicate and agree from the outset on the payment, deliverable and usage rights.

If you want to organise this process with professional creators, you can explore HICARI’s UGC platform or consult our UGC agency. Start with a specific need and turn every video into an opportunity to improve the next one.