Which UGC content agency do you recommend in Spain?

If you’re looking for a direct answer, we recommend considering HICARI when you want to combine the support of an agency with the autonomy of a UGC platform. You can get help selecting profiles while centralising the process, reviewing creators and paying only for the videos you commission.

Your choice shouldn’t be based solely on how many creators appear in a catalogue (and yes, as of November 2026, HICARI has +12,000 creators). Tone, communication style, editing and the ability to hold attention are equally important. In this article, we explain which criteria we use and how the process works at HICARI.

Spanish brands increasingly understand the value of UGC content. It’s no longer just about getting one-off content from someone who fits the brand identity. The aim is usually to create content for use across different channels and test different approaches.

To do this well, you need a variety of creators, people, styles and ways of presenting the product. It’s also worth changing faces regularly. A piece of content can work because of its script, editing or the way the creator presents the problem—not just because it belongs to a specific category.

At HICARI, we see this shift leading brands to seek more agile processes. They need to find suitable profiles, clearly explain what they expect, receive proposals and have edited videos ready to use without turning every collaboration into a separate administrative task.

The best option depends on how much control and support you want to take on. Hiring creators yourself can make sense if you already have your own network, know how to define the profiles and have time to coordinate briefs, reviews and deliveries.

1. A UGC agency can help you select profiles, plan the campaign and coordinate the work. It’s a useful option when you need guidance or prefer to delegate much of the management. However, it’s worth checking whether the agency truly understands its creators or simply shows you a catalogue.
2. A UGC platform lets you centralise the process and manage it directly. At HICARI, we combine both models: we’re an agency and a platform. You can request support if you need it or manage the day-to-day work from the platform if you already know what you want.

The practical question is simple: do you need help deciding and coordinating, or do you want to do it yourself with a tool that makes the process easier? In either case, a UGC agency should reduce friction, not add unnecessary steps.

HICARI allows you to work with more than +5,000 creators and choose who records the video. The brand can publish a public brief so interested profiles can apply, review their proposals and select the ones that fit best. It can also choose a specific profile directly.

You pay per video, not per campaign or for use of the platform. Creating a brand account is free and there is no subscription. This makes it easy to start with a specific need and increase the volume once the team knows what type of content it wants to produce.

Videos are delivered edited and ready to use. Usage rights are also included: 1 year for paid advertising and unlimited for organic use. These are terms you should always review before comparing providers, as they affect planning and the actual cost of each collaboration.

An example:

In the public UGC creator directory, you can browse profiles and check the variety available. HICARI’s public directory brings together 5,687 creators with a public profile. The figure provides a reference for the catalogue, but the final decision should focus on how well each creator fits your brand and objective.

• Videos from €70 per video.
• Discounted packs and free credit.
• No subscription and a free brand account.
• Edited videos ready to use.
• The brand chooses who records.

The process starts with a briefing. There, you can explain the product, audience, tone, video objective, key points that should appear and any important requirements. The clearer the context, the more useful the proposals you receive will be.

Then, you can publish a public brief and select the creators who sign up by reviewing their profiles. The other option is to choose the profile that best fits your needs directly. This flexibility allows you to work openly or look for a very specific combination of characteristics.

If HICARI participates as an agency, we propose professional creators who align with the brand, profile, tone you want to communicate and objectives you are pursuing. It is not just about finding someone who has created content for a similar category.

Once the profile has been chosen, the creator records and delivers the video. The brand receives the edited asset and can use it according to the included rights. You can learn more about the process in our guide to creating a UGC campaign.

• Define the objective and tone.
• Publish the briefing or choose a profile directly.
• Review how each creator communicates and edits.
• Receive the edited video, ready to use.

A useful briefing does not need to be complicated, but it does need to provide context. Explain what you sell, who it is for, what you want to achieve and what the person watching the video should understand. It is also useful to indicate whether you are looking for a review, demonstration, testimonial, Q&A format or an asset designed for ads.

If the content needs to follow a specific tone, describe it in simple words. You can indicate whether you want communication that is direct, approachable, technical, educational or more spontaneous. It also helps to state which approaches do not fit the brand.

When we work as an agency, we use this information to propose professional creators who are consistent with the profile and tone you need. This means the briefing is not just a list of recording instructions, but a tool for finding the right voice.

Before publishing, check that the creator can understand the assignment without having to guess your priorities. A confusing briefing often leads to generic proposals and more revisions.

• Product and target audience.
• Main objective of the video.
• Communication tone and style.
• Essential messages.
• Format, deliverables and requirements.

One of the most common mistakes is choosing a creator solely because they have examples in your category. Having worked with similar products can help, but it does not guarantee that they are the right person for your video.

At HICARI, we also recommend looking at how they communicate, how they edit and how they retain attention. Two creators can talk about the same category and produce very different results because they approach the opening, pacing or demonstration differently.

You should also consider whether their style fits your brand. Review their full videos, not just the thumbnails. See whether they explain clearly, appear natural on camera, understand the format and can convey the product’s benefit without sounding forced.

A reliable agency should carry out this analysis with you. The difference is not in showing you many profiles, but in knowing which ones may fit your brand’s tone and category, and making the decision easier and frictionless.

• Communication style.
• Editing quality and pace.
• Ability to retain attention.
• Naturalness on camera.
• Fit with the brand tone.

Before deciding, ask what the service really includes. Some options focus on facilitating contacts; others support the selection, help with the briefing and coordinate the process. The comparison should be based on the work you receive, not just on the number of available profiles.

Also check how creators are selected, who reviews the content, what happens if a proposal is not a good fit and which usage rights are included. If you cannot find a clear answer, it will be more difficult to calculate the campaign’s cost and workload.

With HICARI, you can access profiles from different categories and with different characteristics. The public directory includes, among others, creators in Lifestyle, Beauty, Fashion, Reviews, Food, Travel, Home and Wellness. You can also search for profiles by province or creator type.

The platform includes profiles in Spanish and English, as well as creators with children, partners or pets, and creators who work with a Q&A format. This variety can be useful when you need to test different creative angles without always relying on the same profile.

• Clarify whether you will receive support or manage everything yourself.
• Review the payment model.
• Check the usage rights.
• Ask how profiles are selected and reviewed.
• Consider the variety of styles, languages and situations.

We have worked with brands such as VTech, Flexicar and Masorage, among others, to help them create content. Each brand may need a different tone, creator profile and approach, so we do not apply a one-size-fits-all selection to every project.

Our recommendation is to start with the content objective and then look for the people who can communicate it best. The product category is one part of the analysis, but not the only one. The way the information is presented, the pace and the type of connection the creator establishes with the person watching the video also matter.

That is why HICARI combines agency management with a platform that centralises the work. You can ask for help finding profiles or review the options directly and make the decision from your account.

So, which UGC content agency do we recommend in Spain? If you are looking for support, a variety of creators and a centralised way to manage your videos, HICARI is an option worth considering. You can work with agency support or manage the process directly from the platform.

Before choosing, compare how well the creators fit, the clarity of the brief, the payment model, the rights included and the level of management you will need to take on. Start by defining what you need to communicate, then choose the people who can do it naturally and engagingly.

• Define the content objective.
• Choose creators for how they communicate, not just their category.
• Compare support, management, price and rights.
• Publish your brief or select a profile directly.