What brands are really looking for in a UGC creator (and where they’re going wrong)

When a brand starts working with UGC creators, it usually has a fairly clear idea of what it wants: “someone who can talk positively about my product or service on camera”.

But isn’t that what UGC is?

Let me clarify before the haters jump in: this mistake happens when we regularly create videos for organic use on social media. If it’s for ads, it makes perfect sense. Because UGC success isn’t about talking about the product, but about creating content people want to watch.

And that’s where many brands go wrong.

And we see it every day at HICARI.

When a brand looks for a UGC creator, it normally prioritizes:

• Having a good appearance
• Literally matching the brand’s customer demographic
• Speaking well on camera
• Explaining the product clearly
• Looking “professional”
• Following the script word for word

And the result is usually a video that:

• Has a hook
• Explains the product well
• Is properly filmed and edited

But it doesn’t work.

Why?

Because it looks like an ad. It feels too much like advertising.

The UGC videos that work—especially on organic social media—aren’t the ones that explain the product best, but the ones that connect, entertain and provide value to the user best.

And that completely changes the approach.

Brands don’t just need someone who “talks about their product”. They need to act like creators, and that requires a strategy:

• You need to understand what your potential customers consume on social media
• What the competition is doing that works
• Define content creation territories: educational, brand-led, trends…
• Don’t allocate more than 20–30% to the brand territory

If you need help with strategy and management, get in touch with us, as we also provide a tailored UGC agency service.

And once you have all that clear and defined, you can then use UGC creators to create content for your brand’s social media channels.

• Capture attention in 2 seconds, the famous hook
• Generate curiosity
• Tell something interesting
• Connect with a real problem
• Integrate the product naturally
• Don’t make it feel too much like an ad

In other words: they’re not looking for a “presenter”; they’re looking for a content creator.

For example:

This is the most common mistake when using UGC creators to make videos for social media. Most UGC videos that don’t work follow this pattern:

And even if it’s well executed, users identify it as an ad within milliseconds.

Because on social media, people don’t go there to watch ads. They go there to be entertained, learn or find inspiration. So burn this into your mind: you can talk about your product without talking about your product.

Content that teaches something useful.

Examples:

• “Did you know this wasn’t the way they told you…”
• “This is what no one tells you about…”

The product comes in as part of the solution, not as the protagonist. And sometimes, it doesn’t come into play at all.

Content that hooks viewers, surprises them or makes them laugh.

Examples:

• Everyday situations
• Sketches
• Reactions

The goal is to retain attention, not sell directly. It’s also about sharing—making users feel seen so they can share it.

Aspirational content.

Examples:

• Routines
• Day-to-day life
• “How I use this in my life”

Here, the product is either not present or integrated naturally.

Content adapted to social media trends.

Examples:

• Viral audio
• Trending content

The product usually isn’t present; the trend is what matters.

To better understand this change, let’s look at how different brands approach UGC through content, not the product.

❌ The usual (and what doesn’t work): “Trying the new Maxibon, it’s delicious…”

👉 Correct, but forgettable.

✅ What works:

• “A guide to breaking bad news”
• Exaggerated situations
• Meme or sketch format

Here, the product isn’t explained, it’s experienced.

What’s really happening:

• They don’t sell ice cream → they sell a moment
• They don’t explain → they entertain
• They don’t look like a brand → they look like content

Maxibon is a HICARI client.

The usual: “At Flexicar, we have the best cars…”

👉 Pure advertising.

✅ What works:

• “Hybrid or electric?”
• “How to tell if a car has been tampered with”
• “This is what no one tells you when financing a car”

Useful content + a real problem.

What changes:

• The user stays for the content
• The product comes in as the solution
• It provides value before selling

And yes, Flexicar is a HICARI client.

If you look closely, none of them starts by talking about the product.

They start by talking about:

• A problem
• A situation
• An emotion
• An experience

👉 The product isn’t the content
👉 The product lives within the content

Using UGC in paid media campaigns amplifies this mistake.

Many brands want the video to:

• Sell from the first second
• Explain everything
• Be perfect

But what really works is:

1. Powerful hook
2. Interesting content
3. Product integration
4. Natural CTA

First, you capture attention. Then you generate interest. And after that, you sell.

They’re looking for someone who:

• Understands how social media works
• Knows how to create native content
• Doesn’t sound like an ad
• Is credible
• Can work across different content territories
• Knows how to capture attention quickly

And this doesn’t always coincide with the most “perfect” profile. Many brands think UGC doesn’t work. But in reality, they’ve chosen the right creator and recorded the video well… but framed the content poorly.

Because they’ve tried to create advertising in an environment where content wins.

• UGC isn’t about talking about your product or service
• It’s about creating content where your product or your brand makes sense