Services
UGC incubation
A repeatable supply of user-generated content — and the creators who make it.
What it is
UGC is not influencer marketing, and treating them as one thing is why most of it underperforms. With influencer marketing you are buying an audience. With UGC you are buying content in the register of somebody who actually uses the product — and then you are the one who has to distribute it.
Incubation is the part almost nobody does. Anyone can run a casting call and get thirty videos once. A pipeline means sourcing creators, briefing them properly, teaching them the format, and keeping the good ones — so month four is better than month one instead of starting again.
The output is built to be used in paid from the outset: cleared, licensed, versioned by platform, and shot so that the winning cut can be scaled rather than admired.
How we run it
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Sourcing and vetting
Finding people who genuinely fit the product rather than whoever is available. Vetted for output quality, reliability and brand safety, because an unreliable creator is more expensive than an expensive one.
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The briefing system
Briefs written so the creator knows the hook, the beats and the deliverable without being handed a script to read flatly. This is the difference between UGC that sounds like a person and UGC that sounds like an ad in a hoodie.
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Production at volume
A consistent monthly cadence of raw and edited cuts, versioned for the platforms they will run on, delivered with usage rights already cleared.
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Testing and iteration
Performance feeds back into the next brief. Hooks that work get variants, creators who convert get more volume, and formats that do not are cut rather than repeated.
What you get
- A retained creator poolVetted, briefed and kept, rather than re-cast every cycle.
- Brief templatesReusable, so quality does not depend on who wrote the email.
- Raw and edited cutsBoth, so your own team can re-edit later.
- Cleared usage rightsLicensed for paid use, in writing, from the start.
- Whitelisting-ready assetsSet up to run from creator handles where that performs better.
- Performance readWhich hooks and which creators earned another round.
Questions
What is the difference between UGC and influencer marketing?
Reach. Influencer marketing buys a creator's audience and publishes to it. UGC buys the content and leaves distribution to you — usually paid social. The same person can do both, but they are different products with different rates and different rights, and conflating them is how brands end up paying audience prices for footage.
Do we own the footage?
You get the usage rights agreed in the contract, cleared before delivery, and we are specific about term, territory and channel rather than leaving it vague. Full buyouts are possible and are priced as such.
How much content can you produce?
It depends on the product, the creator pool and how much review your side needs. We would rather agree a cadence that holds every month than quote a headline number for the first one.
Which platforms do you produce for?
Short-form vertical first — that is where the format lives — with versioning for the placements you actually buy. Aspect ratios, captioning and hook length are set per platform rather than exported once.
Can you use our existing customers as creators?
Often the best option, and yes. Sourcing from your own customer base takes longer to set up and produces the most credible material, because the enthusiasm is not being acted.
Related services
Need content at volume?
Tell us the product, the platforms and the rate you need to sustain, and we will come back with what a pipeline looks like.