A UGC creator is a content creator who produces content for a brand to use on the brand's own channels: website, ads, product pages, rather than posting it to their own account. UGC creators are typically paid a flat fee per piece of content and don't need a large following, since the value they provide is the content itself, not their audience.

A [content creator] (https://help.hypeauditor.com/en/articles/15886254-what-is-a-content-creator) may post to their own channels, build an audience, and monetize that audience directly. A UGC creator hands the finished content over to the brand, which then owns and distributes it. Many UGC creators have small or no public following at all.

Brands run UGC-style content as paid ads, embed it on product pages, or add it to email campaigns. Because it's shot in a casual, unscripted style, it often performs better in ad placements than polished studio content, and it's usually far cheaper to produce than a traditional influencer partnership.