Pre-launchFor businesses commissioning content
Find UGC Creators in Australia
UGC creators make natural, first-person content that your business publishes on its own channels. Collabify is a marketplace where Australian businesses will be able to post content briefs and choose UGC creators to work with.
- Free to join
- Built for Australian businesses
- Creators can join too
The basics
What is UGC?
UGC stands for user-generated content: photos and videos that look and feel like they were made by a real customer rather than produced as an advertisement. Think of an unboxing filmed on a phone, a “get ready with me” using a skincare routine, or someone talking to camera about why they switched to a product.
UGC originally meant content customers posted on their own. Today many businesses commission it: they pay a creator to make content in that authentic style, then use it on their own social accounts, website and ads. Creators who do this work are usually called UGC creators.
UGC vs influencers
How UGC creators differ from traditional influencers
UGC creators
- Make content for your business to publish.
- Content appears on your channels, website or ads.
- Audience size matters less than the quality of the content.
- Usage rights are a central part of the agreement.
Influencers
- Publish content about your business to their own audience.
- Content appears on the creator's channels.
- Their audience, and its trust in them, is a large part of the value.
- Posts need to be disclosed as advertising.
Many creators do both, and some collaborations combine them. For a fuller comparison, see our guide to influencer marketing in Australia.
Why businesses use UGC
Why businesses commission UGC
Reasons businesses commonly give for working with UGC creators:
It looks native to social media
Phone-shot, first-person content fits naturally into feeds where polished ads can feel out of place.
It shows real use
Seeing a person use a product or visit a place helps customers picture themselves doing the same.
It's reusable
With the right usage rights, one video can work as an organic post, a product-page clip and an ad.
It's flexible
You can commission several creators for different angles, then keep using the content that suits your brand best.
Content types
Types of UGC businesses commission
Unboxings and first impressions
A creator opens and tries a product for the first time, on camera.Testimonial-style videos
A creator talks to camera about a product or service in their own words.How-to and tutorials
Step-by-step content showing how to use a product or get a result.Product photography
Lifestyle photos of products in real settings, for social posts and online stores.Experience and venue content
Walkthroughs of a café, salon, hotel or tour, showing what a visit is like.Ad-ready variations
Several hooks or cuts of the same video, so you can see which works best in ads.
How it works
How to work with UGC creators through Collabify
Once the marketplace opens, UGC collaborations will follow the same simple flow as any business collaboration on Collabify.
- 1
Write the brief
Describe the content, the format, the number of videos or photos, and how you'll use them.
- 2
Review applicants
UGC creators apply. Look at their profiles and past work to judge style and quality.
- 3
Agree the details
Confirm deliverables, timing, revisions, usage rights and payment before work starts.
- 4
Receive the content
The creator delivers the content, ready for you to publish on your channels.
Who it suits
Who UGC collaborations are suitable for
UGC tends to suit businesses that need a steady supply of social content, run paid social ads, or sell products that are easier to understand when you see someone use them: e-commerce, beauty, food and drink, fitness, homewares and apps.
It's also useful for local businesses such as cafés, gyms and salons that want content for their own Instagram or TikTok without organising a professional shoot. If you'd rather have a creator post to their own audience, an influencer collaboration may be the better fit.
Are you a UGC creator? See how Collabify works for creators.
Can I hire UGC creators on Collabify now?
Not yet. Collabify is in pre-launch, so opportunities, applications, messaging and payments aren't available yet. You can create your business account now so it's ready at launch.
Do UGC creators post the content on their own accounts?
Usually not. With UGC, the creator delivers the content to you and you publish it. If you also want the creator to post it to their audience, include that in your brief, as it becomes an influencer collaboration too.
What are usage rights?
Usage rights describe how, where and for how long you can use the content, for example on organic social only, or also in paid ads. Agree on them with the creator before work begins.
Do UGC creators need a large following?
No. Because your business publishes the content, the creator's own audience size matters much less than their ability to make content that suits your brand.
Are there rules for using UGC in ads in Australia?
Advertising in Australia must follow the Australian Consumer Law and industry codes, including not being misleading. Content you commission and use in ads is your advertising, so it should accurately reflect your product. If you're unsure, get advice for your situation.
Explore more of Collabify
- How Collabify worksThe marketplace for paid collaborations between creators and businesses.
- Brand collaborations for creatorsHow creators and influencers will find paid work with businesses on Collabify.
- Find creators for your brandHow Australian businesses will post opportunities and choose creators.
- Influencer marketing in AustraliaA practical guide to planning creator collaborations for your business.