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Making UGC ads
Where to find UGC content creators?
Brands find UGC creators on marketplaces such as Billo, Insense, JoinBrands and Collabstr, on TikTok's creator marketplace, on freelance sites, and by inviting existing customers who already post about the product. Marketplaces handle payments and rights; direct hiring is cheaper but needs your own contracts.
Where brands look
| Source | Pros | Cons |
|---|---|---|
| Marketplaces (e.g. Billo, Insense, JoinBrands, Collabstr) | Payments, contracts and rights handled | Platform fees or subscriptions |
| TikTok's creator marketplace tools | Creators already making TikTok-native content | Varies by region and eligibility |
| Freelance sites | Wide choice, flexible pricing | Your own contracts and vetting |
| Your customers | Genuine experience, often cheapest | Unpredictable quality and volume |
| Direct outreach on social | Find exactly the style you want | Slow; you handle everything |
How to vet a creator
- Watch their portfolio for natural delivery, clear audio and good light.
- Look for work in your category.
- Check they film vertically and understand hooks.
- Ask what usage rights their rate includes.
- Start with one paid test video before a big batch.
Paperwork to settle
Agree in writing what you're buying, where it can run and for how long, and the revision policy. If the creator also posts about you on their own account, they need to disclose the paid relationship (FTC guidance).
Prefer not to manage creators? ScrollStop Labs writes and produces UGC-style ads from a short email brief, with no calls.
Sources
- Billo: How Billo pricing works (Oct 9 2026)
- Insense pricing page (checked Oct 22 2026)
- FTC: FTC's Endorsement Guides, What People Are Asking
Related questions
How do you brief UGC creators?Put it on one page: product, customer, one problem, required and banned claims, three hooks, key shots, specs, deadline and the usage rights you're buying.How much does Billo cost?Billo's own pricing note (October 2026) says videos start at $99 each with no subscription, paid from prepaid packs.How much does Insense cost?Insense's pricing page lists a Brand plan at $500 a month billed quarterly ($400 a month billed annually), plus creator payments and a 10% marketplace fee.What is the best way to create UGC ads?It depends on budget and volume: creators for real demos, agencies for finished ads, AI UGC for many variations fast. Many brands combine them.