The Best 5 UGC Platforms To Grow Your Brand in 2024

If you’re looking to grow your brand on social media, one of the best ways to do it is through user-generated content (aka UGC).

And, if you need a lot of UCG fast, one of the best ways to do that is to use a user-generated content platform.

And we’re not just saying that because our Social Cat influencers are pros at generating UGC (even though they are).

After all, where else are you going to be able to get high-quality videos of real people interacting with your brand… Whenever you need them for an ad campaign or social media post?

In this article, we’re demystifying the process of finding a UGC platform- starting with how to find the best options on the market, the pros and cons of some of the top UGC tools out there, and our opinion on the simplest way to pick a UGC marketplace that meets your brand’s needs.

Are you ready? Let’s get started. ✨

What factors should you consider when picking a UGC tool?

I know, you’re probably scrolling through this article trying to find out which platform is the best, period. Case closed. Take my money.

Unfortunately, it may not be that easy– there’s not one *best* platform (although we’re hoping you decide Social Cat is the best) because different businesses have different needs.

This isn’t really a surprise, right? So before we dive into the pros and cons of some of the best UGC platforms for brands, let’s talk about the questions you need to ask to avoid the traps that businesses who are new to UGC often encounter.

We’ll start with the most important question:

What’s their UGC quality like?

The biggest question when you’re researching a UGC website is:

What’s the quality of their videos like?

To some extent, this is going to be a mystery- quality depends heavily on the specific creators you work with.

But, you can do some detective work by watching example videos from the platform.

The videos you’ll find on their website (or their “creator showcase”) are going to be some of the best examples of content they have. This should give you a feel for the types of creators you can find on the platform, and how their finished videos look in a best-case situation.

While you’re sleuthing, make sure you also find out if the UGC platform vets their creators.

➡️ This is a HUGE trap that small to medium-sized brands tend to miss.

If you choose a platform that vets their creators, your chances of getting high-quality videos are much higher.

It’s like using a recruiter vs. pulling people off the street if you want to hire someone– both options will bring you people to interview for a job, but the recruiter is more likely to bring you someone you want to work with.

How much does it cost?

This might come as a shock, especially if you’re used to traditional forms of advertising, but…

Just because UGC content is more expensive, that doesn’t always mean it’s better quality.

You’ll need to buy a few UGC videos to figure out what resonates with your audience.

So instead of looking at the price of one video and paying the most you can afford, you’re going to want to compare the price vs. quality ratio.

Look at the examples the UGC video platform posted on its website and reviews.

Once you have a feel for the quality of videos available on the platform, compare that to the price.

You’ll have to do this with a few websites to get a feel for it, but after a while, you’ll know what you can reasonably expect to pay for quality videos.

As you consider your budget, make sure you check the pricing structure, too. Ask questions like:

• How expensive is the platform to start?
• Are there any commitments or ongoing fees?
• Do you pay per video?

This will help you figure out if there are extra fees or contracts involved with using the UGC platform.

Is licensing included?

Licensing is a BIG issue when it comes to using user-generated content.

Not to scare you, but sometimes influencers will contact a brand asking them to remove a video from their current ad campaign or pay a licensing fee because the licensing to use the video that the company paid for wasn’t covered in their original contract.

Yes, it stinks. But, it’s legal unless you cover licensing in your contract with the creator.

Using a UGC platform may make you think that you’re safe– but you still need to learn that platform’s licensing policies before you buy. Check:

• If licensing is included for organic social media
• If licensing is included for paid ads
• Or, if there’s a separate licensing fee per video

If you’re planning on using UGC to run ads (which is usually the best ROI on UGC), make sure you are fully licensed to do so. For platforms where there’s an extra fee for the licensing, make sure you factor that into your price vs. quality comparison.

Where are the creators located?

The final thing to consider when you’re picking a UGC tool is where the creators are located.

This may not seem like a big deal. After all, you just need them to speak English, right?

Not so fast. There’s a big difference in accent (and, in some cases, dialect) between American, Australian, and British (not to mention Scottish, Welsch, and Irish) UGC creators.

Wherever you’re trying to sell your product or service, your creator’s accent should match your audience. Otherwise, they’re less likely to relate to the person in the ad and buy your product.

And that’s it! The four things you need to keep in mind when choosing a UGC platform.

In the next section, we’ll look at specific UGC websites and compare how they stack up against each other.

Top UGC tools in 2024

Okay, now that we’ve covered what to look for in a UGC platform for e-commerce, let’s explore some of the top options for UGC marketplaces in 2024.

Note: This is not a complete list. There are a TON of UGC tools out there, but we wanted to focus on a few that are, in our opinion, the best. Please enjoy.

Clip

Clip helps brands get performance-driven UGC videos. They employ home studio creators and help businesses match with the UGC creators that are right for them.

The good news

• Their videos are high-quality. If you’re wondering just how seriously they take vetting, they only approve 7% of the creators who apply to work on their platform.
• Licensing is included in the cost of your videos.
• They have creator portfolios and reviews available, so you can easily figure out if a specific creator is a good fit for you.
• They have transparent and fair pricing on their website (you pay a set price per video).
• They have a good-sized pool of local creators in the UK (600+), Australia (500+), and the US (400+).
• You get your UGC content back in 7 days after hiring a creator– which is fast.

The bad news

• They don’t provide UGC photos– you can only order videos.
• They don’t work with brands who need products returned after the content is made. (Although, depending on the situation, you may be able to reach out to support and get an exception)

All in all, Clip is a fantastic option from a pricing, quality, and turnaround time perspective. That’s why we put it at the beginning– in case you want to try it out and see how it goes.

Social Cat

Social Cat (Hey! That’s us!) helps connect businesses with influencers. If you’re looking for high-quality UGC, our influencers can make it for you. Because you’re working with influencers, you also have the option to get even more reach and influence by having them post about your products.

The good news

• The pricing is super affordable. You can get up to 5 pieces of UGC per month from 5 different creators for $99 (£79).
• Licensing is included in the pricing, so you can post the content to both paid and organic social channels.
• Their platform includes creator portfolios and reviews from previous brands they’ve collaborated with so you know what to expect.
• You can test out Social Cat using our free trial (yay!)
• There’s a messaging system built into our platform, so you can communicate directly with creators.
• Included in the price, influencers will post the video on their Instagram and/or TikTok channels.

The bad news

• You can only get one piece of content per collaboration with a specific influencer.
• The free trial only lasts 7 days, so you have to decide quickly if you like the platform.

You may not want to take our word for it that Social Cat is an amazing resource when you need great UGC. Thankfully, you don’t have to. At just $99 for 5 pieces of UGC, it’s worth a try. (And, we get great reviews)

Twirl

Twirl’s passion is customer service– they handle all the communication for your UGC campaign. They also have a diverse creator network and pay-as-you-go pricing. If that sounds like a dream, keep reading!

The good news

• Twirl includes unlimited licensing in its pricing.
• They include one content revision per video.
• Their team handles communication and the entire process with creators, like working with an ad agency.
• They have over 1,500 creators in the US and UK.

The bad news

• Their pricing is EXPENSIVE compared to other options– it starts at $320 per video.
• Although their website talks about fast turnaround times, the fact that you have to communicate with their team– who then communicate with the creators– means that there are more places where messages can fall through the cracks or be delayed. So, you’re looking at a potentially longer turnaround time than for self-service UGC platforms.

At the end of the day, Twirl is a solid option to start with– especially if you’re nervous about managing creators. However, it is on the expensive side, and we’re not sold on the idea that their turnaround time is fast. Their website says, it takes “days” to get the content, but does that mean 7 days or 20?

Billo

Billo provides tons of extras as you’re getting started with UGC software– like dedicated success managers, in-house editors, stock UGC videos, and even an AI-powered storyboard writer for your content briefs.

The good news

• Billo has a large pool of creators (over 3,000 according to their website).
• You can hire them to edit your videos.
• There’s a messaging system included to chat with creators.
• They showcase different types of video assetst– like testimonials, unboxing, how-to videos, and more.

The bad news

• They’re focused on the US market, so you may not be able to find talent from other countries.
• Their price per video is good, but you need to buy a minimum of 5– so it’s $500 just to start. Ouch.
• We’re not sure if their videos come licensed. We scoured their website and help center, but couldn’t find anything.
• We also can’t tell if there’s a vetting process for the creators they allow on the platform, which means it could be hard to find high-quality creators.

If you’re considering working with Billo, reach out to them first to ask about licensing and if their creators are vetted. (Don’t say we didn’t warn you.) Otherwise, Billo has a lot of extras that may make them a good option for your business.

Trend

Trend is backed by some big-name investors, and pitches itself as “Your brand’s custom content studio.” That’s a fancy way of saying that they have a lot of creators who are ready to make content for your brand!

The good news

• You can get videos or photos.
• They have a large pool of vetted creators (according to their website, they have over 3,700 creators in their network and over 4,000 on a waitlist)
• All Trend videos come fully licensed.
• They have 24/7 support available if you become a customer.

The bad news

• The content turnaround time is… not great. It can take 2-3 weeks to get content back.
• We can’t tell from their website if revisions are included in the price (or if you can even request them, tbh)
• Similar to Billo, their price per video is good, but you have to start by spending at least $500 with them. So, they’re more on the expensive side.

The main challenges you’ll probably have working with Trend are the turnaround times and a big up-front commitment to their platform. If those aren’t an issue for you, it’s a solid option.

EmbedSocial

EmbedSocial is a robust UGC platform with powerful capabilities to aggregate user-generated content from various sources, such as social media networks, email automations and website widgets. The platform enhances the collected data with tools to analyze, store and reuse the content for further social media re-publishing, email campaigns and embedding on website to sell more.

EmbedSocial empowers brands to tap into authentic social proof by easily collecting, managing, and publishing user-generated content across channels.

Main features:

• ● UGC Monitoring, Aggregation, and Collection: EmbedSocial integrates with all major social media networks, such as: Instagram, Facebook, LinkedIn, TikTok, YouTube and Threads, and enables smooth and automatic content aggregation.
• ● UGC Rights Requests and Management: Feature that automates sending requests to UGC creators, asking for further rights to re-use the content for marketing purposes.
• ● UGC Reposting and Social Media Publishing: Repost UGC from customers and enrich social media content with real customer videos, images reviews and stories.
• ● UGC Shoppable widgets: Display curated UGC directly on your website with customizable and shoppable widgets that drive engagement and sales.
• ● UGC analytics: Store and analyze aggreagated UGC in one single platform for understanding customer needs, for messaging or inspiration.
  

EmbedSocial is available for small to large brands, and serves more than 250,000 websites worldwide. Enterprise companies like Samsonite, Barilla, and Yamaha trust EmbedSocial to power their UGC strategies.

From increasing brand loyalty to boosting sales, EmbedSocial has helped them turn customer content into powerful marketing assets.

Now that we’ve looked at some of the best UGC platforms for brands in 2024, your head is probably swimming with options. Let’s simplify them, so you can make an informed decision when it comes to choosing a UGC marketplace.

What is the most important factor to consider when picking a UGC app?

Here’s our honest opinion:

The most important thing to consider when you’re choosing a UGC services is the quality of the videos versus pricing.

A good price, along with vetted creators who deliver high-quality UGC, is the best value you can get.

Admittedly, this can be hard to find at first. Make sure to book demos or take advantage of free trials so that you gather as much information as possible before you commit to a particular UGC app or platform. If you’re nervous about signing a contract, it’s best to stay away from platforms that ask for long-term commitments.

After that, the choice is really up to you! We hope you’ll consider giving Social Cat a try– you can sign up free for 7 days, and if you don’t think the price-to-quality ratio is quite what you’re looking for, now worries at all! (But, we think you’ll love it so much that you’ll want to stay.)