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How to Source UGC Creators for Your Instagram, Facebook & TikTok Ads

UGC creators are in right now – and for good reason. They are the gateway to fresh, engaging social media content that gets around ad fatigue and extends your brand reach. 

But finding the right creators for your brand can be challenging. And making the wrong choice can be a costly blunder.

In this article, we’re taking a look at 3 methods that brands are using to source talented creators for their social media ads:

  • Social media platforms themselves
  • Creator marketplaces (with practical tips for each one)
  • Agencies

Keep reading to the end for a complete picture of other brands' sourcing strategies to win on social media.

Key Takeaways:

  • Sourcing user-generated content (UGC) creators for your social media ads can significantly boost your brand's engagement and authenticity, making your ads more relatable and appealing to your target audience.
  • Platforms like Instagram, Facebook, and TikTok are ideal for running UGC ads due to their vast user base and interactive nature.
  • Identifying potential UGC creators involves looking for individuals who already use or showcase your products, have a significant follower base, and align with your brand's image and values.
  • Collaboration with UGC creators should be handled professionally, clearly communicating expectations, usage rights, and compensation.
  • UGC-based ads should be analyzed and optimized over time to ensure they resonate with your audience and drive the desired results.

Should You Use Social Media Platforms to Source Content Creators?

Some brands find their creators directly on Instagram, Facebook, TikTok, or even X. This isn’t as simple as it sounds because you must carefully vet every creator to decide whether they fit.

But if you do choose this route, here are some essential steps and strategies:

Define your needs by clearly outlining the type of content creator you seek. Specify the niche, content style, and audience demographic they cater to.

Use hashtags and keywords to find content creators who specialize in your interest.

Use platform-specific tools like Instagram’s Explore page, TikTok’s For You page, or YouTube’s search filters. These help you find creators who are already engaging with relevant topics.

Join communities like Facebook groups or subreddits. These groups often have directories of content creators or posts where creators share their work.

Monitor your competitors to see which creators they are working with. This can give you insights into creators already familiar with your industry.

Overall, using social media platforms for sourcing has some significant drawbacks:

  • It works better for influencers than UGC creators (these are not the same)
  • Influencers are great at promotion, but they don’t necessarily understand how to impersonate a customer avatar
  • It can be hard to find people who understand ad structure and video quality

That’s why brands should consider using creator marketplaces. Let’s take a look at 3 of the most popular ones.


BeeRoll offers a streamlined, AI-enhanced platform where eCommerce brands can connect with vetted creators. The platform simplifies the content creation process, from storyboard development to the delivery of edited videos. By enabling direct matches with creators who match a brand's specific needs, BeeRoll shortens the content production timeline and makes it easier to create relevant UGC that converts.

Practical tip for making the most of BeeRoll

Not all of the creators are active. Even if you like someone, make sure you have backup options. If they are busy, they will have a few example videos. You should check those out first to see if they are what you are looking for. 

BeeRoll also allows you to speak with the creators before inviting them to the project, 

so you can agree on pricing and details beforehand. This makes it easier to manage projects with complete transparency from the beginning.


Fiverr is a popular freelance platform that connects businesses with freelancers and offers various services, including content creation. It's beneficial for sourcing UGC creators due to its vast talent pool across different niches and price points. The platform allows you to review portfolios, read reviews, and communicate directly with freelancers before committing to a project. This makes finding a creator whose style and experience match your UGC needs easier. 

Practical tip for using Fiverr to find UGC creators

The quality and professionalism of freelancers on the platform can vary widely. So, it’s crucial to vet each one thoroughly before you agree to work together. 

In addition, only some UGC creators have examples of their work on Fiverr, so you should chat with them and ask for some examples before sending the offer. Finally, quality and pricing vary widely. 


Upwork offers a more professional setting for finding and hiring freelance UGC creators. It hosts a wide range of talent from around the globe, including writers, designers, videographers, and more. Upwork provides tools for the entire workflow, from hiring to project completion and payment. This platform is excellent for businesses looking to build ongoing relationships with freelancers. It allows for detailed project proposals and secure payment options. 

Practical tip for finding content creators on Upwork

Upwork works differently than the rest because you must create the project first to invite the creators you like and let other creators send their proposals. So, it’s essential to specify everything about the campaign upfront. Then, you can invite the people who will be the best fit. The creators you ask can accept or deny the invitation, and new creators can express interest in the project. 

Agencies Bridge the Gap

Sourcing, hiring, and managing UGC creators is costly and time-consuming. This is especially true for brands that must test large numbers of ads to engage new audiences, find winners, and continually optimize their funnel.

As a result, agencies are playing an increasingly important role. They make it easier for brands to access their creator talent to scale up their ad strategy. The significant advantage of this approach is that it removes the legwork (and the guesswork). Agencies usually have a network of pre-vetted creators they can call on for each new project. 

Of course, much of what we said about the other two options still applies: succeeding with an agency calls for careful planning and transparency. Before you work with one, ask tough questions:

  • How do you source UGC creators?
  • What is your approach to briefing?
  • Do you have internal video and ad expertise to evaluate quality?
  • Can you show me examples of high ROAS ads you have created?

UGC and Ad Creatives: the Future of Social Media Marketing

UGC helps eCommerce brands reach audiences increasingly tired of polished, product-oriented marketing. Research shows that customers trust UGC more than brands

Businesses that successfully tap the “creator economy” take full advantage of this, creating content that doesn’t look or feel like advertising.

To pull that off, you need skilled creators who can play a role, tap into trends, and create high-quality images and video content. And with so many sourcing options available, there’s no excuse to sit this out.

Essential Industry Insights for Further Reading

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