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User-generated content (UGC) is one of the biggest opportunities in the creator economy right now, and brands are actively searching for talent to partner with. But before a brand will trust you to sell their product, they’ll want to see your work.
My name is Sage and I’m the Jr. Community Manager at Planoly. A big part of my role is managing brand partnerships, which means my inbox is full of UGC creator pitches. At this point, I’ve reviewed over a hundred portfolios, and I can tell you firsthand that the difference between a pitch that gets a response and one that gets passed over always comes down to the portfolio.
Whether you’re new to UGC or you’ve been creating for a while and wondering why you aren’t landing brand deals, I’m going to share what will actually get you noticed – straight from the person reading your pitch.
A UGC portfolio is a curated collection of your best content samples that demonstrate your ability to create authentic and engaging photos or videos that would perform well on social media. Unlike influencer marketing, you don’t need a following to be successful (though growing your personal accounts may make you more discoverable). UGC marketing is less about your follower count and more about your creative execution. Brands want to see that you can create content that sells, so your portfolio is essentially your resume.
You don’t need brand partnerships to start making content – start my making content with products you already know and love. Pick items from your skincare shelf, kitchen, or closet and shoot content around them as if you were hired to do so. This “spec-work” is completely acceptable (and expected) when you’re getting started.
Start with 3-5 high-effort pieces across different formats (talking-head review, before and after, an unboxing, etc.). This variety will show your range of abilities and make you more appealing to brands.
Good content requires more than just pointing a camera at a product. Before you record, think about the strategy behind what you are creating:
Natural lighting, clear audio, and stable footage go a long way. You don’t need expensive equipment, but you do need to show that you understand what makes content feel professional and persuasive.
Here are a few high-quality UGC examples to get you started:
Your portfolio should be easy to navigate and visually clean. A simple website or presentation is all you need – what matters most is that a brand can find your best work within 30 seconds.
Organize your portfolio by content type, and include a brief note with each video explaining the concept, intended platform, and any results if applicable. Context helps brands visualize how you’d approach their content.
Brands love it when a creator has a clear point-of-view, so find a niche that feels authentic to you and create content surrounding it. Audiences can tell when content feels forced, so whether you are passionate about wellness, tech, fashion, or beauty, leaning into a specific niche helps you attract brands that are a natural fit. Having a focused portfolio also shows that you understand a specific audience, which is exactly what brands want.
Your portfolio isn’t a one-and-done project. Update it regularly as you create new content and as your skills improve. When you land real brand collaborations, add those pieces – paid brand content is the best proof of your abilities.
Building a UGC portfolio takes time, but the investment pays off. Start creating, stay consistent, and remember: every piece you make is a step closer to landing the partnership you want. The brands are out there looking, so make sure your portfolio is ready when they find you.
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