What to Look for in a UGC Agency (With a Checklist for Brands) in 2025
In 2025, user-generated content (UGC) is a game-changer for marketing.
Companies are keen on UGC agencies that help capture genuine content which really clicks with people.
Here's a telling stat: 93% of marketers agree that UGC beats the pants off traditional ads.
What’s more, ads with UGC see click-through rates that are four times higher.
So, picking a top-notch UGC agency isn’t just a nice-to-have; it’s crucial if you want to build trust and keep your audience engaged.
Choose wrong, and you could be throwing time and money down the drain.
This article is your go-to guide for selecting a UGC agency that meshes with your brand.
We’ve even thrown in a handy checklist to make sure your partnership hits the mark.
Let’s dive in.
PS: Not all UGC agencies deliver results. Want a shortcut? Check out our Top 16 UGC Agencies to Consider and find the right partner for your brand.
What Is UGC
User-generated content (UGC) is content created by customers, not brands. It includes social media posts, videos, reviews, and blog posts featuring products or services.
How Does UGC Fit in Modern Marketing
UGC builds trust, increases engagement, and serves as social proof. Brands use it in marketing campaigns to showcase real experiences and drive audience engagement.
"Creators are essentially social media managers, creative directors, copywriters – they’re full-stack marketers. So, don’t ever box them in. Let them use their creative prowess." - Austin Slander, Expert Marketer at MarketerHire
Research reveals that 60% of consumers find UGC the most genuine type of content, and 77% are more likely to buy a product after seeing UGC.
Also, sites with UGC have visitors sticking around 90% longer, showing they're really into it.
The UGC platform market, worth $5.36 billion in 2023, is expected to skyrocket to $32.6 billion by 2030, growing at a rate of 29.4% annually.
This boom underscores UGC’s growing role in marketing plans.
That brings us to the next point – how UGC agencies help brands harness this content effectively:
What Does a UGC Agency Do?
A UGC agency turns raw customer content into brand stories that sell.
"The thing that actually breaks through all of the noise is when you see real users sharing real content on social media." - Dom Garret, marketer at BTC Revolutions
Let's explore a UGC agency's core services:
Content curation and management – Source, organize, and repurpose user content for marketing.
Influencer and creator partnerships – Find the right creators, handle outreach, and manage UGC contracts.
Competitor research – Analyze what’s working for others to refine strategy.
Campaign planning and execution – Launch UGC-driven campaigns that align with business goals.
Creative testing – Run A/B tests to see which UGC performs best.
Compliance and rights management – Ensure legal use of content with proper rights and permissions.
How Much Does a UGC Agency Cost?
The cost of hiring a UGC agency varies widely based on services, project scope, and agency reputation.
On average, a single piece of user-generated content (UGC) costs between $150 and $212.
Agencies may offer bundled packages, potentially reducing the per-content rate.
Some agencies charge hourly rates, ranging from $150 to $199 per hour, with a minimum project spends around $20,000.
Factors influencing costs include content complexity, creator expertise, usage rights, and the urgency of delivery.
Key Factors to Consider When Choosing a UGC Agency
Let's overview the key factors that make a UGC agency the right fit for your brand:
1. UGC Creator Network & Vetting Process
Not all UGC agencies source creators the same way. Some rely on third-party marketplaces, while others have an exclusive network of vetted creators.
A verified creator network gives you better quality control. You know exactly who is making your content and how they align with your brand.
Pro tip: Want to dive deeper into the best creator platforms and networks? Check out our top 11 UGC platforms for more insights.
Vetting matters. An agency should assess authenticity, audience engagement, and content quality before bringing a creator on board.
First-party creator sourcing offers exclusivity. Instead of pulling from generic databases, the agency builds direct relationships with trusted content creators.
Ask how they qualify creators. If they don’t have a process, expect inconsistent results.
2. UGC Content Customization & Format Flexibility
UGC should never be one-size-fits-all. What works on TikTok won’t always perform on YouTube Shorts or Reels on Meta.
A strong agency knows how to optimize content for each platform. They understand pacing, format, and visual trends that drive engagement.
Customization goes beyond format. Can they produce testimonial videos, unboxings, skits, or ASMR based on your campaign goals?
Also, some brands want control over creative direction. Others prefer to let creators take the lead. A good agency balances both. Ask how much creative freedom they allow. If they force rigid scripts, the content won’t feel authentic.
3. UGC Performance Tracking & Optimization
Likes and views don’t tell the full story. A good UGC agency tracks real impact – engagement rates, watch time, conversions, and retention.
Remember: They should run A/B tests. Testing different creators, hooks, and scripts helps refine what actually works. So, explicitly ask them how they do this kind of creative testing and especially how they use the results.
Vanity metrics can look impressive, but they don’t always drive sales. Ask if the agency tracks click-through rates, customer actions, and ROI with the express purpose of improving them.
Remember: Your UGC campaign isn’t set in stone. A strong agency optimizes based on data, not guesswork.
If they can’t show how content drives results, they’re just guessing. You need insights that go beyond surface-level numbers.
4. Compliance & Brand Safety Measures
FTC rules aren’t optional. Every sponsored post needs proper disclosure, and a good UGC agency makes sure creators follow the law.
Content rights matter. If you’re paying for UGC, you should know exactly how you can use it – ads, repurposing, whitelisting, or long-term campaigns.
Important note: Some agencies leave rights vague. That’s a problem. You don’t want to deal with takedown requests because the contract wasn’t clear.
Brand safety isn’t just about avoiding legal issues. Your agency should enforce messaging guidelines so the content stays on-brand.
Ask the agency how they handle compliance. If they can’t give a straight answer, expect risks down the road.
5. Scalability & Campaign Efficiency
UGC needs to move fast. If an agency can’t scale during peak seasons, you’ll miss opportunities.
Black Friday, holiday sales, and product launches demand quick turnarounds. Ask your agency if they can ramp up content production when it matters most.
One-off content isn’t enough. Strong agencies build ongoing partnerships with creators for long-term consistency.
Besides, batch production saves time and budget. Can they shoot multiple assets in one session to maximize efficiency?
If they can’t scale, your marketing campaigns will stall. The right agency should handle both steady content needs and high-volume bursts without delays.
We’ve covered the UGC-specific factors – next, we’ll look at broader factors that still matter:
Other Factors to Consider When Choosing a UGC Agency
Let's go over a few more factors that can impact your choice of a UGC agency:
1. Expertise and Experience
When selecting a UGC agency, prioritize those with industry-specific experience and a proven track record. Agencies familiar with your sector understand its nuances and audience, leading to more effective campaigns. Review their case studies to assess past successes and ensure they align with your brand's objectives.
2. Content Quality and Creativity
Go for one that's great at getting real, high-quality content. People believe in user-generated content way more than regular ads – 92% more, to be exact. Make sure the agency’s style feels right for your brand. This helps create real connections with your audience.
3. Technology and Tools
When choosing a UGC agency, check what tools they use for analytics, moderation, and rights management. Make sure their platform works with your marketing systems.
Here are some notable tools for example:
TINT: Streamlines sourcing and managing user-generated content, offering a seamless rights management system to secure legal permissions from creators.
Flockler: Facilitates obtaining permissions to use UGC across various channels, turning social proof into owned media.
Bazaarvoice: Provides AI-powered moderation to auto-detect and filter inappropriate content, ensuring brand safety.
4. Compliance, Ethics, and Legal Considerations
Make sure your future UGC agency can handle permissions properly. They should get clear consent from creators to avoid legal trouble. The agency should also spell out where and how the content can be used to prevent disputes. Keeping things ethical builds trust and encourages more people to share, making your brand look real.
5. Financial Models and ROI
It's important to understand their pricing structures, which can include flat fees, retainers, or performance-based models.
That said, investing in UGC is already cost-effective; brands save up to 70% on content creation costs by leveraging user-generated content. Additionally, campaigns incorporating UGC see a 20% higher return on investment compared to traditional content.
6. Communication and Process Management
Working with a UGC agency comes down to clear communication and a simple process. Set clear briefs and deadlines so content matches your brand and arrives on time. Expect full transparency on reporting – agencies should break down key metrics so you can make informed decisions. For reference, 27.5% of agencies say clients care most about conversions, so make sure performance expectations are crystal clear.
7. Flexibility and Scalability
A good UGC agency adapts fast – whether it’s shifting campaign goals or scaling content for a sudden sales push. They should handle multi-channel UGC, ensuring content fits TikTok, Instagram, YouTube, and beyond without hassle. If they can’t adjust to changing needs, you’ll waste time and budget on content that doesn’t land.
UGC Agency Checklist for Brands
Here's a concise checklist to help brands evaluate and select the ideal UGC agency:
✅ How does the agency source its UGC creators? Do they work with verified, pre-vetted creators or random third-party freelancers?
✅ Do they offer diverse UGC content styles? Look for agencies that create testimonials, behind-the-scenes, trend-driven videos, and viral hooks.
✅ Are they experts at platform-specific content? UGC should be optimized for TikTok, IG Reels, YouTube Shorts, and Meta Ads.
✅ Do they provide performance tracking beyond vanity metrics? Ensure they measure conversion rates, watch time, CTR, and engagement rates.
✅ What’s their rights management policy? Confirm if they offer full usage rights, whitelisting, and paid ad amplification.
✅ Can they scale content production on demand? Ensure they can quickly scale up during peak sales seasons or ad testing.
✅ Do they handle compliance & disclosures? Make sure they enforce FTC guidelines and use proper #ad disclosures to avoid penalties.
✅ Are they proactive about creative testing? The best agencies don’t just deliver content – they A/B test variations to see what performs best.
How to Use This Checklist
1️⃣ Ask for specifics – Don’t just take their word for it. If they claim to have vetted creators, ask how they verify them. Example: Do they check past work? Ratings? References?
2️⃣ Request samples – Get a mix of content types they produce. Example: Can they show you a testimonial, a trend-driven video, and a viral hook?
3️⃣ Check platform expertise – Ask for platform-specific case studies. Example: What’s their TikTok success rate? IG Reels strategy?
4️⃣ Verify performance tracking – Do they track conversions or just likes? Example: Can they share a campaign where they improved CTR?
5️⃣ Confirm scalability – Can they deliver when demand spikes? Example: How fast can they scale for a Black Friday campaign?
Top UGC Agencies
Check out the top UGC agencies that deliver real, engaging content for brands:
1. inBeat
inBeat Agency excels in creating user-generated content that resonates. They've collaborated with brands like Native, producing over 1,000 unique assets for product launches.
For Hurom, their UGC strategies slashed customer acquisition costs by 65%. Clients commend their organization and clear processes, leading to impressive returns. inBeat's approach consistently delivers authentic content that drives engagement and boosts ROI.
2. Moburst
Moburst delivers authentic UGC that drives solid results. Their network of TikTok and Instagram creators consistently produces content that outperforms standard ads on click-through rates and cost efficiency.
With a 10-day turnaround, they streamline the creative process and increase engagement quickly. Their track record, highlighted by impressive metrics, positions Moburst as a standout option for brands seeking genuine, affordable UGC solutions.
3. Brighter Click
Brighter Click excels in delivering authentic, data-driven user-generated content, too. They manage the entire process – from creator selection to final approvals, and campaign optimization – ensuring content aligns with your brand and audience.
Creator sourcing is a sore point for many brands, but teams like Brighter Click will do everything right in a clear and transparent way. They’ll make sure the creators you work with have no fake followers and that their engagement levels are great.
Secure the Right UGC Agency for Real Results
A UGC agency isn't just a service provider – it has a direct impact on your brand’s engagement and conversions. Picking the wrong one wastes time, budget, and momentum.
The right agency sources real creators that fit your brand’s ethos, optimizes for performance, and scales when needed.
That’s why we built a checklist. Use it to filter agencies that track real ROI, manage creator rights properly, and adapt to fast-moving trends.
Now’s the time to act.
Use the checklist above, vet your options, and find a UGC partner that delivers results.
PS: Need more than just UGC? Check out our 19 Top Influencer Marketing Agencies that specialize in creator-driven campaigns. Find the right partner to scale your brand’s reach and drive conversions.
Frequently Asked Question
What is a UGC agency?
A UGC agency specializes in leveraging user-generated content to scale your marketing strategy. These agencies curate authentic content from original creators and potential customers, turning personal experiences and social media posts into powerful marketing tools. They can also manage content creation and foster partnerships with creators to expand your brand's presence across various social platforms.
How do UGC campaigns improve ROI?
UGC campaigns rely on authentic experiences to build meaningful connections with target demographics. You’ll see that reflected in better engagement metrics and conversion rates. Real people's endorsements amplify trust and drive purchases, leading to a higher ROI compared to traditional marketing efforts. Use advanced analytics tools to optimize these campaigns. Each piece of content should align with your business goals and fit into your marketing mix.
What pricing models are common in UGC agencies?
UGC agencies typically offer several pricing models: flat fees for specific services, retainer-based agreements for ongoing content management, and performance-based models that link fees to campaign outcomes like engagement rates or click-through rates. Remember to align the agency’s services with your budget and campaign goals.
How can I ensure compliance with copyright and permissions?
You can ensure compliance if you pick a UGC agency with solid processes for rights management and copyright adherence. Agencies should get explicit permissions from content creators and have clear documentation that outlines usage rights for each piece of content. Ask about their tools for managing compliance and how they handle content rights to avoid legal pitfalls.
What should I ask during initial meetings with a UGC agency?
During initial meetings, inquire about their track record with businesses similar to yours, ask for details about their content creator platforms (or other tools they use for content sourcing), and understand whether they build long-term partnerships with creators. Discuss their marketing optimization services and how they measure the success of marketing campaigns, too. This information will help you gauge their capability to meet your specific needs and ensure a successful partnership.