How to become a UGC creator in Belgium

UGC creation is booming in Belgium. More and more brands are looking for people who can make natural videos for TikTok, Instagram Reels, Meta Ads and social media.

Unlike classic influencer marketing, UGC content does not necessarily depend on follower count. What brands want today are people who can produce believable, natural, high-performing videos for their advertising campaigns.

At Smiling Agency we work daily with UGC creators, lifestyle talent and social media profiles on advertising campaigns and sponsored content in Belgium.

What is a UGC creator?

UGC stands for 'User Generated Content': content created by users or creators for brands.

A UGC creator typically produces:

• TikTok videos,
• Instagram Reels,
• product demos,
• pieces to camera,
• social ad videos,
• lifestyle content.

The aim is content that feels natural and believable, like a genuine recommendation.

What is the difference between UGC and influencer marketing?

Influencer

An influencer mainly uses their own audience to promote a brand.

UGC creator

A UGC creator produces content for the brand, but it is often published on the company's own channels or used in paid advertising.

That means you can become a UGC creator even without a large following.

How do you start as a UGC creator?

1. Use your smartphone

You do not need a professional studio to start. A great many UGC campaigns are now shot on an ordinary phone.

What matters most:

• good lighting,
• clean sound,
• a dynamic video,
• natural energy.

2. Practise speaking to camera

Many beginners freeze in front of the camera at first. Yet natural, believable people are exactly what brands are after.

The more you practise:

• the more comfortable you become,
• the more believable your videos,
• the better your content performs.

3. Study TikTok ads

An excellent way to improve is to analyse the social ads brands are already running.

Look at:

• the hooks,
• the subtitles,
• the product shots,
• the way people speak to camera,
• the pacing of the videos.

Do you need a UGC portfolio?

Yes — it is extremely important.

Even with no clients at the start, you can create sample pieces using:

• products you already own,
• skincare,
• lifestyle,
• food,
• tech accessories,
• sport or fitness.

What brands mainly want to see:

• your camera presence,
• how natural you are,
• the quality of the videos,
• the way you speak.

Why work through a UGC agency like Smiling?

Many creators start out alone, then quickly realise that creating the content is only part of the job.

Behind a UGC campaign there is also:

• contracts,
• usage rights,
• advertising usage,
• client approvals,
• delivery deadlines,
• invoicing,
• payments.

Many beginners accept campaigns without understanding how their videos will actually be used.

Yet a video running as a TikTok Ads or Meta Ads campaign for several months is worth far more than a simple organic post.

Working through an agency like Smiling means support with:

• negotiating campaigns,
• the contractual side,
• image rights,
• the client relationship,
• administrative management,
• following up on payments.

That lets creators focus on what they do best: making natural, high-performing content.

How much should you charge as a UGC creator?

Rates vary enormously depending on:

• experience,
• the quality of the videos,
• advertising rights,
• the usage period,
• the volume requested.

Budgets can rise quickly once the videos are used as paid advertising.

The qualities that really make a difference

Brands mostly look for:

• natural profiles,
• reliable people,
• responsive creators,
• believable videos,
• good energy on camera.

Professionalism and consistency often make the difference over the long term.

FAQ — UGC creator Belgium

Can you become a UGC creator without followers?

Yes. Brands mainly care about content quality and how believable you are on camera.

What gear do you need to start?

A recent smartphone is more than enough to begin.

Do you have to be an influencer?

No. Being a UGC creator is a different job from classic influencer marketing.

Do brands use the videos in advertising?

Yes, very often. A lot of UGC content is used as social ads on TikTok, Instagram and Meta.

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