Here's the system I use to get as many real UGC videos for my brands as I want.
Creators vs. influencers
These two words get used interchangeably, but they're not the same thing. An influencer has an audience — you're paying for reach. A creator just makes content. They might have 200 followers or none at all, but they know how to shoot something that looks native to Instagram or TikTok. For most brands, especially at the start, creators are what you actually need. They'll often do it for free product.
Find them where they already are
UGC creators tend to market themselves publicly. On Instagram, they'll put "UGC creator" right in their bio or their name. So the search is simpler than most people expect: type "UGC creator" plus a relevant category into Instagram's search bar and you'll start finding people.
Facebook groups work too, and depending on your product, so do offline channels. There's a whole layer of content creators actively looking for brand partnerships — they just need someone to reach out.
Send a lot of DMs
Message a lot of people. Some won't respond, some will say no, and some will say yes. The ones who say yes are your content pipeline.
The message itself is simple: tell them what you're launching, what the product does, and include a coupon code for a free product from your store. Let them know that if they use it, all you're asking in return is a short UGC-style video sent back to you.
The coupon code approach is what makes this scalable
This is scalable because you do not have to manage the order process for each creator who says yes. They order themselves. The coupon code you send out in your message is specifically for this program, set it to cover the cost of one product. So creators come to your store and place the order themselves. They get the product they actually want in their size or flavor. You don't have to coordinate anything manually. The order gets fulfilled through your normal process, the same as any other purchase.
The ask attached to the code is low-friction: use it, try the product, and if you like it, shoot a short video in your own style and send it back. That's it. No formal contract, no lengthy brief, no back-and-forth over shipping details.
Brief them, don't script them
Once someone agrees to work with you, the temptation is to write out exactly what you want them to say. Resist it. A scripted video sounds scripted, and the whole point of UGC is that it doesn't.
Instead, give creators a short list of points to hit — what makes the product different, how to use it, what you want viewers to do at the end. They handle the tone and the delivery. That's what makes it feel real, which is what makes it work.
The barrier to getting started is lower than most people assume. You don't need a marketplace subscription or an agency. You need a dedicated coupon code, a clear brief, and a bit of time to send DMs. The logistics basically take care of themselves.