UGC glossary

The main footage of a video, usually you talking to the camera.

Showing two versions of an ad to similar audiences and comparing the results, to learn which version works better.

Permission for someone else to run ads through your account, such as a brand running ads from your profile. Give only the access a deal needs, and remove it when the usage period ends.

Hashtags that tell viewers a post is paid or sponsored. Put them where people will see them, at the start of the caption or on screen, not hidden among other hashtags.

The video, image and text that make up an ad. Brands test many creatives to find the ones that perform best.

Another name for creative fatigue: an ad performing worse because the same people have seen it too often.

The tool brands use to create and run ads, such as Meta Ads Manager or TikTok Ads Manager.

An arrangement where you earn a commission on sales made through your link or code.

A tracked link that credits you for the sales made through it.

A company that runs marketing for brands. Agencies often hire UGC creators for several clients, so a brief may come from an agency rather than the brand.

A digital person generated by AI that speaks on camera. Avatars based on a real person need that person’s permission.

A label that tells viewers content was made or changed with AI. TikTok, Instagram and YouTube all have labels for realistic AI content.

Ads made with AI-generated people or voices instead of a real creator. Platforms and advertising rules increasingly expect realistic AI content to be labeled.

The system a platform uses to decide which content to show each person.

Another name for whitelisting: you let a brand run ads through your account.

Amazon’s program that lets creators set up a storefront and earn commission, including from shoppable videos on product pages.

The specific reason or story a video uses to sell a product, such as saving time or a personal result. Brands test angles to learn which message works.

The brand’s sign-off that a script or video is final. Get it in writing before you invoice or post.

The Advertising Standards Authority, the UK’s advertising regulator. It enforces the CAP Code, which covers ads made by creators.

Autonomous sensory meridian response: videos built around soft, close-up sounds such as tapping, pouring or crinkling. Brands use it for satisfying product shots.

The shape of the frame, written as width to height. 9:16 is vertical for TikTok, Reels and Shorts, 4:5 suits Instagram feeds, 1:1 is square and 16:9 is horizontal.

Deciding which ad, post or channel gets the credit for a sale.

Facts about the people who follow or watch you, such as their age, gender and country.

Content that feels real and personal rather than polished and staged. It is why brands use UGC, and why a script should sound like you.

A code a TikTok creator generates so a brand can run one of their posts as a Spark Ad for a set period.

The average amount a customer spends per order.

How long, on average, each viewer watches a video.

Supporting footage that plays over or between the main shots, such as close-ups of the product in use. Briefs often list the B-roll they need.

A light behind you that separates you from the background. A bright window behind you is too much backlight and makes your face dark.

A deal paid in product or services instead of money. Decide in advance which barter deals are worth your time.

Filming several videos or hooks in one session to save setup time.

A video that shows a result by comparing the start with the end, such as skin, a room or a car. The results must be real and typical, because misleading comparisons break advertising rules.

A typical result used for comparison, such as an average click-through rate. Benchmarks vary widely by industry and platform.

An existing post that a brand pays to show to more people, without building a separate ad.

Content for people who are close to buying, such as reviews, demos and offers.

A creator who works with one brand over a longer period, often with regular content, a discount code and sometimes exclusivity.

A brand’s rules for how its name, logo, colors and tone may be used. Briefs often attach them.

Keeping a brand’s ads away from content that could harm its reputation. It is one reason brands look at your other posts before hiring you.

A platform setting that labels a post as paid or sponsored, such as TikTok’s content disclosure setting. Turn it on for any post a brand paid for or gifted.

The brand’s instructions for a job: the product, the audience, what to make, the key messages, the deliverables, the deadline and the usage. Read all of it before you quote.

A lower price per video when a brand orders several at once.

Captions that are part of the video image and can’t be turned off. Ask the brand whether it wants them, because some add their own.

An account type for companies, with ads, shopping and contact features.

A one-time fee for broad or unlimited use of your content, often in every channel with no end date. Check exactly what a buyout covers before you agree to it.

The line that tells viewers what to do next, such as “Tap the link to try it.” Most ad briefs ask for one at the end.

A planned set of content or ads with one goal, such as launching a product.

The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing. It sets the rules for ads in the UK, including ads made by creators.

Text on screen that shows what is being said. Many people watch without sound, so brands often ask for captions.

A post with several images or short videos that people swipe through. Instagram and TikTok both support them.

A public request from a brand for creators who fit a job. On UGCStars, brands post casting calls and creators send their profile.

Exclusivity that covers one product category, such as no other skincare brands for 60 days, while you stay free to work in other categories.

A written update to an agreement that adds or changes work and its price.

Evidence that backs up a claim, such as a study behind “clinically proven.” Only say what the brand can prove, and stick to the claims in the brief.

A tidy background with no clutter, other brands’ logos or personal details. Brands often reject footage with competitor products in view.

A copy of your video without text, captions or music, so the brand can add its own.

The share of people who clicked an ad or a link after seeing it.

Captions viewers can turn on or off, usually supplied as a separate file.

A pitch to a brand you haven’t been in touch with before.

An Instagram feature that shows one post on two accounts, such as yours and a brand’s, with shared likes and comments.

Adjusting the colors and tones of footage in editing to give it a consistent look.

TikTok’s library of music cleared for business use. Meta offers a similar Sound Collection.

A percentage of a sale or a payment. In affiliate deals it is what you earn per sale. On marketplaces it is what the platform keeps.

A video that compares the product with an alternative or an old way of doing things. Don’t name competitors unless the brief asks and every claim is true.

The share of views that reach the end of a video.

Reducing a file’s size, which can lower its quality. Send files through cloud links rather than messaging apps that compress them.

The core idea of a video, such as “a skeptic tries it for a week.” Some brands ask you to pitch concepts before you film.

A contract term that limits what you can share about a job, such as the price or the brand’s plans.

A schedule of what to film, deliver and post, and when.

Anyone who makes content for social media, video platforms or brands. UGC creators and influencers are both content creators.

Information attached to a file that records how it was made and edited, based on the C2PA standard. Some platforms read it to label AI content.

A brand’s store of approved videos and images that it can reuse in ads and on its channels during the usage period.

The few themes your content keeps coming back to. They help brands see what you’re known for.

The share of people who complete an action, such as buying or signing up, after clicking.

The legal right to copy, share and adapt a creative work. You usually own the copyright in videos you film unless a contract transfers it.

A contract term that transfers ownership of your video to the brand. After an assignment you may need permission even to show the video in your portfolio.

Writing the words of an ad, such as the hook, the script and the caption.

What a brand spends on ads, on average, for each sale or sign-up.

What a brand pays, on average, for each click on an ad.

What a brand pays for 1,000 impressions of an ad.

What a brand pays, on average, for each view of a video ad.

Your reply to a brand’s offer with a different price or different terms.

When an ad performs worse over time because the same people have seen it too often. It is one reason brands keep ordering new UGC.

Running several ad versions against each other to see which performs best. It is why brands ask for hook variations and several cuts.

An account type on Instagram and TikTok with creator tools and insights. Brands may ask you to use one for partnership features.

The contract between you and a brand that covers the deliverables, price, deadlines, usage rights and payment. Get one in writing for every paid job.

A platform where brands find and hire creators, which often handles payment and charges a fee. UGCStars is a database instead: brands contact you directly, and we take no commission.

Cutting off the edges of a frame, for example to turn a 9:16 video into a 4:5 one. Leave space around the subject so a crop doesn’t cut off the product.

What a brand spends in total to win one new customer.

A shorter version of a longer video, such as a 15-second edit of a 45-second ad.

An ad that appears in feeds but isn’t posted on the brand’s profile.

A video that follows your day and shows where the product fits into it.

The date a deliverable is due. Agree it in writing, along with the dates for any revisions.

Realistic fake video or audio of a real person made with AI. Using someone’s likeness without their consent can break the law in many places.

Exactly what you will hand over, such as two 30-second videos, three hooks and raw footage. List them in your quote and your agreement.

Part of the fee paid before you start, for example half. It protects you if the brand cancels.

New content made from your video, such as a cut-down, a remix or an ad that mixes your clips with others. Contracts often say whether the brand may make them.

A copy of your face, body or voice made with AI or editing tools. Agree in writing whether a brand may create or use one, and for what.

A short statement that limits or explains a claim, such as “Results may vary.” Brands may ask you to show or say one.

Telling viewers that you were paid, gifted or have another connection with a brand. Rules in many countries require it to be clear and easy to notice.

A TikTok feature that shows your video side by side with another one, often used for reactions and comparisons.

Software for cutting and finishing videos, such as CapCut, InShot or DaVinci Resolve.

Employee-generated content: posts and videos made by a company’s own staff, such as a founder explaining a product.

A date before which you may not share or post the work, often until a product launches.

A message viewers will take as your own opinion or experience, even when a brand paid for it. Advertising rules expect endorsements to be honest and to reflect your real use.

The actions people take on content, such as likes, comments, shares and saves.

Likes, comments, shares and saves as a share of followers or views. Each platform and tool calculates it a little differently.

Money held by a third party until the work is approved, then released to the creator. Some marketplaces use it. UGCStars doesn’t handle payments, so agree terms with each brand.

Content that stays relevant for a long time instead of following a trend or a season.

An agreement not to work with competing brands for a set time. It limits your other income, so it is usually paid on top of your rate.

A short video that explains what a product or service is and why someone would want it. Common for apps and services that are hard to show.

Instagram’s page of recommended posts from accounts you don’t follow.

The format, resolution and quality you choose when you save the final video. Most brands want MP4 files in 1080p or higher.

How bright or dark your footage is. On a phone, tap the screen and lock exposure so it doesn’t change in the middle of a shot.

Where you look in the shot. Looking at the lens rather than the screen makes it feel like you’re talking to the viewer.

Short vertical videos on Facebook. Meta ads often run them alongside Instagram Reels.

UGC that doesn’t show your face, such as hands-only demos, voiceovers or point-of-view shots.

Reviews or testimonials that don’t reflect a real experience. Many countries ban them, and in the US an FTC rule prohibits buying or selling them.

How you send finished files to a brand, such as a shared Google Drive or Dropbox folder, a WeTransfer link or an upload to the brand’s platform.

A softer light that reduces the shadows the key light creates.

The finished, edited video you deliver for approval.

A video of trying a product for the first time and saying what you think as you go.

A photo or video shot from directly above, with products arranged on a flat surface.

TikTok’s main feed of recommended videos, picked by its algorithm.

A US tax form that a business sends to a US freelancer it paid more than a set amount in a year.

How many images per second a video records, such as 24, 30 or 60 fps. Higher frame rates allow smooth slow motion.

How you place yourself and the product in the shot, including how close you are and what shows in the background.

Someone who works for several clients without being their employee. Most UGC creators work as freelancers.

How many times, on average, each person saw an ad. High frequency can lead to creative fatigue.

Guidance from the US Federal Trade Commission on endorsements and testimonials, including how creators must disclose brand relationships.

The stages people go through before buying: discovering a brand, considering it and buying. Brands use different videos for each stage.

The General Data Protection Regulation, the EU law on personal data, which the UK keeps as the UK GDPR. It controls how companies collect and use information about people.

When a brand sends you free product, with or without asking you to post. Free product isn’t payment for UGC, and gifted posts still need a disclosure.

A handheld stabilizer that keeps a phone steady while you move.

The hour after sunrise and the hour before sunset, when sunlight is soft and warm.

The country or state whose law applies to a contract if there is a dispute.

An effect that puts you in front of an image or a web page. Creators use it to react to reviews, articles or product pages.

Get ready with me: a video of getting ready, such as doing makeup or choosing an outfit, while talking to the camera.

A video that shows only your hands using the product. Common for food, beauty, tech and crafts.

A word or phrase after a # sign that groups posts on a topic. Disclosure tags such as #ad are hashtags too.

A video that shows several items you bought or received, one after another.

Statements that a product improves health or treats a condition. They are tightly regulated, so never add your own, especially for supplements and skincare.

The share of viewers who keep watching to a later point, such as 15 seconds or the end. It shows whether the middle of a video holds attention.

The first one to three seconds of a video, made to stop people scrolling. Brands often test several hooks on the same video.

A saved list of opening lines that worked, which you can adapt for new videos.

The share of people who watch past the first few seconds of a video ad. Brands use it to judge hooks.

An alternative opening for the same video, so a brand can test which works best. Creators usually charge per extra hook.

How many times content was shown on screen, including repeat views by the same person.

The extra sales an ad caused, compared with what would have happened without it. Brands measure it with lift tests.

A promise to cover the other side’s costs if something you are responsible for leads to a legal claim. Read indemnity terms closely and ask for them to apply both ways.

A creator whom brands pay to post about a product on their own accounts, to reach their audience. Many creators do both influencer work and UGC.

Paying creators to promote products to their own audiences. UGC works differently: brands pay for the content and post it themselves.

The analytics a platform shows for your account and posts, such as reach, views and audience details. Brands sometimes ask for screenshots.

Instagram’s short-form vertical video format.

Creations the law protects, such as videos, music, logos and brand names. Copyright and trademarks are both types.

The bill you send for a job, listing the deliverables, the price, the payment terms and your payment details.

A new version of a video that changes one thing, such as the hook or the call to action, based on what performed well.

Edits where the sound starts before the picture changes (a J-cut) or carries on after it (an L-cut). They make transitions feel smooth.

A cut that skips ahead within the same shot, used to remove pauses and keep a video moving.

The main light on your face or subject. A window in front of you or a softbox works well.

The few facts or benefits a brand needs every video to include, such as the product name, the main benefit and the offer.

A fee the brand pays if it cancels a job after you’ve started, to cover the work you’ve done.

Key performance indicator: the main number a campaign is judged on, such as sales, sign-ups or views.

The web page people reach after clicking an ad.

Giving all the credit for a sale to the last link someone clicked before buying.

A charge added when an invoice is paid after its due date. Put it in your terms before the job starts.

A small clip-on mic worn on your clothes, close to your mouth. It records clearer voice than a phone’s built-in mic.

Permission to use something someone else still owns. When you license a video to a brand, you keep the copyright and the brand gets the rights listed in the agreement.

Music you have the right to use in a particular way. Music cleared for personal posts may not be cleared for ads, so check before you add a song to paid content.

Footage or a photo of the product being used in real life rather than on a plain background.

How much revenue a customer brings a brand over the whole relationship.

An experiment that compares people who saw an ad with people who didn’t, to measure its real effect.

The link on your profile, used because most posts can’t contain a clickable link. A brand may ask you to add a product link for a set time.

A creator profile on UGCStars that our team reviewed and approved, so brands can find it in search.

A video structured as a numbered list, such as “3 reasons I switched.”

Selling products during a live stream, with links viewers can buy from while you present.

Broadcasting video in real time. Some brands hire creators for live shopping sessions.

A deliberately simple, unpolished look, such as phone footage in natural light. It suits many UGC ads.

Permission to film at a place you don’t own, such as a café or a shop.

Longer videos, usually several minutes or more, such as YouTube reviews and tutorials.

An ad audience of people who resemble a brand’s existing customers.

Lookup table: a preset that changes the colors of footage in one step, often used to keep a consistent style.

An influencer with a large audience, often described as 100,000 to 1 million followers. The ranges aren’t standard.

Things a brief says every video must include or avoid, such as showing the logo, saying the product name or not mentioning price.

A general contract for ongoing work with a brand. Each new job then gets its own short statement of work.

Any relationship with a brand that viewers might not expect, such as payment, free product or a family tie. In the US it must be disclosed.

A short document about you as a creator: your niche, audience, past brands, examples and rates.

The middle value when numbers are sorted. Rate guides use medians because a few very high prices don’t pull them up the way they pull up an average.

An influencer with more than about 1 million followers, often a celebrity.

A public, searchable library of ads running on Facebook and Instagram. Creators use it to study the ad styles brands run.

An influencer with a mid-sized audience, often described as 10,000 to 100,000 followers. The ranges aren’t standard.

Permission from a parent or guardian for a child to appear in content. Check the brand’s rules before you feature children.

Permission for the brand to edit your video, for example to add captions, change the music or cut it shorter.

A collection of images or videos that shows the look and feel a brand wants.

A contract term that lets the brand end the deal if you do something that could harm its reputation.

A video that corrects a common belief about a product type or a problem. Every claim you make must be true and supported.

A set way to name files, such as Brand_Product_Hook1_9x16.mp4, so the brand can find each version quickly.

An influencer with a small audience, often described as under 10,000 followers. Definitions vary by agency and platform.

An ad that looks like normal content on the platform. UGC suits native ads because it looks like a regular post.

Daylight from a window or outdoors. It is free and flattering, but it changes through the day, so film each video in one session.

Non-disclosure agreement: a contract that keeps information private, such as an unreleased product or the brand’s plans.

Payment terms that give the client 30 days from the invoice date to pay. Net 15 and Net 60 work the same way.

The area you make content for, such as skincare, pets or tech. Brands search by niche, so list the ones that match your real content.

A contract term that stops you working with competitors for a period. A broad non-compete can block a lot of work, so narrow it or charge for it.

A contract term that stops you saying negative things about the brand.

The deal an ad promotes, such as a discount or free shipping. Only mention offers the brief gives you.

The first steps of a job, such as signing the agreement, getting the brief and receiving the product.

Posts that aren’t paid ads, shared on an account to reach its followers and recommendation feeds.

The right to post your video on the brand’s own social accounts, website or emails without paying to promote it.

Sound you recorded yourself, such as your voice, rather than a track from the platform’s library.

How quickly a video moves from one shot or idea to the next. Short-form ads usually need quick pacing in the first seconds.

A set of deliverables sold together at one price, such as three videos with two hooks each.

The label Instagram and Facebook show above a post when you mark it as a paid partnership with a brand.

Paid advertising on social platforms such as TikTok, Instagram, Facebook and YouTube. Much UGC is made for paid social.

The right to run your video as a paid ad, for example in Meta or TikTok ads. Brands usually pay more for it than for organic use because the video reaches more people.

A problem or frustration your audience has that the product helps with. Briefs often list the pain points to mention.

Meta’s format for ads that show both your name and the brand’s on Facebook and Instagram. You give the brand permission in the app.

Something unexpected at the start of a video, such as an odd angle, a sound or a bold line, that makes people stop scrolling.

When and how you get paid, such as within 14 days of delivery, by bank transfer or PayPal.

Usage rights with no end date. Because the brand can use the video forever, creators usually charge more for it than for a fixed period.

Information that identifies a person, such as a name, face, email or address. Laws such as the GDPR control how companies collect and use it.

Photos made by creators for a brand, such as lifestyle shots or product photos. They are often priced per set.

A visual discovery platform where people save ideas. Brands use image and video pins, especially for home, food, fashion and beauty.

A message offering your services to a brand, usually with examples of your work and an idea for its product.

Code on a brand’s website that tracks visits and sales from ads, such as the Meta Pixel or the TikTok Pixel.

Where an ad appears, such as TikTok’s For You feed, Instagram Stories or Reels.

The share a marketplace takes from a payment, charged to the brand, the creator or both. UGCStars takes no commission.

A collection of your best work that shows brands what you can make. For UGC, sample videos matter more than follower counts.

Your right to show work you made for a brand in your own portfolio or profile. Ask for it in writing, because some contracts don’t allow it until a campaign has launched.

The text posted with a video or photo. Disclosures, hashtags and calls to action often go here.

An extra charge when a brand wants you to post the video on your own account as well as deliver it. Posting turns a UGC job into influencer work.

Point of view: a video filmed as if the viewer is seeing through your eyes, often with an on-screen line like “POV: you finally found…”

A box of products, often specially packaged, that a brand sends to creators.

A video structure that starts with a problem the viewer recognizes and shows the product solving it.

A video that shows how a product works, step by step, often with close-ups of it in use.

Showing a product naturally inside content about something else.

When a brand refunds what you paid to buy its product for a video instead of shipping it to you.

Sending free product to many creators in the hope that some of them post about it.

A close, clear shot of the product that shows its details, label and texture.

A discount code linked to you, which tracks the sales you bring in and may earn you commission.

Objects used in a shot to set the scene, such as a mug or a towel. Keep them simple so the product stands out.

Your price for a specific job, broken into the video, any extras such as hooks or raw footage, and usage.

A list of your prices for videos, extras and usage, so brands can see the costs up front.

Agreeing a final price with a brand. Negotiate on scope, such as fewer hooks or a shorter usage period, rather than only lowering your rate.

The unedited clips from your shoot. Brands often ask for them so their editors can make new versions, and creators usually charge extra for them.

How many different people saw your content.

A video of your genuine reaction to trying, seeing or tasting something for the first time.

An example a brand sends to show the style, pacing or format it wants. Use it as a guide rather than copying it.

An Instagram Reels feature for making a video alongside or after someone else’s Reel.

What a brand pays to keep using your video after the usage period ends.

A brand that hires you again. Repeat work usually takes less time to win than a new client.

Reusing a video in new places or formats, such as cutting a long video into short ones. Check that the usage rights cover it.

A fee for filming a video again when the change wasn’t caused by your mistake, such as a new script after approval.

How many pixels a video has. 1080p, which is 1080 × 1920 for vertical video, is the usual minimum for UGC, and some brands ask for 4K.

An ongoing agreement where a brand pays a set amount each month for a set number of videos.

Filming a shot again, often because of a mistake or a revision request. Agree in advance whether reshoots are included in your rate.

Showing ads to people who have already visited a website or interacted with a brand.

A video that gives your honest opinion of a product, often covering what you liked and what you didn’t.

A change the brand asks for after seeing your video, such as a new line or a different shot.

One set of changes requested at the same time. Most quotes include one or two rounds and charge for more.

Your right to control commercial use of your name, face and voice. It is why a brand needs your permission, usually in a contract or a release, to use your likeness in ads.

A circular light that sits around or behind the camera and lights your face evenly. It shows as a ring reflected in your eyes.

Return on ad spend: revenue from ads divided by what the ads cost. A ROAS of 3 means $3 in sales for every $1 spent.

The natural background sound of a room. Echoey rooms sound worse on video, and soft furnishings help.

Music you pay for once, or get for free, and can then use without paying per play. Check whether the license covers ads.

A framing guide that places the subject along imaginary lines dividing the frame into thirds.

An extra charge for delivering faster than your usual turnaround time.

The middle area of a vertical video that platform buttons and captions don’t cover. Keep your face, the product and on-screen text inside it.

How many people saved a post to come back to later, which is a sign the content is useful.

When a job grows beyond what was agreed, such as extra hooks or new scripts, without extra pay. Point back to the agreed deliverables and quote for anything new.

The words you will say in a video, written out in advance. Some brands send a script, and others ask you to write one in your own words.

Content tied to a time of year, such as holidays, back to school or summer. Seasonal briefs often have tight deadlines.

How many times people sent a post to others or reposted it.

Where the brand sends the product. Some creators use a PO box or a business address for privacy.

Vertical videos of up to about a minute, made for TikTok, Instagram Reels and YouTube Shorts. Most UGC is short-form.

A list of every shot you need to film, in order. It keeps the shoot quick and makes sure nothing in the brief is missed.

A directional mic that mounts on or near the camera and picks up sound from the direction it points.

A short scripted scene, often funny, that shows the product in a story. Skits may need more than one person or several takes.

Footage played slower than real time. Film at a higher frame rate, such as 60 or 120 fps, so it stays smooth.

Snapchat’s feed of short public videos.

Evidence that other people use and like a product, such as reviews and testimonials. UGC works partly because it is social proof.

A light inside a fabric box that spreads it into a soft, even glow.

Adding and balancing sounds, such as effects, music and voice, so a video sounds finished.

The working files behind an edit, such as the project file from your editing app. Few UGC deals include them, so agree in advance if a brand asks.

TikTok’s ad format that runs ads from a creator’s existing post, with the creator’s handle. The creator generates an authorization code and shares it with the brand.

A video you make without being hired, using a product you own, to show the kind of ad you can make. New creators use spec ads to build a portfolio.

Another name for an A/B test.

A post on your own account that a brand pays for. It is influencer work rather than UGC, and it needs a disclosure.

A plain text file of captions with their timings, uploaded separately from the video.

The lowest price you charge for one video with a standard edit. On UGCStars it shows on your profile, and brands can filter by it.

A document that lists the deliverables, timeline, price and terms for one job.

A TikTok feature that adds a clip of another video to the start of yours, so you can respond to it.

A short post on Instagram or Facebook that disappears after 24 hours unless it is saved as a highlight.

A sketch or a set of frames that plans what each part of a video will show.

A video in which you tell a personal story, with the product appearing naturally as part of it.

A video styled as a quick interview with people in public. If you film strangers, you need their permission to use them in an ad.

Images, video or audio created or changed by AI.

One recording of a shot or a line. Filming several takes gives you options in the edit.

A company that represents creators, finds them deals and negotiates for them, usually for a commission on what they earn.

A person who manages a creator’s brand deals and schedule, usually for a percentage of earnings.

Signed permission that lets a brand use someone’s image or voice. You need one for anyone else who appears in your video.

A shot of you speaking straight to the camera, usually framed from the chest up.

The messages a brand wants you to cover, given as notes rather than a full script, so you can say them naturally.

Choosing who sees an ad, based on location, age, interests or behavior.

An app or device that scrolls your script near the lens, so you can read it while looking at the camera.

The part of a contract that says how either side can end it, and what is paid if they do.

The countries or regions where a brand may use your video, such as the US only or worldwide.

A video in which you share your own experience with a product, talking to the camera. It is one of the most requested UGC formats.

Words placed on top of a video, such as a headline, a key point or a price. Keep it inside the safe zone.

A standard setup that uses a key light, a fill light and a backlight.

How often people stop scrolling to watch an ad. It is often used to mean the same as hook rate.

The still image people see before a video plays. On TikTok and Reels it is usually called the cover.

A short-form video app and one of the main platforms for UGC and UGC ads.

TikTok’s free site that shows top ads, trending hashtags and popular sounds.

TikTok’s hub for brands and creators, which includes its Creator Marketplace for finding creators and running campaigns.

TikTok’s in-app shopping feature, where people buy from videos, live streams and shop pages. Creators can earn commission on sales.

How a brand wants to sound, such as playful, calm or expert. Match it in your script and your delivery.

Content for people who don’t know the brand yet, such as hooks that grab attention and name a problem.

A protected name, logo or slogan that identifies a brand. Keep other brands’ logos out of frame, because they can cause problems in a paid ad.

A video built around a visible change, such as a cleanup or a makeover, often with a transition at the reveal.

The way one shot changes to the next, from a simple cut to an effect such as a swipe or a hand covering the lens.

A format, sound or idea that many people use on a platform at the same time. Trends move fast, so brands want trend videos quickly.

Audio that many people are using at the moment. Popular songs often aren’t cleared for ads, so use the platform’s commercial music for paid content.

A three-legged stand that holds your phone steady. Many creators use a small tripod with a phone clamp.

How long you need between receiving the product or the approved script and delivering the video.

A how-to video that teaches viewers to do something with the product, such as a makeup look or a recipe.

User-generated content: photos and videos made by real people rather than by the brand. In marketing it usually means videos that brands pay creators to make in a natural, personal style.

An agency that supplies UGC to brands from its own network of creators.

Someone who makes videos and photos for brands to post and run as ads. Brands hire UGC creators for the content, not the size of their audience.

UGCStars’ monthly report of the median starting rate creators set on their profiles, broken down by niche, country, platform and follower count.

A video of opening a product’s packaging for the first time and showing what’s inside.

A UGCStars profile created from our earlier records that its creator hasn’t claimed yet. If it’s yours, claim it instead of applying again.

Offering extra paid options on top of a quote, such as more hooks, raw footage or a longer usage period.

The part of a price that pays for the brand’s right to use your content, separate from the fee for making it.

How long a brand may use your video, such as 30 days, 6 months or 12 months. When it ends, the brand stops using the video or pays to extend it.

Permission for a brand to use your video in agreed places for an agreed time. Organic use on the brand’s own accounts usually costs less than use in paid ads.

A link with tags added to the end, so a brand can see in its analytics which post or creator sent a visitor.

Value added tax, a sales tax used in the UK, the EU and many other countries. If you are registered for VAT, add it to your invoices as your local rules require.

The badge on every listed UGCStars profile. It shows a person on our team reviewed the profile before it was listed.

Video filmed in portrait orientation, usually in a 9:16 aspect ratio, so it fills a phone screen.

The share of people who watched an ad to the end, or to a set point, out of those who saw it.

How many times a video was watched. Each platform counts a view differently.

Spreading quickly to far more people than usual through shares and recommendations. No one can promise that a video will go viral.

A video diary that follows you through an activity or a day, filmed in a casual style.

Using AI to copy a real person’s voice. Don’t let a brand clone your voice unless the contract says how it will be used and paid for.

Narration recorded separately and played over footage. Some briefs ask for voiceover only, without your face.

A US tax form that creators outside the US give to US clients to confirm they aren’t US taxpayers.

A US tax form a US brand may ask a US creator to fill in before paying them. Creators outside the US usually fill in a W-8BEN instead.

What you wear on camera. Briefs may ask for plain clothes with no logos, or colors that suit the brand.

A promise in a contract, such as that your work is original and that you have the rights to everything in it.

The total or average time people spend watching a video.

A logo or text placed on a video, such as the TikTok logo added when you download one. Brands usually want files without watermarks.

A camera setting that makes white look white under different light. Wrong white balance makes skin and products look too blue or too orange.

Giving a brand access to run ads from your social account, so the ad shows your name and handle. It is priced separately from the video. Meta calls its version partnership ads, and TikTok’s is Spark Ads.

What a brand pays to run ads through your account, often charged per month.

An ad that performs better than the others in a test. Brands often ask the creator behind it for more videos in the same style.

A US legal term for work that belongs to the client from the moment it is made. Some brand contracts use it for UGC, which means you don’t own the videos you deliver.

The social platform formerly called Twitter, where brands can run video ads and creators can post short videos.

YouTube’s program that connects brands with creators for sponsored content.

YouTube’s short-form vertical video format.

Zooming in on a phone often crops the image and lowers its quality. Move the phone closer instead, or switch to the phone’s other lens if it has one.