As a brand manager or marketer, you've probably already heard about user-generated content (UGC) and its growing role in modern advertising.

UGC (or sometimes known as creator-generated content, CGC) helps brands connect with audiences by providing authentic, relatable content that traditional advertising often misses. But once you decide to start incorporating UGC into your campaigns, the next question is: Which UGC platform is right for you?

Choosing the best UGC platform isn’t just about finding a space to collect content - it’s about choosing a platform that supports your brand's needs, campaign goals, and creative direction.

Here’s a guide to comparing platforms, so you can make the right choice.

What is a UGC Platform?

A UGC platform is essentially the space where you can manage the entire process of working with creators - from briefing campaigns to shipping products and reviewing the finished results.

For smaller or growing brands, UGC platforms are especially useful. They offer an affordable way to source content, even if you don’t have a massive marketing budget or an in-house creative team.

‍

Why Do Brands Need a UGC Platform?

For any brand, sourcing and managing multiple creators manually is not easy. A UGC platform streamlines the process, making it easier to work with creators, approve content, and track your campaign’s success. Whether you’re after short form UGC videos for social media or how-to tutorials for your website, a good UGC platform takes care of the heavy lifting.

Twirl helps you find the right creators quickly, handles all the behind-the-scenes logistics, and ensures your content is consistent with your brand’s messaging. This means you can focus on what really matters: creating a meaningful connection with your audience.

Learn more about why UGC is essential for brands in 2025.

‍

How to Choose the Right UGC Platform

When it comes to choosing a UGC platform, there are a few key features to look out for:

Customisation Options for Your UGC Campaign

Every brand has its own voice and style. So, it’s essential to choose a platform that gives you control over the content creators film. You want a platform that lets you provide clear briefs to your creators, ensuring the content matches your brand's needs.

For example, if you're creating short form UGC videos for Instagram or TikTok, you’ll need a platform that lets you guide the creators on what kind of format, tone, and messaging to include.

Twirl makes it easy to write creative briefs, so you get exactly what you need. Need tips on writing a creative brief?

‍

Finding Micro Creators

For any form of content, micro creators can be incredibly valuable. Instead of having an ‘influencer’ status, these creators are your average, everyday people which converts to higher engagement rates and more authentic content. When comparing UGC platforms, it’s important to check how easy it is to find micro creators who fit your niche.

Twirl gives you access to detailed creator profiles, including portfolios of their past work. This helps you find creators who can help you connect with your audience on a deeper level, especially when you’re working on paid ads or specific campaigns.

‍

Affordable UGC Content for Your Brand

Cost is always a factor when choosing a platform, especially for smaller brands. You want affordable creator content, but it’s important to balance price with quality. Make sure the platform offers transparent pricing options based on the type and amount of content you need.

Twirl offers affordable UGC content without compromising on quality. We understand the needs of growing brands and provide pricing that suits various budget sizes - plus we have no hidden costs or platform fees. What you see, is what you only pay for - and with no expiry date too!

Read more about Twirl’s pricing and packages.

‍

Easy to Use Workflow and Project Management

Running multiple campaigns at once can be overwhelming. That’s where workflow features come in. A good UGC platform should help you keep everything organised, from tracking content, product delivery to managing deadlines.

Twirl’s project management workflow helps you stay on top of your campaigns. You can track content creation, approvals, and revisions all in one place. This keeps your projects on schedule and ensures smooth collaboration with creators.

‍

Creative Strategy Support for UGC Campaigns

Sometimes you need a little extra help to make sure your UGC campaign hits the mark. A platform that offers creative support, such as strategy calls or content ideas, can make a big difference in the success of your campaigns.

Here at Twirl, we offer free creative strategy calls to help you fine tune your ideas. Whether you need help with brainstorming ideas, advice on choosing a creator, or defining your campaign goals, we’re here to guide you every step of the way.

Plus, Twirl makes communication easy with access to our Slack Channel, where you can directly chat with our team for quick answers and assistance!

‍

Which Platform is Right for You?

By considering key features like customisation options, creator selection and creative support, you can find a platform that not only meets your immediate needs but also helps you build long-term, effective UGC strategies.

Looking for short form UGC videos or working with micro creators for paid ads? Twirl’s the UGC Platform for you!

We make it easier to source high-quality, affordable UGC that fits your brand and delivers results. Want to learn more about how Twirl can help your brand? Get in touch today to see how we can bring your next campaign to life.

‍