Q4 UGC Creator Guide: How to Win Black Friday, Holiday, and New Year Campaigns

Hi creators 👋

Q4 is here,  and if you’ve been around the block, you know it’s the busiest (and most profitable) season of the year. Think Black Friday, Cyber Monday, holiday gifting, New Year refresh… every brand is trying to get noticed.

Which means this is your moment: more briefs, bigger budgets, faster timelines.

But with all that comes pressure too, not just for creators, but for brands. They’re under massive pressure to hit sales targets and stand out in the noisiest season of the year. If you can show that you understand their challenges and can deliver solutions, you’ll be the creator they come back to again and again.

So let’s make a game plan that keeps you organised, ready, and actually excited about what’s ahead.

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Step 1: Give Your Portfolio a Festive Refresh

Take a scroll through your Twirl, Canva, or Google Drive portfolio. Ask yourself: Would a brand look at this and instantly see me as part of their holiday campaign?

If the answer’s no, here’s what to do:

• Swap out old clips with your strongest pieces.
• Add at least one seasonal-style video (gift unboxing, cosy routine, or “deal hack” style).
• Make sure your pinned intro and bio reflect what you want to be booked for right now, not six months ago.
  

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Step 2: Pitch With the Brand’s Goals in Mind

This time of year, brands aren’t just looking for “pretty content.” They’re under pressure to:

• Hit aggressive sales targets during Black Friday & Christmas.
• Launch products as holiday gifts.
• Stand out in a saturated ad space.
• Build trust and social proof fast.
  

So when you pitch, make it about them, not you. Show that you understand what they need right now.

Instead of saying:
❌ “I’d love to collaborate with you this holiday season.”

Try something sharper:
✨ “Black Friday ads need to hook fast. I’d love to create 2 short-form videos optimised for TikTok ads, with three strong hooks to test against each other.”
✨ “I can deliver a mix of festive unboxings and testimonial-style videos that highlight your product as a perfect gift — ready for ads or organic use.”
✨ “Q4 campaigns move quickly. I can turn around 3 ad-ready assets in 72 hours so you don’t lose momentum during your sale.”

💡 Bonus tip: include a content idea tailored to their niche in your pitch. For example:

• For a skincare brand → “How I upgraded my winter routine (feat. your product)”
• For a fitness app → “3 ways I’m staying consistent through the holiday season”
• For a food brand → “The one thing I’m adding to every cosy night in this December”

That way, the brand can instantly visualise your content in their campaign — and you go from “just another creator” to a problem-solver.

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Step 2: Think Ads First

Let’s be honest: most Q4 budgets go straight into paid ads. That means brands aren’t just looking for content that looks nice, they need assets that convert.

When you’re filming, ask yourself: Would this hold up as a TikTok or Meta ad?

• Hook fast: brands need those first 3 seconds to stop the scroll. Think: “The gift I didn’t know I needed” or “Why I’m not waiting until January.”
• Make the CTA clear: add-to-cart, wishlist, “don’t miss this deal.” Brands want to see the purchase path baked in.
• Show variation: deliver ad-style cutdowns (15s/30s) mixing testimonial, quick cuts, and lifestyle b-roll.
  

💡 Brand perspective: testing is everything. If you can hand them 2–3 variations of a hook, you’ve instantly increased the value of your deliverable, and helped their ads perform better.

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Step 3: Be Fast and Flexible

Campaigns in Q4 move at lightning speed. Brands often need content yesterday. If you can promise speed without compromising quality, you’ll instantly stand out.

Here’s how to make it easier on yourself:

• Keep a “holiday prop box” on standby: wrapping paper, fairy lights, mugs, candles. This lets you create seasonal content at a moment’s notice.
• Batch-shoot lifestyle b-roll (cosy living room, typing on laptop, gift wrapping). These clips can slot into multiple briefs, saving brands time and budget.
  

💡 Brand perspective: responsiveness = reliability. A creator who can save them from missing a Black Friday launch window is one they’ll rebook without hesitation.

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Step 4: Balance the Festive Vibe

It’s tempting to go full-on Santa, but not every brand wants red and green glitter. The sweet spot is seasonal without cliché.

• A “cosy night in” skincare video works just as well for December as it does for January.
• A “how I’m staying consistent through the holidays” angle fits fitness, apps, or wellness brands.
• A “last-minute gift idea” format can be repurposed for Valentine’s Day later.
  

💡 Brand perspective: brands love content that feels festive but also has shelf life beyond Christmas. If you can deliver assets they can keep running into Q1, that’s a huge win for their ad spend.

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Step 5: Plan for What Comes After

Q1 often feels quiet, but smart creators use Q4 to lock in future work.

After delivering a project, send a short note like:
✨ “Would love to keep creating for you in the new year — especially around refresh/health/resolutions content.”

Or offer a bundle:
✨ “I can add one or two January-friendly edits to your holiday videos so you have fresh content lined up.”

Another smart play? Offer to shoot bridging content: videos filmed in December that can be repositioned for January with a simple edit (e.g., from “holiday self-care” to “new year reset”).

💡 Brand perspective: they want to stretch budgets and avoid another scramble in January. If you’re already thinking ahead for them, you look like a long-term partner, not a one-off hire.

Gentle Reminder: You Don’t Have to Do It All

Yes, Q4 is busy. Yes, it’s exciting. But remember: brands value quality and alignment over creators who say yes to everything.

Focus on:

• A few strong, ad-ready pitches.
• A portfolio that’s seasonal but smart.
• Flexibility without burning yourself out.
  

👉 That’s how you’ll stand out now, and set yourself up for even bigger wins in 2026 ✨