A UGC platform connects brands with creators who produce user generated content. This includes short videos, testimonials, unboxings, product demos and ad creatives. A strong UGC platform also helps brands brief creators, manage content delivery, request edits and organise usage rights so teams can scale content production efficiently.

UGC creators receive a brief from a brand, film authentic content on their phone and submit the final assets for approval. The process usually includes defining the target audience, choosing the right content style and delivering multiple takes for testing in ads or on social channels. Creators are paid per video or per project and brands own usage rights based on the agreed terms.

UGC pricing depends on creator experience, usage rights and how many videos you need. When working with creators directly, rates usually range from around hundred to five hundred dollars per video, and usage rights can push costs higher for paid ads. Platforms like Twirl streamline everything into predictable, fixed pricing per video or monthly packages, giving brands consistent quality, clear rights and a faster production process than sourcing creators one-by-one.

Ownership depends on the agreement you have with your creator. Brands do not automatically own the content. Usage rights must be included in the contract or platform terms. These rights define where and how the content can be used, such as ads, product pages, email, organic social or whitelisting. Twirl ensures you have all rights for brand use, such aspaid ads, organic content, websites and emails

Brands choose creators based on demographic fit, style, camera presence, voice, product experience and ability to deliver content that feels authentic. The best approach is to review examples, check their delivery style and match them to your target audience. Platforms like Twirl find vetted creators suitable for your brand, and shortlist creators for you based on your brief and industry.

Yes. UGC is one of the most effective formats for Meta, TikTok, Instagram and YouTube Shorts. Brands use UGC to increase click through rates, reduce acquisition costs and test new angles quickly. With the right usage rights in place, UGC can be used across all paid channels.

We are so confident in our creators' talent that, if you're really not happy with the content you receive, we offer a video credit refund of content you don't like and wouldn't want to use. Remember, revisions are included and we always encourage brands & agencies to send any edit revision requests first to give the creator the chance to amend. You can use refunded video credits on a new campaign with a new creator selection. Please note that refunded credits for assets cannot be downloaded and used on any platform, website or other channels.

Twirl combines the scale of a UGC platform with the hands on support of an agency. You access thousands of vetted creators, fast turnaround times and a structured workflow, while still getting creative support, project management and reliable content delivery. It gives brands flexibility, speed and quality without the high costs of traditional UGC agencies.