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How do I find UGC creators?

Learn how to discover authentic UGC creators

User-Generated Content (UGC) includes content created by users themselves rather than directly by a brand. UGC creators specialize in producing authentic content that brands can use for social media channels, ads, or product pages. Unlike traditional influencers, the focus is not on large reach or follower counts but on creating high-quality content that reflects real product experiences, storytelling, and creativity. Since this content comes from real users, it often achieves higher engagement rates and is perceived less as advertising. Here’s how you can use the IROIN® Suite to find UGC creators efficiently.

How to Find UGC Creators

The IROIN® Influencer Marketing Suite provides various tools to efficiently identify UGC creators:

  • Using hashtags and keywords: In the “Hashtags & Keywords” filter, search for terms that indicate UGC creators, such as #ugc, #usergeneratedcontent, #contentcreator, #ugcvideo, or #ugcphoto. Industry-specific tags like #skincareugc, #fashionugc, or #fitnessugc help you find creators from particular niches. Tip: Search for hashtags frequently combined with brand names or products to discover creators already relevant to your brand.

  • AI search for smart pre-selection: With AI search, you can input queries like “Show me UGC creators from Germany for beauty content” or “Find creators who produce authentic product videos for social ads.” The intelligent technology suggests suitable profiles. Important: Refine the filters after the pre-selection, e.g., by region or content style, to find the creators that best match your brand.


  • Content Search for Precise Results: Use the content search to explore a large database of Instagram feed posts and reels to find strong UGC creators. Go to the Discovery section, open “General”, and select “Topic-Relevant Text Search” or “Keywords (in posts)”. Enter terms like “UGC,” “UserGeneratedContent,” or “SkincareRoutine” to find creators with relevant content. Also search for product names or brands, e.g., “YourBrand,” to discover creators producing content relevant to your campaigns — perfect for authentic campaigns.

Combine hashtags & keywords, the AI search for influencer discovery, and our content search to explore a large database of Instagram feed posts and reels and identify strong creators.