Journal · notes from the house
The Journal.
What we know about making UGC that converts, rates, briefs, rights and craft. Written by the house, from work that actually shipped.
Explained
What is a UGC creator?
The plain-English definition, what a UGC creator does, how they differ from influencers, and how to hire one.
Rates · 2026How much does UGC cost in the UK?
Real rate bands, what's included, and the hidden line item most brands miss, usage rights.
ProcessHow to brief a UGC creator
The ten-minute brief that gets better ads, what to include, and what to deliberately leave out.
RightsUGC usage rights, explained for UK brands
Who owns what, what a 30-day window means, and the clauses that protect both sides.
StrategyUGC vs influencer marketing
Influencers rent you their audience. UGC creators make you ads. When to buy which.
Craft · Modest fashionModest fashion & beauty UGC, done properly
Reaching the UK's Muslim consumers with cultural fluency, in English and Arabic, from one shoot.