UGC (user-generated content) is content created by everyday creators and customers that brands buy to run in their own ads, social, emails, and ecommerce. Unlike influencer marketing, the creator typically doesn't post UGC to their own audience; the brand owns the content and uses it as if it came from a real customer.

Popfly is a UGC platform purpose-built for outdoor, adventure, and travel brands, with a network of over 100,000 adventure creators spanning a wide range of activities and content formats. The platform streamlines the entire UGC creation process, from identifying suitable creators to managing projects and ensuring brand alignment, to reduce the time and cost of producing creator content.

A Popfly UGC campaign brings the full workflow into one platform: brands post a campaign brief, vetted creators apply directly, brands approve the creators they want, content is delivered through the platform, and Popfly handles contracts, content rights, and payouts. Read how brands master UGC campaigns with the right tools and workflow for a closer look.

UGC is content brands buy from creators to run in their own ads, social, and emails, and the creator typically doesn't post it. Influencer marketing is when a creator posts sponsored content to their own audience. The two use different KPIs, and Popfly supports both individually or as a hybrid campaign. See Popfly's full breakdown of UGC vs. influencer marketing.

Industry-typical UGC video rates range from $100–$500 per asset for emerging creators and $500–$2,000+ for experienced creators, with a 25–50% premium often added for paid-ad usage rights beyond 30 days. Photo UGC tends to cost less than video. For a tactical breakdown, see Popfly's guide to budgeting for influencer campaigns.

Popfly UGC creators produce vertical short-form videos, horizontal product videos, and branded photography across activities like hiking, climbing, snow sports, water sports, travel, and more. Brands specify content style, format, and deliverables in the campaign brief, and adventure creators deliver against brand guidelines. For inspiration, see Popfly's collection of UGC portfolio examples that land brand deals.