Influencer & UGC That Feels Real — And Converts

Kosadel • London Since 2014 Influencer / UGC

Influencer & UGC with structure, contracts, and performance (not “random posts”)

We build end-to-end creator collaborations: from sourcing & vetting, to briefing, UGC production, rights & whitelisting, all the way to measurement and scaling. That’s how UGC becomes a performance engine for ads and social.

Goal: native-looking creatives that increase CTR/CR and build trust through real social proof.

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Creator Sourcing • Briefs & Scripts • Rights / Whitelisting • Testing & Scaling
Sourcing Creators with real audience fit.
Briefing Hooks, scripts, angles.
Rights Usage, whitelisting, terms.
Performance Testing, iteration, scaling.

Influencer / UGC at Kosadel

UGC works when it’s authentic, “native” to the platform, and connected to message–market fit. We don’t just buy posts. We build a creative pipeline for ads & social: the right creators, the right brief, clear usage terms, and measurement per asset.

When you need it most

When campaigns suffer from creative fatigue, when you need social proof, when the product needs a demo, or when CPC rises because users ignore “overly polished” ads. The right UGC reduces friction and lifts conversion.

Sub-services (what we do in practice)

Creator Sourcing & Vetting Find creators and validate fit/quality/audience.
UGC Briefs & Scripts Hooks, angles, objections, CTA, shot list.
Influencer Deals Deliverables, timelines, KPIs, tracking links.
Rights & Usage Usage rights, exclusivity, duration, territories.
Whitelisting / Spark Ads Run ads from the creator handle where available.
Performance Testing Test assets, find winners, iterate and scale.

Process (from creator selection to scaling)

1
Goal & persona Market, audience, offer, key angles.
2
Creator sourcing Shortlist with fit, samples, costs.
3
Brief & production Scripts, hooks, guidelines, deliverables.
4
Rights / whitelisting Usage terms and permission for paid amplification.
5
Testing & scaling We measure per asset and scale the winners.

KPIs we track

Hook Rate Hold Rate CTR CPC / CPM Conversion Rate CPA / CPL ROAS Creator Cost / Output
Want a UGC pipeline that consistently feeds your ad creatives?

Tell us the channel (TikTok/IG/Meta), your goal, and your offer. We’ll build a creator shortlist and a production plan (hooks/angles) with rights & testing.

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Frequently Asked Questions

What’s the difference between Influencer and UGC?
Influencer typically means publishing to the creator’s audience. UGC is content production (assets) primarily used in paid ads and brand social. They’re often combined, but the objective and the terms differ.
Do I need usage rights to run these videos as ads?
Yes. Rights must be explicitly agreed: duration, channels, territories, paid amplification, and whitelisting where applicable. This avoids restrictions and risk.
How many creators do I need to start?
We typically start with a small testing batch (different angles/creator profiles) and then scale with the winners. The number depends on budget and learning velocity.
Can you also handle whitelisting / Spark Ads?
Yes, where available. We define the process/terms and then run amplification from the creator handle for higher trust.
How do I know a UGC asset “works”?
We measure per asset: hook/hold, CTR, CPC/CPM, conversions, and ultimately CPA/ROAS. Winners become the base for new variations and scaling.

Influencer & UGC Packages

Prices are excluding VAT and cover management(strategy, creator ops, briefs, QA, reporting). They do not include creator/influencer fees, third-party production, media spend (whitelisting/ads), or tool subscriptions. Creator fees are handled as a separate budget with full transparency.

Start — 1 campaign/month to build your creator engine Ideal for brands starting influencer/UGC with solid briefs, quality control, and basic reporting.
Monthly Retainer
£340 / month
Creator sourcing + 1 campaign/month.
  • Creator sourcing (micro/UGC) + shortlist
  • 1 campaign/month (briefing → delivery → QA)
  • Basic negotiation & coordination
  • Monthly report (deliveries, reach, learnings)
Buy Service
Most Popular
What’s Included
Core Ops
A process designed for predictable outcomes.
  • Brief templates (hooks, talking points, do’s/don’ts)
  • Usage rights checklist (where required)
  • Content QA (brand safety, claims, compliance)
  • Asset delivery organisation (folders, naming, versions)
Book a Consultation
Creator Budget
Separate
Creator fees are handled as a separate budget with full transparency.
  • Influencer/UGC fees (per creator)
  • Whitelisting/ads spend (if running paid)
  • Props/third-party production (if required)
  • Tools (platforms, tracking links) where required
Request a Budget Plan
Growth — 2–3 campaigns/month with reporting & iteration Ideal for brands that want a steady flow of UGC/influencer assets and more systematic testing.
Best Value
Monthly Retainer
£1,150 / month
2–3 campaigns/month + reporting.
  • Creator sourcing + pipeline (micro & UGC)
  • 2–3 campaigns/month (briefing → delivery → QA)
  • Deliverables tracking + learnings per format
  • Monthly report + recommendations
Buy Service
UGC System
Testing
Better output through structured iterations.
  • Hooks & angles library (monthly)
  • Brief iterations based on performance
  • Asset repurposing guidance (reels/ads/landing)
  • Basic usage rights coordination
Book a Kickoff
Ideal For
Use Cases
When you want “always-on” creators.
  • DTC/eCommerce brands
  • Lead gen with paid social
  • Apps / subscriptions
  • Brands that need fresh creatives every month
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Scale — always-on creators + whitelisting ops + creator governance For brands that want continuous asset production, a structured process, and data-driven optimisation.
Scale
Monthly Retainer
£2,350 / month
Always-on creators + whitelisting ops.
  • Creator roster (pipeline) + replacements
  • Always-on asset production (cadence by scope)
  • Whitelisting / ad usage operations (where required)
  • Systematic testing framework + learnings
Buy Service
Governance
Process
Consistency, quality, and brand safety.
  • Contracts/usage rights coordination (scope-based)
  • Brand safety & claims QA (by category)
  • Creator performance tracking (scorecard)
  • Monthly executive summary + roadmap
Book a Kickoff
Onboarding (one-off)
£210
Setup to start the right way.
  • Brand & audience intake (ICP, tone, claims)
  • Brief templates + creative guidelines
  • Creator sourcing criteria + scoring model
  • Asset library structure + workflow
Start Onboarding
Custom — large productions, multi-market, heavy compliance For brands that need scale, multi-language creators, advanced usage rights, and alignment with performance marketing.
By Quote
Custom Influencer / UGC Program
By quote
Built around goals, asset volume, markets, and performance requirements.
  • Multi-market creator sourcing + language coverage
  • Large-scale UGC (multiple assets/month) + QA team process
  • Advanced usage rights / whitelisting agreements
  • Alignment with paid social (creative testing roadmap)
Request a Quote

CONTACT US TODAY

Influencer / UGC by KOSADEL: Creator Strategy, Asset Production, and Scaling with Measurable Results

Influencer Marketing and UGC (User Generated Content) are not “one post with a tag”. They are a trust engine and a performance accelerator, because they function as social proof: the customer isn’t only hearing the brand — they’re hearing a third party who feels more relatable. In environments where attention is limited, creator-style videos win because they have an authentic tone, faster hooks, and more natural persuasion.

At KOSADEL , we build Influencer/UGC as a production system, not a one-off activity. We create a pipeline: creator sourcing → brief → scripts → production → variations → usage rights → paid amplification → optimisation. Done right, UGC can reduce CPA, increase CTR, improve conversion, and build brand trust faster than “over-polished” ads.

Where Influencer / UGC fits within the bigger plan

UGC is an asset by itself — but its value compounds when it’s integrated into a complete Digital Marketing ecosystem: distribution through Social Media Marketing , performance funnels supported by Search Engine Marketing , landing pages built for clarity and speed via Web Design , measurement and optimisation through Analytics & CRO , and long-term nurture/retention with Email Marketing & CRM . For online stores, UGC connects directly with E-Commerce Marketing .

What you gain in practical terms

  • Authenticity: creator tone that feels native to each platform.
  • Faster trust: social proof that lowers objections.
  • Performance uplift: stronger CTR/VTR and often lower CPA.
  • Many variations: hooks/angles that enable testing and scaling.
  • Asset library: content for ads, website, email, product pages, remarketing.

Influencer vs UGC: what’s the difference?

Influencer typically means tapping into a creator’s audience (distribution + authority). You’re usually paying for a post on their channel and for their credibility. UGC is creator-style content production (without necessarily publishing on the creator’s channel). UGC is often more effective as paid creative because you can run it as an ad, create variations, and scale with control.

When we choose what

  • Influencer (distribution-first): when we want reach in a specific community and credibility lift.
  • UGC (creative-first): when we want performance creatives for ads, testing, and scaling.
  • Hybrid: produce UGC + publish with selected creators + paid amplification.

Choosing a creator is targeting — not aesthetics

The biggest trap is choosing creators because they “look good”. The right selection is based on: audience, tone, credibility, ability to communicate benefits, and fit for the product/service. In B2C, the priority is natural platform-native delivery. In B2B, the priority is credibility and clear value explanation. Strategy starts with positioning and messaging — which connects to Marketing Strategy & Consulting and Branding & Creative .

Creator selection criteria

  • Audience fit: demographics/interests/intent and platform.
  • Tone of voice: matches the brand without feeling scripted.
  • Content quality: clean audio, pacing, natural presence, storytelling ability.
  • Brand safety: history, behaviour, and risk avoidance for the brand.
  • Performance mindset: openness to variations, reshoots, and testing.

Angles & hooks: where UGC is won

UGC performs when it’s built as a set of angles — not “one video”. Angles are different persuasion frames: problem, outcome, comparison, experience, proof, objections. Hooks are the first 1–2 lines/seconds that stop the scroll. We build a script library with multiple hooks per angle so real testing is possible. Production can be enhanced with Video Production / Motion for captions, motion elements, and variations.

Examples of angles that work

  • Problem-first: “If you’re struggling with X, here’s the most common mistake…”
  • Outcome-first: “In 14 days I saw Y…” (with realistic proof).
  • Objection handling: “I thought it wouldn’t work because…”
  • Comparison: “What changed when I switched from A to B…”
  • Process: “Here’s how I use it step-by-step…”

Usage rights, whitelisting, and compliance

To use UGC properly in paid campaigns, usage rights must be explicit (duration, platforms, geo, exclusivity), as well as whether whitelisting/Spark Ads will be used (running the ad from the creator’s profile). These details directly affect scaling and long-term stability.

Brand safety checklist (quick)

  • Clear guidelines: restrictions/claims/tone/visual rules.
  • Approval process: 1–2 review rounds for drafts without killing authenticity.
  • Reputation signals: strengthening trust with Reputation Management .

UGC produced like a production line

To avoid relying on “inspiration”, we build UGC as a production system. The goal is a consistent flow of assets that cover funnel stages and enable testing. This is critical in performance environments where creatives fatigue quickly and need frequent refreshes.

1) A brief that’s executable

  • What we’re selling: offer, price/package (where allowed), differentiation.
  • Who buys: persona, pain points, triggers, language.
  • What we say: 1 core claim + 2–3 proof points.
  • What we show: usage, outcome, product, process, UI, before/after where relevant.
  • CTA: “learn more”, “see details”, “book”, “buy”.

2) Scripts & shot lists for multiple variations

Each angle is produced in multiple versions: different openings, different durations, different CTAs. That gives real room for optimisation in Social Media Marketing and paid campaigns. Where “cleaner” production is needed, we enhance with Video Production / Motion (captions, motion callouts, hook overlays).

Deliverables you should be getting (and why)

The value of UGC is variety. You don’t want “one final file”. You want deliverables that can run across placements and scale.

UGC deliverables list

  • 9:16 main video: for Reels/Stories/TikTok placements.
  • Hook variations: 3–5 different openings for the same angle.
  • Length cuts: 6–10s, 15s, 30s, 45–60s (per funnel stage).
  • Raw files: for future re-edits/new versions.
  • Caption-ready export: safe margins and readable mobile captions.

UGC + Site/Pages: conversion, not just views

UGC earns the click. Conversion happens on the website: clarity, speed, trust, CTA. That’s why we connect UGC production with: Web Design for landing pages that convert, Analytics & CRO for journey optimisation, and if organic growth matters, with Search Engine Optimisation to support authority and discoverability.

Practical rule

If the UGC says “I achieved X”, the landing page must clearly show: how, for whom, in what timeframe, and with what proof. Where the business depends on trust, strengthening review signals via Reputation Management helps as well.

UGC that doesn’t run paid is only half the job

UGC has two lives: organic and paid. Organic builds presence and community, but paid adds control: budget, targeting, frequency, scale. That’s why we build UGC into funnels with KPIs and systematic testing. Execution typically runs through Social Media Marketing , while “active demand” is captured in parallel via Search Engine Marketing .

Creative testing framework

  • Angles: problem / outcome / proof / objection / comparison.
  • Hooks: 3–10 openings per angle.
  • Formats: face-to-camera, demo, unboxing, screen-record, voiceover.
  • Offers: different value props/CTAs by funnel stage.

KPIs that matter (by stage)

Success isn’t “it has views”. It’s: what the user does next. We define KPIs per funnel stage.

Top-of-funnel KPIs

  • Thumbstop / 3-sec view: how well it stops the scroll.
  • VTR / watch time: how long it holds attention.
  • CTR: whether the message motivates the next step.

Conversion KPIs

  • CVR: landing page → lead/purchase.
  • CPL/CPA: acquisition cost (and lead quality).
  • ROAS/MER: for e-commerce environments.

Tracking & attribution: without them, budget gets wasted

To scale UGC correctly, you need solid measurement: events, UTMs, conversion tracking, and a clear view of the funnel. This is a core part of Analytics & CRO . With proper tracking, we can decide which angles deserve scale and which are fatigued and need replacement.

UGC for e-commerce: how it connects to revenue

In e-commerce, UGC is one of the strongest conversion levers because it shows use/outcome and reduces uncertainty. We connect this with E-Commerce Marketing for creative strategy, product page optimisation, and post-purchase flows.

Retention: UGC’s “second revenue”

UGC isn’t only for acquisition. It can be used for onboarding, education, and upsell. The “glue” comes from automations through Email Marketing & CRM , delivering the right content at the right time (nurture, reminders, post-purchase usage, cross-sell).

When you need 360 coverage

For brands that run beyond digital (TV/OOH), influencer/UGC can act as a “social proof layer” across a broader strategy. In these cases, we align message and assets with Media Buying 360 (TV & OOH) so the experience stays consistent everywhere.

Frequently Asked Questions

For serious testing, we typically start with a set of angles and variations (hooks/lengths) to identify what performs. After that, production becomes continuous to avoid creative fatigue and to maintain a steady flow for scaling.

It depends on the goal. For reach inside a specific community, influencer distribution has value. For performance and scaling, UGC as paid creative is often more efficient because it enables testing and variations. A hybrid model often works best.

With clear guidelines, an approval process, careful creator selection, and claims checks. We also strengthen overall credibility with Reputation Management so the brand stays consistent and trustworthy.

With KPIs by funnel stage: VTR/CTR for interest, CVR/CPL/CPA or ROAS for conversion, plus blended business metrics. Proper measurement requires tracking and analysis via Analytics & CRO .

We start with goals, offers, and audience; build angles/hooks; select creators; and organise a production plan. For contact, see the Contact page or learn more on About Us .

Next step

If you want creators and UGC that produce real results, you need: strategy, a production system, usage rights, paid amplification, and measurement. Combine Influencer/UGC with: Social Media Marketing , Search Engine Marketing , E-Commerce Marketing , and optimisation through Analytics & CRO .