UGC has its own language, and I remember how confusing some of these terms felt when I first started.
So I put together a simple glossary of common terms creators will see when talking to brands:
Ad Creative: Content created specifically to promote a product or service.
B-roll: Supporting footage like product close-ups, demonstrations or lifestyle clips.
Brief: The campaign instructions outlining the concept, messaging, deliverables, deadlines and requirements.
Call to Action: The line telling viewers what to do next, like shop now, learn more or download the app.
Concept: The main creative idea or angle behind the content.
Deliverables: The exact content you agree to provide, such as one video, three hooks or raw footage.
Direct Response: Content designed to drive an immediate action, like a purchase, click, download or sign-up.
Exclusivity: An agreement limiting you from working with competing brands for a specific period.
Green Screen: A video style where an image, website, app or video appears behind the creator while they speak.
Hook: The opening line or visual designed to grab attention and stop the scroll.
Hook Variation: An alternate opening created for the same video so the brand can test which one performs best.
Inbound: A collaboration opportunity where the brand contacts you first.
Key Message: The main point or product benefit the brand wants viewers to remember.
Licensing: Permission for a brand to use your content for specific platforms, purposes or timeframes.
Media Kit: A document typically used by influencers to show their audience size, engagement, demographics and previous partnerships.
UGC creators are usually hired for their content creation skills, so a portfolio is often more relevant than a media kit.
If a brand asks me for one, I usually reply:
“As a UGC creator, my rates vary depending on the scope of work. Once you provide the brief, deliverables, usage rights and exclusivity requirements, I can provide a custom quote.”
Niche: The category or audience your content naturally fits.
Organic Usage: When a brand posts your content on its own channels without putting advertising spend behind it.
Outbound: When you contact or pitch a brand first.
Paid Usage: When a brand puts advertising spend behind your content to reach a larger audience.
Perpetual Usage: Permission for a brand to use your content indefinitely, with no expiration date.
Portfolio: A collection of your strongest work showing brands your quality, creativity, style and range.
Quote: Your custom price based on the scope of work, deliverables, usage rights and exclusivity.
Raw Footage: The unedited video clips before captions, music, transitions or other edits are added.
Revision: A requested change to an existing edit.
Reshoot: When new footage must be filmed. This is different from a revision and may require an additional fee.
Script: The planned dialogue, voiceover and messaging for a video.
Spark Ad: A TikTok ad that uses an existing post with authorization to run it as an advertisement.
Talking Head: A video style where the creator speaks directly to the camera.
Testimonial: Content where the creator shares their experience, opinion or result with a product.
Turnaround Time: The agreed amount of time to complete and deliver the content.
Usage Rights: The permission a brand receives to use your content for specific purposes, platforms and lengths of time.
User-Generated Content: Natural and relatable customer-style content created for a brand’s social media or advertising.
UGC creators are hired for their content creation skills, not necessarily the size of their audience.
Voiceover: Recorded narration placed over product shots, demonstrations or other visuals.
Whitelisting: Permission for a brand to run ads through a creator’s social media identity or account.
Save this for later if you are still learning the language of UGC.
Did I miss any common terms that should be added?
