Get to Know These UGC Creators in Australia

User Generated Content or UGC refers to various forms of online content like videos, images and reviews created by Digital Creators instead of brands. UGC can either be produced by creators or even individuals and customers, and are typically shared on social media. This type of content is considered to significantly impact brand marketing by providing authentic and relatable material that resonates with consumers. It humanises brands, fosters community engagement, and enhances credibility through genuine user experiences.

UGC Creators are therefore increasingly recognised by brands due to the organic growth that they drive to products and campaigns. These creators leverage their personal experiences, creativity, and unique perspectives to craft engaging and impactful posts, which engages their niche audience.

What sets UGC Creators apart from the rest of Digital Creators, you may ask? Well, UGC Creators publish content from their own initiative and not on the brand's behalf. For example, a UGC Creator may either purchase a product and post content about it online or perhaps create an honest review about gifted products from a brand without any official paid partnership. These user generated content are published by the creators in their own social accounts but brands have the liberty to repost it on their official accounts too.

Thinking of partnering with this type of Digital Creators in your next campaign? Here are some UGC Creators in Australia you need to watch out for.

Ali Whittle

Based in Sydney. Represented by Bythem

Ali is a beauty, fashion and lifestyle content creator and writer based in Sydney. She has collaborated with brands like Elizabeth Arden, Swisse, Microsoft, Nespresso, MECCA, Marimekko, L’Oréal and Fresh Beauty to name a few.

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Hayley Smith

Represented by The Talent Society

Hayley, otherwise known as Motherblue on Instagram is a content creator and lifestyle influencer who lives in Northern NSW, Australia. She has worked with many brands including Once Upon, Kylie Baby, iRobot, Das Ist Maurice, Castlery, Yowie World, Glamswags, Olli Ella and more.

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Brandon Scott

Based in Sydney. Represented by MGMT

Brandon is a Sydney-based makeup artist and digital creator known for his transformational beauty looks and strong production values. Brandon has worked with brands like Mecca, Mac, Real Techniques, and other notable beauty brands.

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Emily Algar

Based in Sydney. Represented by Bythem

Emily is an authority in the Australian beauty landscape, given her background as a preeminent editor and digital creator. She has been collaborating with brands like The Beauty Chef, Emma Lewisham, Mecca Cosmetics, L’Oréal and Estee Lauder.

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Lucia Pang

Based in Sydney. Represented by MGMT

Lucia is Sydney-based photographer and content creator who is passionate about fashion and beauty. She has worked with brands such as Mediks, Bioderma, Hada Labo, and more.

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