October 3, 2026
When pitching brands for UGC, it's crucial to understand the recipient's perspective. Typically, a marketing manager or agency representative will be scanning your email for one primary piece of information: whether you can create content they can use as an ad quickly. They are not interested in your follower count; they are buying your footage for their advertising needs.
Several common errors can lead to your pitch being ignored or deleted. Avoid including your follower count, as brands are interested in your content, not your audience size. Do not write lengthy personal histories; keep your email concise. Be specific in your praise for the brand, avoiding generic statements that suggest a mass email. Ensure your portfolio link is easily accessible and doesn't require access requests. Always include a clear 'ask' in your email, stating what you want to do for them. Finally, never include attachments in cold emails, as they often trigger spam filters; link to your content instead.
A concise, five-line email can be highly effective. Start with a specific subject line that tells the brand what they'll get, such as 'UGC for [Brand Name], three video ideas for your [Product].' The first line of the email should demonstrate your familiarity with their specific product or recent ads. The second line should clearly state what type of UGC you create and for whom. The third line is a single, hyperlinked word: 'portfolio,' leading directly to your work. The fourth line presents one concrete video idea, helping them visualize the ad. The fifth line is a clear, small ask, such as 'Would you be open to test a video at my starter rate of $75?' or 'Can I send my rate card over?'
Avoid sending pitches to generic 'info@' email addresses. Instead, identify specific individuals in marketing, social media, or partnerships by checking Instagram bios, website footers, or LinkedIn. Prioritize brands already running creator ads, which you can find using Meta's ad library, as they are already open to UGC. After sending your initial email, follow up. Send a brief reminder four or five days later, and then a final follow-up a week after that, possibly with a new video concept. Maintain a simple spreadsheet to track brands, contacts, and follow-up dates.
When a brand responds, reply the same day if possible, as speed can be a significant advantage. If they ask for your rate, provide a clear price for one video and a bundle of three, rather than asking about their budget or offering multiple options. If they hesitate at your price, don't immediately drop it; instead, ask what they had in mind first. Before filming anything, ensure you get a written brief detailing the product, number of videos, length, and deadline to avoid revisions and misunderstandings.
It's common to send many pitches and receive no responses initially; this 'silent week' is a normal part of the process. If you've sent numerous pitches without success, try changing one element at a time, starting with the subject line, then your video idea. Document these changes to track what works. The key to success is persistence and continuing to send pitches even when faced with initial silence.