UGC 101 Episode 11 - Navigating the Brand/Creator Landscape
Jun 18, 2025
Kai Green, the Co-founder of UGC Growth Lab, shares her expertise on the intricate brand-creator relationship. She discusses how creators can effectively position their portfolios and the importance of usage rights. Kai emphasizes the preference for authentic, relatable content over purely aesthetic visuals, as well as practical tips for maintaining low-maintenance relationships with brands. The conversation also touches on the rapid impact of AI on the creator economy and what creators need to do to stand out in a competitive landscape.
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Agency Roots Shaped Their Approach
- Kai and Lindsay came from performance marketing agencies where they sourced and vetted creators for brands.
- That experience shaped UGC Growth Lab's focus on teaching creators how brands think.
The 30-Second Brand Test
- Brands screen creator portfolios quickly and apply a '30 second brand test' to judge fit.
- Creators must present clear, immediate signals that they can deliver the required content and logistics.
Remove Barriers With Clear Portfolio Info
- Do include contact details, availability, and location on your portfolio to lower friction.
- Do indicate whether you are actively seeking work so brands can say yes immediately.