The Creator Economy’s worth $250 billion. But brands still get stuck with content they can’t use. And I’ve heard some wild stories from the UGC trenches.
Pet cameos, that were clearly off-brand. Skincare routines filmed on the floor. Bad lighting, odd angles and the list goes on. Over time brands continue to evolve their briefing processes, but in 2025, creators from your own customer community just might be your saving grace.
Not all Creators Create Equally
In 2025, everyone’s a creator, by default, not by design. The tools are accessible and social platforms reward volume. The bar to entry? A phone, a face, and some free time. Just because content is easy to produce, doesn’t mean it’s easy to get right. Especially for brands with so much nuance, in beauty and fashion.
Not all creators operate on the same playing field. The real challenges tend to show up at the mass UGC end of the spectrum. This isn’t the polished work of mega influencers or seasoned content partners with the Midas aesthetic touch. It’s the everyday creator content, produced at scale, most often to fuel paid media. And that’s exactly where brands start to feel the pain with misaligned tone, vague messaging and unusable clips.
That’s why something as simple as a “This, Not That” Playbook is so powerful.
The best versions include:
- Snippets of content that hit the mark, and why
- Examples of what veered off-brand, and what to learn from it
- A distilled brand narrative that makes sense at a glance alongside their product USPs.
It’s a fine balance to not overwhelm creators with brand rules, but give them just enough to understand who you are, what you stand for, and why you matter. The goal isn’t to micromanage every frame or word, it’s to get everyone on the same page. Because at the end of the day, the majority of creators do their best work, when they’re left to do their thing.
The Strongest Creators Might Already Be in Your Customer Base
While professional creators have their place, the most compelling content often comes from those who’ve already bought from you. That kind of alignment can’t be briefed in. It shows up in the tone, the details and the unprompted enthusiasm. Start with the people who already get it:
- Who’s sliding into your DMs with feedback so articulate, they could’ve written your product page?
- Who’s in your comment section, defending you like it’s their full-time job?
- Who’s tagging you unprompted with better content than your last paid collab?
Because creators from your community already know how your brand fits into their life. You don’t need to teach them what the product does, they just get it. Some may bring raw, authentic stories that feels like a natural fit with your brand. Others may bring a little extra creative flair. The perfect sweet spot is a mix of both.
The strongest creator partnerships start with brand clarity. When your story is tight, your values are clear, and your audience is emotionally connected, finding creators who can amplify that becomes a whole lot easier. If you need help building that foundation, get in touch.
Author: Effie Asafu-Adjaye
Effie Asafu-Adjaye is the Founder of Beautiful Sparks. Beautiful Sparks helps beauty and fashion businesses get more fanatics in love with their brands, by refining their brand strategy, messaging, branding, content storytelling, and community-building strategy. Read more about Effie here. Linkedin.
