How to Hire a UGC Creator in Canada: A Guide for Brands

I'm a UGC creator based in Toronto. Many of the brands I work with came to me with the same problem: they needed content that makes a Canadian customer stop scrolling, and they didn't know where to find the right creator. This is everything I'd want a brand to know before they hire a UGC creator in Canada, whether you're Canadian or a US brand expanding north.

Why hire a Canadian UGC creator?

You can hire a creator from anywhere. But if your buyers are in Canada, a local creator gives you a few advantages that are hard to get otherwise.

• Real Canadian retail. If you're stocked at Shoppers Drug Mart, Healthy Planet or another Canadian chain, a local creator can film in the actual store. Viewers recognise the shelves, the signage and the shopping experience.
• Product that looks local. Canadian packaging, Canadian pricing and Canadian availability. Nothing breaks trust faster than a viewer asking "can I even buy this here?"
• Claims that fit the market. Canada has its own rules for what you can say about a product. For example, according to Health Canada, therapeutic claims (like treating a condition) are only allowed on drugs and natural health products, not cosmetics. A creator who works with Canadian beauty brands is used to scripting around that.
• Bilingual awareness. Canada is a bilingual market, so if you plan to reach French-speaking customers, it helps to talk about that early. You may want French captions, a French voiceover or a separate creator for that audience.
• Easier logistics. Shipping product within Canada is usually simpler than sending it across a border, and time zones line up for quick calls.

Here's what that looks like in practice. These are videos I filmed in Canadian stores and for a Canadian wellness brand:

Shop With MeShoppers Drug MartCome Shop With Me · 0:48Watch the adOffer & PromoHealthy PlanetIn-Store Promotion · 0:27Watch the adEducationalOrganikaEducational Demo · 0:37Watch the ad

Where to find UGC creators in Canada

There's no single directory of Canadian UGC creators, so most brands use a mix of these:

UGC marketplaces and platforms

UGC platforms let you post a brief and get applications, or browse creator profiles. Many handle payment and contracts. Filter by location and niche, then go straight to each portfolio.

TikTok and Instagram search

Search terms like "UGC creator Toronto", "Canadian UGC creator" or "UGC creator for beauty brands". Most creators keep a portfolio link in their bio. Judge the brand work, not the personal posts.

Creator websites and portfolios

Serious creators usually have a site with videos sorted by brand and format, clear packages and a way to send a brief. If you can't find their work within a minute, that tells you something.

Agency referrals

UGC and influencer agencies keep rosters of creators they trust. If you're already working with an agency, ask who they'd recommend for your category.

Verified reviews and stats

Tools like TrustUGC let creators show live performance stats and brand reviews, so you can check that the numbers in a pitch are real. You can see mine in the live stats section.

How to vet a UGC creator

Once you have a shortlist, here's what I'd check, in this order.

1. Range across formats

Watch several videos, not just the top one. Can they do a straight demo, a problem/solution ad, a tutorial and something funny? Range matters because you'll want to test different angles. For example, my Vaseline comedy skit and my Maelys problem/solution ad sell in very different ways.

2. Hooks

The first few seconds decide whether anyone watches the rest. Look for creators who open with tension, a question or a visual surprise, and who offer alternate hooks so you can test them.

3. Audio and lighting

UGC should feel natural, not sloppy. You should hear every word clearly and see the product properly. Watch at least one video with the sound on.

4. Reviews from real clients

Look for reviews that name a company and say something specific. One of my favourites is from Motion's Creative Lead: "the ads she made were 10/10!" You can read the rest on my reviews section.

5. Live performance stats

Views on a creator's own posts don't guarantee your ad will perform, but they do show whether people actually watch their content. Verified stats beat screenshots.

Red flags to watch for

• No portfolio of brand work, only personal content.
• Vague answers about usage rights. A good creator will explain what's included and what costs extra. If this is new to you, read my guide to UGC usage rights and whitelisting.
• Pricing based mainly on follower count. That's influencer pricing. With UGC you're paying for the content (here's the full breakdown of UGC vs influencer marketing).
• No concept step. If a creator won't share hooks or a script outline before filming, you're likely to need more revisions later.
• Slow or unclear communication during the pitch. It rarely gets better once the project starts.
• Big claims with no proof, like guaranteed results or stats they can't show you.

What to send your creator

Once you've chosen someone, a good handover saves everyone time. Send:

• A short brief. Product, target customer, key benefits, the problem it solves and the action you want viewers to take. My guide on how to write a UGC brief walks you through it.
• Must-say and can't-say claims. Especially important for beauty, skincare and wellness in Canada.
• The product itself, with enough to show it properly (and use it on camera if that's part of the concept).
• Where the video will run. Paid ads, product pages, organic social, email. This shapes the format and the rights you need.
• Examples you like, from any brand. They help more than adjectives like "fun" or "authentic".
• Your usage and whitelisting plan, so the quote covers it up front.

If you're not sure which format to ask for, my post on UGC ad formats for skincare breaks down when each one works.

What timelines to expect

Every creator works differently, so treat this as a rough sequence rather than a schedule:

1. Brief and quote. Usually the fastest step if your brief is clear.
2. Product shipping. Often the biggest variable. Ship early, and check whether anything could get held up at the border if you're sending from the US.
3. Concepts and approval. The creator sends hooks and a script outline, and you approve or adjust.
4. Filming and editing.
5. Delivery and revisions.

If you have a launch date, say so in your first message. Ask each creator to confirm a delivery date in writing, and ask whether rush delivery is an option. For a sense of budget, see how much UGC costs.

How working with me works

I create UGC for beauty, skincare, wellness, and tech and app brands, for both US and Canadian brands and agencies. I've been trusted by 300+ brands, including Vaseline, Amazon, Shoppers Drug Mart, Anua, Mixsoon, Organika, Healthy Planet and Motion. My audience is 80% women, with the US at 45% and Canada at 40%, which is a good fit if you're selling on both sides of the border.

Here's the process:

1. Brief and call. Tell me about your product, audience and goals through the brief form. A quick call is welcome too.
2. Concepts and hooks. I send angles, hooks and a script outline for your approval before I film anything.
3. Film and edit. Your product, filmed in real life with natural light and honest reactions.
4. Deliver and iterate. Ad-ready vertical files, with revisions included and extra hooks for testing.

You can choose The Single, The Trio or The Monthly, depending on whether you're testing one angle or need fresh creative every month. Add-ons include extra hooks, raw footage, paid usage rights, whitelisting and Spark Ads, UGC photography, voiceover, captions and rush delivery.

Agencies bring me in when timelines are tight, too. As Sandy at Influenergy Marketing put it: "We connected Mimi with a brand that does $15BN in annual revenue and she delivered in a very tight window."

Want to see a specific format before you reach out? Browse my Mixsoon K-beauty review, Carpe primer demo or Motion AI app demo, then send me a brief.