What Types of Photos Do Brands Look for in UGC?

So, you’ve started creating UGC (User-Generated Content), and now you’re wondering:
What kind of photos actually catch a brand’s attention? How do I even start?!

Don’t worry, I’ve got you! ☻

This is the second post in my series about UCG, so if you’re into this topic, make sure you check the first one I posted a few days ago, and stay tuned for what’s to come!

Whether you’re hoping to get reposted, land gifted collabs, or start booking paid campaigns, it’s CRUTIAL to understand what brands are looking for when they choose UGC to feature or promote.

First of all: it’s not about perfection. It’s about connection. I’ve been on both sides of the UGC dynamics for years, and that’s my biggest lesson from the whole experience.

In this post, I’ll break down the key photo styles and qualities that brands love. And how you can start creating content that sells without feeling too salesy.

Ready? Let’s dig in.

✦ 1. Authentic, Real-Life Moments

Def the first thing to keep in mind. Forget overly staged or overly filtered.
Brands want to see their products in real life.

• Think: sipping coffee from a mug in your kitchen, unboxing a skincare product in your bathroom, wearing a cozy outfit on your couch.
• The goal is relatability. Make the viewer think: “That could be me.”

Tip: Include your hands, face, or body (even partially) to make the shot feel human and natural.

✦ 2. Lifestyle Shots Over Product Shots

Instead of flat lays or isolated product images, brands prefer lifestyle content that shows the product in context.

• Instead of just photographing a candle, show it lit on your nightstand with a book and a warm drink.
• Instead of just a bottle of shampoo, show yourself using it in a soft, light-filled bathroom.

Why? Lifestyle photos help customers imagine themselves using the product. Which increases trust and conversions ♥

✦ 3. Clean, Aesthetic Backgrounds

You don’t need a Pinterest-perfect home, but your photo setup matters.

• Use neutral (or interesting) backgrounds, and cohesive color schemes.
• Keep clutter out of the frame.
• Use textures like linen, wood, tiles, or soft fabrics for a more polished look.

This makes the product the star and helps brands keep their feed looking curated.

✦ 4. Clear Branding (But Not Overly Promotional)

Brands want their product to be visible, but they don’t want it to feel like a hard ad.

• Show the product clearly (label facing forward, in focus).
• Avoid flashy text overlays, harsh filters, or distracting props.
• Include subtle brand presence like a logo visible on packaging, or a brand tag in your caption if posting on social.

If a brand reposts your photo or uses it in an ad, it needs to be instantly recognizable and natural.

✦ 5. High Resolution and Good Lighting

This one’s non-negotiable.

• Good lighting (natural light preferred) makes everything look fresh and flattering.
• Sharp focus ensures the brand can crop or repost your image.
• Shoot in portrait mode or 4:5 ratio for social media. And always in high resolution!

If a brand loves your content but it’s grainy or poorly lit, they might pass on sharing it.

✦ 6. Diverse Perspectives and Creative Angles

While clean and clear is the goal, don’t be afraid to show your creativity.

• Try flat lays, mirror selfies, close-ups, wide shots.
• Capture motion: pouring, spraying, applying.
• Use props or hands to tell a mini story.

Brands love creators who bring unique visual storytelling to the table. Especially if it aligns with their vibe. Thanks to carousels, your post can include a clean, brand-focus shot, an “artistic” one, an alternative angle, etc.

✦ 7. Consistent Style That Matches the Brand

Here’s a secret: brands often choose creators who already look like their feed.

Before you create UGC for a brand you love, do some research:

• Check their Instagram or Pinterest and study their visual style.
• Are they clean and minimal, or cozy and vintage? Light and airy, or bold and colorful?
• Try to match their aesthetic while staying true to your own.

This increases your chances of being noticed, reposted, or even hired.

Conclusion: Think Like a Brand, Shoot Like a Friend

When creating UGC, ask yourself:

If I were the brand, would I repost this? Would I trust it? Would it sell the product without sounding like an ad?

The best UGC feels like a recommendation from a trusted friend. Honest, beautiful, and natural. It should showcase the product while still fitting into real life.

So next time you pick up your camera (or phone), remember: brands want real content, beautifully captured. Focus on connection, composition, and clean aesthetics, and your work will stand out.

Pro Tip: Build a UGC Portfolio

If you’re serious about working with brands, start building a UGC portfolio with your best lifestyle shots. You don’t need to wait for paid campaigns! Create spec content with products you already own, and showcase your style ♡₊˚

Before you go, make sure you check the new aesthetic customization kits up on the shop. Here are my faves:

Beijos,

Lu