UGC (user-generated content) is content created by everyday creators and customers that brands buy to run in across their marketing efforts.

Unlike sponsored content, UGC creators typically don't post to their own audience. The brand owns the content and deploys it across ads, social, email, and their e-commerce site. The result is marketing that looks and feels like it came from a real customer, because it did.

In the adventure space, that authenticity hits differently. A real person testing gear on a real trail is more convincing than any studio shoot.

Access to over 10,000 adventure creators who are ready to make content for you.

Popfly is purpose-built for outdoor, adventure, and travel brands, which means every creator in the network understands the space. The activities, the gear, the audience. No onboarding creators on what your brand actually does.

From finding the right creators to managing projects, reviewing content, and ensuring brand alignment, Popfly handles the entire UGC  process in one place. Less time coordinating. Less money producing. More content that actually connects.

Post your brief. Review applicants. Get content. Done.

Brands post a campaign brief and vetted creators apply directly. No sourcing, no cold outreach, no back-and-forth to find the right fit. Once you've selected your creators, content is delivered through the platform. Contracts, usage rights, and payouts are handled automatically.

The entire workflow lives in one place, from brief to final asset. So your team spends less time managing and more time using the content that comes in.

Read how brands master UGC campaigns with the right tools and workflow for a closer look.

UGC is content you commission from creators and deploy yourself: in your ads, your social, your emails. The creator doesn't post it. You own it and use it however your strategy calls for.

Influencer marketing is when a creator posts sponsored content to their own audience. You're not just getting content, you're getting distribution, reach, and the trust they've built with their followers.

Different goals, different KPIs, and both more powerful when they work together. Popfly supports UGC campaigns, influencer marketing, or a hybrid of both so you can build the mix that fits your strategy.

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UGC is one of the most cost-effective ways to build a content library at scale. Photo assets typically run $50–$150. Video runs $150–$500+ depending on complexity. Compared to a traditional production shoot, the math is hard to argue with.

Whatever your campaign calls for.

Popfly creators produce everything from vertical short-form social videos to landscape product videos to brand photography, always shot during real adventures. Hiking, climbing, snow sports, water sports, travel, and more. You specify the content style, format, and deliverables in your campaign brief. Creators deliver against your brand guidelines.

The result is a content library that looks like it was shot on location by someone who actually lives this lifestyle. Because it was.