Breaking In to Outdoor UGC
Written By Guest Writer: Ryan Heck
I wanted to share some thoughts on what I have found helpful as I build my outdoor photography and UGC brand. I've been doing photography and UGC since 2016 (and I don't think I actually realized I was doing it until 2020, and then in 2023 I didn't realize I could actually get paid to do it!).
So you want to learn too? Awesome choice! Whether you're an experienced hiker, camper, or just love being outside, creating UGC is a really great way to turn your passion into paid work. I’ve been at this for a while, and trust me, I had no idea what I was doing at first, and I learn more every time I do it. But with some trial, some error, and a whole lot of learning, I've figured some things out —and you can too!
This blog post will walk you through how to build a killer portfolio, pitch brands without the with less awkwardness, and create content that makes companies actually want to work with you, and continue working with you.
What the Heck is UGC (and Why Should You Care)?
UGC isn’t about being an influencer with a million followers. Nope! It’s all about creating relatable, real-life content that brands can use on their social media, websites, and ads. Outdoor brands love this because it feels authentic—think less polished studio shoots, more muddy boots on the trail.
The best part? You don’t need fancy equipment or a massive audience. Just good storytelling, solid visuals, and a passion for the outdoors.
Build Your Portfolio (AKA: Show Them What You Can Do)
Before you start pitching to brands, you need a portfolio that makes them say, "Wow, we need this person on our team!" Here’s how to put one together:
- Use What You Have – You don’t need paid gigs to start. Grab your own outdoor gear and start shooting—hiking, camping, paddling, whatever you love. Create your own portfolio of videos and images of what you already have, and make it how you'd create one for a brand.
- Apply for Product Exchange Campaigns - Popfly has a variety of campaigns — even ones for beginners, so start applying to campaigns that offer product exchange. This is a great way to get experience and get your foot in the UGC door.
- Mix It Up – Show a variety of shots: close-ups of gear, action shots of you using it, lifestyle moments that tell a story.
- Edit Like a Pro – Learn the basics of photo and video editing. Adobe Lightroom is great for photos, and CapCut or Premiere Pro work well for videos. I started out with the free version of Capcut and did many projects without spending any money. It's very possible!
- Keep It Organized – Upload your best work to Google Drive, a simple website, an Instagram highlight for easy sharing, or simply to your ‘My Featured Content’ on the Popfly Platform. I ended up creating a separate Instagram profile and treated it like a portfolio, separate from outdoor photography. There isn't a right or wrong answer with that.
Pitching Brands Without Feeling Weird
Now that you have a portfolio, it’s time to reach out to brands. This can feel intimidating, but here’s the trick: keep it casual, confident, and to the point.
Your Pitch Should Include:
- A friendly hello (no stiff, overly formal intros!)
- Why you love their brand (be genuine, not just “I love your stuff!”)
- A quick mention of your UGC experience
- A link to your portfolio
- A simple call to action (e.g., “Would you be interested in a UGC partnership?”)
One perk of working on Popfly is that you know that if you see a brand on there, you know they're already looking for a creator. So the pitch can be less pitchy, but also recognize that there may be a lot of competition. You still need to sell yourself so you stand out among the others (hint hint... that's why your portfolio is so important!).
Be sure to include a solid pitch in your note to the brand when applying to campaigns through Popfly. This is your chance to stand out and include why you’d be the best candidate.
Pro Tip: Follow Up!
Brands get tons of messages, so if you don’t hear back in a week, send a short follow-up. Persistence (not pestering) is key.
Creating High-Quality UGC That Brands Love
So you landed a gig—nice! Now, let’s make sure your content stands out.
- Match Their Aesthetic – Take a peek at their social media and try to match their style.
- Tell a Story – Instead of just snapping a pic of a backpack, show it in action—packing it, hitting the trail, setting up camp.
- Use Natural Light – Golden hour (early morning or evening) is your best friend for better outdoor clips.
- Keep It Real – No stiff poses! The best UGC feels natural and effortless. Practicing effortlessness is actually a thing. It's practicing to become confident.
- Shoot in Different Formats – Brands love options. Capture horizontal and vertical shots, stills, and videos. We've all seen the hiking clips of you walking down the trail after you put your phone against a rock on the trail. See if you can come up with some unique angles!
Working with Brands Like a Pro
Want brands to keep hiring you? Here’s how to make them love working with you:
Meet Deadlines – If you say you’ll deliver by Friday, don’t ghost until Monday.
Overdeliver – Send a few extra clips or an alternate edit. Brands love that.
Understand Usage Rights – Read the fine print! Make sure you’re getting paid fairly if they want to use your content for ads.
Ask for Testimonials – Happy clients = great social proof for landing more work.
Leveling Up Your UGC Game
Once you get the hang of it, you can start scaling up by:
- Offering Retainers – Pitch brands an ongoing content subscription so they get fresh content every month.
- Networking with Other Creators – Join UGC communities, trade tips, and collaborate.
- Experimenting with New Styles – Try drone shots, behind-the-scenes content, or adventure vlogs.
- Building a Website – A simple site with your portfolio, rates, and contact info = more credibility.
- Sign-Up for UGC Platforms – Sign-up for free platforms like Popfly. This is where you can apply to campaigns easily and see what brands are currently looking for creators.
Final Thoughts: Just Start! (Seriously just start)
Breaking into outdoor UGC might feel overwhelming at first, but the key is to just do it. Build your portfolio, send that first pitch, and create content consistently. Brands are always looking for fresh, authentic visuals, and you could be the one providing them.
Definitely let me know if you have questions or comments! I want to help!
