This episode breaks down the real world of UGC. How creators with tiny audiences are making six figures, why most creator panels are useless, and how brands actually manufacture viral moments on TikTok.

Grace also dives into portfolio mistakes, agency vs. direct pricing, and what Handshake looks for when hiring UGC creators.

Inside:

• How small creators quietly earn 6 figures with UGC
• Why most creator panels suck (and what actually matters)
• Agency rates vs. direct brand rates — 10x difference
• How brands “flood TikTok” to push products viral
• What Handshake looks for in UGC creators
• Why comedians are the best teachers of creator storytelling

Timestamps:

00:00 – LA stories, gyms & party culture

02:40 – Audience vs. brand: why community matters

07:00 – Faceless brands & creator-led design

10:20 – Reviewing niche creator content formats

12:50 – Repurposing content authentically

18:10 – TikTok Shop, creator education & events

20:00 – Why most creator panels suck

26:05 – What comedians teach creators

32:20 – UGC portfolios: who’s making real money

36:40 – UGC content types + what performs

41:30 – Who dominates UGC demographics

43:00 – Agency vs. direct pricing

49:05 – Handshake’s UGC hiring criteria

52:15 – Brands flooding TikTok

56:00 – AI clipping tools vs. organic virality

🎙️ Hosted by Grace Ling & Justin Nguyen

📍 How Creators Make Money — the podcast where we unpack the real strategies behind today’s smartest creators.