No, brands do not always need to ship products to UGC creators, but if you want a creator to film your physical product on camera, they usually need the item in hand through shipping, local pickup, or a reimbursed purchase.
In most UGC deals, the product is part of the setup so the creator can show texture, size, packaging, and real use. That said, plenty of deliverables do not require shipping at all, like talking head scripts, lifestyle scenes that do not show the product, service-based videos shot on location (dentist, law office, pest control, home services), screen recordings for apps, or animation and text overlays. When we manage creator workflows through our UGC services, we pick the fulfillment method based on what you actually need to see on screen and how fast you need it.
When you typically ship the product
Shipping is the cleanest route when the brief includes unboxing, hands-on demos, before-and-after, product photography, or close-ups where viewers can tell if the creator is using the real thing. It is also the best path for new launches where creators cannot already own the product, or when you need consistent packaging and exact variants (shade, size, scent, model number).
When you can skip shipping
You can often skip shipping when the content is concept-driven (hooks, benefits, pain points), when the creator already owns the item (and can prove it on video), or when your “product” is access (software logins, memberships, tickets, consultations). Orlando and Central Florida service businesses also do well with UGC that focuses on the experience: what it feels like to book, arrive, and get results, without any boxed product at all.
| Option | Best for | Who pays | Notes to settle upfront |
|---|---|---|---|
| Brand ships the product | Unboxing, demos, product photos, exact variants | Brand covers product and shipping | Send tracking, confirm address, clarify if creator keeps product |
| Creator buys locally, you reimburse | Fast turnaround, retail items, same-city shoots | Brand reimburses after receipt | Set a spending cap, require receipt, reimburse via invoice |
| Local pickup or courier | Orlando-area creators, fragile items, rush jobs | Brand covers delivery costs | Schedule pickup window and return plan if needed |
| Creator already owns the product | Evergreen items, authentic repeat-use angles | Usually brand pays only the creation fee | Verify the exact model and condition, agree on what can be shown |
| Digital access instead of shipping | Apps, SaaS, courses, bookings, memberships | Brand provides access | Provide test accounts, mock data, and screen recording rules |
| No product shown, concept or service video | Hooks, testimonials, problem-solution, local services | Brand pays creation fee | Approve claims, get location permissions, confirm what branding can appear |
Shipping and payment rules that prevent headaches
Most legit arrangements are simple: you ship the product at your cost, the creator delivers the agreed assets, and the creator keeps the item unless you both agree otherwise. Asking creators to pay shipping up front is a common scam pattern in the creator world, so if you want a smooth response rate, use prepaid labels or ship directly from your store.
If the creator will post on their own account, treat free product, discounts, or paid fees as a material connection and use clear disclosure (for example “ad,” “paid partnership,” or “gifted” where it applies). If you are only using the content on your brand channels or in ads, you still want clean, non-misleading scripting and written permission covering usage rights, edit rights, and how long you can run it.
Shipping timing matters in Florida. Holiday surges and summer storm season can delay carriers, so build a few buffer days into your due dates if you need content by a specific launch date. If you plan to run the videos as ads, our PPC services team can help you structure deliverables for different placements (Reels, TikTok, YouTube Shorts) so you are not paying twice for the same concept.
One final tip: if you want the trust benefits of UGC on your website, pair it with strong proof sections and clear messaging so visitors do not have to guess, which ties closely to E-E-A-T and what makes a page feel safe to buy from. We also like to place UGC near high-intent sections like service explanations and FAQs, which lines up with what makes a webpage SEO-friendly.
