How a campaign works
Commissioning creator content usually means finding people, vetting them, agreeing a price with each one, and chasing deliverables you have already paid for. A campaign exchange collapses all of that into four decisions you make once, at the start.
The brief says who you are, what you sell, and what you want a creator to get across — the claim you want made and the thing you want shown. That single document is what every interested creator works from, which is the difference between running a campaign and managing twenty separate relationships. It is also the thing every submission is later measured against, so the more concretely you write it, the less ambiguity there is about what counts as on-brief.
Two numbers define the whole campaign. The first is the total you are willing to spend, which is the absolute maximum the campaign can ever cost you. The second is the most any one video is allowed to earn, which spreads the budget across a body of work instead of letting a single lucky post consume it. Your budget is held up front so creators know the money is really there, and it is released only as videos actually perform.
Once the campaign is live it sits on a board that creators browse. They see your brand, your brief, the budget still available and the per-video ceiling, and they choose whether to make something. You do not source anyone, run a casting call, negotiate a per-creator rate or sign contracts one at a time. Because pay is tied to views rather than to follower count, there is no follower minimum on the other side either — the people who opt in are the ones who think they can make your brief land, not just the ones with the largest audience.
A creator posts the video to their own channel and keeps it up. Fourteen days later the view count is read from the platform and that video's share of your budget settles. The platform's own traffic-source breakdown is read alongside that count, so views attributed to paid promotion are excluded from the payable total, and anything suspicious is frozen for human review before money moves. Any submission that does not genuinely address your brief earns nothing at all. You see the top-performing videos and what each one earned, and any budget the campaign never pays out is refunded to you in full.
What you are actually buying
Most advertising money rents attention. You buy a slot, the slot runs, the slot goes dark, and at the end of it you own nothing — the placement was never yours and it stops existing the moment you stop paying for it.
A UGC campaign buys something with a different shape: a library of real videos, made by real people, sitting on their own channels under their own names. They were posted because a creator chose your brief over the others on the board, and they live on those channels rather than in a placement you rent. The recommendation engines on YouTube and TikTok keep deciding whether to show them long after your budget has settled.
It also does not look like an ad, which is the whole reason UGC works. A person talking about a product on their own account reads as a person talking about a product. The problem with that format has never been whether it lands — it is the matching, the negotiating and the chasing. That is the part an exchange removes.
What it costs, and what you are risking
There is no list price for a UGC campaign, because you set the budget. What matters is what else you are charged on top of it, and what happens to the part you do not spend. Here both answers are short.
The money is committed when the campaign is published, so a creator can trust the campaign is real before spending an afternoon filming for it. It leaves your balance only as individual videos earn against it.
One video that takes off cannot drain the campaign. You decide the most any single submission may earn, which is what turns a budget into a spread of content rather than a lottery ticket on whoever posts first.
If the campaign only pays out part of what you committed, the remainder comes back to you. No close-out fee, no breakage, no clause that quietly keeps the difference.
No platform fee, no monthly subscription, no agency margin. Campaigns start at $800 — the per-video ceiling has its own $400 floor — and beyond that the budget is yours to set. Luck Incorporated's cut is taken from what a video earns on the creator side, not added to your invoice.
What a submission has to survive before it costs you anything
Two things go wrong with pay-per-view creator marketing. Someone makes a video that has nothing to do with the brief and expects to be paid for it, or someone buys an audience that was never there and bills you for it. Both are checked before money moves, not after.
Every submission is checked against your brief in the footage and in the audio before it can earn anything. A video that says the right words over unrelated pictures fails the same check as one that shows the product and never mentions it. Off-brief content earns nothing.
The platform's own traffic-source breakdown is read alongside the view count, and views attributed to paid promotion are excluded from the payable total. Promoted traffic is excluded from what you are charged for.
Engagement patterns and the shape of a video's view growth over time are examined. The check looks at the trajectory rather than only the number at the end of it, and anything suspicious is frozen for human review before money moves.
Anything suspicious is frozen for human review before money moves, and borderline brief compliance goes to a reviewer rather than being settled by an algorithm. The cases that are genuinely ambiguous are the ones a human should be deciding.
Where you create a campaign
UGC campaigns are created in the B2See console — the single place a business buys anything from Luck Incorporated. One login, one balance. It runs as a free Windows desktop app or in any browser at luckincorporated.com/app; a dedicated macOS app is not yet available, so Mac users run it in the browser.
The same console sells the other half of the advertising side: video ad slots inside Chance Infinite, our free sweepstakes app, at a flat $100 per contest, plus packs of completed player surveys. Those are the opposite motion to Impressions — instead of sending your message out to creators' audiences, you put your video in front of an audience that opted in to watch it. Both are billed from the same balance, and the pricing page lays out what each one costs.
Creators work from the Impressions app on the other side of the exchange. If you are here as a creator rather than a business, the creator side of Impressions is the page you want.
Questions businesses ask
How much does it cost to hire UGC creators?
You decide. A campaign has no list price: you set the total budget you are willing to spend and the maximum any single video may earn, and that budget is the entire cost. There is no platform fee, no monthly subscription, no agency margin and no close-out fee. The one floor is the entry point — the per-video ceiling starts at $400 and a campaign's budget starts at $800, so the smallest campaign is $800. Budget that never pays out to a video is refunded to you in full, so the amount you set is a ceiling rather than a bill.
How do I hire UGC creators without an agency?
You write one brief describing your business and what you want creators to convey, set a total budget and a maximum for any one video, and publish the campaign. Creators browse open campaigns and choose yours. There is no sourcing, no casting call, no contract to sign per creator and no retainer, because the campaign itself carries the terms every creator works from.
Do I have to negotiate a rate with each creator?
No. The campaign sets the terms once and every creator works from the same ones. What any individual video earns depends on the organic views it gets, up to the per-video maximum you set, so there is no rate to argue over and no reason to price one creator differently from another.
Can one video take my entire campaign budget?
No, because you set a maximum any single video may earn when you create the campaign. A video that performs far beyond expectations stops earning at that ceiling, so one viral post cannot drain the campaign and leave nothing for the rest of the videos you commissioned.
How do I know the videos are actually about my business?
Every submission is checked against your brief before it can earn anything — what is shown in the footage and what is said in the audio. Content that does not genuinely address the brief earns nothing. Borderline cases go to a human reviewer rather than being decided automatically, and you see the top-performing videos and what each one earned.
What stops a creator from buying views and charging me for them?
Payment is calculated on organic views only. When the view count is read from the platform, the platform's own traffic-source breakdown is read alongside it and views that came from paid promotion are excluded from the payable total. Engagement patterns and the shape of view growth over time are checked as well, and anything suspicious is frozen for human review before any money moves.
What happens to budget my campaign doesn't spend?
It is refunded to you in full. There is no close-out fee and no breakage. Your budget is held up front and released only as videos actually perform, so anything the campaign does not pay out to a video comes back to you.
Where do the videos get posted, and do they stay up?
On the creator's own YouTube or TikTok channel, under their own name. The arrangement is that the creator posts it there and keeps it up, and nothing removes it when the campaign closes — but it is their channel and their post, so it stays up at their discretion rather than under a guarantee from us. Instagram and X are planned after launch.
Can I run a UGC campaign yet?
Yes. Download the free B2See console, add a card on file, claim your ticker and publish your brief — your campaign goes live on the exchange as soon as it is funded, alongside the Chance Infinite ad slots and player surveys sold in the same console. United States, 18+.
Get the console, write the brief
Campaigns are created in B2See — the same place you buy Chance Infinite ad slots and player surveys. The console is free, the exchange is open, and your campaign goes live as soon as it is funded.
I have a business
Run UGC campaigns from the free B2See desktop console, alongside your ad slots and surveys. One login, one balance.
Free Windows app · macOS not yet available
I make content
Wrong side of the exchange? Creators browse campaigns, post to their own channel, and get paid on the views a video earns.
Read the creator side · iOS first
The UGC Campaign Exchange is open — campaigns run from the B2See console alongside ad slots and surveys. The Impressions creator app for iOS is on the App Store. Both sides of the exchange are described on the UGC Campaign Exchange overview.