What is a UGC marketplace and how to choose the best one in Spain?
A UGC marketplace is a digital platform that connects brands and agencies with user-generated content (UGC) creators. Unlike a traditional agency, a UGC marketplace allows companies to access a wide network of verified creators, publish collaboration offers, manage the entire production process, and receive ready-to-use content — all from a single place.
The UGC marketplace concept has grown exponentially in recent years. According to industry data, the UGC content market in Spain reached 781 million euros in 2024, with projections pointing to 2 billion by 2030. This growth reflects a fundamental shift in how brands produce content: from large internal productions to agile collaborations with independent creators who understand the platforms and connect with audiences naturally.
How does a UGC marketplace work?
The operation of a UGC marketplace is straightforward. The brand creates an offer detailing what type of content it needs: TikTok videos, product reviews, lifestyle photos, unboxings, tutorials, or any other format. Creators registered on the platform review available offers and apply to those that match their profile and style. The brand selects the best-fit creator, the creator produces the content following the brief, and the brand reviews and approves it before payment is released.
This model has clear advantages over direct hiring or working with agencies. The first is scale: a UGC marketplace provides immediate access to hundreds of creators with different styles, specializations, and price ranges. The second is efficiency: the entire process — from finding the creator to payment — is managed on a single platform, eliminating the need for individual negotiations, separate contracts, and manual bank transfers. The third is security: payments are protected, content is delivered through the platform, and there are review and dispute resolution mechanisms.
Types of collaboration in a UGC marketplace
Modern UGC marketplaces offer different collaboration models tailored to each brand's needs. Product Seeding UGC involves sending products to creators so they generate organic, natural content without rigid scripts. It's ideal for brands seeking content volume and message validation. Gifted UGC allows collaborating with creators who produce content in exchange for receiving the product, perfect for high-value items or those with a strong aspirational component. And Paid UGC is the compensated model, where the creator receives financial compensation based on the content type, duration, and usage rights. Brands seeking strategic and reusable content typically choose this model.
What to look for in a UGC marketplace
Not all UGC marketplaces are the same. When choosing the right platform for your brand, there are several key factors to evaluate. Creator quality is fundamental: are they verified? Do they have visible portfolios? Are there ratings from other brands? A good marketplace filters and verifies its creators to guarantee a minimum quality standard.
Project management is also important. The platform should offer tools to communicate with the creator, send briefs, review drafts, and request changes without leaving the environment. Revision rounds are essential: being able to request adjustments to content before approving it ensures the final result aligns with your vision.
The payment system is another differentiator. A serious UGC marketplace manages payments securely, holding the amount until the brand approves the content. This protects both the brand and the creator and eliminates the uncertainty of upfront payments.
Finally, geographic specialization can be decisive. If your brand operates in Spain, working with a marketplace that has local creators who understand the Spanish market and create content in Spanish makes a significant difference in authenticity and content relevance.
UGC Slalom: the leading UGC marketplace in Spain
UGC Slalom is the first UGC marketplace specialized in the Spanish market. With over 600 verified creators, the platform connects brands and agencies with local creative talent to produce authentic, professional content ready to use on any channel.
The platform offers all three collaboration models — Product Seeding, Gifted, and Paid UGC — and manages the entire workflow: offer publication, creator selection, product shipping, content production, revisions (up to 3 rounds included), and secure payments through an integrated wallet system.
Over 90 companies already use UGC Slalom to produce content that converts. The data speaks for itself: campaigns with UGC content generate up to 29% higher conversion rates than traditional advertising, and brands that work with creators on a recurring basis report up to 50% reductions in production costs.
How to get started with UGC Slalom
The process is simple: create a free account, publish your first offer with the details of the content you need, and creators start applying. You select the best match for your brand, coordinate production, and receive professional content in a matter of days. No commitments, no subscriptions, no intermediaries.
If you want to discover how UGC content can transform your marketing strategy, request a personalized quote and start working with Spain's best creators.