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The Rise of a Six-Figure Side Hustle in User-Generated Content
Kelly Rocklein didn’t let her layoff from a high-paying marketing job in August 2023 stop her. Instead, she saw it as an opportunity to transition her side hustle into a full-time career. For years, Rocklein had been creating user-generated content (UGC) videos, which are often used by brands in social media ads or product reviews. These videos showcase real customer experiences and can be powerful tools for marketing.
Rocklein, now 30, lives in Bend, Oregon. She started working with influencers and creating UGC videos in her early 20s. At the time, she described the influencer world as “the wild west.” In 2018, she was fired from a role as a creative director for a YouTuber, and later sued him for wrongful termination. This experience made her seek more stability, leading her to take a corporate job at a marketing agency in 2018.
She returned to UGC in 2020, but the journey wasn’t without challenges. By 2021, she had accumulated $25,000 in debt from a failed startup. However, this setback only fueled her determination. By 2022, her side hustle was bringing in over $142,000 annually through referrals, according to documents reviewed by CRMFeedMake It.
The UGC industry is part of the broader $19.8 billion global influencer marketing market, valued at $7.62 billion in 2024. Rocklein has since expanded her work, running a consulting business called UGC Pro that helps companies develop their UGC strategies. She also offers video courses and mentoring services for aspiring UGC creators.
Understanding the UGC Industry
Creating UGC differs from being an influencer. While influencers often rely on their social media following, UGC creators need to pitch themselves directly to brands, write compelling scripts, and film and edit videos promoting products or services. Rocklein estimates that her business and personal UGC work brought in $233,000 in revenue in 2024. She worked up to 30 hours per week, with her fiancé, Shane Murphy, as the sole other employee.
In 2025, UGC Pro hired two contract employees, and the company’s profit margin remains between 80% and 85%. Rocklein feels confident about her career choice, stating that she’s never felt safer financially or professionally.
Tips for Replicating Success
Rocklein believes that the success of her UGC side hustle is replicable. She emphasizes that while the job isn’t easy, it has a low barrier to entry. Anyone can start, but those with a background in marketing may find it easier to succeed quickly. For instance, a marketer might secure their first client within a week, whereas someone without prior experience could take three months to build a sustainable income.
To start, the costs are minimal—just a phone with a camera, a basic microphone, and a light source. A portable tripod and ring light can also help improve video quality.
Networking is crucial for finding clients, whether through in-person interactions or cold pitches. Rocklein advises being personable and genuinely interested in others. Engaging in conversations and asking questions can lead to meaningful connections. She notes that even small interactions can have long-term benefits, as people often move on to new opportunities.
Comparing UGC and Influencer Marketing
While UGC and influencer marketing share some similarities, they differ significantly in terms of cost and efficiency. Brands often prefer UGC because it’s more cost-effective. A UGC creator with intermediate experience can charge between $500 and $750 for a 20- to 60-second video. In contrast, influencers may charge up to $2,000 for a single post on their personal accounts.
As platforms like TikTok continue to grow, the demand for video content is increasing. This trend highlights the value of human-created content, even as artificial intelligence becomes more prevalent. Rocklein believes that UGC will become more competitive, but as long as creators deliver results for brands, they will remain valuable.
Final Thoughts
Rocklein’s journey shows that with dedication, networking, and a clear understanding of the market, anyone can build a successful UGC side hustle. Her story serves as an inspiration for those looking to transition from traditional jobs to more flexible, entrepreneurial careers. Whether you’re a marketer or someone with no prior experience, the key to success lies in persistence, adaptability, and a willingness to learn.
