Choosing the right UGC creator for paid ads in Saudi Arabia involves more than finding an attractive video. It means selecting someone who can present your product in a way that resonates with your target audience and supports your campaign goals. This guide covers how to find and evaluate creators, agree on usage rights, and test content before scaling your ads.

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What does this article cover

Define Your Campaign Goals Before Choosing a Creator

Choose Content That Resonates With Saudi Audiences

Choose the Right Collaboration Model for Your Needs

Prepare a Clear Creative Brief

Agree on Production Costs and Paid Advertising Usage Rights

Review Advertising Requirements and Relevant Licenses in Saudi Arabia

Start With a Small Test Before Scaling

Pre-Contract Checklist and Questions for UGC Creators

Frequently Asked Questions About Hiring UGC Creators for Paid Ads in Saudi Arabia

Contact Gravity Marketing

Define Your Campaign Goals Before Choosing a Creator

Before hiring a UGC creator for paid ads in Saudi Arabia, define your main campaign objective and target audience. Do you want to introduce a new product, demonstrate how it works, or encourage purchases? A clear objective helps you choose a creator who can deliver the right message instead of relying on video appearance or follower count alone.

You should also decide which platform will carry the video, as content style and presentation may vary across platforms. Read our guide to choosing the right social media platform for influencer campaigns to help identify the best fit for your audience before looking for a creator who can deliver your campaign objectives. ط

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Where to Find UGC Creators in Saudi Arabia

You can find UGC creators in Saudi Arabia through several channels, depending on your campaign requirements and the number of videos you need.

1. Through the Gravity Creator Network

Explore the Gravity Creator Network and look for creators based in Saudi Arabia who use TikTok. Review their portfolios and shortlist candidates whose style fits your product and target audience.

2. Work Directly With an Independent Creator

Search TikTok and Instagram for creators who produce product reviews, demonstrations, unboxing videos, or relevant lifestyle content. Contact suitable candidates directly to discuss the concept, fee, delivery date, and paid-ad usage rights. They do not necessarily need a large following if you only need them to produce videos rather than publish content on their own accounts.

3. Search Creator Communities

Explore creator communities on social media where Saudi creators share their work or express interest in brand collaborations. Request relevant samples and confirm that they can meet your production requirements before agreeing to work together.

4. Work With a Specialist Agency

If you need several creators or multiple video concepts, an agency may help shortlist talent, organize the creative brief, and coordinate production, revisions, and delivery. Before signing, confirm the services provided and which usage rights are included.

Tip: Choose creators based on video quality, dialect and audience suitability, and their ability to follow the brief—not follower count alone. Agree on paid-ad usage rights before production begins.

Evaluate Creators From an Advertising Perspective, Not Just by Their Portfolio

Attractive videos are not enough when choosing a UGC creator for paid ads. You also need to assess whether their content is suitable for advertising. Review video and audio quality, on-camera delivery, and the creator’s ability to present the product clearly and communicate its benefits in an engaging way.

Check whether they can open with a strong hook in the first few seconds, demonstrate the product persuasively, and finish with a clear call to action (CTA), such as making a purchase or visiting your website. Ask for different examples of their work to see whether they can produce varied ad concepts rather than relying on a single successful video.

You can also read our guide to improving the first three seconds of UGC video ads for ideas on capturing viewers’ attention from the start.

Tip: If you are choosing between several creators, ask each shortlisted candidate to produce a test video using the same creative brief. Compare execution quality, message clarity, and suitability for paid ads instead of judging their portfolios alone.

Choose Content That Resonates With Saudi Audiences

Choosing a UGC creator for paid ads in Saudi Arabia involves more than video quality. It also requires assessing how well the creator’s content fits the target audience. An ad that works for one market may not perform the same way with Saudi consumers, as customer needs, product-use contexts, and communication preferences can vary by audience segment and product category.

To select suitable content, focus on the following:

1. Consider the dialect and communication style

Choose a creator who can communicate naturally in a style that suits your target audience. A Saudi dialect may make the message feel more familiar, particularly when targeting audiences who prefer locally relevant content. However, not every ad needs the same dialect; Modern Standard Arabic, a more neutral Arabic style, or another suitable language may work better depending on the audience and product.

The priority is clear, natural delivery. The creator should also pronounce product names and relevant terms correctly and communicate the message without sounding as though they are simply reading a script.

2. Use examples that reflect audience needs

Rather than listing product features, choose an ad concept that shows how the product could help in a realistic situation. For example, a home product could be demonstrated during an everyday task, while a skincare video could explain how to use the product and communicate relevant product information without making unsupported treatment claims or promising unverified results.

The goal is to connect the product with a specific customer need instead of presenting generic benefits. Choose examples based on your actual target audience rather than broad assumptions about Saudi consumers.

3. Match the content style to the target segment

Different Saudi audience segments may respond to different advertising styles. Content aimed at younger audiences might use a faster pace and a more casual delivery, while a product that requires explanation may benefit from a video demonstrating how it works and addressing common customer questions.

Before selecting a creator, define your target audience and identify what customers need to understand before purchasing. Then review the creator’s previous work to determine whether they can communicate the message effectively to that segment.

4. Choose creators for their advertising skills, not their follower count

If your goal is to produce videos for your brand’s paid ads, follower count is not the primary selection criterion. Instead, assess the creator’s ability to explain the product, demonstrate its use convincingly, follow the creative brief, and produce content that your brand can test and edit within the agreed usage rights.

If the campaign also involves publishing the video on the creator’s own account, evaluate additional factors, including audience relevance, geographic reach, and whether the audience profile aligns with your campaign objectives.

Tip: Before signing an agreement, assess how well the creator’s style fits Saudi audiences by reviewing their portfolio, communication style, and product demonstrations. If you are comparing several candidates, ask each to produce a test video using the same creative brief so you can compare execution quality and audience suitability rather than relying on personal impressions alone.

Choose the Right Collaboration Model for Your Needs

Once you have defined the type of creator you need, choose a collaboration model that fits your campaign size, available time, and internal resources. Not every brand needs the same setup. If you only need one video to test a new ad concept, working directly with an independent creator may be enough. If you need multiple videos with different creative angles, a creator network or specialist agency may help organize production and coordinate deliverables.

1. Work Directly With an Independent Creator

This option works well if you already have a clear ad concept and can manage communication, the creative brief, and video reviews yourself. You will contact the creator directly and agree on the number of videos, fee, delivery date, revision rounds, and usage rights for paid advertising.

Best suited for: Brands that need a limited number of videos and have time to manage production themselves.

2. Use a Creator Network

A creator network can help you discover potential candidates, compare their styles, and shortlist creators who fit your product and campaign requirements. For example, you can explore the Gravity Creator Network to find creators and review their available profiles and work samples.

However, a Saudi creator listed in a network is not necessarily experienced in producing UGC for paid ads. Review their portfolio and confirm that they can deliver the specific video format you need before proceeding.

Best suited for: Brands that want to expand their shortlist and compare creators across different content styles and categories.

3. Work With a Specialist UGC Agency

If your campaign requires a large volume of videos, multiple creative concepts, or ongoing coordination across several creators, a specialist agency may help with creator selection, creative briefs, production follow-up, revisions, and delivery, depending on the agreed scope.

Before signing, clarify exactly what the service includes. Is the agency responsible only for sourcing creators, or does it also handle concept development, scripting, content review, original file delivery, and paid-ad usage rights?

Best suited for: Brands that need a structured, multi-video production process and want to spend less time managing each creator individually.

Tip: Compare collaboration models based on the number of videos you need, your available time, the level of support required, and the usage rights included. Most importantly, confirm the total cost and each party’s responsibilities before production begins.

Prepare a Clear Creative Brief

A creative brief explains what you want the ad to communicate and how you envision the video. Clear instructions help the creator turn your idea into content that fits your brand without having to guess essential details during production.

Include the following elements in your brief:

Core concept: Define the main message viewers should take away from the video.
Product presentation: Specify whether the video should demonstrate how the product works, explain a particular feature, or answer a common customer question.
Script and key points: List the information that must appear, along with any claims or statements that must be avoided.
Technical requirements: Set the approximate video length, required aspect ratio, and whether you need voice-over, on-screen text, or raw footage.
Creative references: Share examples that illustrate the pacing or filming style you want, explaining which elements should inspire the creator rather than be copied directly.
Review and delivery: Set the deadline, explain how drafts should be submitted, and identify who will approve the final version.

It is also helpful to create a separate brief for each ad concept instead of using the same generic instructions for every video. For example, if you are promoting a kitchen tool, one video could demonstrate how to use it, while another could focus on the problem it solves. This allows you to test different advertising angles rather than producing videos that communicate essentially the same message.

For more guidance on planning UGC content, read our complete guide to user-generated content (UGC).

Agree on Production Costs and Paid Advertising Usage Rights

Before a UGC creator starts producing videos, agree on the total cost, required deliverables, and rights to use the content in paid ads. Video production fees do not necessarily include advertising usage rights, so these details should be clear from the beginning to avoid unexpected costs or disagreements after delivery.

1. Define What the Production Fee Includes

Ask for an itemized quote that explains which services are included rather than relying on a single total price. Agree on the number and length of videos, and whether the fee covers scripting, filming, editing, revisions, and raw footage delivery. Clarify how many revision rounds are included and what additional requests may cost.

2. Agree on Paid Advertising Usage Rights

Make it clear from the start that the videos will be used in paid ads, not just for organic posting. Specify the permitted platforms, target markets, usage period, and whether the brand can edit the videos or reuse parts of them in other ads.

If the campaign requires the video to run through the creator’s own account, agree separately on the required permissions and access period, as these may not be included in the rights to the delivered video. If you need exclusivity that prevents the creator from producing content for competing brands, define its scope, duration, and conditions in the contract.

3. Review the Agreement Before Production Begins

Before approving the quote, make sure the costs, usage rights, delivery dates, payment terms, and additional revision fees are documented in writing. If you plan to use the videos for a longer period or in future campaigns, discuss the possibility and cost of extending the usage rights before signing.

You can also review our guide to the key elements of influencer marketing contracts: deliverables, usage rights, and exclusivity to understand which terms deserve attention before signing an agreement.

Tip: Compare creator proposals based on the total cost relative to the deliverables and usage period, not just the video production fee. The lowest-priced option may not be the best fit if paid advertising rights or required files are excluded.

Review Advertising Requirements and Relevant Licenses in Saudi Arabia

Before launching an ad in Saudi Arabia, check the regulatory requirements related to the content, publishing method, and product category. There is an important distinction between hiring a creator to produce a video for the brand and having the creator publish promotional content on their own social media account.

1. Check the Requirements for a Mawthooq License

If the campaign involves the creator publishing advertising content on their own accounts, verify whether the Mawthooq licensing requirements apply and whether the relevant license and associated accounts are valid. If the creator’s role is limited to producing a video for the brand’s own ads, do not automatically assume the same requirements apply. Check how the activity is classified and how the content will be used before signing an agreement.

2. Review Advertising Claims and Disclosure

Review the script before approving the video. Product information should be accurate and substantiated, and the content should not include misleading promises or unsupported claims. If the video involves a paid collaboration or brand promotion, check the advertising disclosure requirements applicable to the publishing method and platform.

Also, make sure the creator does not present a personal endorsement or product experience as genuine if they have not actually tried the product.

3. Check Advertising Requirements for Your Product Category

Some products, particularly food, health products, medicines, and medical devices, may be subject to specific advertising approvals and restrictions. Before filming or launching the campaign, verify the requirements applicable to the product category and ensure that the claims in the video are permitted.

Tip: Include licensing and advertising-claims checks in your video approval process before launching the campaign. Agreeing on production and usage rights does not automatically mean the ad meets all applicable regulatory requirements.

Start With a Small Test Before Scaling

Instead of commissioning a large number of UGC videos and running them all as ads immediately, start with a small set of videos featuring different creative angles. Test them with your target audience to identify which approaches are worth investing in before increasing your campaign budget.

1. Test Different Ad Concepts

Start with videos that present the product from different angles. For example, one video could demonstrate how to use it, another could focus on a specific benefit, and a third could answer a common customer question. Try changing one element at a time, such as the opening hook or main message, so you can better understand what may have influenced the results.

2. Choose Performance Metrics Based on Your Campaign Goal

Not every successful video delivers the same outcome, so define the metrics you will use to evaluate performance:

Click-through rate (CTR): Helps you assess how effectively the ad attracts viewers’ attention and encourages clicks.
Cost per click (CPC): Shows the average cost of generating an ad click.
Cost per acquisition or action (CPA): Helps measure the cost of achieving the desired action, such as a completed purchase, when that is your campaign objective.
Return on ad spend (ROAS): Measures the revenue attributed to advertising relative to ad spend, when reliable revenue tracking is available.

Choose metrics that align with your objective. If your goal is sales, do not rely on views or engagement alone.

3. Improve Ads Based on the Results

Once the test period ends, compare the videos in the context of the campaign objective, budget, audience, and delivery conditions. If a concept shows promising results, test additional variations or increase spending gradually while monitoring performance. If results are weak, review the message, opening hook, or product presentation before committing more budget.

Keep in mind: Ad performance does not depend on the creator alone. Pricing, the offer, the product page, targeting, and budget can all influence results. Use testing to identify what needs improvement rather than judging a creator based on a single ad’s performance.

Start With a Pilot Project Before Scaling Production

Instead of committing to a large batch of UGC videos from the beginning, start with a small pilot project to check whether the creator fits your brand’s workflow and can deliver the required content to the agreed quality and timeline.

During the pilot, focus on three areas:

Following instructions: Did the creator follow the creative brief accurately, including key messages and technical requirements, without needing repeated clarification
Responding to feedback: Did they understand and implement requested revisions correctly within the agreed scope
Delivering usable files: Did they provide the video in the required format and dimensions, along with any agreed additional files, so it is ready for ad setup

Once the pilot is delivered, evaluate the overall working experience, not just the finished video. If communication was clear, execution was organized, and deliverables met the agreement, you can gradually commission more videos. If recurring issues arise with compliance or delivery, address them before expanding the collaboration.

Tip: Agree on the pilot fee, deliverables, deadline, and video usage rights in advance. This lets you evaluate the working relationship before committing to a larger production budget.

Pre-Contract Checklist and Questions for UGC Creators

Before hiring a UGC creator for paid ads in Saudi Arabia, review the details that could cause misunderstandings during production or after delivery. Use this checklist to make sure both parties understand the requirements and responsibilities before work begins.

Pre-Contract Checklist

Deliverables: Are the number, length, format, and required files clearly defined Scripts and revisions: Are script approval, revision rounds, and additional revision fees agreed upon Timeline: Are filming, delivery, and final review dates clear Usage rights: Does the agreement specify the duration of paid-ad usage, permitted platforms and markets, and rights to edit or reuse the videos Costs and payment: Are the total fee, payment schedule, and any additional charges documented Approvals and responsibilities: Is it clear who will review and approve the content and verify applicable advertising requirements

Questions to Ask Before Hiring

Have you produced similar videos for this type of product or advertising campaign
Can you follow the brief while suggesting creative improvements when needed
Which files will you deliver after production, and will raw footage be included
How many revisions are included in the fee, and what do additional revisions cost
Are paid-ad usage rights included? What are their limits and duration
What is the production timeline, and how do you handle delays or revision requests

Tip: Document all answers and agreed terms in a written contract or agreement rather than relying on verbal conversations alone. This helps reduce misunderstandings and keeps expectations clear from the start through final delivery.

Frequently Asked Questions About Hiring UGC Creators for Paid Ads in Saudi Arabia

Does a UGC creator need a Mawthooq license

It depends on the creator’s activity and how the content will be used. Producing a video for a brand is different from publishing advertising content on the creator’s own account. Check the current regulatory requirements applicable to your specific arrangement before starting the collaboration.

Contact Gravity Marketing

Looking for UGC creators for your paid advertising campaigns in Saudi Arabia? The Gravity Marketing team can help you explore creator collaboration opportunities that align with your campaign needs.

Phone: +20 101 492 2711
Phone: +20 155 512 3155
Email: info@gravity-media.net
Contact the Gravity Marketing team
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How to Hire UGC Creators for Paid Ads in Saudi Arabia: Step-by-Step Guide