Today we’d like to introduce you to Millicent Downward.
Hi Millicent, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
During my years at college, I worked part-time at McDonald’s to save money to go to Australia for four months. I saved pretty much every penny and quickly discovered how much I would hate to spend my life in a job I hated. Working there got me to Australia, but that was all I wanted it to get me. Before I left, I quit my job so that when I came back home I could look for something I would actually enjoy — and honestly, something that would make it possible to earn a good amount of money so I could live the life I wanted to.
So one day, while doom-scrolling, I came across people getting free products and PR packages just by emailing brands. I’ll admit, I naively thought, “This looks like an easy way to get some free stuff.” I quickly learned otherwise.
The idea of getting freebies from my favourite brands eventually turned into UGC. As a Christian, I also prayed about this. I wanted to make sure that I was following God’s will for my life, not my own, because His way is always better. At the beginning it was hard going. There was a lot of input for basically no return. One day I was praying again, asking God if this was really where He wanted me, and then He (inaudibly) said, “Let’s do this, my girl.” That was what I needed to keep going.
I bought a UGC educational package and learned a lot. I started out with most videos being almost three minutes long, which anyone who knows anything about social media knows is about 100x too long. I also found it difficult to make my videos look professional in terms of backgrounds, lighting, and sound — but eventually I got there.
Then, about seven months in, I landed my first paid collaboration. That was a big day. I had put so much work into building this, because you don’t only have to focus on pitching to brands you like. You also have to build an online presence — the more platforms the better. You have to build a community, create a portfolio, and become a professional marketer (still trying to master that one), all at the same time as being a relatable friend that everyone would trust, otherwise my videos would be useless to brands.
However, I got there. It was exciting — and a bit nerve-racking — because this time a brand was actually going to pay me for a video, so it had to be as perfect as possible.
Now, another seven months later, three more paid collaborations have come in, and it’s only now that it really feels like I’m on the up. It has taken me over a year to get to this point, but God has been faithful, and it’s very exciting to see what is next in store.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has definitely not been a smooth road. The biggest challenge with starting UGC is how much work you put in for no pay. Everyone loves to tell you that you’ll make your first £1,000 in a month, and that is barely ever the case. Of course, there may be some people who do, but that’s not the most common experience.
I have spent hours, days, weeks, and months filming and editing videos for brands that haven’t even hired me. I have pitched to countless businesses that almost every time either don’t see it, leave me on read, or say they’re just not looking for creators at the moment.
I can barely ever go on my phone without feeling the need to pitch to yet another brand that has found its way onto my feed. It has been exhausting.
And if I’m being really honest, it’s also hard to tell people what I do for a living because I feel like I’m always waiting for backlash or that look down the nose — “Oh, so your job is social media?” — while they’re thinking, “That’s not a real job. You don’t even have to work that hard. You have it so easy.”
I am happy to say that that response is not very common, but it still goes through my mind every time someone asks what I do for work.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I am a UGC creator. UGC stands for User-Generated Content, which means it is content created by someone who has actually tried a product or service, enjoys it, and shares their opinion about it. It’s supposed to feel like a video where your friend has just tried the viral TikTok product and discovered that it really is worth the hype.
At the same time, my UGC page also doubles as a place where I share parts of my personal life — from my journey with running, to sharing about Jesus, to being transparent about my Type 1 diabetes diagnosis last year.
For the UGC side of things, my videos are still meant to be professional — it’s all about finding the right balance. The content should feel like the girl next door talking to you about a new cleanser that genuinely made her skin glow, while at the same time painting a beautiful picture that makes the viewer want to find out where they can purchase it.
Therefore, I specialise in creating and producing videos that stop the scroll and convert audiences into future customers. Every video needs a hook. Whether it’s something spoken, a visual moment, or text on the screen, there needs to be a “stop and look” moment within the first three seconds. Then the video needs to move quickly — but slowly enough to communicate the important benefits of the product. Finally, it needs to end with a CTA (Call to Action), the part that encourages the viewer to go straight to the link to shop for the must-have item.
But of course, that structure is fairly generic. The reason I’m different is because I bring genuine joy to the table. If I love your product, I’m going to show it.
You’ll be able to tell from the huge smile on my face and the enthusiasm I bring to every video. I’m also transparent — I’m honest about what I review and I highlight the genuine pros of a product and why it fits into my life.
Another feature that sets me apart is my experience with Type 1 diabetes. Whether it’s a beauty product or a food product designed to help stabilise blood sugar, it’s something I bring to the table that allows brands to reach a wider audience while also helping a niche audience feel seen.
For example, people with Type 1 diabetes are not often represented in beauty industry campaigns. By including creators like me, brands can help people with Type 1 diabetes feel seen and represented by that company. When it comes to products specifically designed for Type 1 diabetics, it becomes even more important, because brands need real people to show the audience they are targeting that their product genuinely works in everyday life.
What I am most proud of is when someone with Type 1 diabetes finds my page and feels inspired. I was only diagnosed last year, and I have been very blessed to be surrounded by people who have encouraged and helped me continue living life as normally as possible. Along with a strong relationship with God, this has given me strength and peace during this crazy time. However, many people with Type 1 diabetes struggle to believe that they can do that. That’s why I love it when I have the opportunity to show that they are not alone — whether that’s replacing a sensor on their arm every two weeks, or dealing with the stress of dosing insulin correctly for a meal only to see their blood sugar go high or suddenly drop into a hypo.
I believe that what truly sets me apart is how having God in my life allows joy, compassion, and authenticity to shine through my videos. I bring a genuineness that isn’t seen very often these days, and I am a hard worker, so brands won’t be disappointed with what I bring to the table.
Is there a quality that you most attribute to your success?
The characteristic most important to my success is honesty and relatability. Without honesty, I wouldn’t be trusted by the people I am trying to convince that a product or service is worth investing in, and without relatability I wouldn’t be able to give them a good enough reason why they should buy it. People purchase things in order to solve a problem they’re having; it’s my job to find that pain point and show them that there is a solution — and that I have already tried and tested it, so the question of whether it’s worth their money doesn’t even have to cross their mind.
Pricing:
- 1 UGC video – £150
- 3 UGC videos – £300
- 5 UGC videos – £480
- Rights usage after 3 mths – £30 per month
- Whitecast (posting to my own profile) – 60% base rate
Contact Info:
- Instagram: https://www.instagram.com/ugcbymillicent/
- Facebook: https://www.facebook.com/millicent.downward
- LinkedIn: https://www.linkedin.com/in/millicent-downward-0665543b6/
- Youtube: https://www.youtube.com/@Millicent_Downward
- TikTok: https://www.tiktok.com/@ugcbymillicent
- Other: https://uk.pinterest.com/Millicent_Downward/
Image Credits
Photos taken by Julian Downward
