In conversation with Cult Creative: How to start as a content creator
The future of co-creation

We’re going to go out on a limb and say that you’ve probably seen a content creator or influencer rave about a product or service which in turn, led you to try it out for yourself. This is known as user-generated content (UGC) and it refers to any type of content such as videos, photos, reviews, or written works, created by individuals rather than the brand itself or marketing professionals to be shared on social media platforms.
Why is user-generated content (UGC) becoming more popular?
In this current social media climate where users are often bombarded with ads, options, and noise, people crave authenticity and relatability, which is why UGC works so well. Further, the beauty of it is that anyone can post UGC. This means if you love making engaging and informative videos, crafting creative storyboards, or simply giving your opinions online about something, you can be a UGC creator too—and make a steady living out of it.
View this post on Instagram
According to Rakuten Insight in 2023, 67 per cent of Malaysians have interacted with UGC, highlighting a huge presence of UGC creators in the country with the numbers only set to significantly increase in the coming years with popular platforms such as TikTok, Instagram, and YouTube leading the charge. With social media, a UGC creator is fast becoming a viable occupation as it can offer a sustainable income and flexible work hours.
You might be thinking of becoming one too, but it’s not as easy as simply recording yourself on your phone and posting it online. To truly become a fully-fledged UGC creator, there are many professional matters you have to consider: how to price your services, how to find brand campaigns, how to keep track of your ongoing projects, and how to collect payment (nobody likes chasing), just to name a few.

This is where Cult Creative comes in. The digital platform aims to connect brands with the right content creators and has unveiled its all-new Creator Platform to help them in their UGC journey. Ahead, we speak to co-founders Shermaine Wong and Lina Esa on how Cult Creative and its Creator Platform are disrupting the UGC space and what it means to create impactful content online.
How did the idea for the Creator Platform come about?
Shermaine Wong: We learned from our data that a larger number of brands were looking for content creators and social media content. Further, a large pool of our network were content creators looking for gigs.
We also realised that there was a gap in Malaysia’s content creation sector where content creators struggle to gain visibility and connect with brands.
Lina Esa: It is Cult Creative’s long-term vision to build an inclusive ecosystem in content creation where creators can thrive and collaborate globally while also helping brands tap into diverse creative minds to tell their stories more authentically.
Ultimately this can also contribute to more job opportunities in digital marketing by 2025, directly contributing to the economy.
View this post on Instagram
SW: While the digital marketing sector in developing countries typically contributes around 6 to 10 per cent of GDP, Malaysia lags at just 2 per cent. Cult Creative is stepping up to change this. Thus, we aim to increase the digital marketing sector’s contribution to GDP by fostering a sustainable ecosystem for creators and brands and elevating its GDP contribution in the upcoming years by surpassing 25.5 per cent.
How does Cult Creative’s Creator Platform change up the game for content creators?

SW: Cult Creative has always believed in the power of creative work, and the people who have the potential to produce quality work: so we wanted to empower them to find brand deals easily, get work without admin hassle and enable them to earn quickly and easily.
At the same time, digital marketing is evolving. We noticed the landscape of content creation is shifting from ad hoc gig work to a more structured and professionalised sector. The Creator Platform aims to address the growing demand for high-quality, niche-specific content in this industry. By positioning content creation as an important and respected field within digital marketing, we aim to elevate the industry and empower creators to thrive.
Cult Creative strives for an efficient payment process for creators by ensuring the payment is paid out within 30 days, compared to the industry standard which is 60 to 90 days.
How does the Creator Platform aim to empower fellow creatives in their UGC journey?

LE: With our Creator Platform, creators can focus on creating their content in the way they love most and continuously develop and grow themselves through their work while receiving fair and timely compensation for their service.
The features we provide to the creators in our Creator Platform will give them a sense of security financially and through opportunities as well. They will receive better visibility of their work, setting the creators for life by providing great brand deals with an ideal salary.
With our Creator Platform focusing on UGC, creators would be more comfortable creating content that is more aligned with their style, giving out pure authenticity for their viewers, especially with features such as professional media kits, personalised campaign matching, and feedback management from our platform that ensures a match between the projects and the creators. This fills them with confidence to take on this line of work.
Please share why you think UGC is the way to go on social media right now.
View this post on Instagram
LE: UGC feels more relatable and trustworthy than branded content as it reflects real experiences. This aligns with the majority of consumers who prefer genuine and authentic recommendations over curated ads.
Let’s take TikTok shop as an example. Statistics show that 58 per cent of their users purchase items on TikTok shop as it personalises the content based on the algorithm of the users, connecting them with brands that suit them. In addition, businesses can opt for a feature that allows affiliate marketing with content creators to promote their products.
This user-generated content can be largely attributed to the influence of social media which supports the aim of Cult Creative and the need for a Creator Platform.
What is missing right now in the content creator landscape? And how does Cult Creative seek to fill that?
SW: Creators often find it challenging to translate visibility into sustainable income despite the booming market due to several factors such as having struggled to price their talent and content appropriately or receiving low-ball offers from brands.
Gig workers like content creators often face challenges in achieving financial stability. Since content creation is typically considered a gig-based job, many influencers experience unpredictable income streams, making it difficult to plan for the future. This also compounds other financial challenges, such as tax management and fulfilling obligations such as retirement saving plans or even insurance coverage.
To address this issue, Cult Creative is committed to empowering creators both financially and professionally. Our upcoming initiative, CultPay aims to tackle these challenges by introducing a performance-based credit scoring mechanism.
This innovative system aims to provide creators with better financial opportunities, helping them secure their future while continuing to excel in their content creation careers.
How is Cult Creative’s database of creators different from what netizens are used to seeing?

LE: Our profile feature has been reimagined as a “media kit” for creators. This enables the creator to showcase their engagement rate on their content as well as the top-performing ones, something that isn’t apparent when viewed on the actual platform.
This helps in our process of selecting the right creator in the right niche who has engaging content, to align with the brands’ vision and target audience, ensuring a more genuine connection with the intended consumers.
We’ve tapped into creators who despite not being prominent follower-wise, can still deliver quality genuine content that resonates with their audiences. This enables brands to choose the most suitable and relevant creators subsequently giving these creators more exposure in the creator world.
In your opinion, what makes for good content online?
SW: Authenticity, as audiences value genuine voices that reflect transparency and individuality. With UGC, content creators can produce authentic and genuine content, making it more relatable and easier to build trust with the audience.
View this post on Instagram
LE: High-quality visuals and interesting storytelling always help content stand out among the oversaturated feed. UGCs will allow creators to curate their content based on their creativity, putting out diverse content that will attract the targeted audiences.
With the launch of the Creator Platform, what does Cult Creative hope to spark within the creative community?
SW: We aim to assist creators by providing them with the right tools, resources and mentorship to help them approach their work with a stronger business mindset. With features such as professional media kits, automated workflow and streamlined communication, this can be fulfilled.

LE: We also hope to amplify authentic voices across industries by allowing creators to share stories that resonate with different audiences. By encouraging inclusivity, we and the platform aim to support creators from all backgrounds and niches. Our Creator Platform allows the discovery of new campaigns and personalised campaign matching to connect creators with brands based on their niches, aligning with their target audience and content.

The innovation of our Creator Platform empowers our local talent and creators in the content creation community. With Cult Creative aiming to grow internationally, local creators will be able to venture into international markets.
For more career-related reads, head here.
SHARE THE STORY | |
Explore More |