UGC (user-generated content)
Content made by customers or creators, rather than the brand, and used by the brand.
Also called: user-generated content, UGC creator
UGC once meant posts customers made on their own. It now also means content a brand pays creators to make without posting it to their own audience: the creator films a product video, and the brand runs it as an ad or on its own channels.
For a UGC deal the creator's follower count matters much less than the quality of the video and the rights attached to it. Price it on the content and the usage, not on reach, and write down exactly where and for how long the brand may use it.