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In this creator questionnaire, Syra shares how she went from brand management in the Philippines to freelancing in the UK, discovering UGC, and building a creator business rooted in storytelling, strategy, and real life.
What got you started on your freelancer, entrepreneurial journey?
I’ve always worn multiple hats, I’m both a UGC creator and a marketing girlie. But freelancing came first. I started my freelance journey 2.5 years ago after moving to the UK and leaving my corporate job in the Philippines as a brand manager. One of my freelance roles was as an Influencer Marketing Manager, and that was when I first worked closely with creators and discovered UGC. Seeing content being created from the brand side inspired me to step in front of the camera myself. What started as curiosity quickly became a creative outlet. Creating content gave me a new sense of freedom, I wasn’t just executing strategies anymore, I was becoming the brand. I learned how powerful it was to combine storytelling, visuals, and emotion into something people could actually connect with. It felt rewarding, and finally seeing myself in the work I was producing.
Now, other than growing my UGC business, I’m evolving from freelancing into building my own empire, The Creates Co, a social marketing collective, because marketing has always been my true passion, and now I get to own it fully.
What’s something people wouldn’t be able to find out about you by just looking at your Instagram?
I did post about this in one of my reels, in an intro video, that before all the UGC stuff began, I was behind the scenes in marketing for years. I’ve worked as a global brand manager for a pharmaceutical company, then moved into freelancing as a marketing consultant doing everything from social media to digital strategy for CEOs and brands. So while people may see content creation online, marketing has always been my foundation.
What was the biggest challenge when you first started creating content?
OMG, the cringe of it all! Confidence, or the lack of it! I overthought everything and worried about what people (especially friends and family) would think. The “cringe” was so REAL. But I realised I was being far too hard on myself. Once I let go of trying to be perfect and just showed up authentically, everything shifted.
What is the best piece of advice you received from a brand, fellow content creator, entrepreneur etc?
“Do you. Focus on one goal and commit to it.” I received this from one of the CEOs at UGC Growth Lab during a profile audit. They’ve worked directly with brands, so their insights really helped me understand what brands actually look for in creators, and that clarity changed everything for me.
What would you say you’re known for and HOW did you become known for that thing?
In my social media marketing business, clients always tell me I “make things pretty”, and I love that. When I have tasks to do, they always say 'prettify’ it :) From visuals to branding, it has been one of my roles to help brands show up online. That reputation came from years of hands-on marketing work and being detail-driven about how things look and feel in the digital space.
What has been the best part of becoming a freelancer/content creator that you didn’t expect?
I've been in marketing for over 13 years now, even before AI tools were a thing. I've seen the digital universe evolve. I never imagined that showing up online would become such a powerful income stream. I thought being behind the screen would bring me to a level of financial stability, it did in some moments, but UGC genuinely surprised me, some months I’ve earned more from content than I ever did in freelancing roles. Social media truly opens doors you don’t even know exist yet.
What are 5 tools, tech or apps that you can’t live without as a freelancer/content creator?
- Canva – As a marketing girlie, the first tool I can’t live without is Canva, it’s where all my creative work lives, and it’s also what my team and I use to collaborate on projects seamlessly.
- Julip – It’s my all-in-one link-in-bio platform where I host my portfolio, UGC work, booking system, and business links in one clean, aesthetic space.
- Google Workspace – I rely on it for my business email, file storage, and daily operations.
- An external hard drive – Non-negotiable for any creative; storage is everything.
- My lighting equipment – Instantly levels up the quality and professionalism of my content.
What is something you wish you knew when you first started UGC?
I wish I knew the terms better, usage rights, perpetuity, and ad licensing earlier. That knowledge helps you protect your work and charge correctly. But most importantly? I always say this, even in my first ever e-book, just start. Feeling cringe? Start anyway. Think it's not gonna work out? Start anyway. Because the best learning(s) will be when you’re actually doing it.
Is there a social media platform you prefer? And if so, why?
If I had to choose one platform to elevate my businesses, Syra Creates and The Creates Co, it would definitely be Instagram. Instagram (and Meta in general) has incredible potential when it comes to visibility, brand building, and client acquisition. I treat my Instagram accounts as both my aesthetic space and business platform, which helps me stay aligned with my goals while attracting brands and clients organically. It’s where storytelling, strategy, and personal branding come together for me.
What’s the most you’ve ever made on a brand partnership and what was included?
In my year and a half creating UGC, the highest I’ve earned from a single brand partnership was £500 for one 45-second video, which included full usage and perpetuity rights. My best earning month so far from UGC alone has been £1,800+, working with 9 different brands, a milestone that reminded me how powerful content creation can be when done strategically and consistently.
What’s your favorite part about Julip?
Oh, I've been loving Julip! I've tried so many link in bios, but Julip is the first one that truly lets me house everything in one place: my portfolio, business links, bookings, and both of my brands. It looks aesthetic, easy to set up and the feature pipeline is really exciting. I’m especially looking forward to using it for digital products too, it truly grows with you as a creator.
