We recently connected with Carly Cox, Soleil Chance and have shared our conversation below.
Carly Cox, Soleil Chance, thanks for taking the time to share your stories with us today Alright – so having the idea is one thing, but going from idea to execution is where countless people drop the ball. Can you talk to us about your journey from idea to execution?
Carly Cox: ” The idea for @ugcbesties came to me just a few weeks into becoming a UGC creator. At the time, I didn’t have anyone in my real life who understood the journey I was on or had experience as a content creator. I found myself craving genuine connections with other creators online—people I could talk to like a “bestie”—so I wouldn’t feel so alone in navigating this new path. Starting out as a creator is overwhelming. Back in July 2022, there were so many unanswered questions about how to run a UGC business. Without a supportive community, many of us would’ve been completely lost. But together, we figured things out—from building our own businesses to setting standards for how brands should treat creators. The foundation of @ugcbesties was born out of a real need for meaningful relationships with like-minded people.
It all started with a tweet to the #ugccommunity where I asked if anyone wanted a #ugcbestie. I received about 14 replies, started a group chat, and it was amazing. Meeting those creators, bouncing around ideas, and supporting each other’s content lit a fire in me. I loved seeing them grow, and I wanted to share their work and amplify their voices.
That’s how the platform @ugcbesties was born—originally as a motivational space to encourage creators to support one another. About six months in, the community began asking for UGC tips and advice, and from there, the platform exploded—growing by thousands of creators a day in the first year!
At that point, I brought in Soleil Chance as an assistant to help manage the growing community. What started as a working relationship quickly turned into a deep friendship. Soleil’s creativity, persistence, and dedication were unmatched—I could immediately tell she was serious about helping build this platform. I loved working with her so much that she’s now not just my right hand, but the co-owner of @ugcbesties.
I’ll let her speak more about how we collaborate and bring our ideas to life—it’s truly a seamless, inspiring process every time.”
Soleil Chance: “When Carly invited me to help manage the @ugcbesties community, I was already a fan of what she had built—this space felt different and safe. Now to think I am an owner is surreal, I’m beyond grateful. It wasn’t just about tips or trends; it was about real connection, support, and shared growth. At first, I was handling content and community support, but as we started bouncing ideas back and forth, we realized just how aligned our visions were.
From there, idea execution became second nature to us. We’d have brainstorming meetings that turned into full content calendars, product launches, or new content within days. One of us could have this incredible vision, and we’d work together to bring it to life. Our strengths complement each other so well, and that’s been the key to moving from idea to execution quickly and consistently.
For example, when we created our 100-page UGC ebook, it started as a “what if” conversation. I took on the structure, design, layout, and visuals while Carly focused on shaping the voice. Together, we put our minds into perfecting it. We built it through constant back-and-forth: editing, revising, and staying up late tweaking details for days until it felt just right. Now our ebook is launched! That’s the kind of rhythm we’ve built over time—driven by passion, creativity, and deep intention.
While that’s just one example, every day looks different for us. We could be designing a new set of carousels, planning for the month, pitching campaigns, or brainstorming new ways to support creators.
@ugcbesties isn’t just a community platform—it’s a creative studio and a safe haven for creatives. From idea to execution, what makes it all work is momentum, alignment, trust in each other’s instincts, and a genuine love for what we do and who we serve.”
Carly Cox, Soleil Chance, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Carly Cox: “I studied advertising in college because I’ve always had a passion for creating ads and helping brands grow. While scrolling on TikTok one day, I came across the concept of User-Generated Content (UGC)—where creators make content for brands to use on their social media pages. It immediately clicked for me. I’ve always loved creating content; I mean, once the iPhone got a front-facing camera and Instagram became popular, there was no stopping me! When I started my UGC journey in July 2022, there was no playbook. There were no clear guidelines on how to start or run a UGC business. That’s where the @ugcbesties community came in—it was a game-changer. Together, we figured things out, supported one another, and built a roadmap for success in an emerging industry.
Being part of the early wave of UGC creators, I felt a responsibility to share what I was learning. I wanted to help others who were starting their own journeys. I never imagined I could make money online, let alone inspire others to do the same—but that’s exactly what happened. @ugcbesties gave me the platform to educate and empower thousands of creators around the world.
What means the most to me is hearing from creators who say our platform was the reason they even started. Some were unemployed or unsure of their next step, and now they’re building careers they love. That’s incredibly powerful.
To make education even more accessible, we wrote an eBook that brings all the information together in one place—but everything I teach is still available for free on the @ugcbesties page for those who want to learn at their own pace.
What truly sets us apart from other online communities is the genuine relationships we’ve built—and continue to build—every single day. Our DMs are always open, and we’re here to answer any question, no matter how big or small. You don’t have to be an experienced creator to join us—even if you haven’t started yet, you’re welcome. We truly want to see everyone win, and we wholeheartedly believe there is room for everyone in this industry.”
Soleil Chance: “I came into this space with a background in design, but even before that, I had a powerful realization: I’m not meant to fit into just one box. I realized I could be a multi-creative—and that’s where my drive truly began. What’s so cool is that I stumbled across @ugcbesties in 2022, and I just jumped in and had faith that the safety net would appear, and it absolutely did. Miss Carly saw my passion, took me under her wing, and chose me as her business partner—which gave me the freedom to let my skills and creativity run free while advocating for fellow creators.
Since then, I’ve poured myself into every lane of our work—whether that’s content creation, social media management, branding, design, or co-owning @ugcbesties and other creative projects and ventures alongside it.
@ugcbesties is a dynamic and ever-evolving community that uplifts creators at every stage of their journey. We provide free educational content across our platforms, community-building activities like story features and giveaways, an ebook, merch, and digital tools—all designed to help creators grow with clarity and confidence. If you’re curious on browsing, you can find all of our links in our instagram bio or website.
What sets us apart is that we’ve built this brand on transparency, empathy, connection, and consistency. In other words, we’re here for the people. We meet creators exactly where they are—whether they’re seasoned professionals or just beginning their journey. One of our favorite Bestie mottos is: “Believe in us, because we believe in you.” We’re truly in your corner.
What I’m most proud of is the impact we’ve made—the messages we receive from creators who say, “Because of you, I started.” Or “You guys motivate me so much!” That right there is the heart of it all for me. I want people to know you don’t need to have everything figured out. Let your creativity flow and take the leap—and when you do, we’ll be right there cheering you on.”
We’d love to hear the story of how you built up your social media audience?
Carly Cox: “I always say you have to treat your social media pages like a living, breathing thing if you want them to grow. That means showing them love every single day—logging in, posting, engaging, replying to comments, and staying on top of your notifications. When I started, I had zero followers. For the first few months, I spent 4+ hours a day engaging with other accounts, creating content, and building real relationships with my audience. At the time, I had a sleepy newborn, so instead of playing Candy Crush at night, I worked on my accounts. I followed people who I thought would connect with @ugcbesties and left meaningful comments on their posts—ones that referenced something specific or asked a question to spark real conversation.
People always ask me how to grow on social media, and my answer is simple: you get out what you put in. You can’t expect your account to take off if you’re not actively helping other accounts grow, too. It all comes back to you—tenfold.
When I launched my personal UGC account @ugcbycarly, I posted once a day to avoid looking like a brand-new, inactive page. Every third post was a motivational quote to give myself a break from making reels. I used products I already had at home to make UGC video examples. One of those early videos hit 85k views, and my account was only a few months old! The more you post, the more chances you have to go viral—especially when you’re just starting out.
But more important than going viral is growing real relationships. That’s what keeps people coming back. Some of my closest online friends are creators I met years ago—we’ve exchanged opportunities, encouragement, even gifts. Social media is its own little world, and if you show up with passion and authenticity, you can build a real community. That’s something rare to find in real life, and it’s one of the things I love most about it.”
Soleil Chance: “Building my audience on social media didn’t happen overnight—and honestly, it didn’t start with a clear plan either and today, I’m still growing. It began with a genuine love for creating and sharing. At first, I was just showing up with what I had: my design background, my creative eye, and a deep interest in connecting with others. I wasn’t focused on being perfect, I was focused on being present. That mindset gave me the freedom to experiment, find my voice, and build trust with my audience over time.
When I joined the @ugcbesties community, everything changed. It gave me a space to not only grow as a creator but also help others do the same. We leaned into transparency, education, and encouragement—because we knew people needed more than general tips; they needed to feel seen and understood. That’s how we built a loyal, engaged community: by showing up with realness, value, and care, day after day.
For anyone just starting to build a social media presence, my biggest advice is: don’t wait until it’s perfect to start. Clarity comes from action, not overthinking. Show up with what you have, and be consistent. Also—talk with your audience, not at them. Respond to comments, ask questions, start conversations. That’s how community starts to form. Receive feedback from your audience and implement change where it’s necessary. Create a routine that works for you, this could be content and editing days through the week, taking time to engage with others that you resonate with, every creators routine will look different.
I one hundred percent agree with what Carly said! Take baby steps, progress is still progress. Don’t compare your Chapter 1 to someone else’s Chapter 10. Stay authentic, and consistent and watch your tribe follow.”
Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.
Carly Cox: “From the outside looking in, content creation—especially UGC—can seem super simple. Like, “Oh, you just film a quick video and post it, right?” But anyone who’s actually doing it knows there’s so much more to it. Every video takes strategy—thinking about the hook, scripting, shooting, editing, lighting, brand messaging, storytelling, trends, and of course, making it all feel authentic. It’s a lot. It can be really time-consuming and honestly overwhelming in the beginning. You’re not just a creator—you’re your own director, editor, marketer, and creative strategist. But if you’re passionate about it (and I know a lot of us are), it becomes fun in a weird, chaotic, fulfilling way. You learn as you go, and every video gets better.
That said, it’s so important to have a community like @ugcbesties to lean on. This journey has highs and lows—some days you’re thriving and landing deals, other days you’re questioning everything. Surrounding yourself with other creators who get it makes a huge difference. We weren’t meant to do this alone.”
Soleil Chance: “Absolutely. I think one of the hardest things for non-creatives to understand is how deeply personal this journey can be. Being a creative—especially a multi-creative—means constantly putting parts of yourself out there: your ideas, your style, your voice, your work. It’s not just content—it’s you, and that vulnerability can be both empowering and exhausting.
There’s also this pressure to always be “on”—to keep showing up, posting, evolving, staying inspired, and somehow monetizing your passion at the same time. People might not realize that behind every fun post or polished design is a person battling imposter syndrome, burnout, self-doubt, or creative blocks. Yet still, we keep creating because we have to—it’s who we are.
To bounce off what Carly mentioned, non-creatives don’t always understand how often our work gets belittled or dismissed. People assume it’s “a hobby” or “not a real job”—but the truth is, this career that takes serious skill, strategy, and heart. Constantly carving out your own path, maneuvering through the rough patches, self discipline and routine, adapting to industry shifts, plus much more. This is a career where you can find something to do 24/7, you’re always working.
I’ve learned that creative work is rarely linear, especially content creation. It doesn’t always come with instant validation, but that doesn’t make it any less valuable. The beauty is in the process—in the growth. That often happens in quiet moments, the trial and error, the breakthroughs you quietly have at midnight that no one else sees. That’s why communities like ours (@ugcbesties) are extremely essential. They remind you that you’re not alone, that your journey is valid, that you’re supported, and that you can make a career doing what you love.”
Contact Info:
- Website: http://ugcbycarly.com/ugc-besties
- Instagram: https://www.instagram.com/ugcbesties/
- Twitter: https://tr.ee/YTeHXFWv3L
- Youtube: https://www.youtube.com/@theugcbestiespodcast
- Other: https://www.etsy.com/shop/ugcbesties/?etsrc=sdt
