‘Know your worth’: local creator's content attracts millions of views

By Rebekah O'Reilly

Kara Benson has been forging her own path in the new world of user-generated online content. The daughter of musician Kenny Benson and AXA Partners talent manager Dawn Reeves, Kara grew up in Athlone surrounded by creativity.

She studied for a BA in Sociology and Philosophy in the University of Galway, before making the move towards social media content creation during the pandemic.

"Growing up, I was always quite artsy and creative," Kara said. "Then it shifted from arts and crafts into filming videos and capturing content. I always had an eye for detail."

The 24-year-old started out posting content on her Instagram and TikTok pages, slowly building a following. She started to make videos featuring products that she used in her daily life.

"It grew from there, it's all lived experience that I have now, which I feel like a lot of the brands I'm working with appreciate."

Kara explained that many brands are beginning to lean towards more authentic marketing.

"Influencer marketing is more about the person, whereas user-generated content (UGC) is more about the user and the buyer. If we as customers see an influencer's face, we think 'they were paid thousands to post that. They don't actually like the product'.

"UGC is just normal people creating ads, and I think people kind of resonate with that a little bit more. They have more trust in what we're saying."

In recent months, Kara has secured UGC brand deals with big names like Tampax, Sky, and Three Ireland, and has millions of views across both TikTok and Instagram.

"It’s been crazy - they’re ones I never thought I would have worked with," she said. "It’s cool to see my videos up on their social media pages they obviously have huge followings.

"The fact that they want to work with a small little content creator from Athlone is just mind-blowing.”

Kara’s rise in the UGC space has also caught the attention of local businesses, including Centra, where she recently featured in a campaign for one of their Athlone stores.

"It’s really rewarding to work with local brands as well. There's something special about helping businesses in my home town thrive through content that feels personal and genuine."

Kara says user-generated content is still a relatively new concept in Ireland compared to markets like the UK and the US, and she's looking forward to seeing how it develops in the coming years.

"We’re a bit behind here in terms of how much UGC is recognised and used in marketing strategies," she said. "But I definitely see huge potential for growth, and I’m excited to be part of it as it develops."

Kara made the leap to full-time UGC creation after leaving her previous job, choosing to focus entirely on the career she has built through passion and persistence. She finds one of the most rewarding aspects to be the close-knit community of UGC creators in Ireland.

"There’s such a supportive group of content creators, especially around Dublin and Westmeath.

"We share ideas, support each other, and even get together at events. It’s like having a little family."

Anyone considering a career in UGC, should fight the fear and just get started, Kara says.

"Jump right in, but make sure you have a portfolio ready. You don’t need to have worked with big brands to start, just create content with products you love and showcase your personality. That’s what brands are really looking for.

"Know your worth and don’t undersell yourself. Many brands are still learning what a fair price for content is here in Ireland, because it's new to them too, so be confident and don't be afraid to negotiate. Your creativity and time are valuable."

Her socials, both Instagram and TikTok, are under the handle @karabenson4; contact her at karabensonugc@gmail.com.