Billo has extended its user-generated content (UGC) marketplace beyond the United States. The platform, which connects brands with video creators, now operates in three additional English-speaking markets: the UK, Canada, and Australia.

The expansion answers growing demand from both international creators and brands seeking localized content, according to CEO Donatas Smailys.

“Creators worldwide have consistently inquired about joining our platform,” Smailys noted in a blog post. “We’re thrilled to welcome hundreds of new creators and open up many new opportunities to connect with exciting brands and earn more.”

The move comes as Billo reports major operational milestones, including facilitation of 200,000+ videos across 22,000 brands with creator payouts exceeding $8.3 million. The platform currently ranks among the top producers of creator advertising content for Meta platforms.

Strategic Focus on Market-Specific Content

For advertisers, Billo’s expansion offers access to creators with regional expertise who understand local consumer preferences. This enables brands to develop targeted campaigns resonating with specific geographic audiences rather than adapting U.S.-centered content.

“Brands gain connections with creators who intimately understand cultural nuances in these markets,” Smailys explained.

According to Collabstr, the UGC market is projected to reach $71.3 billion by 2032, reflecting a 31.6% annual growth rate.

The Influencer Marketing Factory reports that up to 79% of consumers say UGC impacts purchasing decisions more than influencer posts, highlighting a preference for consumer-created content. Furthermore, 84% of consumers find UGC “extremely helpful” when making purchasing decisions, suggesting that brands may need to incorporate more UGC in their campaigns.

Analytics-Driven Development Pipeline

Concurrent with its geographic expansion, Billo develops data analytics features aimed at optimizing creator-brand matchmaking. The company focuses on metrics-based recommendations to improve campaign performance.

This development responds to trends on major social platforms including TikTok, where authentic creator content increasingly outperforms traditional advertising formats. 

Billo positions these analytics capabilities as beneficial for both creators seeking income opportunities and brands requiring measurable results. “This will foster a win-win situation where creators earn more and companies achieve better sales results,” Smailys said.

The platform’s development roadmap includes tools for connecting brands with creators based on performance data and category expertise, creative suggestion engines based on trending content patterns, and optimization tools for maximizing content impact.