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If you’ve spent literally any time scrolling through social media, you’ve likely seen the terms UGC creator and influencer tossed around. These buzzwords might sound like just that – buzzwords – and very similar to each other. But, they represent two very different approaches to digital marketing.
Knowing the difference isn’t just trivia – it could very well be the key to unlocking what makes social media tick (and why it’s a $21.1 billion industry).
Some brands lean heavily into UGC, while others partner up with influencers to build brand loyalty and sales. But how do you know which is the right fit for your business or whether you should use both?
Don’t worry!
We’re here to break down the whole UGC vs. influencer thing in a way that makes sense – without throwing buzzwords around.
A UGC creator, meaning a user who creates content for brands, is someone who makes relatable, everyday content that brands use for their own marketing.
On the other hand, influencers are the face of the operation – they share branded content directly with their followers and build trust with their audience.
There’s also a third hybrid option – the UGC influencer. This is someone who became famous off of doing UGC and is creating content with elements of both strategies.
Even though UGC creators and influencers often work toward the same goal of boosting a brand’s visibility and sales, their approaches couldn’t be more different.
Here are the main ways that you can tell them apart:
A UGC creator’s job is to create content that feels natural and authentic, mimicking regular (not sponsored) social media posts. But, in truth, it’s the brands that take their work and share it on their own accounts, ads, or websites.
https://www.instagram.com/p/DC-SkfXIjlx/
Influencers, on the other hand, share branded content directly on their feeds. They’re the ones saying, I tried this product, and here’s why you should too. Their audience knows it’s an ad, but because it comes from someone they trust, it feels more like a friendly recommendation than a hard sell.
UGC creators’ influence is indirect – you might not even know a professional created it because it’s meant to feel like something an everyday user would post. Think TikTok trends, relatable memes, or heartfelt testimonials.
Influencers have a more direct impact. Their followers trust them as experts or trendsetters in a specific niche. When they say a product is worth it, their audience listens… and buys.
https://www.instagram.com/reel/DE5CefbpjCm/
UGC creators typically work as freelancers or contractors. Brands hire them to create specific types of content for specific campaigns, which they then deliver to the brand to use. Once the content is delivered, the brand usually owns it.
Influencers often enter into more complex partnerships with brands. Not only do they create content, but they also post it on their own channels, engaging directly with their followers. Depending on the deal, the brand might also get rights to reuse the content.
https://www.instagram.com/p/DAtov83SS7n/?img_index=1
UGC creators are perfect for generating authentic-looking testimonials and relatable content. They’re a great fit for brands that want to feel more down-to-earth and approachable.
https://www.tiktok.com/@landyschemist/video/7107171772776123653?q=lip%20balm&t=1738288789337
But if your goal is to reach a new audience or build trust with potential customers, influencers are the way to go. They’ve already built a loyal following, and their endorsements carry weight.
If you’re reading this, chances are that you’re in the middle of deciding which approach to take with your own branding. To help you with this, we’re dedicating this section to outlining the pros & cons of both.
Let’s get right into it!
User-generated content has a lot going for it.
First off, it’s a lot more affordable than influencer marketing. Another benefit is the one we already mentioned – that it feels real and relatable, which makes it easier for people to connect with.
Another thing worth mentioning is that it helps with SEO. More engagement means a better shot at ranking higher in search results. It’s also super scalable, which means that you can produce a ton of UGC without breaking the bank.
But it’s not all smooth sailing.
One downside is that UGC doesn’t come with a built-in audience like influencers do, so you might have to work harder to get eyes on it. There’s also the issue of quality control – you can’t just use any piece of content without checking if it aligns with your brand.
And, of course, let’s not forget the legal side of things. Image rights and permissions can get messy, so you have to be careful before using someone’s content.
Now, let’s talk influencers.
The first advantage we need to mention here is the trust factor. Their followers already see them as credible, so when they recommend something, people actually listen. They also help you reach a highly targeted audience since they’ve already built a niche community.
And, let’s be honest, having them create content for you takes a lot off your plate. Any SM marketer can tell you how much that means to them...
But influencer marketing isn’t perfect, either.
It can be expensive, with big-name influencers charging insane amounts (Taylor Swift’s $1.6M per post isn’t exactly budget-friendly).
There’s also some risk involved. If you pick the wrong influencer or they have a controversial past, it can backfire and damage your brand’s reputation.
So, Which Should You Choose?
The answer depends on your goals and resources.
If you’re a smaller brand looking to maximize authenticity without spending a lot, UGC creators are a no-brainer. If this is the route you decide to take, it’s good to know that there are specialized UGC platforms that can help you find partners and produce content.
If you’ve got a bigger budget and want to tap into a specific audience, influencers can help you get there.
It’s also possible to combine the two. UGC creators can provide high-quality, relatable content for your ads, while influencers help you reach new audiences – the ones they’ve built up over their careers.
Influencers come with trust and credibility, but working with them can get pricey, especially if you’re going after big names,
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