Influencer vs. UGC creator – what's the difference?
In online marketing we keep running into the terms “influencer” and “UGC creator” (User-Generated Content). Both roles revolve around making content, but they differ in their goal, their scope, their relationship with brands and the way they reach an audience. Choosing between an influencer and a UGC creator comes down to a company's marketing strategy. What is an influencer? An influencer is someone who builds their own community on social media and, thanks to that recognition, influences what their followers decide to do.
What is an influencer?
An influencer is someone who builds their own community on social media and, thanks to that recognition, influences what their followers decide to do. Brands work with influencers to promote products through the creators' own channels – Instagram, TikTok, YouTube or blogs. Working with an influencer works well when the brand's goal is to raise awareness, build an image or reach a new audience. Because of their reach, influencers can recommend products and services effectively, and their community often trusts them a great deal.
What is a UGC creator?
A UGC creator (User-Generated Content) is someone who produces authentic material (photos, videos, reviews or posts) for a brand to use. The difference is that this content isn't published on the creator's channels; it goes straight to the company's profiles, into its ads or onto its website.
UGC creators are the ideal choice when a brand needs authentic content for ad campaigns, a website or social media. That content builds customer trust and is often more effective than traditional advertising, because it looks like a recommendation from a real user.
The main differences:
More and more brands are choosing to combine both strategies – influencers build awareness, while UGC creators supply the campaign content that looks like an organic recommendation.
Want to know how to put these strategies to work for your own brand? Write to us and we'll gladly help you pick the best option! 😊
And if you want to know where influencer marketing works best, take a look at another of our posts:
And we wrote about how to brief the people you work with here:
How to write an effective marketing brief: a step-by-step guide
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