As a marketer, you’ve probably heard the terms User Generated Content and Influencer Marketing quite often. But maybe you’re still unsure about the differences. What sets them apart, and what roles these two types of creators actually play?
Especially when it comes to business goals, the question is always the same: Which one is actually more effective for driving conversions?
Let’s break it down below!
What Is UGC?
UGC, or User Generated Content, refers to content created by a brand’s audience or customers. UGC typically comes in the form of review-style posts or honest recommendations about a product. Because it looks natural and unfiltered, UGC tends to build trust much faster.
Characteristics of UGC
UGC has a clear characteristic: the content is created organically by real users or consumers. Since it comes directly from the audience, it feels honest, raw, and relatable.
Examples include:
- Honest and detailed reviews about using the product
- Showing real results from the product
- Photos or videos featuring the product
- Mentioning the brand within the posted content
What Is Influencer Marketing?
Influencer Marketing is a promotional approach that involves public figures who already have authority and a large audience. Influencers typically need a solid personal brand and strong credibility before collaborating with companies.
What Is UGC Marketing & Why Do Brands Use It?
UGC marketing is content created by creators to replicate real user experiences. Even though it looks organic, paid UGC is commissioned specifically for content production.
There are also two terms you need to understand the difference between.
1. UGC Creator
A UGC Creator is someone who produces sponsored content that looks natural but is intentionally made to highlight a brand’s product or service. They usually post on platforms like Instagram or TikTok.
Their focus is simple: show the product’s value through relatable content, such as reviews, demos, unboxing, or short storytelling.
How are they different from influencers?
- They don’t need a large follower base
- They don’t have to show their face
- The key is producing good, authentic-looking content
Brands hire them not for their audience, but for their ability to create real, convincing content.
2. UGC Campaign
If UGC Creators are the talent, a UGC campaign is the strategy. A UGC campaign leverages paid content that is intentionally designed to look like organic user reviews.
Content typically includes:
- Reviews
- Usage photos or videos
- Personal experiences
- Creative content aligned with the campaign theme
Brands will usually repost or repurpose these assets for marketing needs.
What Is Influencer Marketing & Its Role in the Funnel?
Influencer marketing taps into creators with established credibility and a strong audience. Brands pay for reach + authority.
Why is influencer marketing still relevant?
- Influencers build trust quickly
- Great for product education
- Effective for top and mid-funnel, especially during launch campaigns
In many cases, influencers act as the entry point for awareness, followed by UGC content that helps drive purchase decisions.
UGC vs Influencer: Which One Drives Better Conversion?
According to Embed Social, industry trends show:
- 92% of customers trust UGC-style content more than traditional ads
- 79% of consumers say UGC highly influences their purchase decisions
Why does UGC often outperform for conversions?
- It feels like a recommendation from a friend, triggering faster decisions
- Extremely effective for ads because it blends naturally into feeds
- Easy to produce at scale for A/B testing
- Lower production costs enable rapid experimentation
Read More: Key Differences Between KOC and KOL in Influencer Marketing
Want to Find the Right UGC Creator or Influencer for Your Brand?
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