In today’s digital landscape, working with user generated content (UGC) creators and influencers has become a common strategy for brands looking to grow their brand or tap into a new customer base. While both creators and influencers create content for a company, how the content is used and distributed is slightly different.

UGC creators create content for the company to send out across the company’s marketing channels. Usually, the company will provide the creator with direction for the content, but let them have their own creative freedom. Once the content is created, all the distribution falls on the company.  

Influencers also create content that is for a brand, but they will share it on their own personal marketing channels. This approach integrates a brand’s message into the influencer’s usual content, reaching their established audiences.

You probably run into these forms of content all the time as you scroll on TikTok or Instagram, without even realizing it! UGC as a whole is intended to be personal and reach the intended audience without it feeling like an ad is in your face. This approach can foster trust since reviews and testimonials from familiar faces can significantly influence consumer decisions.  

Choosing between a UGC creator or an influencer can depend on your brand’s specific needs and goals.

• UGC creators can be beneficial for a company that already has a strong brand established. Working with someone else with high influence in the digital space can help grow a certain campaign or product.
• Influencers on the other hand can be advantageous for growing brands that are looking to expand their customer base. Influencers generally have large, faithful followings. Working with an influencer gives you access to their followers, and if you can resonate with their audience, that is a whole new market you can tap into.

Influencers and UGC creators both can offer various benefits and understanding their distinct roles can help you decide when and how to utilize this marketing method to support your business goals.