UGC vs. Influencer Marketing: What's the Difference?
The truth is, we love both!
While UGC vs. Influencer Marketing strategies might seem similar at first glance (both create content featuring familiar faces, right?), the differences could not be more important. And luckily for you, the differences between the two are what makes each so effective!
As a boutique social media content creation agency, we've seen firsthand how these strategies can transform brands when used correctly. And often, success comes when both are used in unison.
Let's break down what makes each unique and why both deserve a place in your marketing toolkit:
What is User-Generated Content?
User-generated content (UGC) is exactly what it sounds like—content created by everyday users.
UGC is content created by your actual customers who love your brand enough to show it off – without being paid to do it. Think: that TikTok of someone's morning routine featuring your skincare products or an Instagram Story where your restaurant's pasta dish is in the spotlight.
The magic of UGC is it’s effortless authenticity.
When I see a friend post about their new favorite bakery or show off their latest fashion find, that's UGC in action. It's authentic, relatable, and is more trusted than brand-created content because it comes from real people (who have no obligation to say nice things).
Psssst – At Scott Social, we love to stage some of our user generated content! This means working with our favorite creators to film content as if they’re a paying customer. If you’re a new product without a loyal fan base yet, this might be a great option for you.
What is Influencer Marketing?
Influencer marketing, on the other hand, is like having a social butterfly introduce you to all of her friends at a party. Partnering with an influencer means having the opportunity to reach the community that the creator has spent years building and nurturing. As you might guess, the trust factor is through the roof!
These influencers (whether they have 5,000 followers or 5 million) create content featuring your product in exchange for payment, free products, or other perks. While many influencers only partner with brands they genuinely love, they're creating content as part of a professional arrangement rather than spontaneous enthusiasm. Legally, they must disclose their partnership with your brand.
The difference between UGC vs. influencer marketing? One comes from pure love, the other from a strategic partnership (or a mix of the two). Both are incredibly powerful when done right.
Let’s break it down 👇
5 Differences Between UGC vs. Influencer Marketing
1. Creator Motivation
UGC creators are motivated by genuine enthusiasm for your product or service. They're sharing because they want to, not because they're being paid to. The pros? Total authenticity. The cons? It’s uncontrollable, so you have no say about when they post, what they post about, and what they choose to say.
While most influencers pick and choose the brands they want to work with, it’s also motivated by budget.
2. Cost Structure
One of the biggest differences is the cost. UGC is typically free—your customers create content because they want to share their experience! If you decide to work with a creator to make UGC for you, it’s typical to pay anywhere from $25-$250 per video.
Influencer marketing requires investment, with costs ranging from product trades for micro-influencers to serious cash for macro and celebrity influencers. The image below shows the average cost of influencer marketing in 2024 – although we find the cost to be much higher.
3. Control Over Content
With UGC, brands have little to no control over the content being created. It's spontaneous and unfiltered, which lends to its authenticity (but this can be both a blessing and a curse). Since you can't dictate what customers say or how they present your products, this can lead to a message that doesn’t align with your brand’s guidelines.
Influencer partnerships typically involve content briefs, approval processes, and specific deliverables. While good influencer partnerships allow creative freedom, you still have input on the final content.
4. Reach and Audience
UGC typically reaches the creator's immediate network, which might be small but highly engaged. The creator's aunt Linda and college roommate might see it, but probably not thousands of targeted potential customers. If you hire a creator to film UGC for your brand, there is a chance they won’t post it at all.
Influencer content reaches the creators followers and fan base. Depending on how high the influencer’s engagement rate is, this can result in a significant amount of reach.
Pssssst – We like to ask for an influencers audience demographics before working with a creator. This way, we can make sure that their audience aligns with ours. We also look through the comments and those liking the post – do those accounts look like your typical customer?
5. Perceived Authenticity
UGC often feels more authentic to consumers because there's usually no financial motivation behind it. While good influencer content can absolutely feel genuine, audiences are increasingly savvy about recognizing sponsored content. This is especially true now that many social media sites require you to indicate if your post is a sponsorship or not!
How to Leverage Both Strategies Effectively
The most successful brands don't see the “UGC vs. Influencer Marketing” question as an either/or situation. They strategically incorporate both UGC vs. influencer marketing into their social media strategy! It really is the best of both worlds.
For example, you might partner with influencers to create lots of excitement around a product launch, then encourage and reshare UGC as customers begin to experience your product. This creates a cycle of awareness, trial, and social proof that can drive conversions. But hey, it’s all trial and error.
Which Strategy is Right for Your Brand?
If you're a startup with a limited budget, leaning heavily into UGC might be your best bet. Another option is to reach out to micro-influencers to pitch a “for trade” partnership – or you can try out a gifting campaign with no obligation of posting! Whichever way you spin it, be sure to track your results to you can adjust your efforts for the next campaign.
If you're looking to break into a new market segment or need to quickly build awareness, strategic influencer partnerships might be worth the investment. When you’re ready to look for some influencers for your brand, here are a few tips!
Ready to Level Up Your Social Media Strategy?
Whether you're looking to harness the power of authentic UGC vs. influencer marketing that drives real results, having the right partner makes all the difference.
At Scott Social, we specialize in creating custom social media strategies that blend the perfect mix of UGC, influencer partnerships, and branded content to meet your specific business goals. Our boutique agency approach means you'll never be just another client—we dive deep into understanding your brand, audience, and objectives to create campaigns that truly resonate.
Ready to see how we can transform your social media presence? Let's chat.
READY TO BE AN INFLUENCER? ↓
WRITTEN BY:
Micah Collins
Intern