User-Generated Content vs. Influencer Marketing

User-Generated Content vs. Influencer Marketing: What's the Difference?

When we talk about digital marketing, two of the unavoidable aspects are user-generated content (UGC) and working with influencers. So, how do you decide which one would be best for your brand? Learn the difference between user-generated content vs. influencer marketing so you can easily curate the right marketing strategy and reach your desired goals. 

User-Generated Content vs. Influencer Marketing – Let's Define the Two

Before we break down UGC vs. influencer differences, it’s crucial to understand what these marketing terms mean. First, what is an influencer? It’s a person on social media with a significant influence over their audience – they can affect the purchasing decisions of their followers and affect how people perceive various brands.

Their content can be non-sponsored, or it can represent influencer brand partnerships for which they are compensated by the brand. These partnerships are the essence of influencer marketing. There are several types of influencers based on their follower count:

• Nano-influencers,
• Micro-influencers,
• Macro-influencers,
• Mega-influencers.

On the other hand, user-generated content is exactly what the name suggests – it’s content created by social media users without the brands backing them. UGC is considered one of the most authentic forms of content in digital marketing – about 60% of consumers believe so.

Brands have recognized this as an opportunity and started implementing UGC into their marketing strategies. They do that by repurposing already posted content, with the creator’s approval, of course. Brands can also hire UGC creators to make content specifically for the brand’s account without being posted on the creator’s account.

Reputable Brands Will Harness the Power of Both of These Strategies

When it comes to influencer marketing vs. content marketing, there’s no reason for your brand to choose just one option – in fact, you’d be missing out on a world of opportunities. Brands with vast experience and those who keep up with trends in social media know that the best results come from combining UGC and strategic influencer campaigns.

What Are the Main Differences Between a UGC Creator vs. an Influencer?

Although with many similarities, UGC creators and influencers differ in several subtle ways. Let’s start with the differences in authenticity and level of authority. UGC is created organically, without any endorsement from the brand. It’s genuine, and audiences perceive it as such – that’s why UGC resonates well with many potential customers. It’s regular people giving recommendations to regular people.

Still, UGC is lower in quality compared to carefully created paid content from influencers – they still hold a bit more authority, as their content is well-planned and has excellent narrative control. Plus, remember that influencers are considered experts in their niches, while UGC creators don’t necessarily have to be. Let’s take a look at a few other important distinctions between UGC creators and influencers.

Differences in How They Create Content

User-generated content is usually relatable, genuine, and like something regular social media users would post. It’s not branded content, that is until brands choose to post it on their social media profiles. On the other hand, influencers post brand and influencer collaborations directly on their accounts. This kind of content is more professional and polished.

Their Influence and How They Engage with Audiences

While UGC creators can make visually appealing content that sends a powerful message, they don’t have the same connection to their audience as influencers do. We all know how important it is for an influencer to engage with their followers, answer questions, reply to comments, and notice what the audience wants to see from them. For UGC creators, it’s different. Their influence is a lot more subtle. When brands repurpose UGC content, they don’t typically tag the original creator.

There’s also a difference in measurability. With influencer campaigns, you can easily check metrics to see how much of an impact this kind of content creator support has made. You just have to decide which influencer marketing KPIs you want to track, and the rest is simple. 

But with UGC, it’s hard to measure the exact impact. This kind of content is shared in various formats and on different platforms, so you can never have the exact analytics to see how well it performed. 

The Way They Work with Brands

How Much Brands Control the Creative Process

As you can probably guess, brands can’t affect the creation of user-generated content. In fact, some of the UGC out there can represent the brand in a negative way, but brands will simply choose to repost the content that shows them in a good light. 

When it comes to influencers, the level of control over content creation is drastically higher. Still, it depends on which influencer you select and how much they are willing to adapt their creative process to fulfill your wishes. 

Marketing Goals They Can Help You Achieve

Brands turn to UGC creators when they need authentic reviews that will help establish brand authority and increase conversion rates. When the goal is reaching new audiences and boosting brand awareness, choosing an influencer might be a better option.

Curate the Perfect Strategy with the Best Influencer Marketing Specialists in Saudi Arabia

While navigating the world of social media can be complex for brands, the good news is that you don’t have to handle all the decision-making on your own. There are influencer marketing professionals who can help you make all the right calls and ensure your business blooms.

Our team at Catchers Agency, the leading influencer marketing firm in Saudi Arabia, is here for you. Don’t let anything stop you from reaching your brand’s full potential – contact us today and book our outstanding influencer marketing services.