UGC vs. Influencer Content: Let’s Clear the Air

First things first: UGC (User-Generated Content) and influencer content are not the same thing, even though they often get lumped together like some marketing power couple. Here’s the breakdown:

1. UGC (User-Generated Content)

   • Created by everyday people—your actual customers or even paid creators who don’t necessarily have a big audience.

   • Used by you, the brand, on your own platforms.

   • No built-in audience required. The focus is purely on authentic, relatable content that speaks to your followers.

2. Influencer Content

   • Created by influencers—people with established followings who’ve built trust and credibility with their audience.

   • The content is shared on their platforms, targeting their audience.

   • Influencers are the bridge to new eyeballs, but the relationship can feel a bit transactional (because, let’s face it, #ad).

Relatability: The Secret Sauce of UGC

Now here’s where UGC really shines. Let’s say you’re scrolling TikTok, and you see two videos:

• Influencer Content: A famous influencer, who low-key lives in a mansion, is showing off a new skincare product. The backdrop? A perfectly lit marble bathroom. It’s aspirational, sure, but does it feel relatable? Not really.

• UGC: A regular person, sitting on their couch, raving about the same product in bad lighting with their cat snoozing in the background. You’re like, “Wait, they’re just like me.”

See the difference? UGC hits differently because it feels real. It’s not polished or unattainable—it’s grounded in the everyday experience, which is why it often resonates more with consumers, especially when influencer content starts to feel more like celebrity endorsements.

Why UGC Feels So Refreshing

Influencer content has its place (hello, reach and credibility), but let’s be real—sometimes, it can feel a little... staged. When you’re watching someone who vacations in the Maldives every other month telling you they “can’t live without” a budget toothpaste, it’s a bit hard to believe.

UGC, on the other hand, doesn’t try to glamorize anything. It’s raw, imperfect, and relatable. Whether it’s a new mom raving about a stroller or a college student showing off their dorm-friendly coffee maker, it just feels more authentic—and that authenticity builds trust.

The Role of UGC Creators

Here’s a cool twist: UGC doesn’t have to come from existing customers. Brands are now hiring UGC creators—essentially, people who create content on their behalf without having a massive following. These creators focus on making relatable, user-style videos or posts for brands to share on their own platforms.

It’s like influencer content, but without the “look at my glamorous life” energy. Instead, it’s hyper-focused on making the product or service the hero of the story, crafted specifically for the brand’s audience.

When to Use UGC vs. Influencer Content

• UGC: Perfect for your existing audience. It helps nurture trust, showcases real-life experiences, and feels more personal.

• Influencer Content: Ideal for reaching new audiences. You’re tapping into someone else’s community to spread the word about your brand.

The magic happens when you use both strategically. Influencers bring in new eyeballs, and UGC keeps them engaged by showing, “Hey, real people love us too.”

The Takeaway

At the end of the day, UGC and influencer content are tools in your marketing toolbox—each with its own purpose. UGC brings relatability and trust to your brand’s voice, while influencer content leverages the reach and credibility of an established audience.

And let’s be real, who wouldn’t trust a raving fan over someone who spends their weekends on yachts? That’s why UGC is the unsung hero of modern marketing—it’s real people, sharing real stories, for real impact.

UGC is like the friend who hypes you up without being asked. It’s powerful, it’s persuasive, and if you’re not leveraging it, what are you even doing? Whether you’re a tiny startup or a global brand, tapping into the power of your audience is a no-brainer.

So, the next time someone says “What’s UGC?” you can give them this simple answer: It’s advertising, created by your customers, with a side of trust and authenticity. And honestly, what’s better than that?

Need help producing UGC for your brand? We’ve got you covered with over 400 creators on our database. Get in touch today.