What’s the Difference Between Influencers + UGC Creators?
Navigating the social media maze these days can feel like you're constantly deciphering a new language. Trends flash by in a blink, algorithms change overnight, and suddenly everyone's talking about "UGC" and "influencers." But hold up, what are these terms, and why should you care?
The truth is, they're not just buzzwords. They represent two distinct ways brands can connect with audiences, and the choice you make can have a big impact. Think of it this way: UGC is like that genuine recommendation from a friend, while an influencer is like that cool older sibling everyone wants to be like. Both have their place, but understanding the difference is where the magic happens. So, let's cut through the jargon and get real about UGC creators and influencers. It's time to level-up your social media game!
What is a UGC Creator vs. Influencer?
Understanding the difference between these two types of creators will empower you to choose the right kind for your marketing campaigns.
UGC Creators
These are everyday people who create and share content related to your brand or product. They typically have small social followings, but specialize in creating high-quality, authentic content featuring your brand — for a fraction of the pricetag associated with influencers.
UGC creators are typically used for branded content creation.
Influencers
Influencers are defined by their social media following, ranging from micro-influencers or nano-influencers, with followings under about 50k, to mega-influencers with millions of loyal followers.
Influencers are also defined by their ability to, well, influence. Their followers trust their point-of-view in their niche, so they hold notable sway over their audience’s purchasing decisions. Partnering with the right influencer can effectively tap into your target audience with the power of social proof and authentic content.
Influencers are typically used for tapping into target audiences to drive awareness + sales.
Read next: A Brand’s Guide to UGC in Marketing
4 Main Differences Between UGC Creators and Influencers
Both influencers and UGC creators shape brand narratives and engage audiences, but their approaches, methods, and impacts are entirely different. This section will explain how these two types of content creators differ.
Audience Size & Reach:
Influencers typically boast a larger and more established following than UGC creators. They have a built-in audience ready to consume their content. While UGC creators might have smaller individual followings, collectively they represent a massive potential reach. It's like a ripple effect, spreading the word about your brand organically through social networks.
Content Focus & Style:
UGC tends to be raw, unfiltered, and brimming with genuine enthusiasm. It's about showcasing real-life experiences with your product. Influencers, on the other hand, often craft highly polished and stylized content that aligns with their personal brand. Their aesthetic and storytelling prowess can elevate your brand's image and create a lasting impression.
Motivation & Compensation:
UGC creators are focused on content creation in exchange for free products and / or compensation for their content. Pricing is generally determined by the amount of content created, and is fairly similar across content creators. Influencers, on the other hand, charge for their content creation in addition to the exposure to their audiences on social media. Price-point typically increases the more followers an influencer has, and depending on the social placement (IG stories vs. IG grid, for example). Influencers also often charge additional fees for the use of their content on brand channels or paid media.
Brand Relationship:
UGC creators have a more casual relationship with brands. Their content is often spontaneous and driven by their personal experiences. Influencers, on the other hand, typically engage in more formal partnerships, involving contracts, specific deliverables, and brand guidelines.
What are the benefits of each kind of creator?
In today's fast-paced digital world, choosing between UGC creators and influencers isn't just another marketing decision – it's a strategic move that can shape your brand's narrative. As consumers crave authenticity and social media dynamics shift, finding the right balance between genuine user-generated content and the reach of influential personalities is more crucial than ever. Your choice will directly impact how your brand connects with its audience, so let's make it count.
UGC Creators
Authenticity & Trust: There's nothing quite like a real person sharing their unfiltered thoughts and experiences. Consumers are 2.4 times more likely to view user-generated content as authentic compared to brand-created content. That kind of trust is priceless!
Cost-Effectiveness: UGC can be a budget-friendly way to generate content and social proof. You might provide products or discounts in exchange for content, making it accessible for businesses of all sizes.
Relatability & Engagement: UGC resonates with audiences because it feels like a recommendation from a friend. This translates to higher engagement rates and a sense of community around your brand.
Influencers
Targeted Reach: Influencers allow you to tap into a specific audience that's already interested in your niche. 63% of consumers aged 18-34 trust what influencers say about brands much more than what brands say about themselves in advertising. It's like having a direct line to your ideal customer!
Brand Awareness & Credibility: Partnering with a respected influencer can instantly elevate your brand's reputation and visibility. Their endorsement lends credibility to your product and introduces it to a wider audience.
Professional Content & Storytelling: Influencers are often masters of their craft. They know how to create visually stunning content and compelling narratives that captivate their audience and showcase your product in its best light.
When should you choose what kind of creator?
In today's fast-paced digital world, choosing between UGC creators and influencers isn't just another marketing decision – it's a strategic move that can shape your brand's narrative.
As consumers crave authenticity and social media dynamics shift, finding the right balance between genuine user-generated content and the reach of influential personalities is more crucial than ever. Your choice will directly impact how your brand connects with its audience, so let's make it count.
Choose UGC creators when:
You’re working with a limited budget
You have limited internal content creation resources, or you’re looking to source high-quality, authentic content that comes from the perspective of your customer
You want to encourage community engagement and foster a sense of belonging around your brand.
Choose influencers when:
You need to reach a highly targeted audience
You’re launching a new product or want to create buzz
You’re looking for a trusted spokesperson for your brand
Examples of UGC Creators vs. Influencers
So, what's the takeaway?
UGC creators and influencers are both powerful players in the social media marketing game. UGC offers authenticity and relatability, while influencers bring targeted reach and creative expertise. The key is to understand the unique strengths of each and strategically weave them into your marketing mix.
Feeling a little overwhelmed? Don't sweat it! We're here to help you navigate the ever-changing world of social media marketing.
Book a free consultation with Evergreen Social today, and let's chat about how we can leverage the power of UGC creators and influencers to grow your brand and achieve your business goals.
