UGC vs influencer marketing: what’s the difference?

The terms user-generated content (UGC) and influencer marketing are sometimes used together, but they describe different things. One is mainly about content and how it can be used; the other is about a creator partnership and its audience.

What is UGC-style content?

In marketing, UGC-style content often means creator-made or customer-style content that feels conversational, practical and native to social platforms. A brand may commission a creator to make a product demonstration, testimonial-style video or unboxing for the brand’s own channels or advertising.

Commissioned content should not be presented as an independent customer review if it is not one. Be clear about the creator’s relationship with the brand and obtain appropriate permissions for usage.

What is influencer marketing?

Influencer marketing typically involves partnering with a creator to publish content to their own audience. The partnership may be designed to introduce a brand, explain a product, spark conversation or encourage an action.

Quick comparison

• Primary asset: UGC-style work focuses on the content asset; influencer marketing focuses on the creator partnership and distribution.
• Where it appears: UGC-style content may be used on brand channels or in ads; influencer content is often published to the creator’s channels, subject to the agreement.
• What to plan: For UGC, define creative deliverables and usage rights. For influencer marketing, define creator fit, publishing requirements, disclosure and measurement.
• How to measure: Evaluate the content against its intended use; evaluate influencer campaigns against both content quality and campaign objectives.

Which should a brand choose?

Choose based on the job to be done. If you need a library of product videos to test across your own channels, commissioned UGC-style content may be a useful starting point. If you want a relevant creator to introduce your product to their community, an influencer partnership may be a better fit. Some campaigns use both.

In short

UGC-style content is about making useful, relatable creative. Influencer marketing is about a creator relationship and the audience it can reach. The right mix depends on your objective, not the label.