Social media marketing continues to evolve, and as we move into 2025, two strategies are becoming increasingly popular: user-generated content (UGC) and influencer marketing. Both approaches offer businesses opportunities to connect with potential customers, increase brand awareness, and influence purchasing decisions in ways traditional advertising can’t match.
So what’s the difference between the two? And how do you know which is best for your business? We’ll share all the details of user-generated content and influencer marketing so you can decide when to use each strategy to fuel growth in your business.
What is User-Generated Content (UGC)?
What is the definition of UGC in influencer marketing? User-generated content (UGC) is any content—photos, videos, reviews, testimonials, or social media posts—created by real customers about a brand or product. Unlike a more traditional marketing strategy where the business itself drives content, UGC comes directly from users who genuinely enjoy and share their experiences.
For example, when a happy customer posts a photo of themselves using your product on Instagram with a tag or hashtag, that’s UGC. Or when a loyal customer leaves a glowing review about your product on Google, that’s UGC too. It’s authentic, unfiltered, and often highly relatable, making it a powerful way to build brand loyalty and connect with potential customers.
What is Influencer Marketing?
Influencer marketing, on the other hand, involves partnering with people who have large followings on social media channels. Influencers use their platforms to promote your product or service through intentional content, often integrating your brand into their personal stories or niche expertise.
For instance, a fitness influencer might create a post showing how your protein shake fits into their morning routine. Or a beauty influencer could record a tutorial using your skincare products. Influencer content is typically more polished and curated than UGC, designed to appeal to the influencer’s audience while aligning with your brand’s marketing goals.
Through influencer marketing, brands tap into the credibility, reach, and trust that influencers have created within their social media communities. The influencer is the liaison between your brand and their followers, making your product feel like a natural part of their lifestyle.
What is the Difference Between UGC and Influencer Marketing?
While UGC and influencer marketing are both key players in the content marketing landscape, they differ in several important ways. One major distinction is around content ownership: UGC is created by everyday people and then repurposed by brands, whereas influencer content is made specifically for a paid collaboration and typically remains under the brand’s control. Another key difference is cost structure—UGC is often low-cost or even free, while influencer marketing requires a budget for fees, collaboration costs, and often more extensive campaign planning.
Content Ownership
In UGC campaigns, the content is created independently by users and shared organically. Brands can then request permission to repurpose this content for their own marketing efforts. This gives UGC a unique authenticity because it stems directly from genuine customer experiences. However, since UGC originates with the customer, brands may have limited control over the final output unless they collaborate with UGC creators to design specific content.
Influencer marketing works differently. Influencers are hired to create content specifically for your brand as part of a collaboration. This branded content is typically owned by the brand, giving you control over how it’s used across social media platforms and other marketing channels. This distinction makes influencer content a great choice for brands looking to maintain a consistent, polished image.
Cost Structure
UGC is often a more budget-friendly option, particularly for small businesses or startups. Many users are happy to create content for free because they love the brand (and appreciate the opportunity for more views or likes).
Influencer marketing, however, requires a financial investment. Influencers charge fees based on their follower count, engagement rates, and the scope of the collaboration. While the upfront costs can be high, influencer campaigns often deliver strong returns by providing access to large, engaged audiences and delivering professional-grade content that elevates your brand.
Benefits of UGC
UGC offers unique advantages that can make it a great addition to your marketing strategy:
- Authenticity: UGC feels more relatable and genuine, which helps establish trust and social proof. Potential customers are more likely to trust content created by other users than traditional advertising.
- Scalability: Because UGC is cost-effective, it’s easy to collect and repurpose a large volume of content for ongoing campaigns. This helps you keep your marketing fresh without a massive budget.
- Community Building: UGC creates a sense of belonging among your customers, turning them into loyal advocates for your brand.
Benefits of Influencer Marketing
Influencer marketing also has many benefits that make it a valuable tool for brands looking to grow:
- Reach: By leveraging influencers’ established audiences, you can expand your brand’s visibility and connect with new potential customers.
- Credibility: Influencers are seen as trusted experts in their niches, and their endorsement adds legitimacy and brand loyalty. When they recommend your product in their social media posts, their followers are more likely to take notice.
- Professional Content: Influencers are skilled content creators who can produce polished, high-quality visuals and videos that align with your brand’s aesthetic.
How to Choose the Right Marketing Strategy
Deciding between UGC and influencer marketing depends on your specific goals, budget, and target audience. UGC is ideal for building authentic connections and amplifying your brand’s community, and influencer marketing is better suited for reaching new audiences and creating buzz around a product or campaign.
When to Use UGC
UGC is the perfect choice if you’re working with a small (or non-existent) budget or targeting a niche market. It allows you to showcase authentic content that highlights real customer experiences, building brand loyalty and advocacy in the process. UGC works especially well for brands that prioritize organic growth and want to establish a closer relationship with their audience.
When to Use Influencer Marketing
Influencer marketing is your go-to strategy when you’re looking to expand your reach and target new audiences. It’s particularly effective for building buzz around specific products or campaigns, thanks to the credibility and influence that social media creators have these days. If your goal is to make a big splash and increase brand awareness on a larger scale, influencers can help you achieve it.
Tips for Incorporating UGC and Influencer Campaigns Into Your Digital Marketing Strategy
While both user-generated content and influencer marketing can be great additions to your digital marketing strategy, you want to make sure they’re intentionally blended into your organic SEO and marketing plan. Here are some practical tips to get the most out of these campaigns:
- Set Clear Goals for Each Campaign: Make sure you know what you want to achieve with your UGC and influencer campaigns. Are you aiming to increase brand awareness, drive website traffic, generate leads, or boost sales?
- Engage Your Community for UGC: Encourage your audience to create content by making it easy and fun. Launch branded hashtags, run contests, or feature standout UGC on your social media platforms to motivate participation.
- Collaborate With the Right Influencers: When choosing influencers to work with, look beyond follower count and focus on engagement, audience demographics, and niche alignment. Choose influencers whose values and content creation style resonate with your brand.
- Repurpose Content Across Channels: UGC and influencer content shouldn’t live on just one platform. Repurpose it across your website, social media posts, email campaigns, and even paid ads.
- Ensure a Seamless Blend of Content Styles: When combining UGC and influencer marketing, maintain consistency in tone and style to ensure your brand message feels cohesive.
- Leverage Social Proof in Your Messaging: Use UGC and influencer campaigns to highlight customer testimonials, reviews, or endorsements. Social proof builds trust with potential customers and can influence purchasing decisions more effectively than traditional advertising alone.
- Track Performance and Optimize: Monitor key performance metrics like engagement rates, conversions, and ROI to assess the success of your campaigns. Use analytics tools to determine which types of UGC and influencer collaborations resonate most with your target audience and refine your approach accordingly.
- Balance Organic and Paid Promotion: Combine the organic reach of UGC with the strategic targeting of paid ads. Promote your best-performing UGC or influencer content to ensure it reaches the right audience, boosting its impact.
- Focus on Building Long-Term Relationships: While one-off campaigns can be effective, long-term partnerships with influencers and ongoing UGC initiatives foster deeper connections with your audience. Loyal customers and influencers who genuinely support your brand are more likely to create impactful, authentic content over time.
Reach New Audiences With UGC and Influencer Marketing
Both UGC and influencer marketing play valuable roles in today’s marketing landscape. Choosing the right approach will depend on your business goals, budget, and the audience you’re trying to reach. Intentionally incorporate both of these strategies as part of your overall content marketing plan to create impactful campaigns that resonate with potential customers, increase brand awareness, and drive results.
