Two-thirds of consumers prefer seeing real people talking about their experience with products before making a purchase. That’s why more and more brands are turning to user-generated content.
It’s no secret – they know that authentic UGC-style posts work like a charm when it comes to engagement, conversions, and trust on social media.
But what exactly are these UGC creators and how are they different from influencers? Read on to find out key differences, where to find them, and which one is best for your brand!
What Is An Influencer?
An influencer is a person with a large following on social media, influencing their followers buying decisions due to their authority and relationship with their audience. They specialize in a niche, engaging followers and boosting brand credibility naturally.
Types of Influencers
- Micro-Influencers: 1,000 to 100,000 followers. High engagement, strong audience relationships. Ideal for targeted marketing.
- Macro-Influencers: 100,000 to 1 million followers. Broad reach, less personal connection than micro-influencers. It’s good for wider visibility.
- Mega-Influencers: Over 1 million followers. Highest reach, expensive, less engagement. Suitable for mass marketing campaigns.
Influencer Marketing: Pros and Cons
Pros:
- Authenticity: Influencers can create genuine content that resonates with their audience
- Reach: You get access to a broader or different target audience
- Engagement: Higher engagement rates, especially with micro and macro-influencers
Cons:
- Cost: Top-tier influencers can be expensive
- Control: Brands may have less control over the content
- Measurement: Tracking ROI can be complex
Working with influencers can be a great option if you’re trying to get your product or service in front of more people, but it can be also expensive and not always reliable.
It’s difficult to test the results of the campaigns, and you have less control over the content.
What Is A UGC Creator?
A UGC creator makes authentic content based on personal experiences with a product or service.
Their content enhances brand trust by offering real-life perspectives and first-hand experiences with your product or service.
UGC Content Advantages
- Authenticity: More genuine than brand-made content.
- Diversity: Different content types (different videos, photos, Stories, etc.)
- Creativity: Shows unique angles of your product/service
- Relatability: Connects well with potential customers on a different level
How Brands Use UGC
- Social Proof: Displays actual product use to boost credibility.
- Content Library: Provides a diverse, cost-effective content source.
- Engagement: Increases interaction and community feeling on social platforms.
- Customer Insight: Offers feedback on product use and perception.
UGC Content: Pros and Cons
Pros:
- Cost-Effective: Less expensive than traditional advertising or influencer partnerships
- Trustworthy: UGC content is more reliable than brand-created content
- Engagement: Can lead to higher engagement rates as it resonates more with the audience
Cons:
- Quality Control: when not sourced properly, the quality of content can be an issue
- Legal Concerns when UGC content belongs to your customers
According to statistics, UGC content has become increasingly valuable for brands because it increases the trust and authenticity of a brand.
On top of that, it boosts conversions and serves as a social proof. You can grow your brand in the long run if you utilize UGC to your advantage.
The most important part is that it’s sourced from professional UGC creators and not your customers.
How Can I Find Influencers And UC Creators?
The best way to find UGC creators is on UGC platforms, where they have already been screened and vetted.
That way you know you’ll be working with experienced professionals who take their content creation seriously, and not as a side project on a lazy Saturday.
You could look for creators on social media, but that takes a lot of time since they’re not as straightforward about their UGC career as influencers.
They don’t necessarily have large followings on social media, since they work with brands who use their content in their advertising campaigns and other platforms.
Similarly to UGC creatos, you can also look for influencers on influencer discovery platforms, or search relevant hashtags on social media.
Which One Is Best For Your Brand? A Recap
In short, influencers have a large following on social media. They share the content they create with their followers on their channel.
On the other hand, UGC creators create content for brands based on their requirements. The brands then use the content as a part of their marketing strategy, including advertising.
No matter which one you choose, make sure to align your brand’s goals, target audience, and budget.
Consider whether you’re looking for an immediate impact(influencers) or long-term trust (UGC creators).
Remember, the best strategy often involves balancing both options to match your brand’s voice and objectives.
