Anyone in the social media stratosphere has come across the controversial “i” word at some point in their doom scrolling sessions. Some people loathe influencers for their overly polished version of reality while others both understand them for their value within the marketing world and enjoy consuming their content. But, a new creator type has everyone wondering if the day of influencers is well and truly over. Let’s dive into how the new kid on the block, the UGC Creator, and they are starting to dominate the world of the influencer.
What is a UGC Creator?
If you haven’t heard the term before now here is the rundown. Much like an influencer, a UGC Creator (short for User–Generated Content Creator) creates content for brands to market a product or service. So what’s the difference?
Well, a UGC Creator creats authentic content intended to expand brand awareness. They curate content that’s relatable to the everyday person and showcases the brand in a way that’s upfront and reliable. Where influencers are social media personalities with loyal audiences, UGC Creators sole purpose is to generate content for brands.
Key differences between Influencers & UGC Creators
Despite having relatively similar skills and job descriptions, there are some big differences between the two creator types.
| Key Difference | Influencers | User-Generated Content |
| Who Are They | Usually well-known creators with large & dedicated followings | Everyday creators |
| Purpose | To promote or endorse a brand to their audience | To promote a brand while creating trust & awareness |
| What Do They Earn? | High earnings | Lower earnings (can be unpaid) |
| Content Tone | Polished & consistent with their audience niche | Authentic & relatable |
| Audience | Generally large & part of a specific niche | Generally small |
| Main Objective | Drive sales & boost reach | Build community (awareness) & authenticity |
In short:
- Influencer = someone of a famous variety, who gets paid to promote a brand to their loyal audience.
- UGC Creator = a regular person, who gets paid or incentivised to promote a product from an authentic perspective.
So, which one
is better?
Well, like most things, it depends on what your marketing objective is. For example, if you’d like to reach a broader audience and crack into a new niche, then an influencer might be your best bet. On the other hand, you may prefer to keep your brand local and authentic. This could mean that utilising a UGC Creator is more suitable.
For some brands, depending on objective and budget (of course), a combination of both can be the most beneficial way to market your brand or business both authentically and to a broader audience. As with any marketing, trial and error is the best way to see what is working and what isn’t
In short, neither is better than the other. Influencers and UGC Creators can both be extremely valuable to your brand. Creating a purposeful strategy that accounts for trial and error is the best approach when looking to grow your brand/ business.
The future of Influencers
You may love them or hate them, but there is no question that influencers have their place in the world of marketing. Influencers have undoubtedly helped shape the shoes that UGC Creators are stepping into and UGC Creators are helping shape the need for authentic social media content. The two types of content creators work hand in hand to bring out the best in social media content and we are definitely here for it.
So, are you excited to see what the future of influencer marketing has in store for the digital world?
