You’ve just launched your product – congrats! After months of prototyping, financing, and endless planning, it’s finally here. Now comes the fun part, getting the word out. You’re ready to shout about it from the rooftops, but what’s the best way to do that? Should you focus on influencers with massive followings or tap into your customers’ creativity?
Two-thirds of shoppers want to see products in the hands of real people before they buy. So, which option will work best for your business? Let’s break it down!
What is UGC?
User-generated content (or UGC for short) is content made by real people, not brands. Think photos, videos, or reviews shared by everyday customers on social media platforms. It’s authentic, relatable content that feels more like a recommendation from a friend than a polished ad.
Now, potential customers love UGC content. In fact, a 2024 The State of User-Generated Video Report found that:
- 85% of consumers rely on UGC before making a purchase decision.
- 81% of consumers say UGC is more trustworthy than professionally created brand content or influencer content.
- 98% of marketers plan to either increase or maintain their budgets for UGC.
It’s clear that UGC has become a key marketing channel for boosting trust, engagement, and conversion rates. In this era of digital marketing, brands must define business transformation through effective strategies, and UGC is leading the charge.
A fantastic example of UGC in action is Rhode Skin. Their fans aren’t just customers. They’re like a skincare squad on a mission, buzzing about the brand like it’s a secret they can’t wait to spill. Being part of this crew feels like being in an exclusive club where sharing product recommendations is like exchanging insider secrets.
The fanbase just keeps growing because Rhode makes everyone feel like a VIP. By reposting user-generated content, teasing sneak peeks, and dropping exclusive products, they create serious hype. Before you know it, casual shoppers become loyal fans, bragging about their “Rhode glow-up” to anyone who’ll listen!
Read More: Rhode Skin Social Media Strategy: A Plethora Of Ingenious Ideas
What is influencer marketing?
Influencer marketing is all about teaming up with social media stars who rave about your products to their followers. These folks have built a loyal audience and are considered the go-to experts in their niches. So when they give a shout-out to your brand, it feels like a recommendation from a friend, which totally boosts your credibility.
The magic of influencer marketing lies in the trust these influencers have created over time. Their followers look up to them and value their opinions, so when they promote your stuff, it acts like social proof, convincing potential customers that they need what you’re selling. This strategy can lead to high-velocity sales, making influencer partnerships a powerful tool for brands looking to grow.
Here are some eye-opening stats from The State of Influencer Marketing 2024 report:
- 85% of survey respondents believe influencer marketing to be an effective form of marketing, showing a rise from previous years.
- 75% admit to having increased the amount of content they produce and share.
- 60% of those who budget for influencer marketing intend to increase their influencer marketing budget over 2024.
Influencer marketing campaigns are all about creativity, and brands across industries have used them to connect with audiences in unique ways.
For instance, Barbie’s movie campaign kicked off long before the movie’s release. The brand teamed up with influencers, including celebrities like Dua Lipa, to start a global Instagram trend using the “This Barbie is” template. This resulted in over 1.5 million Instagram posts and huge pre-release buzz, making it one of the top-grossing films of 2023.
Read More: 5 Successful Influencer Marketing Campaign Examples To Get Inspired
UGC vs. influencer marketing: what’s the difference?
UGC creators and influencers both help brands tell their stories and connect with people, but they go about it in really different ways. Let’s break down how these two types of creators differ:
Content distribution and audience engagement: UGC creators make content that feels real and relatable, like something you’d see from a regular user. They don’t usually share their branded posts with their audience. Instead, brands use their content on their own marketing channels.
Think of UGC creators as the actors in commercials, making content that looks authentic and appealing. Influencers, on the flip side, are all about connecting with their followers. They post their content, including sponsored stuff, right on their social media feeds and actively chat with their audience. Their role goes beyond just marketing; they build real relationships, making their content feel more personal and impactful.
The nature of their influence: UGC creators are hired for their skills in crafting eye-catching content that blends in with regular user posts. Their influence is more subtle since they’re not usually tagged in ads. Influencers, however, greatly impact what their followers buy because of their expertise, knowledge, or connection with their audience. They’re the trendsetters and opinion leaders in their niches.
Engagement with brands: UGC creators often work as freelancers and might even dabble in influencing. They get paid to create specific content for brands, which brands then use in their marketing. Once the content is handed over, UGC creators usually don’t retain rights to it. Influencers tend to have deeper partnerships with brands. Their deals often involve creating and sharing content across their platforms, like Instagram or TikTok. While brands might get rights to reuse the content, that’s not always guaranteed.
Role in social media marketing strategy: UGC creators are super important for getting authentic testimonials that convert well. Their content helps brands come across as relatable and genuine, which can improve sales efficiency metrics. Influencers play a key role in strategies that want to reach new audiences, boost visibility, and drive sales through trusted recommendations. Their power comes from the strong, trust-based relationships they have with their followers.
Which should you choose?
With content authenticity becoming super valuable and the influence of social media personalities constantly changing, you’ve got to weigh the pros and cons of both.
Pros and cons of UGC content creators
Pros:
Cost-effectiveness: UGC is usually cheaper and easier to manage, which is great for smaller or up-and-coming brands. Instead of paying high fees for influencer partnerships or professional shoots, you rely on your customers to create content for you. This makes it especially great for smaller or up-and-coming brands that might not have a huge marketing budget but still want to engage audiences with authentic, relatable content.
Brand loyalty enhancement: When consumers create UGC, it builds a real connection with your target audience and loyalty to your brand.
Social proof: UGC acts as powerful social proof. When potential customers see real people raving about your product on social media, it adds credibility. It’s like a digital word-of-mouth endorsement, which can be more persuasive than polished ads. Seeing others use and love your product can create a FOMO (fear of missing out) effect, pushing new customers to trust your brand and make a purchase.
SEO improvement: UGC can help your SEO game with longer dwell times, keyword-rich content, and better search rankings.
Cons:
Legal concerns: Using UGC can get tricky, especially with image rights and permissions to worry about.
Harmful content exposure: Sometimes UGC can include negative or inappropriate stuff, which means you’ve got to manage it carefully.
Unreliable sources: Some UGC might come from sources that aren’t legit, which could hurt your credibility.
Pros and cons of influencers
Pros:
Targeted audience reach: Teaming up with influencers lets you reach specific, engaged audiences that are perfect for your brand.
Trust and credibility: Influencers with solid reputations can really lend credibility to your brand in no time.
Content creation relief: Influencers handle the content creation, so you can focus on other marketing fun.
Cons:
Risk of mismatch: Picking the wrong influencer could backfire and hurt your brand’s rep. If the influencer’s values or style don’t align with your brand, it can confuse your audience or damage your reputation.
Challenging performance measurement: It can be a bit of a head-scratcher to measure the direct impact of influencer campaigns. Metrics like likes, comments, or shares don’t always paint the full picture. Are those engagements leading to sales or long-term customer loyalty? It’s hard to say.
Cost considerations: Working with influencers can get pricey. While some brands may see great returns, others may find that the investment doesn’t always pay off. The influencer might not generate enough engagement or conversions to make up for the high fees, and if you’re a smaller business with limited budgets, this risk can be a tough pill to swallow.
Just to give you an idea of the costs, high-profile celebs like Kylie Jenner charge about $2.4 million for a single social media post. Even micro-influencers can pull in hundreds or thousands for each post!
Wrapping it up
When it comes to your brand, deciding between UGC creators and influencers really depends on what you need and want. UGC creators bring that authentic vibe, making them perfect for brands looking to build trust and connect with their audience. Plus, their content is usually cheaper and super flexible, fitting nicely on different social media sites and marketing strategies.
On the other hand, influencers come with a solid following and can help you reach a lot more people. They’re great if you’re aiming to target specific niches or want to use their credibility to boost brand awareness and sales.
But it’s not about picking one over the other. It’s all about figuring out how each one can work together to level up your marketing game. With a balanced approach, you can create a more dynamic and effective marketing campaign that mixes both UGC creators and influencers!
Frequently Asked Questions
1. What is the difference between a UGC Creator and an Influencer?
UGC Creators (User-Generated Content Creators) focus on creating content that brands can use in their marketing, without necessarily promoting it to a personal audience. Their content is typically more authentic and customer-driven, making it perfect for ads, social media, or websites.
Influencers, on the other hand, have built personal followings and leverage their audience to promote products. They focus on brand partnerships and have more control over how the content is shared with their followers. The main difference lies in the UGC creator focusing on content creation, while influencers focus on both creation and distribution.
2. When should a business work with UGC Creators instead of Influencers?
If your business wants content that resonates with everyday consumers or needs fresh visuals for ads and social media, UGC creators are a great fit. They generate more relatable and often lower-cost content. If you’re looking to directly reach a large, targeted audience or build brand awareness, influencers are a better choice, as they can amplify your message to their followers.
3. Which is more cost-effective for small businesses: UGC Creators or Influencers?
Generally, UGC creators are more cost-effective for small businesses because they typically charge for content creation alone, without the added premium of audience access. Influencers often charge more due to their follower count and engagement metrics. However, influencers can offer broader reach and instant brand visibility, making the investment worthwhile depending on your goals.
