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If you have an online presence, you’ve probably heard influencer marketing and user-generated content (UGC) mentioned a lot recently. If you don’t, you might be living under a rock. Many companies are tapping into these strategies to reach their target audience effectively. They can make great marketing tools if used correctly. However, before incorporating these methods into your strategy, it’s important to know their pros and cons.
To help you decide which strategy is right for your brand, we’ve outlined the key differences between UGC and influencer marketing and where they could work best for your business.
What is User-Generated Content?
User-generated content (UGC) is any type of content that is generated by a user or customer. Traditionally, UGC has been reviews, comments, ratings, and other types of content that users create and publish on your website or social media channels. At its core, UGC is about leveraging the power of your customers and giving them a platform to share their experiences and advice on your company, products, and services.
UGC is an easy and effective way to collect content that is relevant and can be used to create compelling marketing campaigns. Popular channels for UGC include your website (e.g. product or service reviews), photo/video sharing platforms (e.g. Instagram, YouTube), and social media platforms (e.g. Facebook, Twitter).
The Differences Between UGC and Influencer Marketing
First and foremost, UGC and influencer marketing differ in that UGC is user-generated content, while influencer marketing is when a brand partners with an influencer. However, beyond the definitions, there are some important distinctions to consider when deciding between these two strategies.
Here they are:
- Scale – UGC is something you can scale up easily, as it’s content like reviews, photos, and testimonials that you can request from your existing customers. With influencer marketing, there are a lot more steps required to make it happen, as it involves a collaboration with an influencer, contracts, and alignment with their own self-brand.
- Reach – UGC can be seen by anyone who visits your website or social media channels, but it won’t necessarily extend to your target audience who don’t interact with your brand already. With influencer marketing, you’re reaching a wide number of your target audience from the influencer’s followers, and growing your brand’s network.
- Cost – Influencer marketing is more expensive than UGC, as it often requires contractual agreements, upfront payments, and other fees. UGC is inexpensive and can be free if your customers are happy to do it for no compensation at all.
When to use User-Generated Content
If you have an established brand with an online presence and are looking to attract new customers or reassure existing customers, UGC can help you. Popular platforms for UGC include your website, reviews, and user-generated content are photo sharing platforms (e.g. Instagram, Pinterest), and social media platforms (e.g. Facebook, Twitter).
User-generated content can be used to create campaigns, such as a photo contest, where customers are invited to submit photos that relate to your business or products. This is a popular way to engage a younger audience and engage them in your business.
