Are UGC creators the future of influencer marketing?

by Chaïma Lesage · 20/04/2023

Move over influencers, UGC-creators are the new kids on the block. It's time to shake things up and take a closer look at the next evolution of influencer marketing. UGC creators are social media creators that offer content production as a service. Is this the future of influencer marketing? Let's dive deeper!

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UGC creators VS influencers

UGC creators and influencers create similar types of more authentic looking content, but differ in where the content is posted. Social media influencers make money by creating content of products or services and posting them on their own social media profiles.

On the other hand, brands pay UGC creators for their content and have permission to share it on the brand's social media channels as owned content.

The success of influencer marketing is often measured by the size of the influencer's following. Brands look for influencers with large audiences, as it means their products will be seen by more people. For UGC creators, it's all about the quality of the content they create. Brands value UGC creators who can produce high-quality content that resonates with their target audience.

Are UGC-creators better than influencers?

The answer is simple: it depends on the goal. For instance, if your purpose is to connect with your existing audience, UGC creators may be your best bet. On the other hand, if you want to introduce your products to new potential customers, traditional influencers are the way to go.

There has been a shift from B2C to a C2C relationship, because it's no longer enough for brands to simply push their products out to consumers through traditional advertising channels. Instead, they must work to build a relationship with their audience and create content that resonates with them. Influencers and UGC creators can help brands achieve this goal and create a more meaningful relationship with their customers.

Where do you find these creators?

There are many ways to find UGC creators and influencers, depending on your target audience and niche. Browse social media platforms by searching on hashtags and relevant key words to find creators who align with your brand. Influencer marketing platforms and referrals are also good options to find a match for your brand.

The verdict

Influencers and content creators are both important in marketing. 👯 However, they have different approaches. Influencers focus on having a big following, while content creators prioritize creating high-quality content. Brands should think about their goals and target audience to decide which approach works best for them.