UGC has exploded in recent years, and more brands than ever are trying to understand the difference between UGC creators vs influencers, which option is better for their marketing goals, and how each strategy affects reach, trust, and conversions.
Brands of all sizes, from small e-commerce shops to global companies, are leaning into user-generated content because it feels real, performs well, and adapts perfectly to the short-form video world.
UGC and influencer marketing both work, but they serve very different purposes. UGC is ideal when you want authentic, conversion-focused content you can use in your own channels. Influencers are best when you want reach, credibility, and awareness within a specific audience.
Related content
- How to Find the Best Influencers
- How to Contact Influencers
- How to Plan an Influencer Marketing Campaign
- Influencer Pricing Guide
What Is UGC?
UGC (User-Generated Content) is content created by real people, not the brand, that looks and feels organic. Traditionally, UGC came from customers posting their own videos or photos online. But this year, the term has expanded to include UGC creators, who are hired by brands to produce customer-style content on demand.
UGC usually includes:
- Short TikTok-style product demos
- “Unboxing” videos
- “I tried this so you don’t have to” style reviews
- Lifestyle shots or testimonials
- Before/after clips
- How-to or tutorial content
The key is that UGC is not posted on the creator’s account. Instead, the brand receives the raw content and can use it wherever they want ads, websites, landing pages, email marketing, or social media.
Think of UGC as authentic-looking content built for conversions.
UGC Creators vs Influencers – The Key Differences
Even though both involve creators, they’re not the same thing at all. Here’s the simplest way to understand the difference:
| UGC Creators | Influencers |
|---|---|
| Create content that looks like a customer review or organic video | Create content as their public persona / personal brand |
| No requirement for followers | Followers are the main asset |
| Paid for the content they produce | Paid for the audience they reach |
| Brands use the content on their own channels | Influencers post the content on their own channels |
| Goal: Conversions and credibility | Goal: Reach, awareness and social proof |
| Content feels raw, real, and “everyday customer” | Content feels curated, aspirational, or personality-driven |
A simple example:
- If you hire a UGC creator, they record a demo video of your product. You post it wherever you want.
- If you hire an influencer, they post about your product on their own social media account for their audience to see.
Both are useful, but they are used for different marketing goals.
When to Use Influencers
Influencer marketing shines when your priority is visibility. If you want your product in front of thousands or millions of potential customers who trust a specific creator, influencers are the right choice.
Here’s when influencers make the most sense:
1. You Need to Reach a Very Specific Audience
Influencers often have niche, loyal communities.
For example: A skincare brand may partner with a dermatologist influencer to instantly gain legitimacy and reach people actively looking for solutions.
2. You Want Social Proof and Brand Credibility
When an influencer recommends a product, their audience trusts them, sometimes as much as they would trust a celebrity. If someone follows a creator for years, their recommendation feels personal and trustworthy.
3. You’re Launching a New Product or Brand
If your brand is new and unknown, influencers can act as your megaphone, helping you reach people quickly and giving your launch momentum.
4. You Want Viral Potential
However, virality is never promised; it depends on timing, the platform’s algorithm, and how the audience reacts. But influencers give you a much higher chance of that happening compared to posting from a brand account with low reach.
5. You’re Trying to Grow Your Social Media Accounts
Influencers can act like a bridge, sending their audience directly to your social media pages and helping you grow faster than you could on your own.
Influencer marketing = awareness, trust, and reach.
But it typically comes with a higher cost, less control over the content style, and limited long-term usage rights unless negotiated.
When UGC Is a Better Fit
UGC shines in performance marketing, meaning ads, landing pages, and conversion-focused content. Brands love UGC because:
- It’s cost-effective.
- It’s authentic.
- And raw “real person” content consistently outperforms polished, overly produced ads.
Here’s when UGC is the best option:
1. You Need High-Performing Ads
UGC is currently the most effective content type across Facebook Ads, TikTok Ads, Instagram Reels, and YouTube Shorts. Customers trust a “real person review” more than a perfectly polished commercial.
2. You Want Content You Can Reuse Everywhere
UGC gives you ownership of the content.
You can repurpose it for:
- Ads
- Website banners
- Product pages
- Email funnels
- SMS campaigns
- Organic TikTok or Instagram posts
Influencer content rarely includes these rights without extra fees.
3. You Need a Steady Flow of Fresh Creative
Winning ads burn out quickly. If you’re running ads, you constantly need new content, and UGC creators are the easiest, fastest way to get it. UGC creators can deliver new variations every week or every month.
4. You’re a Smaller Brand or Startup
Influencers can be powerful but expensive, while UGC creators give smaller brands an affordable path to professional, authentic content that drives conversions.
5. You Want Authenticity Over “Influencer Aesthetic”
Sometimes, customer-style content feels more trustworthy than a curated influencer feed. For example, a simple 20-second video from a UGC creator saying “I used this for three days and here’s what happened” can outperform a polished influencer partnership by a huge margin.
How to Hire UGC Creators
You don’t need influencers with 500k followers to create amazing UGC. You just need creators who know how to record natural, engaging, and authentic videos.
Here’s where brands typically find UGC creators:
1. TikTok Search
Search terms like:
- “UGC creator”
- “UGC portfolio”
- “UGC examples”
Creators often list their email or link in bio for brand inquiries.
2. Instagram Reels
Same strategy, look up hashtags like:
- #UGCcreator
- #UGCcommunity
- #UGCcontent
3. UGC Marketplaces
Platforms like (examples):
- Fiverr
- Upwork
- Billo
- Insense
These allow you to filter creators by niche, style, and price.
4. Creator Databases and Agencies
Some agencies now specialize in UGC production or maintain databases of vetted creators.
5. Direct Outreach
If you find a creator you like (maybe they posted a great review of another brand), reach out directly with a friendly offer.
What to Look for in a Great UGC Creator
Hiring based on follower count is a beginner mistake, instead, focus on the quality and authenticity of their content.
A strong UGC creator will have:
- Clear, engaging voice
- Relatable on-camera presence
- Clean video quality (natural lighting is enough)
- An understanding of hooks and storytelling
- Experience shooting vertical video
- The ability to follow a script or brief
- A portfolio with diverse content styles
For example, a good UGC creator can take a simple product, say a reusable water bottle and record five different video styles:
- Unboxing
- Honest review
- “A day in my life using this bottle”
- “3 reasons I switched to a reusable bottle”
- A TikTok-style trending sound with captions
This flexibility is what makes UGC creators so valuable.
Typical UGC Rates
Prices vary by experience level, niche, and usage rights, but here are typical industry standards:
Base UGC Video Rates
- Beginner: $50-$150 per video
- Intermediate: $150-$300 per video
- Advanced / niche specialists: $300-$800 per video
Additional Charges May Include:
- Ad usage rights
- Whitelisting (when creators run ads through their account)
- Rush fees
- Raw footage
- Multiple hooks or variations
- Scriptwriting
Monthly Packages
Brands often save money by hiring creators on retainers, such as:
- 4 videos/month: $400-$1,200
- 10 videos/month: $1,000-$3,000
- 15+ videos/month: Custom pricing
Compared to influencer rates, where one post from a mid-tier influencer may cost $1,000-$5,000, UGC is extremely cost-efficient.
Which Is Better – UGC or Influencers?
Neither is universally better, they just serve different strategic roles.
Here’s the simplest breakdown:
Choose Influencers If You Want:
- Brand awareness
- New audiences
- Social proof
- Reach
- To associate your brand with a recognizable personality
Choose UGC If You Want:
- Conversion-ready content
- High-performing ads
- Evergreen creative you can reuse
- Cost-effective production
- Authentic, customer-style videos
Many brands use both, influencers for reach, UGC for conversion. In fact, one of the most effective strategies in 2025 is:
Use influencers to create awareness OR Use UGC to convert that awareness into sales.
It’s the perfect one-two punch.
Conclusion
UGC isn’t just a trend, it’s becoming the backbone of modern digital marketing. As consumers get more sceptical of heavily curated influencer content, they respond better to real, simple, honest videos that feel like someone’s genuine experience.
Influencer marketing isn’t going anywhere, but its role has shifted. Today, influencers drive reach. UGC creators drive results.
If you’re a brand trying to decide between the two, think about your current goals:
- Need more visibility? → Start with influencers.
- Need better conversions or ad creative? → Invest in UGC.
Most successful brands use both strategically, and that’s where the magic happens.
Leave a Reply