The Battle between Influencer Marketing and User-Generated Content
Social media has changed the way we consume content. Consumers are now able to share their opinions and experiences with anyone, anywhere in the world. This shift from traditional mass media has given rise to a new form of content called user-generated content (UGC).
What is User-Generated Content or UGC?
UGC is content created by users. It rose to popularity with Tiktok where most of the videos on the app are real-life customer product reviews. The main difference between UGC and Influencer Marketing is that the latter is sponsored by the brands themselves, whereas UGC doesn’t need to come from a brand at all. UGC creators don’t have to post the content and can sometimes not show their faces at all.
Benefits of UGC
It is far more relatable and more relevant. Because user-generated content is created by real people instead of celebrities or brands themselves, it'll often be more authentic than other types of posts—and therefore make for better engagement rates.
Check out some brands that have used UGC on their social media platforms:
Chobani started a challenge on TikTok encouraging its viewers to create videos to win a free case of Chobani. Their hashtag SwitchTheChobaniFlip had garnered 8.4 Billion views. Chobani not only created a successful trend but was able to upload videos made by users to their social media platforms.
Chipotle created videos on their Tiktok where they show incredible ways their customers can enjoy their orders with the hashtag Chipotlehacks. Some users used the hashtag to create their DIY Chipotle at home. Others just found creative ways to join the trend.
What are Social Media Influencers?
Social media influencers are people who have established credibility and influence in a particular field. They can be celebrities or not, but they generally have large numbers of followers on social media platforms like YouTube, Instagram, and Twitter.
Influencer marketing is when a brand pays an influencer to promote its products/services on its channels or blogs. It’s a great way for brands to reach potential customers directly without having to pay for advertising space on TV or radio stations!
How do both UGC and Influencer Marketing coexist?
To optimize your content marketing strategy, it's important to consider the relationship between UGC and Influencer content. Both have a role in creating brand awareness, engagement, and sales. They are in terms both ambassadors for brands. However, UGC tends to be more "organic" while Influencer content has higher production value. This means that if you're trying to reach the same audience with both types of content (UGC or Influencer), you have to understand the difference for your brand’s message to reach across.
What does this mean for Social Media Marketers?
Both influencer content and user-generated content have their merits. One of the most essential things when deciding which type you want to use is your audience's needs. But no matter what content you choose, it's up to you how much money goes into each one! So make sure whatever decision you make feels right for your brand - whether that means hiring an influencer or creating something on your own! If you feel confused about how to start your challenges or campaigns online, Bragi Strategic Marketing can help you!