UGC & Influencers: Which Is More Effective?

When a brand or company wants to launch and promote a campaign with a specific goal in mind, an innovative and creative digital marketing strategy is essential. Two familiar approaches frequently used by brands are User-Generated Content (UGC) and Influencer Marketing.

The way UGC and Influencer Marketing strategies work is quite similar—both involve spreading the word by having influencers post about our brand or product on their social media pages—but there are some key differences between them. It’s no wonder many people think these are the same methods. Read on below as Media Buffet PR, a Jakarta-based PR agency, will thoroughly break down both strategies.

Definition of User-Generated Content

User-Generated Content, or UGC, refers to all content (such as photos, videos, text, reviews, etc.) created by users to voluntarily post or share on social media. They typically do this to share their experiences and opinions about a product or service they like. It’s not uncommon for users to use specific hashtags to make their content easier to find, and if a brand sees that content, it may repost it.

UGC is based on the principle of WOMM (Word-of-Mouth Marketing). Research conducted by TurnTo Networks shows that 90% of users decide to buy a product because of UGC. Interestingly, in this strategy, brands must not tell users what to do. Instead, brands create creative campaigns that encourage users to participate on their own. A real-world example of this strategy is the challenges frequently held on Instagram or TikTok. Users eagerly participate in brand challenges without any coercion.

The Benefits of a User-Generated Content Strategy

Some of us might be wondering why UGC is so important for a brand. After all, using endorsers or brand ambassadors alone already looks very professional. Here’s the answer!:

• The content produced becomes more diverse and less monotonous.
• Higher and more organic engagement
• The content is more authentic and features honest reviews.
• It helps build relationships with the community.

Understanding Influencer Marketing

Yes, as the name suggests, this strategy focuses on the use of influencers. Simply put, an influencer is someone who can exert influence on the public. They can be celebrities, bloggers, YouTubers, or public figures considered important within a specific community.

Generally, an influencer has millions of followers on social media. However, this isn’t always the case. Someone with just thousands of followers can also be considered an influencer if they have a significant impact on their audience. As a result, many business owners partner with influencers to promote their products thanks to this extraordinary influence.

This is what has come to be known as influencer marketing, where brands collaborate with influencers for a specific period to increase brand awareness and boost product sales.

Advantages of Influencer Marketing

• Reaches a wider audience quickly.
• Builds brand trust and credibility.
• Generates content that the brand may not have created on its own.
• It’s more cost-effective than running ads.

Which is more effective, UGC or Influencer Marketing?

Based on Media Buffet PR’s explanation above, both UGC and Influencer Marketing have their own advantages. So which is more effective? It depends! It all comes down to what goals you want your campaign to achieve. If you’re looking for significant results in a short amount of time, Influencer Marketing can be the solution to grow your business quickly. On the other hand, if your priority is customer satisfaction and building a strong community, UGC can be your go-to strategy.

Happy experimenting ~