Difference Between Influencer Marketing and User Generated Content (UGC)

In the changing universe of digital marketing, influencer marketing and UGC emerge as prominent tactics, each with its uniqueness. Both focus on authenticity, but differ in their approach and execution. This article delves into these differences, guiding brands, from startups to established corporations, in choosing the optimal strategy.

Influencer Marketing: Amplification and Precision in the Brand Message

Influencer marketing is a choreography between brands and influencers, where authenticity and influence come together to promote products or services with a precision and impact that only true influence can achieve.

Features and Advantages

  • Credibility and Trust: A study of Nielsen reveals that an overwhelming 92% of consumers trust content generated by other users more than traditional advertising. This is not just a number; It is a truth of modern marketing.
  • Audience Segmentation: The ability to reach the hearts of specific audiences.
  • Premium Quality Content: Influencers don't just create content; They elevate it to an art form, professional and captivating.
  • Greater Reach and Visibility: Partnering with influencers is like having wings for your brand, extending its reach beyond conventional boundaries.
  • Brand Authenticity: Alignment with influencers can be a catalyst for the perception of authenticity of your brand.
  • Creative Flexibility: Adapting to various formats and platforms is the game of influencer marketing.
  • Feedback and Actionable Data: The interactions in these campaigns are more than numbers; They are voices of real customers.


  • Cost: It can be an expensive strategy, depending on the influencer.
  • Brand Control: Brands have less control over the content generated by the influencer.

User Generated Content (UGC): Authentic Creation Under Brand Guidelines

UGC is not just spontaneity; It can be careful orchestration, created by consumers or under the wings of the brand, maintaining its authentic essence.

Features and Benefits

  • Guided but Authentic: Although UGC may be brand-led, it retains an authentic and genuine tone. According to a TINT study, 90% of consumers say that UGC influences their purchasing decisions, more than any other type of advertising.
  • Diversity of Creators: It is not limited to people with a large number of followers, broadening the spectrum of voices and experiences.
  • Flexibility in Creation: Allows brands to have more control over the message, maintaining the essence of the user experience.
  • Stimulates Participation and Commitment: UGC can inspire other users to share their own experiences, increasing interaction and engagement with the brand.
  • Efectivity cost: Compared to brand-produced content, UGC can be more profitable and offer a significant return on investment.
  • Variety and Freshness of Content: UGC brings diversity to brand content, offering multiple perspectives and maintaining public interest.
  • Improve Advertising Performance: When used in advertising, UGC can increase the relevance and performance of ads, as consumers tend to respond better to real images and testimonials.


    • Cost: Using generation platforms can be expensive, especially if large amounts of content are required.
    • Dedicated time: Requires detailed prior analysis and continuous feedback to ensure the authenticity and effectiveness of the content.

Combining Strategies for Optimal Results

The smart combination of influencer marketing and guided UGC can maximize the impact of campaigns. While influencers can offer reach and credibility, UGC provides an authentic and diverse perspective, resonating differently with audiences.
Understanding and effectively applying influencer marketing and UGC is crucial in an ever-evolving digital environment. At Immoral, we focus on creating campaigns that not only get your message across, but also forge genuine, lasting connections. With our ethical and empathetic approach, we ensure that each strategy reflects the spirit of your brand and resonates with your audience.
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