If you have an online presence, you’ve probably heard influencer marketing and user-generated content (UGC) mentioned a lot recently. If you don’t, you might be living under a rock. Many companies are tapping into these strategies to reach their target audience effectively. They can make great marketing tools if used correctly. However, before incorporating these methods into your strategy, it’s important to know their pros and cons.
To help you decide which strategy is right for your brand, we’ve outlined the key differences between UGC and influencer marketing and where they could work best for your business.
What is User-Generated Content?
User-generated content (UGC) is any type of content that is generated by a user or customer. Traditionally, UGC has been reviews, comments, ratings, and other types of content that users create and publish on your website or social media channels. At its core, UGC is about leveraging the power of your customers and giving them a platform to share their experiences and advice on your company, products, and services.
UGC is an easy and effective way to collect content that is relevant and can be used to create compelling marketing campaigns. Popular channels for UGC include your website (e.g. product or service reviews), photo/video sharing platforms (e.g. Instagram, YouTube), and social media platforms (e.g. Facebook, Twitter).
The Differences Between UGC and Influencer Marketing
First and foremost, UGC and influencer marketing differ in that UGC is user-generated content, while influencer marketing is when a brand partners with an influencer. However, beyond the definitions, there are some important distinctions to consider when deciding between these two strategies.
Here they are:
- Scale – UGC is something you can scale up easily, as it’s content like reviews, photos, and testimonials that you can request from your existing customers. With influencer marketing, there are a lot more steps required to make it happen, as it involves a collaboration with an influencer, contracts, and alignment with their own self-brand.
- Reach – UGC can be seen by anyone who visits your website or social media channels, but it won’t necessarily extend to your target audience who don’t interact with your brand already. With influencer marketing, you’re reaching a wide number of your target audience from the influencer’s followers, and growing your brand’s network.
- Cost – Influencer marketing is more expensive than UGC, as it often requires contractual agreements, upfront payments, and other fees. UGC is inexpensive and can be free if your customers are happy to do it for no compensation at all.
When to use User-Generated Content
If you have an established brand with an online presence and are looking to attract new customers or reassure existing customers, UGC can help you. Popular platforms for UGC include your website, reviews, and user-generated content are photo sharing platforms (e.g. Instagram, Pinterest), and social media platforms (e.g. Facebook, Twitter).
User-generated content can be used to create campaigns, such as a photo contest, where customers are invited to submit photos that relate to your business or products. This is a popular way to engage a younger audience and engage them in your business.
When to use Influencer Marketing
If you want to reach a wider audience, increase brand awareness, and get more engagement on your website, influencer marketing is a great strategy for targeting a specific audience and driving traffic.
Although this strategy is best for selling specific products, it can be adjusted to fit a range of industries. When selecting influencers, it’s important to make sure their followers are a good fit for your brand. Influencers with a large following, who communicate regularly with their followers and have high engagement, are the best option.
Bottom line
With so much buzz around UGC and influencer marketing, it can be difficult to determine which strategy is right for your business. It’s important to understand the differences between the two and decide which strategy is best suited for you. With the correct strategy, you can reach the right audience, generate leads, and improve your brand awareness.
Top Influencer Marketing Agencies
The leading agencies shaping influencer marketing in 2026
Agencies ranked by campaign performance, client diversity, platform expertise, proven ROI, industry recognition, and client satisfaction. Assessed through verified case studies, reviews, and industry consultations.
Moburst
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The Shelf
Boutique Beauty & Lifestyle Influencer AgencyA data-driven boutique agency specializing exclusively in beauty, wellness, and lifestyle influencer campaigns on Instagram and TikTok. Best for brands already focused on the beauty/personal care space that need curated, aesthetic-driven content.Clients: Pepsi, The Honest Company, Hims, Elf Cosmetics, Pure LeafVisit The Shelf → -
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Audiencly
Niche Gaming & Esports Influencer AgencyA specialized agency focused exclusively on gaming and esports creators on YouTube, Twitch, and TikTok. Ideal if your campaign is 100% gaming-focused — from game launches to hardware and esports events.Clients: Epic Games, NordVPN, Ubisoft, Wargaming, Tencent GamesVisit Audiencly → -
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Viral Nation
Global Influencer Marketing & Talent AgencyA dual talent management and marketing agency with proprietary brand safety tools and a global creator network spanning nano-influencers to celebrities across all major platforms.Clients: Meta, Activision Blizzard, Energizer, Aston Martin, WalmartVisit Viral Nation → -
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The Influencer Marketing Factory
TikTok, Instagram & YouTube CampaignsA full-service agency with strong TikTok expertise, offering end-to-end campaign management from influencer discovery through performance reporting with a focus on platform-native content.Clients: Google, Snapchat, Universal Music, Bumble, YelpVisit TIMF → -
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NeoReach
Enterprise Analytics & Influencer CampaignsAn enterprise-focused agency combining managed campaigns with a powerful self-service data platform for influencer search, audience analytics, and attribution modeling.Clients: Amazon, Airbnb, Netflix, Honda, The New York TimesVisit NeoReach → -
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Ubiquitous
Creator-First Marketing PlatformA tech-driven platform combining self-service tools with managed campaign options, emphasizing speed and scalability for brands managing multiple influencer relationships.Clients: Lyft, Disney, Target, American Eagle, NetflixVisit Ubiquitous → -
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Obviously
Scalable Enterprise Influencer CampaignsA tech-enabled agency built for high-volume campaigns, coordinating hundreds of creators simultaneously with end-to-end logistics, content rights management, and product seeding.Clients: Google, Ulta Beauty, Converse, AmazonVisit Obviously →