User generated content and influencer marketing are two of the most widely used strategies in digital marketing today. Both rely on real people — rather than the brand itself — to tell the story. But they work in very different ways, and understanding the difference is essential before you invest your budget.
As a UGC creator and content producer for both Scandinavian and international brands, I have seen both sides of the coin. Here is what you need to know.
What is UGC, exactly?
UGC stands for user generated content — content that looks and feels like it was made by a regular person, but is actually produced professionally for the brand. It could be a TikTok unboxing video, an Instagram Reel showing how to use a product, or a video-format review that feels genuine and relatable.
The key thing about user generated content is that it feels authentic. It is not polished advertising — it is content that fits naturally into your target audience's feed. The brand owns the content and can use it freely in ads, on their website, and across social media.
What is influencer marketing?
Influencer marketing is about partnering with someone who already has an established audience. You are not just paying for content — you are paying for distribution. The influencer publishes the content on their own channels and reaches their followers with your brand message.
The strength here lies in the reach and the trust the influencer has built with their audience over time.
When should you choose UGC?
User generated content is especially effective when you need assets for performance marketing. If you are running paid ads on Meta, TikTok, or Google, UGC video is often the format that converts best. The algorithms favor authentic content, and users scroll right past traditional advertising.
UGC is also ideal when you:
- Need a high volume of content quickly and cost-effectively
- Want to test different angles and messages in your ads
- Need content that feels native to TikTok and Reels
- Want full control over how and where the content is used
When is influencer marketing the better choice?
Influencer marketing is stronger when your goal is brand awareness and credibility. If you are launching a new product and want a lot of people to know about it fast, an influencer with the right audience can make an enormous difference.
Influencer marketing works especially well for:
- Major launches where you need broad reach
- Building credibility through association with trusted voices
- Reaching niche audiences that are hard to target through paid ads
- Long-term ambassadorships that build brand loyalty
Why many brands do both
In practice, I see the smartest brands combining both strategies. They use user generated content to fill their ad accounts with high-converting assets, while partnering with select influencers to build brand equity over the long term.
A common approach is to use UGC in paid advertising and let influencer collaborations drive organic reach. That way, you get both conversion and brand building working together.
My experience with UGC
I have produced UGC for brands in everything from skincare and fashion to travel and food — both in Scandinavia and internationally. What I have learned is that the best user generated content never tries to be an ad. It tells a small story, solves a problem, or captures a moment that the target audience can relate to.
The quality of UGC has also increased dramatically in recent years. It is no longer shaky footage shot on an old phone — it is professionally produced content designed to look natural. And that is precisely what makes it so effective.
The best marketing does not feel like marketing. It feels like a recommendation from a friend.
