Influencer Partnerships and User-Generated Content (UGC) are effective and popular ways to increase your social media engagement and reach new audiences with friendly and live content. But these types are different. So let’s see what the difference.
Influencer partnerships are when an Influencer and a brand collaborate together. The influencer acts as spokesperson for that company, destination or service for a pre-determined length of time.
User-generated content (also known as UGC or consumer-generated content) is original, brand-specific content created by social media users and published on social media or other channels.
In today’s digital era, user-generated content (UGC) has emerged as a powerful marketing tool for brands on platforms like TikTok and Instagram. UGC not only promotes products but also significantly influences consumer purchasing decisions. Modern customers, especially Gen Z, actively seek validation and reassurance through the experiences shared by their peers. But how exactly does UGC impact buying behavior? Are brands shifting their focus from traditional advertising to leverage the authenticity of UGC? In this article, we’ll explore how to work with UGC, if it becomes a cornerstone of digital marketing, and how it’s shaping the future of brand strategies.
When you decide to create a partnership with some influencers to create Influencer or User Generated Content you can follow these simple steps.
Set right objectives
It’s always more effective to work with anything when you have clear goals. In this way, you can explain to your future partners what you would like to get as a result. Prepare references to show and feel free to use the SMART formula to explain your goals. What is SMART:
Specific
Measurable
Attainable
Relevant
Time-bound
For example, your task can look like the following:
We need to gain 10K more subscribers to our TikTok or Instagram within 2 months.
We would like to increase our online store traffic by 20% within 2 months.
We need to increase our sales from the online store by 15% within 1 quarter.
We need to collaborate with 10 influencers to generate 200 new pieces of content.
Do research to find the right influencers
Feel free to use Instagram or TikTok directly to find the right influencer. You can go over profiles and check the content, geo and engagement. Also, you can use some automated platforms that will help you to find these people. For example, you can use influencermarketing.ai, influencer-hero.com, fiverr.com, or any other platform you can find.
To detect if you found the right person check the following:
Engagement level – how active are the followers on the account and how many likes/shares/comments receive posts on average?
Demographic – you can check this with some special services or ask a potential collaborator to send you this stat directly. That’s okay to request such information from influencers and they usually share it without any problem.
Number of followers – how many subscribers are on the account and based on it you can calculate the engagement rate (number of likes under the post/number of followers).
Detect the size of influencer you need
So depending on the geo and size of your business, you need to choose the right person. In my opinion, there is no sense in contacting celebrities to promote your local shop (but we have exclusions here too). If you would like to reach an audience in your location it’s better to collaborate with local, macro, and micro-influencers. These options will be cheaper and more effective for you. In general, we have the following segmentation for influencers:
Nano-Influencers (1K–10K Followers)
They are the best option for local businesses, niche products, and hyper-targeted campaigns. Usually, they are everyday individuals with a small but highly engaged and niche audience.
Micro-Influencers (10K–100K Followers)
They are the best option for small to medium-sized businesses, startups, and niche brands. influencers with a modest following but strong expertise or influence in a specific niche.
Mid-Tier Influencers (100K–500K Followers)
They are the best option for Brands seeking a mix of niche and mass-market appeal. Usually, they are established influencers with a significant but not overwhelming audience size.
Macro-Influencers (500K–1M Followers)
They are the best option for National campaigns, well-established brands, and product launches. Usually, they are persons who are often well-known in their industry or niche, sometimes celebrities in their own right.
Celebrities or Mega influecers (1M+ Followers)
They are the best option for big-budget campaigns, global brands, and high-profile product promotions. Usually, they are celebrities or individuals with massive followings across one or more platforms.
Discuss the partnership
All the influencers would like to achieve something for their work and content. So directly discuss the options. In my practice, we received content for the Cinema theater and for the Concert hall in exchange for tickets. For e-commerce brands, we received content in exchange for products and for payment. Sometimes you can send both (I mean payment and the product). So it depends on your negotiation.
Use platform options
For example, on TikTok you can assign to get UGC content directly under the business account and create requests for creating about 20 videos per week. As better and more detailed you describe your task as better result you will achieve. Just one restriction: you can use this content for ads only and can’t post it to your account. But if the goal is to achieve business goals like ROAS and sales that’s ok.
The link where you can assign to UGC content from TikTok https://ads.tiktok.com/creativechallenge
Examples of User Generated Content
Some popular media campaigns that I’m sure you know:
Starbucks’ #RedCupContest
Coca-Cola’s “Share a Coke” Campaign
Apple’s #ShotOniPhone Campaign
L’Oréal’s #WorthSaying Campaign
Chipotle: #GuacMode
And some brands that use UGC very often. Follow them to get inspiration:
https://www.instagram.com/bravermanjewelry/
https://www.instagram.com/gopro/
https://www.instagram.com/skydive_madrid/
https://www.instagram.com/kinoland_kh/
https://www.instagram.com/bianchibicycles/
https://www.instagram.com/ironmantri/
https://www.instagram.com/decathlon/
Will user-generated content overcome traditional advertising?
Authenticity has become a key driver for consumer trust, especially among Gen Z. Studies show that consumers are 2.4 times more likely to view UGC as authentic compared to brand-generated content. This authenticity fosters social proof, boosting audience trust in a brand and its offerings.
In the digital marketing mix, UGC is categorized as “Earned Media,” providing brands with organic reach without the hefty price tag of paid campaigns. Unlike paid and owned media, UGC relies on the emotional connection between real users and a brand’s story. This emotional resonance translates into higher engagement, stronger consumer relationships, and, ultimately, brand loyalty.
Brands that strategically incorporate UGC into their campaigns increase revenue, attract new customers, and improve retention. Beyond its effectiveness, UGC offers a cost-efficient way to enhance brand reputation and visibility.
With the growing popularity of video formats on platforms like YouTube, TikTok, and Instagram Reels, brands have an opportunity to tap into UGC in creative ways. Videos created by real users, such as tutorials, product demonstrations, or unfiltered reviews, are highly effective at engaging audiences. Authenticity remains the cornerstone of UGC—buyers trust content that feels real and accessible.
Online shoppers can mitigate the risks associated with online purchases by learning from the knowledge and experiences shared by other users, particularly when considering new or luxury items. These insights help reduce uncertainty and build confidence in decision-making. Additionally, customers often find UGC valuable, as it provides practical information about products or services. Social media posts featuring real user experiences enable buyers to better understand a product, make informed decisions efficiently, and ultimately feel more secure in their choice to complete a purchase.
For brands, collaborating with individuals to create authentic video content is a smart strategy. UGC videos are not only relatable but also establish deeper trust with consumers, leading to higher conversion rates.
As digital marketing continues to evolve, UGC is expected to play an even more integral role in shaping brand strategies. The emphasis on authenticity, trust, and relatability will drive brands to prioritize partnerships with real users over traditional advertising. By leveraging the power of UGC, brands can amplify their reach, enhance credibility, and cost-effectively build a loyal customer base.
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