Influencers changed the marketing world. They sparked the start of a new marketing era. Reaching out to influencers’ audiences is a lucrative approach for brands looking to connect with their target audience on a large scale. Influencer marketing grew into a $16.4 billion industry in 2023.
Well, things cannot just go simple in this digital world. Something had to come up sooner or later. Something similar to influencer marketing but just as different as things could get. Say hello to UGC creators, they are not influencers, they make high-quality content for brands.
Brands need influencers and UGC creators to get their marketing strategy on top. Brands invest in influencer marketing for a bold reason, to reach their audience. They invest time and effort to ensure they get the right influencer to post reviews about their brand.
UGC creators are different, they do not worry about their followers, and they will create quail, authentic, and valuable UGC for you to repurpose on your social accounts. They are hired by brands and create content shared by the brand to make an entire image.
Here is the difference between content creators vs influencers.
UGC Creator vs Influencers
There are two types of influencers brands hire for their content marketing. They are mainly user-generated content creators are influencers. Let’s understand the difference between UGC Creator vs Influencers.
UGC is primarily organic; however, UGC creators are paid to make content for brands. They make specific videos or photos as per the brand’s requirement to get appropriate UGC. Companies produce these creators for around $250/- for a one-minute video, and they get permission to repurpose the video across multiple channels.
They do not share this video on their social media accounts; instead simply send their content to brands. You do not need polished or flashy content; brands need absolute, valuable, and informative content with just a pinch of entertainment.
Influencers are hired by brands and paid to take images and videos of the brand’s products. This content is then shared not only by the brand but by the influencer as well. This is the main distinction between influencers and UGC creators.
Influencers share content on their socials as well. Their contract involves the number of stories, posts, videos, photos, etc., they publish on multiple platforms like Facebook, Instagram, TikTok, Twitter, etc.
Brands opt right to the content and share it everywhere. However, not all influencers offer this. Mark Zuckerberg once said, “People influencer people. Nothing influences people more than a recommendation from a trusted friend. A Trusted referral influences people more than the best broadcast message. A trusted referral is the holy grail of advertising”.
They both create the same type of content but use different ways to share it. They both hold a particular place in your marketing strategy.
Which entity should marketers focus on?
Let’s see how each type of UGC is based on your marketing strategy, which one to focus on, and at what time.
1. Product Launch
UGC creators thrive regarding new products and their feedback. Make them create videos and leave feedback on the website about your product. Place these videos on all your marketing channels. You get 29% more web conversions if you include UGC in your website.
The main goal of launching and improving the website’s product page is to create awareness. This is where influencers can do their magic. They are dedicated audiences and a robust marketing channel. Paying them to post about your product can be a breakthrough as they create the required buzz about your new product.
2. Growing an Established Brand
If your brand is established, you do not have to worry about awareness. The goal now has shifted to maintaining that awareness. So, how do brands keep their products on top of their audience’s minds?
Brands increase their marketing touchpoints from essential Facebook, Google, Twitter, etc., to billboards, in-person digital displays, packaging, branding, etc. They pay UGC creators to make content for their brand and product. This content is shared across multiple channels beyond social media and digital ads.
When you put yourself in the viewers’ shoes, you will understand why UGC is more effective than branded content. You show them what they want to see, what they care about, and why they should invest in you.
Influencers are known as influencers for a reason, they influence people. Established brands tap into their followers and grow through relationship marketing. People are crazy about influencers. They take their recommendations very seriously and act on them.
When you compare promotional UGC creators’ content, influencers’ content is meant to relate to their audience. They know how to speak to their followers, keep them engaged, and convince them to purchase.
Since you are established, you focus on reminding people about your values and visions instead of conversions. Influencers attract organic UGC from existing customers as well. Zara, Shein, H&M, and Nike get the most mentions on Instagram and rely heavily on influencer marketing.
UGC creators are a powerful tool for increasing conversions on your website or online platform. This is because UGC is often seen as more trustworthy and authentic than content created by the brand. When potential customers see other people using and enjoying your product or service, it can help to build their trust and confidence in your brand, leading to higher conversion rates.
Influencers can help to improve conversions in a similar way to user-generated content. Because influencers have a dedicated following of loyal fans, their endorsement of a product or service can be seen as more trustworthy and credible than traditional advertising. When potential customers see an influencer they admire using and enjoying your product, it can help to build their confidence in your brand and encourage them to make a purchase. Additionally, influencers often have a deep understanding of their audience and can help to target your marketing efforts to the right people, increasing the chances of successful conversions.
Influencers and content creators can help the recruitment campaign by leveraging their large and engaged social media following to promote job openings and attract qualified candidates. Here are some ways that influencers can be helpful in recruitment:
- Amplifying job postings: Influencers can help get the word out about job openings by sharing job postings on their social media channels. They can use their platform to reach a larger audience and target potential candidates who may not have seen the job posting otherwise.
- Showcasing company culture: Influencers can provide a behind-the-scenes look at company culture by sharing their experiences working at the company. This can help potential candidates better understand what it’s like to work there and whether it would be a good fit for them.
- Referring qualified candidates: Influencers may have a network of contacts who could be potential candidates for the job. They can refer these candidates to the company, potentially saving the company time and resources in sourcing qualified candidates.
- Providing testimonials: Influencers can provide testimonials about their experience working at the company, which can help build the company’s employer brand and attract more qualified candidates.
Overall, influencers can be a valuable asset in recruitment by leveraging their social media following to attract and refer qualified candidates and build the company’s employer brand.
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