Content Production: UGC, IGC and influencer marketing what are the differences

UGC is now the generic term for any type of content generated by third parties and not by the brand itself. Influencer-generated conte

June 2023
Creator Economy
Content Production: UGC, IGC and influencer marketing what are the differences

It's no secret consumers prefer to receive product recommendations from peers rather than brands. A study by Stackla found that 60% of consumers consider user-generated content (UGC) to be the most authentic form of content.

UGC is the best example of word-of-mouth marketing in the digital age. And leading the group of vocal consumers are social media creators.

What is User Generated Content (UGC)?

UGC is content that, as the acronym itself says, is user-generated. Every time your brand is mentioned online by any user, influencer or not. This type of content, created by people outside your company, is definitely one of the best digital marketing tools at your disposal.

Content generated by online mentions of customers, creators, influencers has a very strong impact on the community because it is perceived as spontaneous, therefore sincere and quality content. UGC represents the modern word-of-mouth formula, perfect for raising awareness, but also creating trust.

UGC is therefore fundamental to improving your marketing strategy precisely because it allows you to nurture your audience that has already had contact with your brand and convert users through the testimonials of the content generated by the people they follow online.

Why is user-generated content so important?

Traditional advertising is becoming increasingly obsolete, it still works for services or products, but especially online, the goal is to invest in organic and authentic growth then in UGC and IGC.

According to data collected by Flowbox, user mentions represent a 500% ROl on photos. User-generated photos are 5 times more likely to convert customers than non-UGC.

Influencer marketing allows marketers to collaborate with authentic voices to produce influencer user-generated content about the brand. Influencers, brand ambassadors and key opinion leaders are responsible for some of the most impactful user-generated content on social media.

What is the difference between user-generated content (UGC) and influencer-generated content (IGC)?

UGC is now the generic term for any type of content generated by third parties and not by the brand itself. Influencer-generated content can also be called in more detail Influencer Generated Content, it is a form of user-generated content, but not all UGC has to come from influencers, which is why the two are not the same thing.

Here are the differences:


UGC can therefore be represented by any kind of spontaneously generated content, a post, but also a comment, a review that promotes a brand and assures other users of the validity of the product.

A good marketing strategy considers the design of IGCs that can create engagement and thus create UGC from anyone who has tried the product or service. One of the simplest techniques to create UGC is to send a post-purchase e-mail to customers and offer coupons or loyalty points in exchange for a review.

Why do UGCs cost less than IGCs?

As we have seen before, content generated by influencers is precisely created by influential personalities in the social world who are consequently recognisable. The popularity of these personalities comes at a higher cost because they have an online reputation that allows your brand to be more credible and at the same time allows your content to be more visible or otherwise attract the attention of users who know the influencer or creator.

UGC, on the other hand, may be made by creators who do not necessarily have an online following or a large fan base and therefore their face is less recognisable. Moreover, the quality of the content may be lower, even to follow the line of an authentic product.

Does UGC or IGC mean influencer marketing?

No, it is not the same thing: content generated by influencers or creators is not to be considered as part of an influencer marketing campaign. In fact, this content is not published on the profiles of the people who created it, but directly in the brand's channels in organic or sponsored content.

Content generated by influencers or creators certainly offers a greater competitive advantage as it also exploits the creator's fanbase and not just that of the brand. Indeed, the latter having a larger and more influential audience can increase engagement with the brand.

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