User Generated Content Influencer Marketing: UGC Creators vs. Traditional Influencers

What is UGC in Influencer Marketing?

Ever notice how one raw, slightly shaky TikTok from a regular person can outsell a polished ad? That’s UGC — user-generated content — and it’s changing the influencer game.

In the world of user-generated content influencer marketing, it is like digital word-of-mouth. It can come from happy customers or paid UGC creators who whip up relatable videos for brands to reuse in ads, emails, and landing pages. But here’s the twist — UGC influencer marketing doesn’t always mean posting to their own audience. Sometimes, they just create content for the brand to use.

Traditional influencers, on the other hand, share content with their own followers. Think: sponsored posts, shoutouts, polished Reels. That’s the classic influencer marketing UGC model — high reach, polished delivery.

So, what is the definition of UGC in influencer marketing? 

Think of UGC (user-generated content) as content made by real people — not brands. We’re talking about unfiltered TikToks, glowing reviews, selfies with a product, or even those “this actually works” demo videos. 

UGC’s impact on influencer marketing (why it works for your bottom line)

The way we connect with audiences has changed. People don’t want to be sold to — they want to feel something real. That’s where user-generated content (UGC) steps in. It flips the old playbook on its head. Instead of banking on one influencer post to go viral, you get fully licensed, on-brand content that you control — built to perform wherever your audience actually is.

Here’s why UGC has become every savvy marketer’s go-to move:

✅ It Stops the Scroll — and gets clicks

UGC doesn’t look like an ad, and that’s exactly why it works. It feels like a friend sharing something they actually love — not a brand shouting for attention. That’s why it often delivers up to 4x higher click-through rates than traditional branded content. The platforms notice, and your budget stretches further.

✅ It slashes costs without cutting corners

Forget bloated productions and back-and-forth revisions. With UGC, you get authentic, high-performing creative without the usual overhead — often 60–80% cheaper than traditional production. No studios, no scripts — just real people telling real stories that convert.

✅ It works everywhere you need it to

You can run a UGC video as a TikTok Spark Ad, drop it in your Facebook funnel, plug it into your product page, and repurpose it in your email flows. It's not just content — it's a creative asset that keeps working across every touchpoint.

✅ It’s about performance, not popularity

Gone are the days when follower count ruled the game. With UGC, it's about what works — whether it's a micro-creator with 2,000 fans or a customer who just gets your brand. If the message lands and drives results, that’s your star.

✅ It makes your brand feel human

People don’t want to feel sold to — they want to feel seen. UGC adds warmth, relatability, and trust to your brand voice. It turns you from a logo into a story people care about. And that emotional credibility? You can’t fake it with glossy ads.

When you combine UGC with influencer marketing, you’re not just running campaigns. You’re building a strategy that scales trust, drives conversions, and creates a brand that actually feels like it belongs in people’s lives.

But here's where most marketers get stuck:

What’s the difference between a UGC creator and an influencer — and who should you actually hire?

Let’s break it down.

The Difference Between UGC Creator and Influencer

They both create content. They both work with brands. So… what’s the deal? The difference between UGC creators and influencers might seem subtle, but it seriously shapes your marketing results.

Let’s break it down like real people:

Who posts the content:

What kind of influence:

How they work with brands:

Where they fit in your strategy:

Pros and Cons of User Generated Content vs Influencer Marketing Creators

Trying to decide between working with UGC creators or influencers? It’s a common marketing head-scratcher. Both have their perks, but they play totally different roles. So, to make things easier, I put together a quick breakdown of the real pros and cons — from who reaches more people, to cost, and how brands actually use their content. 

So before you throw your budget at one, let’s break it down like real people.

Why they rock:

Where it gets tricky:

Thinking about bringing an influencer or UGC creator on board? Why not both? When you blend the two right, that’s when the real magic happens. ✨

So, what’s the move?

Knowing how to find and work with the right person is key. We’ve put together an easy-to-follow guide on how to hire an influencer that walks you through everything — from spotting the perfect match to making the whole process smooth and stress-free.

UGC vs. Influencer Content: Which Should Marketers Focus on?

Spoiler alert: it’s not a battle — it’s about picking the right tool for the job. Whether you're chasing conversions, awareness, or engagement, both user-generated content (UGC) and influencer marketing can shine. 

The secret? Knowing when to use each one.

Goal 1: Crank up performance in paid ads

👉 Focus on: UGC

Let’s say you’re running Facebook or TikTok ads and want to stop the scroll. That’s UGC’s time to shine. UGC creators aren’t influencers — they’re content pros who make native-style videos that feel like your best friend’s recommendation. 

Think: casual demos, "honest" reviews, or unfiltered tutorials. 

The magic? These clips blend right into social feeds and drive serious conversions. You won’t find their face on their own page — brands own and use the content across marketing channels. It’s like influencer marketing’s stealthy little cousin.

Goal 2: Spread the word far and wide

👉 Focus on: Influencer content

Launching something new? You’ll want the crowd. Influencers, especially micro and niche ones, come with built-in communities. They post, they engage, and when they say they love a product, people listen. 

Influencer-generated content (IGC) is great for awareness, storytelling, and trust. And yes, sometimes they even create content you can reuse in your own campaigns.

Goal 3: Build brand trust across the funnel

👉 Focus on: mix these two

The smartest brands don’t choose — they mix. UGC builds conversion power, influencers drive buzz. When done right, they feed each other. At IQFluence, we help brands tap into both — creating a full-funnel engine of trust, authenticity, and growth.

And hey — if you’re still mapping out your strategy, don’t leave without checking out the benefits of collaborating with influencers. It’s packed with real-world wins and fresh ideas that go beyond follower count.

Building a product people need in the tech space? Then the guide collabs for tech influencers is your next stop. We’re talking niche audiences, trust-driven growth, and how to make your message land — even if it’s a little more complex.

And if you’re stepping into bigger deals with macro-influencers, don’t miss our influencer collaboration pricing and payment guidelines. The article breaks down what’s fair, what’s standard, and how to make sure everyone walks away happy — and paid.

Top 3 UGC Creator Campaigns Brands Can Learn From

The magic of UGC? When you combine that genuine vibe with smart influencer marketing, you get campaigns that actually cut through all the noise. And that’s true whether you’re talking Instagram, TikTok ads, landing pages, or even what you slap on your product packaging.

So, let me share three campaigns that totally nailed this mix of UGC and influencer marketing — and trust me, there’s some gold in their approach that your brand can totally borrow.

Glossier – #maskforce

Image source. Glossier #maskforce real customer post

Instead of chasing after those huge influencers with millions of followers, Glossier did something pretty cool — they asked their real fans to jump on board with the #maskforce. They encouraged everyday people to snap honest selfies wearing their Mega Greens Galaxy Mask and share their skincare routines on Instagram and TikTok. 

It felt real. No fancy filters or perfectly posed shots — just raw, authentic moments showing glowing skin. It matched Glossier’s whole “skin first” vibe perfectly, and people connected with that honesty.

Glossier took those genuine posts and turned them into ads, retargeting campaigns, email banners — even features in their app. It’s marketing powered by real people, not just polished brand speak.

The payoff? Glossier really built a community by engaging with their fans — liking, commenting, sharing their content. They picked the best UGC that matched their style, and tracked the numbers closely. They saw how these honest, everyday posts actually drove more engagement and sales.

Starbucks – #WhiteCupContest

This one’s a classic. Back in 2014, Starbucks asked customers to grab their plain white cups and decorate them however they wanted, then share photos on social media. No celebrities, no fancy photographers — just creativity and a love for coffee. 

Image source. Starbucks Customer Cup Art from #WhiteCupContest

Why did it work? Because it invited people to be part of the brand’s story in a super fun, personal way. Over 4,000 people sent in their designs in just three weeks!

And the best part? The winning design wasn’t just a prize — it actually became a limited-edition reusable cup you could buy in stores. It drove a 20% boost in reusable cup sales the next year and made customers feel like they were truly part of Starbucks’ journey, which naturally built loyalty and community.

Alo Yoga – #AloGives

For Mental Health Awareness Month, Alo Yoga launched #AloGives, asking people to share how their wellness routines — and Alo’s gear — helped their mental health. 

They mixed things up by partnering with micro-influencers and wellness coaches, combining influencer content with real user stories. People shared everything — from yoga flows in their living rooms to quiet meditation in nature — showing how Alo fit into their daily lives.

Image source. Balancing yoga and motherhood beautifully — Aminahtaha in #AloGives

As a result, returning customers jumped by nearly 300%, visitors spent way more time on their website, and average orders shot up by over 100%. Plus, Alo Yoga’s revenue hit around $250 million. It proves that authentic storytelling and blending UGC with influencer support is a winning combo.

So here’s the deal: UGC vs. influencer marketing isn’t really a competition. The real magic happens when you mix both. Let everyday creators show off how much they love your product, and let influencers tell stories that reach wider audiences. Together, they build trust, authenticity, and real impact across every channel.

Top 3 Influencer Marketing Campaigns Examples

Influencer marketing is everywhere these days — but only a few campaigns manage to break through the noise and connect. The secret is real people, passion, and storytelling that doesn’t feel like an ad.

Below are three standout campaigns where brands and influencers teamed up in a way that felt less like a promo — and more like a vibe. 👇

Dunkin’ x Charli D’Amelio: when coffee meets TikTok fame

Dunkin’ isn’t just where people buy coffee — it's where the day begins. With stores on nearly every corner across the U.S., it's a name that's woven into people's daily lives. But even the biggest household brands need to stay culturally relevant, and particularly so to the young, native-digital masses.

Enter Charli D'Amelio. As TikTok phenom Gen Z celebrity — viral dancer and genuine human — she had the kind of credibility brands can't purchase: genuine trust from over 150 million fans. Therefore, in 2020, Dunkin' partnered with Charli not only for reach but also for relevance.

They didn’t go the traditional influencer route. Instead, they turned her real coffee order — a cold brew with whole milk and three pumps of caramel — into “The Charli,” a menu item fans could actually order. That simple move blurred the line between influencer marketing and UGC: her authentic connection to the product made the campaign feel real, not scripted.

What followed was a full-funnel rollout powered by culture: TikTok dance challenges, behind-the-scenes clips, and exclusive merch. It wasn’t just another ad — it was a smart use of UGC and micro-influencer marketing to turn fandom into measurable action.

Image source. Dunkin’ + Charli = a sweet sip of social media synergy

What happened next

• Dunkin’s app saw a 57% spike in downloads right after launch.

• Cold brew sales perked up big-time.

• The brand became an instant favorite among younger audiences.

Gymshark x Fitness Creators: where lifting weights built a movement

Gymshark is the cool kid on the fitness block. Born in the UK, this gymwear brand doesn’t just sell stretchy pants — it creates a tribe. A place where fitness isn’t about six-packs, it’s about showing up and leveling up.

They don’t just pick pretty faces — they work with fitness creators who walk the talk. Think Nikki Blackketter or David Laid — trainers, lifters, and motivators who live and breathe their workouts (and their leggings).

The “Gymshark 66” campaign wasn’t your typical hashtag fest. It challenged people to build better habits over 66 days (because science says that’s how long it takes). Influencers documented their progress, encouraging fans to join the movement, not just watch.

Image source. Alejandro Fernandez on the #Gymshark66 challenge

This campaign was all about community. Influencers acted like virtual gym buddies, cheering on their audiences. The hashtag became a badge of honor. The message? “You don’t need to be perfect. You just need to show up.”

What happened next

• 750,000+ posts using #Gymshark66.

• A serious bump in engagement and sales.

• A brand community so tight-knit, it almost feels like a fitness cult — but in a good way.

Fiji Water x Danielle Bernstein: where runway meets rehydration

Fiji Water isn’t just bottled water — it’s bottled vibes. Sleek, pure, and sourced from an actual tropical island, it’s the go-to hydration for celebs, wellness lovers, and anyone who likes their water with a little side of glam.

But even a luxury brand like Fiji knows it can’t just look good — it has to stay relevant, especially in the ever-evolving wellness world. So when they decided to pivot toward fitness, they needed more than just a pretty face. They needed someone who could speak wellness fluently — and still keep things effortlessly cool.

Enter Danielle Bernstein — founder of WeWoreWhat, and a fashion-world force with a feed full of aspirational outfits, workouts, and real-life relatability. Her style is polished, but never out of reach. Her followers trust her — not just to pick the perfect blazer, but to lead a lifestyle they want in on.

So the partnership made perfect sense. Together, they launched BodyWoreWhat — a fitness video series that blended movement, motivation, and (of course) hydration. Fiji was front and center, not just as a sponsor, but as a lifestyle essential. Because in this world, drinking water isn’t just healthy — it’s part of the look.

Image source. Danielle brings the drip with Fiji Water 💧👟 #BodyWoreWhat

What happened next

• Over 2,000 user-generated posts inspired by the series.

• Brand awareness soared with younger, fashion-forward audiences.

• Fiji strengthened its position as the chicest water on the shelf.

These campaigns weren’t just about product placement — they were about alignment. Charli loved Dunkin’. Gymshark influencers are the brand. Danielle made water look runway-ready. When brands let influencers stay true to themselves, the results don’t just perform — they connect.

If you want to make campaigns like these truly shine, check out our next articles: Influencer Collaboration Brand Guidelines Examples, Social Media Collaboration Tips, and Influencer Concept Collaboration Examples. They’re of practical tips and real-life examples to help you guide creators without cramping their style — so your brand stays on point and your content stays fresh.

4 Expert Hacks on How to Combine These Two Like a Pro

So, you’ve got influencer content buzzing and your UGC game picking up steam — but now comes the real challenge: how do you make them dance together without stepping on each other’s toes?

We asked our team — the folks who’ve sat through way too many brainstorms and built campaigns from the ground up — to spill their best-kept secrets. Below, you'll find their unfiltered advice: the wins, the facepalms, and the tiny tweaks that made a big difference.

Let’s get into the good stuff. 👇

Start by mapping the funnel, not the feed

🗣️ Anastasia, Content Marketer & SEO at IQFluence:

“Most brands lump UGC and influencer content under the same ‘content bucket’ — but they serve different parts of the customer journey. Influencer posts are your discovery engine — they stop the scroll, spark curiosity, and pull people in. UGC, on the other hand, is your trust builder. It proves the product works from real humans, not just curated feeds.

When we map the campaign to the funnel first, we know exactly where each format shines. That’s when things click. We’ll launch with a creator drop for reach, then retarget engaged users with UGC in paid ads. Works like magic — because each format is doing what it does best.”

Give influencers real UGC to remix

🗣️ Elen, Chief Product Officer at IQFluence: 

“The best influencer marketing doesn’t look like marketing at all. It feels like a friend saying, ‘Hey, I tried this, and it’s dope.’ One way to unlock that is by sharing real user-generated content with your creators first.

It gives them a springboard that feels grounded in real experiences — and helps ensure that your influencer content reflects what your actual customers love about the product. This blend makes your campaign feel like a movement, not a message.”

Don’t Frankenstein the strategy

🗣️ Alex, Chief Business Development Officer at IQFluence:

“Trying to use raw UGC as your brand awareness engine is like trying to drive uphill in neutral. It’s not built for that. UGC is powerful because it looks and feels like it wasn’t made for marketing — but that only works when people are already considering your brand.

Influencers kick open the door. UGC convinces the person to walk through it. Use both formats in the wrong place, and your campaign loses impact — and spend.”

If it’s not measured separately, it’s not managed right

🗣️ Elen, Chief Product Officer Officer at IQFluence:

“Here's where things go sideways: brands merge UGC and influencer marketing metrics into one report and assume the whole thing’s working — or not. But user-generated content drives trust and micro-conversions. Influencer posts boost reach and visibility. These are different roles on your marketing team.

We track them separately and adjust spend based on what’s really working. For example, we might scale UGC creators for paid social after seeing how they outperform in retargeting, while keeping our influencer roster tight for brand-building.”

Since you now see how powerful combining UGC and influencer marketing can be, the next step is finding the right creators to bring your brand story to life. So, IQFluence can help you discover authentic UGC creators and influencers who truly connect with your audience and boost your campaign’s impact.

Let’s get into it.

How IQFluence helps you find the right UGC creators and influencers

Since you now see the difference between UGC and influencer marketing, let’s talk about finding the right people to tell your brand story.

It’s not just about working with anyone who has a following or posts pretty pics. It’s about finding creators — whether everyday fans or niche influencers — who actually resonate with your audience and make people care. 

That’s where IQFluence makes life easier.

Here’s how it helps you spot the gold in a sea of content:

• Find the right mix of UGC and influencers. You can filter for both. Build your campaign with exactly the kind of content your audience actually responds to.

• Search smarter, not harder. Whether you’re looking for a Gen Z beauty reviewer on TikTok or a foodie mom on Instagram, IQFluence helps you narrow things down by tone, niche, region, platform, and more.

• Get hyper-specific with audience insights. IQFluence doesn’t just show you follower numbers. It digs into who those followers really are — age, interests, buying behavior — so you’re not just getting reach, you’re getting relevance.

• Go beyond “likes” with real performance data. Find creators who don’t just post, but perform. See who’s driven actual clicks, conversions, or shares — and use that to power up your next campaign.

• Avoid the fake stuff. Nobody wants to invest in creators with bots for followers. IQFluence runs authenticity checks so you’re working with people who’ve built real trust with real humans.

Want to explore more tools that can level up your strategy? Check out our guide to the best influencer platforms and influencer marketplaces — it's your shortcut to making smarter picks and scaling with confidence.