Are UGC Creators the Next Evolution of Influencer Marketing? – Adweek

November 7, 2022

Creating diverse, authentic content is no small task for brands. While studio-produced content remains a critical part of the content mix, brands are increasingly seeking new ways to scale and source organic content. The influencer, the brand ambassador and, more recently, the user-generated content creator offer new avenues for creating content—feeding into the model known as the creator economy.
As the lines between the different members of the creator economy become increasingly blurred, so do marketing organizations’ roles, titles and ROI measurement. With influencers, marketers can expect a premium—you’re investing in the content and the community the influencer has worked to build. But with the growth of short-form videos via platforms like Instagram and TikTok, more brands are looking to decouple content from reach.
Enter the UGC creator—the community-driven marketer’s best friend and emerging content professional that straddles the line between customer and influencer.
Creator Content Shouldn’t Be Measured Like a Social Media Post

A UGC creator specializes in creating engaging content for brands to leverage across the customer journey to build authentic consumer interactions. UGC creators are experienced creatives crafting conversion-optimized content that brands can distribute at will.
Often compared to influencers, UGC creators’ value lies less in their personal brand and more in the inherent power of their content. UGC creators don’t always share the content they’re paid to make; instead, brands often buy the content and promote it on their own channels.
The typical flow with a UGC creator might look different than the typical influencer collaboration. Oftentimes, brands will provide a product to the creator to create content for. This can involve a campaign brief that outlines deliverables, brand guidelines, demographic information for the brand’s audience (or target persona), channels the content is being created for and anything else pertinent to the campaign or partnership.
Once the content has been created, that content is shared directly with the brand through their preferred method. From there, the content is leveraged by the brand to build authenticity in the channels the content is designed for.
This differs from influencer relationships in a few ways, but the distinction is still somewhat minute as the lines between the influencer and the prolific UGC creator aren’t set in stone. Many influencer campaigns are one-off collaborations that showcase a one-time endorsement for a brand’s product. While influencer relationships can be ongoing, UGC creator partnerships often are by default.

Write a comment