What is User Generated Content (UGC)? A Full Breakdown and How It Differs from Influencer Marketing

To understand what is User Generated Content (UGC), one must recognise that a brand’s story is no longer its own—it is being told by real individuals who love the product or service. That is the magic of UGC and Influencer Marketing. These two strategies enable brands to connect authentically with their audiences, driving both engagement and measurable results.

In the words of Scott Cook, co-founder of Intuit:

A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.

While both Influencer Marketing and User Generated Content tap into the power of social proof, they operate as two distinct, yet complementary, sides of the marketing coin.

What is User Generated Content and key differences to Influencer Marketing

In this post, the expert breaks down the key differences between Influencer Marketing and User-Generated Content, shares real-world examples, and provides practical tips for success. The goal is to help marketers determine which strategy (or combination) will best achieve their audience engagement and conversion goals. 

What is Influencer Marketing? 

Influencer Marketing centers on formal partnerships with social media influencers and creators who possess a loyal following. Brands compensate these creators with fees to generate content—such as sponsored reviews, unboxing, or lifestyle posts—that place the brand in the spotlight. This strategy effectively leverages the creator's credibility to boost awareness, drive traffic, and increase sales.

What is User Generated Content (UGC)?

Simply put, User Generated Content is the raw, unfiltered content that customers or fans share because of their genuine affinity for the brand. This could be in the form of product ratings & reviews, photos, videos, or social media posts. In essence, the audience organically transforms into an extension of the brand’s marketing team, generating content that builds trust and community often without a direct spend.

User Generated Content is incredibly powerful, with more than 70% of Millennials and Gen Z finding UGC more trustworthy than brand or influencer content

Key Differences: Influencer Marketing vs. User Generated Content

A good way to understand what is User Generated Content is to compare it on key features versus Influencer Marketing. 

Comparison of Influencer Marketing and User Generated Content

Influencer Marketing Use Cases

Influencer Marketing is the primary tool for rapid visibility and hyper-targeted campaigns:

• Product 🎉Launches: Brands like BeautyBio collaborate with beauty influencers like @patrickstarrr to create high-impact, hype-filled reviews, driving significant pre-orders. 

• 🔎 Niche Targeting: Protein Powder brand Scitron collaborates with micro-influencers like @broccolixbeatz in specific fitness niches to secure high conversion rates.

  
  

• Brand 📣 Awareness: Doja Cat has often collaborated with Taco Bell including this humorous Taco Bell’s 2025 Live Más activation.

User-Generated Content Use Cases

What is User Generated Content best utilised for? Building loyalty and deepening community ties:

• Social ⭐️ Proof on E-commerce: Ridge Wallets utilises user photos and stories (such as this one) UGC to inspire sales through genuine, shared experiences.

  
  

• Engagement 🪄 Contests: The McDonald’s Menu Hacks campaign successfully leveraged a fan truth—that everyone has a favorite way to customize their meal—to drive awareness and foot traffic through a TikTok-first strategy.

• Customer 💬 Testimonials:  GoPro converts user adventure videos into powerful UGC, effectively turning customers into the brand’s most passionate ambassadors.

Influencer Marketing and User-Generated Content are not mutually exclusive—they’re a dynamic duo. Influencer Collaborations can kickstart campaigns for instant reach, then UGC campaigns drive sustained momentum with authentic consumer recommendations. 

🔥 Hot Tip: A User Generated Contest can  bridge the two, turning influencers into UGC catalysts. 

Speak to our expert team at Buzzinly for data-driven User Generated Campaigns and Influencer collaborations.