UGC vs. Influencers: What’s the Difference and When Should You Use Each?

Whether you're new to social or deep in the brand-building trenches, you've probably heard the terms UGC creator and influencer thrown around a lot lately. They often get used interchangeably– but they’re not quite the same thing.

Let’s break it down, from the very basics, so you can not only explain it to your clients– but your cousin, your coworker, or your friend who "might want to get into content" and has no idea where to start.

So... what is a UGC creator?

UGC stands for user-generated content. But these days, UGC creators aren’t just customers snapping casual iPhone pics of your product– they can also be paid content creators who make scroll-stopping videos and images as if they’re a customer, without needing to post to their own channels.

In other words:
A UGC creator is someone who gets hired to create brand content that looks organic, feels real, and is ready to be used in your ads, website, emails, or social feed. They’re usually not famous, and they don’t need a big following– what they’re offering is creative skill and authentic-looking content.

Think of UGC-creators as freelance content producers with a “friendly stranger on TikTok” aesthetic.

And an influencer?

An influencer, on the other hand, is someone posting to their own audience– and that’s part of what you’re paying for. They create content and publish it to their own platforms, which is why follower count, reach, and engagement matter in influencer partnerships.

TL;DR:

• UGC creators: make the content for your brand to use and don’t post it to their own pages. 

• Influencers: make the content and post it to their audience.

When should you use UGC creators?

UGC is perfect for when you need:

• Fresh content for paid ads or organic social

• Realistic product reviews, tutorials, or unboxings

• Testimonials that don’t sound like testimonials

• Content to repurpose across platforms

• Creative variety without a big photoshoot budget

Because UGC feels like it’s coming from a real person (not a brand), it builds trust fast. It’s especially effective in performance marketing– think Meta ads, TikTok Spark Ads, or Instagram Reels with product voiceovers.

When should you use influencers?

Influencers are ideal when you want to:

• Tap into new audiences

• Build brand awareness or buzz

• Run a giveaway or campaign that needs reach

• Align your brand with someone your audience already trusts

• Drive engagement and social proof on-platform

Influencer campaigns are about visibility and connection. The right partnership can move the needle when you're launching something new, entering a new market, or trying to build brand affinity.

Can you use both?

Yes– actually, you should.

UGC creators give you flexibility and a ton of content to play with. Influencers help get your brand seen and talked about. Together, they give you both reach and relevance.

We love a dual strategy where:

• Influencers drive traffic and attention

• UGC creators provide the content to retarget, convert, and keep the momentum going
  

Final Thoughts: It’s Not Either/Or

Both UGC and influencer content bring value– just in different ways. Think of it like this:

• Influencers = reach and endorsement

• UGC = content and conversion

And in a world where brands need a lot of content to stay visible, versatile, and relevant, both play a role in your social toolkit.

Need help building a UGC or influencer strategy that actually performs? Say hello@cleosocial.com.