UGC Creators – who are they and why do brands work with them?

Initially, User Generated Content (UGC) referred to authentic content generated organically by users, which were recommendations for products or services. Today, with the emergence of UGC Creators, the term has evolved. It now includes both the aforementioned organic content and paid, carefully planned creatives.

Professionalism, diversity, and authenticity combine to create a new model where brands can tap into the creativity of paid creators while maintaining the credibility and naturalness previously associated with community-generated content.

So who are UGC Creators?

A UGC Creator is a professional who specializes in creating content that looks like organic recommendations, but is paid for their work. Authenticity is still key, but now paid creators are involved in the process, providing brands with content that looks like glowing recommendations but is actually carefully planned ads. It’s an innovative way to promote products and services that allows businesses to benefit from content that is both thoughtful and credible.

Examples of materials created by UGC creators:

https://vm.tiktok.com/ZGeF83ubp/
https://vm.tiktok.com/ZGeF8uCE3/
https://www.tiktok.com/@avonpl/video/7288250450468408608

Why are brands increasingly willing to use the services of UGC creators?

UGC creators provide brands with authentic content that builds trust with potential customers and doesn’t require marketing teams to create it from scratch.

Through these creators, companies build authentic trust, which is crucial in the media age. UGC is seen as a recommendation from a friend, making brands seem more accessible and friendly.

Working with UGC creators saves time and resources that would otherwise be spent on professional content production. UGC is often more cost-effective and quick to obtain.

UGC creators often generate content that provokes community interaction and engagement.

How are UGC Creators different from Influencers?

In short: in the case of UGC creators, the brand pays for the content they create, and in the case of influencers, for their engaged community. Therefore, unlike influencers, UGC creators do not need to have a huge following or reveal their identity – they just need to create content that the brand can share on their account.

Will UGC creators replace influencers?

It’s a question that’s gaining increasing attention in the world of digital marketing. While both groups play important roles, the differences in approach and community trust make UGC creators an important addition to marketing strategies. Unlike influencers, who often have to build and maintain large communities, UGC creators focus on delivering high-quality content without the need for a large following. This approach tends to generate more authentic and trustworthy recommendations, which is valued by today’s consumers. As a result, while influencers will remain an important part of the marketing landscape, UGC creators are gaining ground, offering brands new ways to reach their audiences in a more authentic and accessible way.

UGC creators are changing their marketing strategies, offering brands an effective tool to build trust and engage communities. By introducing a paid UGC model, companies gain a tool not only for promotion, but also for building lasting relationships with consumers.

Sources:

Amanda Demeku, What Is a UGC Creator? (+ How to Become One), https://later.com/blog/ugc-creator/ [read date 22.12.2023]
Ania Amsolik, UGC Creator – a new way of creating digital content, https://socialspot.pl/ugc-creator/, [read date 22.12.2023]
What is a UGC Creator, and How Do You Become One?, https://streamyard.com/blog/live-streaming-tips/ugc-creator [read date 22.12.2023]