UGC vs influencer marketing
KJ Marketing Sweden · Updated
UGC is ad content a creator films for your brand, which you then run as ads in your own channels. Influencer marketing means a person with their own audience publishes content about you in their channel. You buy UGC to get ads that sell, and influencer marketing to reach an audience that trusts the person. Many brands use both.
The key difference
- Audience: UGC reaches the people you target with ads. Influencer marketing reaches the creator's followers.
- Cost: UGC is priced per video. Influencers are priced by reach and engagement.
- Control: With UGC you control targeting, budget and how long the ad runs. With influencer marketing the creator controls their channel.
- Measurement: UGC is measured directly in the ad account. Influencer marketing is measured with discount codes, links and Partnership Ads.
When UGC fits best
- You already run paid ads and need more creative.
- You want to test many angles quickly.
- You want a predictable cost per video.
When influencer marketing fits best
- You're launching something new and want to be seen fast.
- The product sells better when someone people trust recommends it.
- You want to build a brand in a specific niche.
The best of both: Partnership Ads
With Partnership Ads on Meta, an influencer's post can run as an ad from the influencer's account, targeted at your own audience. You get the influencer's credibility with the reach and measurement of paid ads. That's often how we connect influencer partnerships with Meta Ads, and it lets a good post keep selling long after it was published.
Examples from our campaigns
We've run hundreds of influencer campaigns. Two examples are Systrarna Graaf with 280K followers, and Jonathan Andersson with 80K TikTok followers in a partnership for Mr Beard.
Frequently asked questions
Is UGC cheaper than influencer marketing?
Per video usually yes, since you don't pay for the creator's reach. But influencer marketing comes with an audience, so it's better to compare cost per purchase than price per video.
Can an influencer also make UGC?
Yes. Many creators do both. The difference is whether the video is published in their channel or delivered to you to run as an ad.
What are Partnership Ads?
An ad format on Meta where an ad is shown from a creator's account instead of the brand's. The creator has to approve the partnership.
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KJ Marketing Sweden AB · info@kjmarketingsweden.com
