Influencer generated content vs. user generated content

User generated content (UGC) and influencer generated content (IGC) have a lot in common but are actually two completely different marketing strategies. Which one is better to get optimal marketing results? Find out in this article.

The differences between user generated content and influencer generated content

User generated content

User generated content is actually a free gift from a customer. The customer is happy with the product (or service), has taken a picture of it and then shares it on his or her social media. Customers are not paid for this. It is an authentic expression of their appreciation. Unfortunately, the quality of the content is not always good and is not aligned with the brand image.

See this example of a post about a Unilever product. Although it is free content that didn’t require any investment or effort of Unilever, it won’t get any significant engagement or conversion. 

View this post on Instagram

Moreees, como tá do lado daí? . Hoje é um dia triste!! Acabou meu seda by rayza! ☹️ . Mores, eu não tenho palavras pra descrever, como esse shampoo virou um queridíssimooo! Eu tenho cabelo totalmente oleoso na raiz, (e seco nas pontas) e essa dupla apesar de conter óleos, me traz uma refrescância que dura uns três dias! Nenhum outro shampoo, fez isso até hoje! Ele promete e proporciona uma mega hidratação e umectação! . Ele é totalmente acessível, varia entre R$9,00 e R$12,00. O cheiro dele dura até o dia seguinte. A sensação de limpeza profunda nem se fale! E o uso é para todos os tipos de cabelo! . Não possui corantes, parabenos, não possuo silicone e possui baixo sulfato! . Essa dupla é um milagre no potinho! Virou o favorito do meu cabelo! . Vocês já testaram? Me contem a experiência! . . . . . #Blog #Blogueira #BlogueirasDoABC #EuSouBP #InstaBlogger #InstaBlog #DigitalInfluencer #InfluenciadoraDigital #AsBlogayrasTudo #Influenciadora #InfluencersDoABC #Influencer #Dicas #umcheiru #cabelo #Shampoo #Condicionador #Produto #Resenha #Dicas #Hair #ძiαlindo #intimasDaRay #Seda #Unilever #Babosa #Oleos #OleoDeCoco #Amêndoa #Argan

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Influencer generated content

Influencer generated content is content that is intentionally created by an influencer. He or she has received compensation from a company in the form of free products or a fee. A huge advantage of this is that the brand has control over the photo and the message. This way, influencers help a brand with its reputation management.

This example of content, created by influencer @ownbyfemme with 327.000 followers and commissioned by the brand Suave Beauty, has a pretty high engagement.

User generated content: free is not better

Although most marketers love free generated content, the quality of user generated content is fairly low. Marketers don’t have any control over it whatsoever. As a result, the message often doesn’t correspond with the brand image.

Pros UGC:

  • Free content
  • Sincere appreciation for the brand

Cons UGC:

  • Marketers don’t have any control over the content
  • Content doesn’t match brand image
  • Quality of content is often poor

Influencer generated content: the power of influencers

Content created by influencers performs better than traditional ads. Influencers have won the trust of their followers. They produce good quality content, know what their followers are interested in and talk to them.

A company must invest in influencer generated content by offering free products/services or paying a fee. But this is worth it. It is a new way to create branded content that relates well to the target audience. This content can also be reused on the website or social media of the brand itself. This way, a company can significantly increase its conversion rate.

Pros IGC:

  • The content matches the branding
  • The content is of high quality

Cons IGC:

  • The content costs the company money and time
  • The content may appear insincere


Influencer generated content is the new way to create content. The reliability and authenticity of the influencer, the high quality of the content, and the engagement with their followers make a partnership between influencers and brands extremely powerful.