Is Influencer Marketing the same as UGC?

Is Influencer marketing the same as UGC (User Generated Content)?

Although influencers and UGC creators can sometimes overlap, they’re generally considered two distinct categories in social media marketing—and understanding the difference can help you make smarter decisions for your brand.

Influencers are individuals who’ve built a dedicated, engaged following—people who actively look to them for recommendations, lifestyle inspiration, or expertise in a certain area. Influencers typically partner with brands through paid promotions, which may or may not reflect their personal preferences or daily routines.

UGC creators (User-Generated Content creators), on the other hand, started as everyday users who shared about products they genuinely loved and found useful—usually with their close circles. Initially, this kind of content came at no cost to brands. But as the value of authentic, relatable content became clear, the landscape shifted: many UGC creators now receive gifted products or payment for their work, even if they aren’t sharing it to the kind of massive audience influencers have behind them.

If you’re a brand or business considering either option, here are a few things to keep in mind:

• Price: UGC creators are often more budget-friendly, and some may even create content in exchange for product alone (this is referred to also as “in kind”). Influencers, especially those with large followings, can charge anywhere from a few hundred to several thousand dollars per post.
• Audience: Influencers typically have wider reach and higher engagement, but there are many UGC creators who have loyal niche audiences (beauty, parenting, travel, etc.) who trust their opinions within that space.
• Content Quality: Influencers usually produce polished, professional-looking content. UGC content can vary in quality—however, there can be value in that raw, relatable feel.
• Usage & Control: UGC creators can often be contracted to create content exclusively for brand use, without posting it on their own channels. Influencers, on the other hand, usually post on their personal feeds, either solely or in collaboration with a brand’s account. At Desert Creative Group, we recommend clear agreements with creators to ensure accurate brand representation and full content reuse rights.

There are platforms available to help you connect with both influencers and UGC creators—but reaching out directly is also an option, especially if you’re looking for a more tailored partnership. 

At Desert Creative Group, we’ve worked with brands using both approaches. We’re happy to help you determine which type of creator is the best fit for your brand, and how to integrate creator partnerships into your overall social media and advertising strategy. We firmly believe there’s no one-size-fits-all answer for all brands and businesses—but with the right plan, we’ll collaboratively find a solution that’s just right for you.