We shouldn't miss the fact that the three types of content (influencer content, UGC and Brand Content) can overlap. Some influencers create UGC and some UGC creators become influencers thanks to their social media knowledge. Brand content creators, in turn, can creatively use off-the-shelf content from working with influencers or UGC creators. The important thing is for everyone to get to know the needs of their customers and work with this knowledge in the direction of providing the most diverse and creative content.

27.10.2023

The promotion of products and services today extends far beyond the increasingly less sought after television advertising. Billboards and brochures also do not satisfy the interest of the modern customer. Today, social networks are in the spotlight. Every self-respecting company these days has a presence on social networks and the internet and needs the right content to reach its customers.

Diverse and exciting content on the Internet and social networks a brand can achieve in many ways, but we can divide them into three groups - content from influencers, content generated by users (User-Generated Content) or the same, but generated by itself brand (Brand Content).

Let's take a look at the three types of content and learn more about the ways they differ.

In order to be more present in social searches, brands need to ensure that they have good looking content that is regularly updated. Two of the ways they are using it are UGC (User-Generated Content) and Brand Content.

UGC is the user generated content. These users try to create photos and mostly videos for Tik Tok and Instagram Reels that look as natural and authentic as possible. This is paid content, but it doesn't use a large, pre-curated audience like influencers. They usually don't use their audience, but the brand they work with. This means that the success of posts is unpredictable.

Find out more about UGC here:
UGC in action

The unpredictability, however, also applies to the second type of publication - "Brand Content" or "Content generated by the brand". The creators of this content are usually creative people with knowledge of digital marketing and are part of the company team itself. They generate posts related to the brand itself such as promotions, upcoming events, behind-the-scenes product preparation, and more. This is content that the company controls - the format of the posts and how often they are posted are up to the team. In addition, it has access to the messages and communication channels of the users. This allows the message to be conveyed correctly to reach the customers.

UGC is arguably the more engaging type of content, while brand-generated content offers personal control and delivers the desired message. Also, UGC is always authentic because of the "customer" segment that garners the trust of the audience. We all love it when there are reviews for the product we want or if we have previously seen it in action in some Tik Tok video. Moreover, this type of content can be "recycled" by being used repeatedly in advertising campaigns and subsequent publications, but this must be agreed with its author.

This kind of paid posts put influencers in the position of customers (just like UGC), but leverage their large audience. They already have the trust of their followers with whom they share common interests. Influencers handle both the knowledge of their audience and the already established relationship with them - they know what made people stay in their audience and how they can be useful to them. When we talk about connection with the audience, we can't overlook the fact that micro-influencers specialize in the knowledge of a niche group of followers. This is a very specific factor that distinguishes micro influencers from macro influencers. Speaking of which, macro-influencers have the advantage of a huge audience, which is a factor in turning a famous person into a household name for a product they are promoting.

Customers define influencers as advertisers they trust a lot. They combine the presence of both authenticity and brand control. Buyers get from them user feedback that they have already trusted as their followers. Certainly, however, the advertised products must be in unison with the influencer's audience and not contradict their previous attitudes.

Additionally, influencer content is under direct brand control and can be statistically tracked.

On the other hand, the authenticity of brand-generated content can vary depending on the creativity it allows to add to a given post. Another advantage is that the rights to the video and photo material belong entirely to the company.

These two types of content are important to all digital channels of any modern company. But how does influencer content fit into the "Influencer Content vs. UGC vs. Brand Content" battle?

As we said, in the UGC vs. Brand Content relationship, there is a mismatch of authenticity and control. Perhaps influencer content is the way to balance out these shortcomings.

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