User-generated content (UGC) used to be a niche aspect of marketing. Things have changed. As brands crave to create, build, and maintain authenticity, UGC and influencers are often the key. UGC has gone from a nice-to-have to a need-to-have in your marketing plan. Why? Because it leads with people.
The Creator Economy is Expansive
Anyone can create content. The skill is doing so in a way that’s personable and realistic. That’s what makes someone influential. Great creators are becoming full-blown brands, with multiple revenue streams, including product drops, affiliate ventures, and content studios. When exploring a collaboration, you need to consider that creators have agency and their own strategy.
All Shapes and Sizes
“Influencer” doesn’t always mean massive popularity. In fact, the bigger an influencer becomes, the more they feel like a celebrity than a person and their support feels more like a paid endorsement than genuine admiration for your brand or product. Micro-influencers can carry more value as they’re often more relatable. This is a good reminder that it’s not enough to pick an influencer with reach; alignment and credibility matter deeply.
Get Comfortable Giving Up (Some) Control
Scripted influencer marketing is an oxymoron. If you’re working with an influencer, you must give them the freedom to make it their own—whether it’s a video, photography, or post copy. Otherwise, authenticity is out the window.
It’s definitely a good idea to provide a few talking points and general direction to make sure everyone’s aligned on the goal, but then you need to let the influencer run with it.
Casting Matters
Giving up some control is much easier when you know you’ve picked the right person to represent your brand. Identify influencers who relate to your brand, product, and intended audience. The avid cook and baker for a line of seasonings. The dog lover or respected veterinarian for a natural brand of dog treats. The committed volunteer for a nonprofit.
Explore social media to find people in your space who are already creating. Then, reach out to see if they’re the right fit for you. Make the right choice, and you’ll create the kind of connections that grow support, sales, and market share.
Meaningful Metrics
Go beyond raw impressions to realize the actual impact of influencer marketing and UGC. Look at engagement rate, quality of comments, and long-term relationship building, as these metrics count more. View influencer marketing as a funnel instead of simply a one-off ad buy. You’re playing the long game, but the potential payoff is huge.
Start Small
Start with UGC and influencer marketing as a small component of your overall marketing plan. View social media as your sandbox and experiment there to see what works. Consider a specific campaign where an influencer aligns with the concept. Your budget and strategy will thank you.
Influencer Marketing’s Real ROI
The true value of influencer marketing isn’t virality; it’s sustained trust. People trust other people, and the more synonymous your brand is with trusted voices, the more credible your brand is to your audience.
