For brands · 5 min read · 6 October 2026
UGC vs influencer marketing: which one should your brand use?
User-generated content and influencer marketing aren't the same thing. Here's the difference, what each is good for, and where pay-per-view creator campaigns fit.
"UGC" and "influencer marketing" get used as if they mean the same thing. They don't, and picking the wrong one can waste a budget. Here's the difference in plain terms.
What is UGC?
UGC, or user-generated content, is content that looks like it was made by a regular customer: someone filming themselves using a product, honestly and casually. In marketing, UGC is usually made by creators who are paid to produce the video, which the brand then posts on its own channels or uses in ads.
You're paying for the content. The creator's own audience often never sees it.
What is influencer marketing?
Influencer marketing pays a creator to post about your product on their own account, to their own followers. You're paying for the audience, and for the trust that audience has in the creator.
The differences at a glance
- Where it's posted: UGC goes on your channels and ads; influencer content goes on the creator's account.
- What you pay for: UGC is paid per video; influencer posts are paid for reach, usually a flat fee per post.
- Who it suits: UGC suits brands that already run paid ads; influencer marketing suits brands that want new audiences.
- The risk: UGC needs ad spend to be seen; a flat-fee influencer post can flop and still cost the full fee.
Where pay-per-view creator campaigns fit
There's a third option that combines the strengths of both. Creators post authentic, UGC-style videos on their own accounts, so you reach their audiences, but you pay per 1,000 views instead of a flat fee. You get influencer reach without paying for posts that don't perform.
Mid-size creators are especially good at this: their audiences are engaged, they're affordable, and you can work with many at once, so one weak video doesn't sink the campaign.
Which should you choose?
- Need ad creatives for your own paid ads? Go for UGC.
- Want one big, high-profile moment? A large influencer, if the budget allows.
- Want reach and conversions, and to pay only for results? A pay-per-view campaign with mid-size creators.
Many brands end up using a mix: pay-per-view campaigns to find the videos and creators that work, then reuse the best videos as ads, with the creator's permission.