UGC Creator vs Influencer: What's the Difference?

March 3, 2024

UGC creator or influencer, is there really a difference? Yes there is, while both of them have a lot of similarities, both play a crucial role for brands in their own way. If you don’t think it’s important to know the difference, you might want to change your opinion with this industry generating a small sum of over twenty billion dollars alone.

With the wide range of social media platforms being popularized by content creation, creating content as a UGC creator has become as common as ever. From photos and videos to reviews and testimonials, consumers are actively participating in shaping brand narratives. UGC offers authenticity and relatability, making it a powerful tool for building trust and fostering community engagement.

On the other hand, influencer marketing has grown drastically in popularity, capitalizing on the influence wielded by individuals with significant online followings. These influencers, ranging from macro to micro-influencers, not only have followers but dedicated audiences that will ride or die with their opinion. This makes them valuable partners for brands seeking to amplify their message. By leveraging the credibility and reach of influencers, businesses can effectively tap into niche markets and drive meaningful conversations.

Brands are increasingly recognizing the importance of incorporating these strategies into their marketing mix to stay relevant. In this article, we’re going to take a look at what really makes a UGC creator versus an influencer. 

Defining UGC Creators

UGC (User-Generated Content) Creators represent the backbone of social media platforms. These individuals are not bound by the constraints of traditional media or corporate agendas. Instead, they hold the power of authenticity and creativity to produce content that resonates with audiences on a personal level.

At its core, UGC encompasses any content - be it text, images, videos, or reviews - created by users rather than brands or organizations. UGC Creators, therefore, are individuals who contribute to this pool of content, sharing their experiences, opinions, and expertise with the online community. What distinguishes UGC Creators from mainstream influencers is their focus on content creation rather than audience size. While they may not boast millions of followers, their impact lies in the authenticity of their content and the depth of engagement it creates.

Here at Bambassadors, we have the pleasure of working with hundreds of amazing UGC creators, and let me tell you, Sonya Robinson is what any UGC creator should strive to be. 

Defining Influencers

On the other end of the spectrum, we have Influencers - a term that has become synonymous with being a social media celebrity. These individuals have transcended mere content creation to become authoritative voices within their respective niches or industries.

Influencers command significant followings, often numbering in the hundreds of thousands or even millions. They’ve gained credibility and trust among their audience through consistent, high-quality content and genuine interaction. Unlike UGC Creators, Influencers leverage their platform to collaborate with brands, endorse products, and shape consumer behaviors. Their recommendations carry weight, influencing purchasing decisions and shaping brand perceptions in ways that traditional advertising cannot match.

While Influencers can get their start on social media, many of them haven’t gotten their claim to fame just from the web. While this is not the case for Charli D'amelio and her current 45 million followers

But this does happen to be the case for Victor Wembanyama and his new path to stardom after being the latest number one overall pick in the NBA’s latest draft. Getting an elite talent while they’re just getting started will only make this collaboration become iconic over the years. 

The Crossover 

While UGC Creators and Influencers operate within distinct spheres, there exists a significant overlap between the two. Many influencers started as UGC Creators, gradually building their following through authentic content and meaningful engagement. Additionally, brands have started to recognize the value of UGC in their influencer marketing strategies. By partnering with UGC Creators, brands can tap into the power of authentic storytelling, reaching niche audiences with messages that resonate on a peer to peer level.

Conversely, Influencers are incorporating UGC into their content strategies to maintain authenticity and relevance. By sharing user-generated content, they build a community of trust among their followers, further solidifying their position. 

Understanding Their Impact and Reach

UGC Creators

Niche-Specific Influence: Unlike influencers who often cater to broader demographics, UGC creators tend to carve out a niche for themselves. Whether it's beauty, gaming, or sustainable living, their influence is deeply rooted within specific interest groups or communities.

Engagement Metrics and Community Interaction: Metrics such as likes, comments, and shares reign supreme in measuring the impact of UGC creators. The strength of their influence lies in gaining genuine interactions within their dedicated communities. It's not just about numbers but about the depth of engagement.

Fostering Genuine Connections: UGC creators have a unique ability to establish authentic connections with their followers. Their content is often perceived as more relatable and trustworthy, leading to a sense of camaraderie that goes beyond mere fandom.


Broader Reach: Influencers command a wider audience across multiple platforms. From Instagram to YouTube and beyond, they have a far-reaching presence that transcends niche interests and demographics.

Measuring Impact Through Reach and Sales Conversions: Metrics such as reach, impressions, and sales conversions are paramount in assessing the effectiveness of influencer campaigns. Their ability to drive tangible results, be it in product sales or brand awareness, is a testament to their influential power.

Shaping Trends and Consumer Behavior: Influencers possess the ability to shape trends and influence consumer behavior on a large scale. Whether it's endorsing a product or championing a cause, their recommendations can sway the preferences and actions of thousands, if not millions, of followers.

Leveraging Collaborations and Partnerships

UGC Creators

Nurturing Communities: UGC creators often engage in collaborations with fellow creators or smaller brands within their niche. These collaborations serve as a means to exchange expertise, cross-pollinate audiences, and generate fresh perspectives. By teaming up with like-minded individuals or brands, UGC creators can tap into new creative avenues and expand their content repertoire.

Alignment of Values: Collaborations among UGC creators are rooted in mutual interests and shared values. Whether it's a joint project, a co-created content series, or a collaborative event, these partnerships thrive on authenticity and synergy. By aligning themselves with brands or creators that resonate with their ethos, UGC creators ensure that their collaborations feel genuine and resonate deeply with their audience.


Strategic Brand Partnerships: Influencers, with their large and engaged following, often collaborate with bigger brands seeking to tap into their audience demographics. These collaborations allow influencers to extend their reach beyond their core followers and expose their content to a broader audience. By partnering with established brands, influencers can leverage their credibility and expertise to create compelling content that resonates with their audience while aligning with the brand's objectives.

Sponsored Content and Brand Ambassadorships: Partnerships in the influencer sphere are frequently structured around sponsored content and brand ambassadorships. From product placements to sponsored posts and ambassadorial roles, influencers leverage their influence to endorse brands authentically. These partnerships are symbiotic, offering influencers opportunities for monetization while providing brands with authentic endorsements and access to a highly engaged audience.

Having Synergy: Driving Impact Through Collaboration

Collaborations and partnerships in both the UGC creator and influencer landscapes underscore the power of synergy and shared vision. By joining forces, creators and influencers can amplify their voices, drive engagement, and catalyze meaningful change. These collaborative endeavors foster a culture of innovation, creativity, and inclusivity, driving the evolution of digital content creation.


Throughout this article, we've highlighted the clear differences between these two, emphasizing that while influencers often command larger followings and engage in sponsored content, while UGC creators foster authentic connections with niche audiences through their originality and relatability. Recognizing the contributions of both UGC creators and influencers is critical for survival  for brands. By understanding this, brands can tailor their approaches to leverage the authenticity of UGC creators and the reach of influencers, thereby maximizing their impact and engagement with consumers. Looking ahead, the future of digital marketing will likely see a continued evolution in the symbiotic relationship between brands, influencers, and UGC creators.

If you’re still wanting to know more about UGC and other marketing strategies, check out all of our other campaigns HERE.