IGC vs. UGC: Which content strategy will move your brand forward?

What is IGC and what is UGC?

IGC includes content created by influencers and content creators in close collaboration with a brand. This can be Instagram posts, TikTok videos or YouTube reviews. These are often paid collaborations that ensure quality and brand messaging.

Originally, user-generated content referred to content that was created voluntarily and usually unpaid by consumers - out of enthusiasm for a product or brand. Typical examples include an Instagram haul with DM's new favorite products, a TikTok review or a YouTube unboxing.

Today, UGC has evolved: In addition to classic, organic content, brands are increasingly paying UGC creators who are hired specifically to produce authentic content. The reason? Authenticity works and performs - often even better than content from influencers. One of the reasons for this is that UGC creators are often significantly cheaper, as they are not paid for reach, but for creating the content.

Why does IGC work so well?

Influencers have direct access to their community and often create authentic connections. They shape trends, inspire purchasing decisions and give brands a personal touch. This is exactly what makes influencer content so effective: brands benefit from high-quality content that is ideally tailored to the creator's community and, with a good data-based selection, it matches the target group. We have summarized how you can find strong influencers and creators with IROIN® here.

Another advantage is the reach of the influencer community, which helps brands to tap into new target groups. And last but not least, content from creators can increase conversion, as recommendations from influencers continue to enjoy a high level of trust. This social proof can also help to create strong buying impulses in the long term.

Example: Elevator Boys
The Elevator Boys are like a Gen Z version of a boy band, only without a primary focus on music. With their look and the aesthetics of their content, they not only inspire young women worldwide, but also cooperate with numerous brands on a long-term basis. Products are regularly worn and shown and not simply held demonstratively in front of the camera as an advertising block. One of the best-known placements of this kind is certainly the collaboration with Schwarzkopf got2b, in which they integrate the brand's products in a creative and native way.

The success factor: authenticity despite brand specifications. The influencer's creative signature makes the content approachable and must be guaranteed.
be guaranteed. For example, we have explained how you can set up a good briefing in
compiled our Influencer Briefing Guide.

Why is UGC an absolute powerhouse?

UGC conveys trust because it comes from supposedly real users or real creators. Their positive experiences are usually more credible than traditional advertising or one-off creator placements. This is a decisive factor at a time when consumers react sensitively to advertising and need more frequent touchpoints to build trust in a product. The fact that the content can be created decentrally and quite cheaply, with a wide variety of creators, means that the content can be broadcast precisely.

We would like to show how successful UGC can be using an example that creators of the UGC platform Speekly have created. Speekly enables a direct exchange between UGC creators and brands for the purpose of creating content ideal for social media, paid ads and product pages. Performance-driven brands in particular rely on it to scale authentic testimonials.

Air Up - Multilingual UGC campaign

As a fast-growing start-up, Air Up has become a major player in influencer marketing and is constantly using new ways to reach target groups both nationally and internationally. Since May 2022, the company has worked with 24 creators for 5 markets (DE, IT, NL) via Speekly. This has resulted in short clips with a concise hook that clearly follow the sequence of "problem solution", product presentation and CTA for conversion. The results speak for themselves, as the UGC ads have a two to three timeshigher CTR than classic brand ads.

So which is better, IGC or UGC?

The answer is quite clear: as individual as your goals can be. To put it simply, if you want to create decentralized content because you need assets for paid ads or your own feed on Instagram and TikTok, then UGC creators can be a cost-effective alternative.

They can create targeted content on demand that you can then use. You have complete control over the way you communicate, but it is advisable to give them the freedom to speak the language of your target groups.

Content from influencers, or IGC in this context, is always suitable if you also want to benefit from the creator's reach. However, the content should be tailored to the creator's respective community and not come across as a corporate message. As they are often already well-known faces, their content is often not suitable for use in paid media, as you would otherwise also have to purchase usage rights. 

How do you find the right influencers?

Choosing the right influencers is crucial to the success of your campaign. Not only do they have to match the brand DNA, they also have to reach the right target group and authentically represent your product.

👉 With our Influencer Discovery, you can find the perfect match in just a few clicks:

• Over 410 million influencers worldwide

• Filter by reach, industry, engagement rate & target group

• Direct contact option and insight into performance data

Start your search now and find the creators who will bring your brand forward!