In the realm of communication and marketing, the term "user-generated content," often abbreviated as UGC, is a familiar one. It refers to content crafted by devoted brand advocates or individuals who genuinely appreciate a particular product or service. This content can take various forms, such as videos, images, or written posts, and it's created by everyday consumers.

But, there's another commonly observed concept on social media – creators, often referred to as content creators. They typically collaborate with brands and, more often than not, receive compensation for their contributions.

This can be a bit confusing because user-generated content (UGC) creators are also making content space online, and it's easy to blur the lines between their work and content creation, even though it's generated by users themselves.

What’s the difference between a Creator and a UGC Creator?

When we talk about creators, brands actively seek out these content creators to showcase their products and services to the audiences of these individuals. By doing so, companies can tap into the engagement and influence of these creators to reach new audiences.

However, unlike traditional creators, UGC creators don't necessarily have thousands of followers or a massive audience. In the case of UGC creators, what truly matters is the quality of the content that the brand will receive for posting on its own social media, rather than the size of the creator's audience.

In most cases, the UGC creator doesn't even post the content they create on their personal social media channels. Instead, the material is typically sent directly to the brand for them to decide when and how to share it.


In both cases, there is an individual who is not a part of the company creating content about a brand's product or service.

However, "conventional" UGC is based on the idea that it is content produced spontaneously by a social media user, without any prior agreement with the brand.

On the other hand, a content creator is hired to produce content for the brand and is compensated for their work. In some cases, this creator may not even be a customer of the brand but receives their products to take photos and videos and create the material that the company desires.


What’s in it for brands?

Understanding the concept of a UGC Creator becomes even clearer when we think about the opportunities it gives for both brands and UGC creators.

To establish a strong presence on social media and engage with the target audience consistently, brands need a content production schedule that aligns with their industry.

However, many companies don’t have the time to maintain this consistent and high-quality content production.

Therefore, having access to content produced by UGC creators, who provide quality materials ready for sharing, presents an excellent opportunity for brands to maintain a prominent presence on social media with unique content.

How can merchants benefit from UGC creators


Even though it's a relatively recent addition to the content production market, we can draw some parallels between UGC creators and freelance content producers. They both handle specific requests, receiving compensation for particular pieces of content or small content packages, all without fixed or exclusive contracts with brands.

The key aspect of partnering with UGC creators is providing them with products to create their content.

Additionally, it's important to note that while UGC creators play a significant role, the focus should not solely be on them. Brands can also tap into the potential of UGC creators by actively engaging their customers. This can involve encouraging customers to create content through various incentives like discounts or free delivery. By fostering this relationship, brands can not only generate UGC but also strengthen their bond with their customer base.

If you want to connect with UGC creators here are some platforms we recommend:

I hope this blog will give you new ideas to promote your products!
See you soon!