THE CONTENT BATTLE: UGC vs Influencer - Crafting the Perfect Content Strategy

August 8, 2023

Welcome to the ever-evolving world of digital marketing, where the battle between User-Generated Content (UGC) and Influencer content continues to captivate brands and marketers. Did you know that a staggering 87% of people trust recommendations from others? That's why at Popcorn, we understand the importance of choosing the right strategy for your business. In this blog post, we will delve into the advantages and disadvantages of UGC and Influencer content, helping you determine the best approach for your brand's objectives.

Influencer Content: Influencer-Led Messaging

Influencer content involves influential individuals or brand advocates creating content to introduce your brand to new potential customers. We recently ran an influencer campaign for our client, Skullcandy, a prominent consumer audio products company. The goal was to increase brand awareness and excitement for their limited edition Pride and Gaming headphones. The influencer campaign was a success, as we worked with 13 Canadian influencers reaching almost 200,000 people on Instagram and TikTok, resulting in a reach conversion of 51.2%.

@itslemonsquares @skullcandy ‘s SLYR Gaming Headset 🍋⚔️ What would your gaming challenge be?! Product link in their bio #feelskullcandy #paidpartnership #gaming #gamer #tech #gamingchallege ♬ original sound - itslemonsquares🍋

Advantages of Influencer Content:

  • Authenticity: Influencers' genuine enthusiasm resonates with the audience, adding authenticity to the campaign's messaging.
  • Audience Trust: Influencers' influence over their communities enhances brand trust and influences purchasing behaviour.
  • Relevance: Partnering with influencers who align with specific communities makes the content more relevant and relatable to the target audience.
  • Amplification: Influencers extend the reach of the campaign beyond the brand's existing audience, exposing more people to the brand and its products.


  • Lack of Control: Brands have limited control over the content created by influencers, which can lead to misaligned messaging.
  • Inconsistent Quality: Quality may vary among influencers, impacting the overall perception of the brand.
  • Dependency on Influencers: The success of the campaign relies on the cooperation and performance of the influencers involved.

UGC: Brand-Led Messaging

UGC involves fans creating personalized content targeted at the brand's existing audience. They don't need to have a large following; their role is to provide content for the brand's use. We ran a UGC campaign for NETGEAR, a computer networking hardware company. Through UGC, NETGEAR reached an audience of 89.3K on their Instagram and TikTok accounts, resulting in a reach conversion of 168%.


Tired of slow WiFi at home? Boost your internet with Orbi WiFi 6E! Repost: @thehartigfamily

♬ original sound - NETGEAR

Advantages of UGC Campaign:

  • Targeted Audience: UGC creators focus on content that resonates with the brand's existing audience, ensuring relevance and engagement.
  • Control of Content: Brands can provide guidance to content creators, shaping the content according to their vision and objectives.
  • Control Over Narrative: Brands can control their brand story by curating and using UGC content.
  • Ad Budget: Brands have the option to pay and promote their UGC, reaching a wider audience and enhancing campaign visibility.

Disadvantages of UGC Campaign:

  • Intellectual Property Concerns: Managing ownership and permissions of UGC content can be complex.
  • Not Reaching New Audiences: UGC campaigns primarily target the brand's current audience, limiting reach to new markets.
  • Longer Coordination: Collaborating with content creators requires time and effort when requesting for a specific piece of content. 

When choosing your content approach, consider your objectives and match them with each strategy's strengths. If you are looking to convey a specific message, opt for UGC. If your goal is to expand reach, engage new audiences, and build credibility through influential endorsements, influencer content might be the way to go. Understanding the pros and cons of UGC and influencer content is important for an effective content strategy.

Remember, there's no one-size-fits-all approach - sometimes, a combination of both strategies can be the key to success. Evaluate your brand's objectives and target audience to unlock new possibilities and thrive in the digital and social media realm. With the option to use ad budget, brands can further amplify the impact of UGC campaigns and maximize their marketing efforts. If you are looking to get your feet wet with influencer marketing or are planning on scaling up your UGC strategy, and are looking for some expert support, we'd love to hear from you!