What is UGC? Are they Influencers?
Is it just me or does it seem like every other week there's a new way to monetize your audience, I mean expertise, I mean BOTH.
I'm here for all the income streams, (cough rivers). LOL
But it's really getting CONFUSING!
As entrepreneurs how are we supposed to get seen by new people online if we don't know the difference between an Influencer or UGC? How do we know that they are doing a good job? What should we be paying? Is gifting products good enough? When do companies need either?
And on the other side of the table as influencers or UGCs how can we make sure the client knows the difference? How can we make sure we aren't undervaluing ourselves?
INFLUENCERS
What’s it really like to be an Influencer?
It’s WAY more than just getting products and having FUN
Creative Direction
Production
Set design
Videography
Content Creation
Photography
Video Editing
Blogging - writing
Copywriting
Email Marketing
SEO
Product Demos
Positive Public Relations on behalf of brand
Customer Service
Sales
Maintaining a high level of content engagement
Have to represent the brand in a positive light during the duration of the contract
Blogging for fun is so 2016 - JK - kinda
I remember the day my favorite blogger changed. They went from sharing candid moments and recipes to an affiliate link machine. Where did all the OG bloggers go? The ones that aren't politically correct because they have to keep their brand deals. Speaking of that….
The Biggest way influencer go full-time
How do they make money? BRAND DEALS.
The difference between the influencer with 1,000 followers but making money, and the influencer with 34,000 followers, but not making a dime is MONETIZATION. One knows how to monetize and one doesn't.
SOCIAL MEDIA GOLDEN RULE: DON'T CONFUSE FOLLOWER COUNT WITH BANK ACCOUNT
Influencers deserve every penny
They make the content, edit the content, make different versions for different platforms, and interact with their audience about your product. They're basically your sales team. We all know that the sales team is the one that makes the most in companies so they should get paid accordingly.
Would you do all these roles for free? Ask for what you WANT. Don't accept free PR gifts forever.
UGC - USER-GENERATED CONTENT
It seems like everybody and their mama is talking about UGC, but what the heck is it?
Back when Social Media Started definition
When a user creates content for a brand
2022 definition - according to Jade Beason
When a creator produces a lot of content for a brand as part of a partnership
So if someone is really good at creating videos, taking pictures, or creating blog posts, reviews, and tutorials but doesn’t have that big of an audience they can still be commissioned to work with brands.
Kicking myself for the times when I created tutorial videos for a brand being called a “brand ambassador” when I was actually a “UGC” Angry Emoji We live and we learn, right?
A UGC landing a partnership doesn’t depend on their audience size or content engagement.
It depends on their self-promotion, content creation skill level, professionalism, and negotiation skills.
What does it take to be a UGC?
Being a UGC includes:
Creative Direction
Production
Content Creation
Videography
Set design - depending on the contract
Video Editing - depending on the contract
Product Demos - depending on the contract
Photography - depending on the contract
Blog writing - depending on the contract
Mirroring the brand's customer base
UGCs may offer services for flat rates or bundle packages. Trading products for all the above won't work.
Who is hiring UGCs?
Small and medium sized businesses are hiring UGCs to make the content for them since they don't have the team internally to make as much content as they need for their brand.
What's the difference between UGCs and Influencers?
UGCs are paid up front to make a certain amount of content for a brand. Their social media audience and engagement with content doesn't matter, because they are creating content for the brand to use. The content is more realistic like an actual customer experience.
For example, a UGC is hired to make 2 unboxing and 2 product reviews for BoxyCharm. The brand will pay for all 4 videos before the videos are created. The brand will also send the 4 products to the UGC. The UGC will not post them on their personal social media accounts. The brand will share the 2 unboxing and 2 review videos on their social media accounts and/or websites.
An influencer is paid up front for a certain amount of content for a brand AND gets a commission when someone uses their link or coupon code.
For example, an Influencer is hired to do a Fall Collection Haul and Winter Collection Haul for Fashion Nova. The influencer will create reels, stories, and videos, to promote their videos. They will post the videos on their social media accounts. The influencer will add links to their stories, blog posts, YouTube Videos, Linktree, LikeToKnowIt, etc. They will encourage their audience to shop with their link or coupon code. The brand will pay for each video, even per platform, AND payout commission during and after the duration of the project. The brand may or may not be allowed to share the content on their social media platforms and website.
Which one do companies need?
Both are essential at certain times.
UGC is needed from season to season, year to year.
People want to see people that look like them with your products - think more inclusive promotions showing a variety of skin tones and body types.
Influencers are nice when you are ready to really amplify your reach. Depending on the size of the influencers’ audience AND the level of trust the audience has with the influencer the more the audience will actually shop with the code and buy. If they become a customer one time is very likely that they will shop with you again.
Some Things to Think About
One slip-up from an influencer from the politically correct police and your brand's reputation could be questioned. You have to be EXTREMELY CAREFUL about who you choose to represent your business.
You don't have this problem with a UGC. Your customers have no idea who the UGC actually is. They can't track down their personal social media accounts and do any politically correct policing. Studies show that UGC increases conversions and builds trust, according to Hootsuite.
This could be why so many brands are seeking out and embracing UGCs more and more.
Both are investments.
The risks are there, but the rewards are too.
I'd love to hear from you! Which one are you thinking about hiring or being?
