Once upon a time, brands measured influence in follower counts and blue checkmarks. If you wanted reach, you partnered with influencers (big or small)to showcase your product. Fast forward to today, and there’s a new wave in town: UGC creators (User-Generated Content creators).

But here’s the twist: they’re not just “micro-influencers.” They’re a whole different game changer and if your brand isn’t utilizing UGC for content and ads, you’re already behind.

At GreaterThan, we’ve helped brands leverage both influencers and UGC creators to fuel growth, engagement, and sales. Let’s break down the difference and why UGC deserves a spot in your 2025 marketing strategy.

UGC Creators vs. Influencers: What’s the Difference?

Influencers build an audience around their personality, aesthetic, or expertise. When you hire them, you’re paying to reach their followers.

UGC creators, on the other hand, aren’t posting to their own communities. Instead, they produce content (photos, videos, tutorials, testimonials) that’s designed to live on your brand’s platforms.

In short:

• Influencers = rented audience.
• UGC creators = owned content.

That distinction matters. UGC gives brands more control, more versatility, and often, more bang for their buck. Think of UGC as your photoshoot replacement strategy. The amount you’ll pay a creator for high quality UGC assets is significantly less expensive than a photographer, models, set, etc. Plus, with UGC, you get unmatched access to different locations and models! All without the last minute flight to location!

Why Brands Should Care About UGC Creators

1. Authenticity Wins Every Time

People trust people, not faceless brands. In fact, 79% of consumers say user-generated content highly impacts their purchasing decisions, (Stackla, 2019). UGC creators tap into that trust factor, delivering content that feels native, relatable, and real.

2. Content at Scale

Need 20 short-form videos for paid social ads this month? Influencers might deliver one or two polished posts. UGC creators, however, specialize in volume. They create batches of content that can be repurposed across your ads, website, email campaigns, and social media.

3. Cost-Effective Without Cutting Corners

Influencer rates climb with their follower count. But UGC creators don’t charge based on audience size. You’re paying for quality content production, often at a fraction of influencer budgets. That’s why many brands are reallocating ad spend to creators who deliver assets instead of audiences.

4. UGC Powers Paid Ads

Here’s the kicker: UGC isn’t just “extra” content. When used in paid ads, UGC consistently outperforms branded creative. Studies show UGC can boost click-through rates by up to 400% (Nosto, 2021). We’ve seen it firsthand with our clients: ads featuring UGC average 3-4x higher ROAS compared to standard brand ads.

UGC Doesn’t Replace Influencers

Let’s be clear: influencers still have their place. They bring reach, brand awareness, and third-party validation. But relying solely on them is like putting all your chips on rented land.

UGC gives you owned assets that live beyond a single campaign. Together, they’re a powerhouse:

• Influencers spark awareness.
• UGC fuels conversions and re-marketing.

At GreaterThan, we build strategies that integrate both, so you’re not choosing one over the other, but leveraging each for what they do best.

How We Help Brands Win with UGC

As former influencers ourselves, we know both sides of the table. That’s why our approach is human-led, not tool-led. We don’t just pull names from databases. We handpick UGC creators who understand storytelling, platforms, and your audience.

Here’s what we deliver:

• Creator sourcing: The right talent matched to your brand.
• Content strategy: What to produce, how to style it, and where it fits in your funnel.
• Full production: From shoots to edits, we manage the entire workflow.
• Cross-channel adaptability: Every piece of UGC is built to work across ads, socials, websites, and beyond.

The results speak for themselves: clients see up to 4.2x higher engagement and 6-11x ROI compared to traditional influencer-only campaigns.

The Bottom Line

UGC creators aren’t “influencers with fewer followers.” They’re the secret weapon for brands looking to scale content, boost trust, and drive conversions.

If your 2025 marketing strategy doesn’t include UGC, you’re missing out on one of the most powerful shifts in digital marketing today.

At GreaterThan, we specialize in helping brands like yours harness the full potential of both influencers and UGC creators, because when they work together, your results don’t just add up. They multiply.

Your brand’s next big voice is waiting. Let’s find it.