UGC, in particular, has blown up traditional staffing and investment models, becoming a key asset for performance marketers, affiliate marketers, and content-hungry social media teams. Once a supplement to conventional production, UGC is now a vital piece of digital marketing that brands rely on for consistent engagement, conversions, and community building. It’s the content solution that scales easily across platforms, making it a favorite for brands that need authentic, high-performing assets at every stage of the customer journey. And UGC isn’t just for social—it’s a powerhouse across paid social, digital signage, in-store displays, and even programmatic video ads, providing the adaptable assets that keep brands top-of-mind across channels.
With IM and UGC now serving distinct roles, brands can leverage both to meet goals across the funnel—from awareness and credibility to conversion and loyalty. Let’s take a look at what each approach offers and how a balanced strategy can drive growth and strengthen customer connections.
Influencer Marketing: Turning Personalities into Powerful Brand Ambassadors
Let’s face it: influencer marketing has come a long way. Years ago, the concept of “influencers” was met with skepticism (we’re looking at you, former selves). But with the rise of nano influencers, seeding programs, and brand-friendly reviews, influencer marketing has become a strategic powerhouse in brand communications.
At its core, IM is about aligning your brand with known personalities, driving momentum through earned media, and associating your name with people who already have loyal followings. And the value isn’t just in reach—IM brings credibility, too. When someone trusted says, “This brand is worth your attention,” it makes a lasting impression. For enterprise organizations especially, the influence of endorsements, testimonials, and strategic brand associations can elevate brand visibility and build consumer trust like few other methods.
Key Value: Building awareness, credibility, and trust through association with known personalities and the communities they reach.
UGC Performance Marketing: The Scalable Content Engine that Delivers Results
If influencer marketing is about who says it, UGC is about how it’s said—and how often. UGC performance marketing is a workhorse for brands looking to boost engagement and conversions across multiple channels, from social media to email marketing to in-store displays. Authentic and endlessly versatile, UGC provides the high-quality, performance-driven content needed for sustained growth.
At Sundae, we’ve found that layering our studio/ad creative expertise into UGC elevates this content even further, especially for brands focused on driving results. With high-performing content that works in paid social, email, landing pages, and even CTV, UGC performance marketing gives growing brands the assets needed to maintain strong relationships at every touchpoint.
Key Value: Scalable, performance-focused content that converts at the mid and lower funnel and supports sustained engagement beyond social.
When to Choose Influencer Marketing vs. UGC Performance Marketing (Hint: It’s Not Either/Or)
The great thing about IM and UGC is that they complement each other beautifully. Influencer endorsements can amplify the impact of UGC, while UGC can serve as a steady foundation of performance-driven content that keeps the brand top-of-mind.
For example, when launching a new product, an enterprise brand might use influencer marketing to generate initial buzz and credibility, while UGC supports the campaign with steady, high-frequency engagement to drive conversions. The combination delivers the best of both worlds: IM for top-of-funnel visibility and UGC for full-funnel engagement.
One of the greatest strengths of UGC and IM is their ability to deliver consistent, branded content—but each brings unique advantages depending on your strategy. Take, for instance, the benefits of long-term UGC licenses versus long-term creator partnerships in IM. With UGC, licensing content over a longer term allows brands to continuously leverage high-quality assets across multiple channels—without needing new production every few weeks. This approach provides flexibility, scalability, and a consistent look and feel across digital properties. It’s the dependable, “always-on” asset solution that keeps brands fueled with fresh content.
On the other hand, long-term creator partnerships in IM can take branding to the next level. These relationships do more than just maintain a stream of content—they lock out competition, refine the brand’s voice over time, and allow for creative experimentation. Long-term partnerships give brands a way to move beyond transactional content, allowing creators to develop a deeper understanding of brand values and messaging that translates into highly authentic content and fosters brand loyalty.
With both UGC and IM, brands can go beyond standard formats like unboxings or testimonials and instead execute high-concept brand ideas. For example, a creator might craft a unique, story-driven narrative or take a conceptual approach to content that pushes brand boundaries. However, these higher-concept executions require the right creator partners and effective brand or agency stewardship to ensure alignment with broader strategy. When done right, this approach opens up endless creative possibilities that keep the audience engaged and coming back for more.
Conclusion: It’s About Balance—and Results
The digital landscape is vast, but finding the right balance between influencer marketing and UGC can make all the difference. If you’re aiming for brand awareness, trust, and social proof, IM is your go-to. If you want adaptable, performance-focused content that scales with your brand’s needs, UGC is your ace.
For most mature brands, a hybrid approach is no longer optional; it’s essential. UGC serves as a constant engine, meeting the ever-growing demand for fresh, authentic content that drives engagement and conversions across platforms. At the same time, influencer marketing has become a cornerstone of almost every key initiative, from building awareness and engaging audiences to educating consumers about new products or innovative applications.
The synergy between UGC and IM allows brands to stay relevant, adaptable, and impactful, creating a well-rounded strategy that supports everything from day-to-day needs to campaign-specific goals.
If you’re looking to optimize both approaches for your brand’s success, let’s talk. At Sundae, we know the power of balancing IM and UGC to create a strategy that grows with your brand, meeting today’s needs and tomorrow’s goals head-on.