According to Influencer Marketing Hub’s ‘The State of Influencer Marketing 2024: Benchmark Report’, the main purpose of running influencer campaigns is to create user generated content (56%) with generating sales (23%) coming in second.With UGC becoming so important to brands it explains the massive uplift in UGC creators over the past few years. UGC creators make content that looks like regular organic content that fans of a brand or product would share, but as a paid partnership. They don’t have to have large followings like influencers and brands can use the content across their own channels and campaigns.
As well as the obvious upsides of UGC such as increased engagement, diverse content and increased authenticity and trust, UGC provides valuable social proof. It provides positive customer testimonials and reviews in the form of videos, images, blog posts and fan art for example, all in a real-life relatable setting.