UGC, CGC and influencer marketing solve different jobs. UGC comes from real users or customers. CGC is produced by a creator for a brand. Influencer marketing also buys access to the creator’s existing audience.
What is UGC?
User generated content is created from a real customer or user’s own experience. It can include photos, videos, reviews or social posts. Brands should secure permission before reusing customer material.
What is CGC?
Creator generated content is commissioned by a business. A creator produces agreed assets for the brand, but does not necessarily publish them on a personal channel. This makes CGC useful for organic social content, landing pages and paid creative.
How is influencer marketing different?
Distribution is central to influencer marketing because the creator publishes to an existing audience. In Sweden, commercial collaborations must be clearly identifiable as advertising. The Swedish Consumer Agency states that the commissioning business carries primary responsibility for the marketing.
Choose by goal
- Use UGC to show real customer experiences.
- Use CGC when you need natural creator style assets for channels you control.
- Use influencer marketing when the creator’s audience is part of the value.
Build a clear brief
- Define the objective.
- Specify channels and paid usage.
- Set required messages without over scripting.
- Agree formats and versions.
- Document usage rights.
- Review claims and advertising disclosure before publishing.
Adeo supports businesses with social media and creator ready photo and video.