May 23, 2025
15 MIN READ
INFLUENCER MARKETING
INFLUENCER MARKETING
UGC vs. Influencer Marketing: What Works Best for E-commerce Brands?
UGC vs. Influencer Marketing: What Works Best for E-commerce Brands?
UGC vs. Influencer Marketing: What Works Best for E-commerce Brands?
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar
Content Marketer @impulze.ai
Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
The blog explains how e-commerce and D2C brands use UGC and influencer marketing differently depending on their growth stage.
UGC builds community, social proof, and trust by showcasing authentic customer voices.
Influencer marketing helps brands grow reach and credibility by partnering with creators with an existing audience.
Real brand examples, such as GoPro, Glossier, Blenders Eyewear, and Fashion Nova, show how each strategy works in practice.
If you're deciding between UGC vs influencer marketing, this guide helps you pick based on what your brand needs right now.
The comparison of UGC vs. influencer marketing is not about choosing one over the other but about knowing when to use each for better results.
Tools like impulze.ai can help you find influencers and creators, manage influencer outreach, and run campaigns all in one place.
"When we started building our influencer marketing platform, I assumed brands would always chase the biggest influencers with massive followings and glossy content. But after watching hundreds of e-commerce campaigns unfold, I learned something different. Real growth for e-commerce, especially D2C brands, comes from the right blend of user-generated content (UGC) and influencer marketing."
– Manzoor Samad, Co-founder of impulze.ai
That perspective stuck with me. As someone who spends a lot of time writing about influencer strategies, I’ve seen how often brands wrestle with the same question: Should we focus on UGC or influencer content? Which one leads to real growth?
Both have their place. But the timing, format, and strategy behind each make all the difference.
So here’s what we’re diving into: UGC vs Influencer Marketing. What drives results at different growth stages? When should one take the lead over the other? And how are fast-moving D2C brands using both to scale?
Understanding UGC vs. Influencer Marketing
UGC includes anything customers create. Think unboxings, reviews, stories, and tutorials — all made without being paid or prompted by a brand. It works because it's unfiltered and genuine.
Take GoPro, the action camera brand. Instead of relying only on ads, GoPro launched global contests inviting users to share raw footage captured on their cameras. One clip that exploded online featured a firefighter rescuing a kitten. The emotion and authenticity of that video made it unforgettable and perfectly aligned with GoPro’s identity as a tool for real adventure.
GoPro’s UGC is all about action and adrenaline. But UGC can look very different for beauty brands. Glossier, an American beauty brand known for skincare and minimal makeup, initially built its brand around UGC and customer-driven content.
They leaned heavily into reposting makeup-free selfies, sourcing customer feedback, and building product ideas directly from comments. This strategy helped them grow their Instagram following and drive over two-thirds of their sales through peer recommendations.
While UGC thrives on customer voices, influencer marketing works differently. It’s when a brand partners with creators who already have an audience. These collaborations work best when they feel like personal recommendations, not ads.
In Glossier’s case, they didn’t start with influencer marketing. They first leveraged their community to drive brand awareness. However, over time, they integrated influencer marketing into their strategy.
By collaborating with influencers in the beauty space, Glossier was able to amplify its brand message and expand its reach. So, while UGC was at the core of their early growth, influencer marketing became an essential part of their overall strategy later on.
Another brand that used influencer marketing well is Daniel Wellington, a Swedish brand that sells minimalist watches. They worked with a mix of big influencers and micro-influencers, gifting them their signature timepieces and asking them to post mirror selfies and flat lays.
The content blended seamlessly into each creator’s feed, making it feel authentic and not overly promotional. This approach helped Daniel Wellington sell over 6 million watches globally.
In contrast, Pura Vida, a lifestyle brand selling handmade accessories and bracelets, took a more community-driven approach. They turned everyday college students into brand ambassadors who promoted the products on social media in exchange for perks and commissions. This ambassador model helped Pura Vida expand fast and generate over $68 million in annual revenue by 2021.
Why D2C Brands Love UGC (and Why It Works)
User-generated content (UGC) builds trust, momentum, and community around a product without feeling like marketing. Nielsen found that 92% of consumers trust user-generated content more than traditional ads. That makes UGC especially powerful for new brands. It’s cost-effective and taps into the voices of happy customers.
But there's more to why UGC works so well for D2C brands:
Boosts Brand Loyalty: UGC fosters a sense of community, encouraging customers to feel part of the brand's journey, which enhances loyalty and affinity.
Enhances Authenticity: Content created by real users appears more genuine and trustworthy, as it's perceived as coming from fellow consumers rather than the brand itself.
Encourages Engagement: UGC opens up conversations between brands and consumers, helping to build and grow an engaged community.
Provides Valuable Insights: By analyzing UGC, brands can better understand their target audience's preferences and behaviors.
Improves SEO and Online Visibility: UGC contributes to a brand's search engine ranking and online presence, driving more website traffic.
A brand that brings all these UGC benefits to life? Blenders Eyewear.
Blenders Eyewear, an American D2C eyewear brand, jumped on the UGC train almost right after launching in 2012. Founder Chase Fisher made it a point to get real customers involved by encouraging them to share photos wearing their Blenders shades on vacations, at the beach, or out on adventures. These posts consistently shaped how the brand showed up on Instagram and connected with its audience.
They didn’t stop at Instagram reposts. Blenders started using customer photos and reviews in their Facebook ads, which made even their paid campaigns feel real and relatable.
This focus on reposting customer content helped Blenders build a strong community feel and paid off big-time.
By 2019, the brand had caught the attention of Safilo Group, which acquired a majority stake. At that point, Blenders was pulling in over $90 million in revenue.
UGC Pitfalls to Avoid
User-generated content can boost your brand, but only if you carefully handle it. Here are some common slip-ups to avoid so things don’t go off track:
1. Not getting legal rights to reuse content
Just because a customer tags your brand doesn’t mean you can repost it for ads. Always ask for explicit permission or use tools that automate rights management. Legal slip-ups here can be costly, especially if the content goes viral. Here’s a detailed blog that can help you understand UGC usage rights.
2. Ignoring negative UGC instead of responding transparently
Not all UGC is glowing. However, hiding from negative reviews or feedback can damage brand trust. Responding appropriately to negative UGC can really make a difference for your brand.
Consider Nike's example in 2020, when users voiced frustration over an update to the Nike Training Club app. Many could not access certain features, and the negative feedback spread quickly. Nike responded promptly with empathy, apologizing and assuring users they were working on a fix.
They provided a timeline for resolution and followed up to ensure satisfaction. This swift, professional response helped maintain trust and reinforced their commitment to customer satisfaction.
3. Running contests that feel too transactional
Running contests that feel too transactional can quickly backfire. When people sense that they’re being used just to push a product or make a sale, they won’t engage with enthusiasm. Make the contest fun, authentic, and community-oriented to get people excited about participating.
Duolingo’s community challenges on TikTok are a great example. Rather than focusing on sales, Duolingo’s challenges are designed to be entertaining first and promotional second.
They encourage users to participate in creative, lighthearted challenges that showcase their language-learning progress while building a sense of community. The focus is on engagement and fun, not pushing a product.
This approach helps Duolingo foster deeper connections with its audience, allowing users to feel like they’re part of something bigger, rather than just a transaction.
It’s a win-win: Duolingo gets valuable content, while its audience feels appreciated and connected.
4. Lack of guidance for customers
Your users aren’t professional content creators, so they may need help creating content that fits your brand. Give them simple prompts or a ‘UGC starter pack’ with tips on photographing, captioning, or tagging your product. This will guide them without making it feel forced, ensuring high-quality content that aligns with your brand.
The Power of Influencer Marketing for E-commerce Brands
Influencer marketing offers more than just likes and shares. For e-commerce brands, it delivers immediate visibility and accelerates the trust-building process. Influencers bring established audiences and the credibility of personal recommendations, which can be more persuasive than traditional advertising.
Here’s why influencer marketing is so effective for e-commerce:
Accelerates the buyer's journey: Trusted influencers can swiftly move their audience from awareness to purchase.
Integrates seamlessly into content: Promotions feel natural when they align with an influencer's personal style and narrative.
Provides authentic social proof: Real-life usage by relatable individuals helps alleviate consumer doubts.
Adapts across platforms: Influencer content is versatile, fitting various formats and reaching diverse audiences.
Maintains audience engagement: Ongoing collaborations keep the brand top-of-mind without causing ad fatigue.
Let’s look at how one e-commerce brand used these principles to scale fast and build massive visibility.
Consider the example of Fashion Nova. In 2018, it became the most searched fashion brand on Google in the U.S., beating out big names like Louis Vuitton and Versace. The brand teamed up with a wide range of influencers who shared stories of confidence and self-expression, which clicked with their audience. This innovative approach helped Fashion Nova grow fast and stand out in a crowded industry.
Influencer Marketing Pitfalls to Avoid
Influencer marketing works best when it feels real and intentional. To make sure you're getting it right, watch out for these common mistakes that can quietly drain your ROI.
1. Choosing creators based only on follower count
A big follower count doesn’t always mean real influence. Always check for low engagement, spammy comments, or fake followers.
Brands that work with nano- and micro-influencers often see better conversions because these creators have closer relationships with their followers. Don’t underestimate the impact of a creator with 10K followers and a loyal, interactive community.
2. Over-scripted content kills authenticity
Handing influencers a script word-for-word strips the content of personality. Instead, give them room to speak in their own tone.
When influencers sound robotic, audiences tune out. TikTok especially punishes overly rehearsed videos with lower reach, so authenticity matters more than polish. A better approach is to share key talking points, not a full script.
3. Not securing content rights for paid ads
If you plan to reuse influencer content in ads, get those rights in writing. Without clear terms, you could miss out on repurposing some of your best-performing posts.
User-generated content often performs better than brand-shot ads, especially in paid social. Having rights locked in means you can test and scale winning creatives without delays or legal issues.
4. Inconsistent influencer-brand alignment
Even the most popular influencer won’t help if their tone or values don’t match your brand. A mismatched partnership can confuse your audience and hurt brand perception.
Take Pepsi’s 2017 ad with Kendall Jenner. The campaign showed her joining a protest and handing a can of Pepsi to a police officer, which was meant to symbolize peace. However, the ad was widely criticized for trivializing real social justice movements and using them for commercial gain. It was pulled within 24 hours.
The issue wasn’t just the message, but that Kendall’s image didn’t align with the seriousness of the topic. Always check whether an influencer's past content, tone, and reputation match your brand’s intent.
UGC vs. Influencer Marketing: The Honest Trade-offs
While both UGC and influencer marketing can drive impressive results, they’re fundamentally different in approach. UGC tends to feel more authentic and organic, while influencer marketing leans on established personal brands for faster reach and scalability.
Choosing the Right Strategy for Your Brand’s Stage
Choosing the right strategy for your brand depends on where you are in your journey. Each stage requires a different approach to maximize impact and build long-term success. Here’s what you need to choose depending on your brand’s stage:
Validation Phase:
In the early days of your brand, focus on UGC. Customer reviews, tagged posts, and social mentions are pure gold. Native Deodorant did this well by highlighting positive Amazon reviews, using customer feedback for product improvements, and social proof.
Growth Phase:
Once you’ve gained traction, it’s time to bring in influencers. Allbirds did a fantastic job here by combining UGC and influencer marketing. They reposted customer stories while collaborating with eco-conscious influencers to discuss sustainability. This blend of both strategies allowed them to scale while staying true to their values.
Launch Campaigns:
Influencers should be your first step to build momentum when launching something new. Once the buzz starts, repost the UGC that follows. This strategy not only amplifies your reach but also reinforces the trust and authenticity of your brand.
How the Best Brands Blend UGC and Influencer Strategies
Some successful e-commerce brands blend UGC and influencer marketing to create a powerful, authentic, and scalable marketing engine. By combining the trust of real customers with the reach and creativity of influencers, they craft campaigns that resonate deeply and spread widely.
Here are two examples that’ll help you see how:
1. Gymshark: From Bedroom Startup to $1.3 Billion Brand
Gymshark, founded in 2012 by Ben Francis in his parents' garage, is a prime example of how blending UGC and influencer marketing can fuel explosive growth. By 2020, the brand was valued at $1.3 billion due to its innovative approach to community-driven marketing.
UGC at the Core: Gymshark's ‘66 Days | Change Your Life’ campaign stands out. Launched in January 2019, the challenge encouraged users to set a fitness goal and document their progress over 66 days. Participants shared their journeys on social media using the hashtag #Gymshark66, leading to:
45.5 million views on the hashtag
2 million likes
12,000+ comments
A significant increase in brand engagement and awareness
This campaign generated massive engagement and gave Gymshark a wealth of authentic content to repurpose across its marketing channels.
Influencers Amplifying the Message: Simultaneously, Gymshark partnered with fitness influencers who embodied the brand's values. Influencers like Nikki Blackketter and David Laid became ‘Gymshark athletes,’ regularly featuring the brand in their content. This long-term collaboration helped build trust and authenticity, as followers saw real people using and endorsing the products.
The Synergy: By integrating UGC and influencer content, Gymshark created a feedback loop: user stories inspired influencer content, encouraging more user participation. This approach amplified brand visibility and fostered a sense of community among its audience.
2. Allbirds: Sustainable Growth through Authentic Storytelling
Allbirds, known for its eco-friendly footwear, has effectively combined UGC and influencer marketing to promote its sustainable mission. The brand's strategy focuses on authenticity and transparency, aligning with its environmentally conscious values.
UGC Showcasing Real Experiences: Allbirds encourages customers to share their experiences with the products, highlighting the comfort and sustainability aspects. This user-generated content serves as authentic testimonials that resonate with potential customers seeking eco-friendly alternatives.
Influencers Aligning with Brand Values: The brand collaborates with influencers who are passionate about sustainability and aligning with Allbirds' mission. These influencers share content that emphasizes the environmental benefits of Allbirds products, reaching a broader audience that values sustainability.
Unified Messaging: By blending UGC and influencer content, Allbirds maintains a consistent and authentic message across its marketing channels. This integrated approach enhanced brand credibility and its competitive, sustainable fashion market position.
By strategically blending UGC and influencer marketing, brands like Gymshark and Allbirds have created dynamic, authentic, and scalable marketing strategies that resonate with their audiences and drive growth.
How impulze.ai Can Help You Maximize UGC and Influencer Marketing
At impulze.ai, we help you manage both UGC and influencer workflows in one place.
You can:
1. Discover creators based on niche, tone, and engagement health
An influencer marketing tool like impulze.ai can help you find UGC creators and influencers quickly. You can use its search bar to look for social media users with public profiles who have used particular hashtags, mentions, and words in their post descriptions.
There’s a big difference between searching for creators on social media and using impulze.ai’s search bar. You’re stuck sifting through endless profiles on social media, guessing who might be the right fit. With impulze.ai, you can instantly access a detailed report with audience demographics and follower insights…No more guesswork — just the right creators who match your target audience.
2. Manage influencer outreach
The app can show you the contact details of any influencer in its database with a click and can also send emails to influencers for you. Simply tap on the ‘Send Instant Proposal’ button and fill out the form with details about your brand and purpose for reaching out. The app will then send an email to the influencer on your behalf.
In the ‘Outreach’ section of the app, you can track which influencers you have communicated with. This makes managing communication and relationships easier.
3. Set up and track your campaigns
Once you’ve locked in the contracts and content, launch your campaign on impulze.ai. The dashboard lets you monitor post performance, manage shared files, and keep everything organized without jumping between tools.
Whether launching your e-commerce brand or scaling globally, impulze.ai can help you turn great content into real results.
Wrapping Up
You don’t have to pick a side. The most innovative brands use both UGC and influencer marketing to build credibility, widen their reach, and foster loyalty.
Start with the stories your customers are already telling. Then amplify those stories through creators who believe in your brand.
Whether you're a brand-new e-commerce brand or doing 6-figures a month, there's space to make UGC and influencer marketing work. And with influencer marketing tools, getting started is easier than ever.
Want to manage influencer discovery, outreach, and campaign performance all in one place? A platform like impulze.ai can help you organize everything, from discovery to deliverables.
Try the app through our free plan to see how impulze.ai can fit into your strategy.
"When we started building our influencer marketing platform, I assumed brands would always chase the biggest influencers with massive followings and glossy content. But after watching hundreds of e-commerce campaigns unfold, I learned something different. Real growth for e-commerce, especially D2C brands, comes from the right blend of user-generated content (UGC) and influencer marketing."
– Manzoor Samad, Co-founder of impulze.ai
That perspective stuck with me. As someone who spends a lot of time writing about influencer strategies, I’ve seen how often brands wrestle with the same question: Should we focus on UGC or influencer content? Which one leads to real growth?
Both have their place. But the timing, format, and strategy behind each make all the difference.
So here’s what we’re diving into: UGC vs Influencer Marketing. What drives results at different growth stages? When should one take the lead over the other? And how are fast-moving D2C brands using both to scale?
Understanding UGC vs. Influencer Marketing
UGC includes anything customers create. Think unboxings, reviews, stories, and tutorials — all made without being paid or prompted by a brand. It works because it's unfiltered and genuine.
Take GoPro, the action camera brand. Instead of relying only on ads, GoPro launched global contests inviting users to share raw footage captured on their cameras. One clip that exploded online featured a firefighter rescuing a kitten. The emotion and authenticity of that video made it unforgettable and perfectly aligned with GoPro’s identity as a tool for real adventure.
GoPro’s UGC is all about action and adrenaline. But UGC can look very different for beauty brands. Glossier, an American beauty brand known for skincare and minimal makeup, initially built its brand around UGC and customer-driven content.
They leaned heavily into reposting makeup-free selfies, sourcing customer feedback, and building product ideas directly from comments. This strategy helped them grow their Instagram following and drive over two-thirds of their sales through peer recommendations.
While UGC thrives on customer voices, influencer marketing works differently. It’s when a brand partners with creators who already have an audience. These collaborations work best when they feel like personal recommendations, not ads.
In Glossier’s case, they didn’t start with influencer marketing. They first leveraged their community to drive brand awareness. However, over time, they integrated influencer marketing into their strategy.
By collaborating with influencers in the beauty space, Glossier was able to amplify its brand message and expand its reach. So, while UGC was at the core of their early growth, influencer marketing became an essential part of their overall strategy later on.
Another brand that used influencer marketing well is Daniel Wellington, a Swedish brand that sells minimalist watches. They worked with a mix of big influencers and micro-influencers, gifting them their signature timepieces and asking them to post mirror selfies and flat lays.
The content blended seamlessly into each creator’s feed, making it feel authentic and not overly promotional. This approach helped Daniel Wellington sell over 6 million watches globally.
In contrast, Pura Vida, a lifestyle brand selling handmade accessories and bracelets, took a more community-driven approach. They turned everyday college students into brand ambassadors who promoted the products on social media in exchange for perks and commissions. This ambassador model helped Pura Vida expand fast and generate over $68 million in annual revenue by 2021.
Why D2C Brands Love UGC (and Why It Works)
User-generated content (UGC) builds trust, momentum, and community around a product without feeling like marketing. Nielsen found that 92% of consumers trust user-generated content more than traditional ads. That makes UGC especially powerful for new brands. It’s cost-effective and taps into the voices of happy customers.
But there's more to why UGC works so well for D2C brands:
Boosts Brand Loyalty: UGC fosters a sense of community, encouraging customers to feel part of the brand's journey, which enhances loyalty and affinity.
Enhances Authenticity: Content created by real users appears more genuine and trustworthy, as it's perceived as coming from fellow consumers rather than the brand itself.
Encourages Engagement: UGC opens up conversations between brands and consumers, helping to build and grow an engaged community.
Provides Valuable Insights: By analyzing UGC, brands can better understand their target audience's preferences and behaviors.
Improves SEO and Online Visibility: UGC contributes to a brand's search engine ranking and online presence, driving more website traffic.
A brand that brings all these UGC benefits to life? Blenders Eyewear.
Blenders Eyewear, an American D2C eyewear brand, jumped on the UGC train almost right after launching in 2012. Founder Chase Fisher made it a point to get real customers involved by encouraging them to share photos wearing their Blenders shades on vacations, at the beach, or out on adventures. These posts consistently shaped how the brand showed up on Instagram and connected with its audience.
They didn’t stop at Instagram reposts. Blenders started using customer photos and reviews in their Facebook ads, which made even their paid campaigns feel real and relatable.
This focus on reposting customer content helped Blenders build a strong community feel and paid off big-time.
By 2019, the brand had caught the attention of Safilo Group, which acquired a majority stake. At that point, Blenders was pulling in over $90 million in revenue.
UGC Pitfalls to Avoid
User-generated content can boost your brand, but only if you carefully handle it. Here are some common slip-ups to avoid so things don’t go off track:
1. Not getting legal rights to reuse content
Just because a customer tags your brand doesn’t mean you can repost it for ads. Always ask for explicit permission or use tools that automate rights management. Legal slip-ups here can be costly, especially if the content goes viral. Here’s a detailed blog that can help you understand UGC usage rights.
2. Ignoring negative UGC instead of responding transparently
Not all UGC is glowing. However, hiding from negative reviews or feedback can damage brand trust. Responding appropriately to negative UGC can really make a difference for your brand.
Consider Nike's example in 2020, when users voiced frustration over an update to the Nike Training Club app. Many could not access certain features, and the negative feedback spread quickly. Nike responded promptly with empathy, apologizing and assuring users they were working on a fix.
They provided a timeline for resolution and followed up to ensure satisfaction. This swift, professional response helped maintain trust and reinforced their commitment to customer satisfaction.
3. Running contests that feel too transactional
Running contests that feel too transactional can quickly backfire. When people sense that they’re being used just to push a product or make a sale, they won’t engage with enthusiasm. Make the contest fun, authentic, and community-oriented to get people excited about participating.
Duolingo’s community challenges on TikTok are a great example. Rather than focusing on sales, Duolingo’s challenges are designed to be entertaining first and promotional second.
They encourage users to participate in creative, lighthearted challenges that showcase their language-learning progress while building a sense of community. The focus is on engagement and fun, not pushing a product.
This approach helps Duolingo foster deeper connections with its audience, allowing users to feel like they’re part of something bigger, rather than just a transaction.
It’s a win-win: Duolingo gets valuable content, while its audience feels appreciated and connected.
4. Lack of guidance for customers
Your users aren’t professional content creators, so they may need help creating content that fits your brand. Give them simple prompts or a ‘UGC starter pack’ with tips on photographing, captioning, or tagging your product. This will guide them without making it feel forced, ensuring high-quality content that aligns with your brand.
The Power of Influencer Marketing for E-commerce Brands
Influencer marketing offers more than just likes and shares. For e-commerce brands, it delivers immediate visibility and accelerates the trust-building process. Influencers bring established audiences and the credibility of personal recommendations, which can be more persuasive than traditional advertising.
Here’s why influencer marketing is so effective for e-commerce:
Accelerates the buyer's journey: Trusted influencers can swiftly move their audience from awareness to purchase.
Integrates seamlessly into content: Promotions feel natural when they align with an influencer's personal style and narrative.
Provides authentic social proof: Real-life usage by relatable individuals helps alleviate consumer doubts.
Adapts across platforms: Influencer content is versatile, fitting various formats and reaching diverse audiences.
Maintains audience engagement: Ongoing collaborations keep the brand top-of-mind without causing ad fatigue.
Let’s look at how one e-commerce brand used these principles to scale fast and build massive visibility.
Consider the example of Fashion Nova. In 2018, it became the most searched fashion brand on Google in the U.S., beating out big names like Louis Vuitton and Versace. The brand teamed up with a wide range of influencers who shared stories of confidence and self-expression, which clicked with their audience. This innovative approach helped Fashion Nova grow fast and stand out in a crowded industry.
Influencer Marketing Pitfalls to Avoid
Influencer marketing works best when it feels real and intentional. To make sure you're getting it right, watch out for these common mistakes that can quietly drain your ROI.
1. Choosing creators based only on follower count
A big follower count doesn’t always mean real influence. Always check for low engagement, spammy comments, or fake followers.
Brands that work with nano- and micro-influencers often see better conversions because these creators have closer relationships with their followers. Don’t underestimate the impact of a creator with 10K followers and a loyal, interactive community.
2. Over-scripted content kills authenticity
Handing influencers a script word-for-word strips the content of personality. Instead, give them room to speak in their own tone.
When influencers sound robotic, audiences tune out. TikTok especially punishes overly rehearsed videos with lower reach, so authenticity matters more than polish. A better approach is to share key talking points, not a full script.
3. Not securing content rights for paid ads
If you plan to reuse influencer content in ads, get those rights in writing. Without clear terms, you could miss out on repurposing some of your best-performing posts.
User-generated content often performs better than brand-shot ads, especially in paid social. Having rights locked in means you can test and scale winning creatives without delays or legal issues.
4. Inconsistent influencer-brand alignment
Even the most popular influencer won’t help if their tone or values don’t match your brand. A mismatched partnership can confuse your audience and hurt brand perception.
Take Pepsi’s 2017 ad with Kendall Jenner. The campaign showed her joining a protest and handing a can of Pepsi to a police officer, which was meant to symbolize peace. However, the ad was widely criticized for trivializing real social justice movements and using them for commercial gain. It was pulled within 24 hours.
The issue wasn’t just the message, but that Kendall’s image didn’t align with the seriousness of the topic. Always check whether an influencer's past content, tone, and reputation match your brand’s intent.
UGC vs. Influencer Marketing: The Honest Trade-offs
While both UGC and influencer marketing can drive impressive results, they’re fundamentally different in approach. UGC tends to feel more authentic and organic, while influencer marketing leans on established personal brands for faster reach and scalability.
Choosing the Right Strategy for Your Brand’s Stage
Choosing the right strategy for your brand depends on where you are in your journey. Each stage requires a different approach to maximize impact and build long-term success. Here’s what you need to choose depending on your brand’s stage:
Validation Phase:
In the early days of your brand, focus on UGC. Customer reviews, tagged posts, and social mentions are pure gold. Native Deodorant did this well by highlighting positive Amazon reviews, using customer feedback for product improvements, and social proof.
Growth Phase:
Once you’ve gained traction, it’s time to bring in influencers. Allbirds did a fantastic job here by combining UGC and influencer marketing. They reposted customer stories while collaborating with eco-conscious influencers to discuss sustainability. This blend of both strategies allowed them to scale while staying true to their values.
Launch Campaigns:
Influencers should be your first step to build momentum when launching something new. Once the buzz starts, repost the UGC that follows. This strategy not only amplifies your reach but also reinforces the trust and authenticity of your brand.
How the Best Brands Blend UGC and Influencer Strategies
Some successful e-commerce brands blend UGC and influencer marketing to create a powerful, authentic, and scalable marketing engine. By combining the trust of real customers with the reach and creativity of influencers, they craft campaigns that resonate deeply and spread widely.
Here are two examples that’ll help you see how:
1. Gymshark: From Bedroom Startup to $1.3 Billion Brand
Gymshark, founded in 2012 by Ben Francis in his parents' garage, is a prime example of how blending UGC and influencer marketing can fuel explosive growth. By 2020, the brand was valued at $1.3 billion due to its innovative approach to community-driven marketing.
UGC at the Core: Gymshark's ‘66 Days | Change Your Life’ campaign stands out. Launched in January 2019, the challenge encouraged users to set a fitness goal and document their progress over 66 days. Participants shared their journeys on social media using the hashtag #Gymshark66, leading to:
45.5 million views on the hashtag
2 million likes
12,000+ comments
A significant increase in brand engagement and awareness
This campaign generated massive engagement and gave Gymshark a wealth of authentic content to repurpose across its marketing channels.
Influencers Amplifying the Message: Simultaneously, Gymshark partnered with fitness influencers who embodied the brand's values. Influencers like Nikki Blackketter and David Laid became ‘Gymshark athletes,’ regularly featuring the brand in their content. This long-term collaboration helped build trust and authenticity, as followers saw real people using and endorsing the products.
The Synergy: By integrating UGC and influencer content, Gymshark created a feedback loop: user stories inspired influencer content, encouraging more user participation. This approach amplified brand visibility and fostered a sense of community among its audience.
2. Allbirds: Sustainable Growth through Authentic Storytelling
Allbirds, known for its eco-friendly footwear, has effectively combined UGC and influencer marketing to promote its sustainable mission. The brand's strategy focuses on authenticity and transparency, aligning with its environmentally conscious values.
UGC Showcasing Real Experiences: Allbirds encourages customers to share their experiences with the products, highlighting the comfort and sustainability aspects. This user-generated content serves as authentic testimonials that resonate with potential customers seeking eco-friendly alternatives.
Influencers Aligning with Brand Values: The brand collaborates with influencers who are passionate about sustainability and aligning with Allbirds' mission. These influencers share content that emphasizes the environmental benefits of Allbirds products, reaching a broader audience that values sustainability.
Unified Messaging: By blending UGC and influencer content, Allbirds maintains a consistent and authentic message across its marketing channels. This integrated approach enhanced brand credibility and its competitive, sustainable fashion market position.
By strategically blending UGC and influencer marketing, brands like Gymshark and Allbirds have created dynamic, authentic, and scalable marketing strategies that resonate with their audiences and drive growth.
How impulze.ai Can Help You Maximize UGC and Influencer Marketing
At impulze.ai, we help you manage both UGC and influencer workflows in one place.
You can:
1. Discover creators based on niche, tone, and engagement health
An influencer marketing tool like impulze.ai can help you find UGC creators and influencers quickly. You can use its search bar to look for social media users with public profiles who have used particular hashtags, mentions, and words in their post descriptions.
There’s a big difference between searching for creators on social media and using impulze.ai’s search bar. You’re stuck sifting through endless profiles on social media, guessing who might be the right fit. With impulze.ai, you can instantly access a detailed report with audience demographics and follower insights…No more guesswork — just the right creators who match your target audience.
2. Manage influencer outreach
The app can show you the contact details of any influencer in its database with a click and can also send emails to influencers for you. Simply tap on the ‘Send Instant Proposal’ button and fill out the form with details about your brand and purpose for reaching out. The app will then send an email to the influencer on your behalf.
In the ‘Outreach’ section of the app, you can track which influencers you have communicated with. This makes managing communication and relationships easier.
3. Set up and track your campaigns
Once you’ve locked in the contracts and content, launch your campaign on impulze.ai. The dashboard lets you monitor post performance, manage shared files, and keep everything organized without jumping between tools.
Whether launching your e-commerce brand or scaling globally, impulze.ai can help you turn great content into real results.
Wrapping Up
You don’t have to pick a side. The most innovative brands use both UGC and influencer marketing to build credibility, widen their reach, and foster loyalty.
Start with the stories your customers are already telling. Then amplify those stories through creators who believe in your brand.
Whether you're a brand-new e-commerce brand or doing 6-figures a month, there's space to make UGC and influencer marketing work. And with influencer marketing tools, getting started is easier than ever.
Want to manage influencer discovery, outreach, and campaign performance all in one place? A platform like impulze.ai can help you organize everything, from discovery to deliverables.
Try the app through our free plan to see how impulze.ai can fit into your strategy.
Frequently Asked Questions
Why is influencer marketing effective?
Why is influencer marketing effective?
Why is influencer marketing effective?
Why choose influencer marketing?
Why choose influencer marketing?
Why choose influencer marketing?
What is the difference between affiliate marketing and influencer marketing?
What is the difference between affiliate marketing and influencer marketing?
What is the difference between affiliate marketing and influencer marketing?
Why UGC is important?
Why UGC is important?
Why UGC is important?
What is the difference between UGC and influencer content?
What is the difference between UGC and influencer content?
What is the difference between UGC and influencer content?
What are some top brands using influencer marketing?
What are some top brands using influencer marketing?
What are some top brands using influencer marketing?
What is the difference between an influencer and a creator?
What is the difference between an influencer and a creator?
What is the difference between an influencer and a creator?
Author Bio
Author Bio
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar is a full-time writer. She has studied journalism and marketing. In her free time, she loves watching films and spending time with animals. You can learn more about her here.
Aishwarya Taskar is a full-time writer. She has studied journalism and marketing. In her free time, she loves watching films and spending time with animals. You can learn more about her here.
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Find, analyze, and contact influencers from a database of over 250 million profiles.
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Find, analyze, and contact influencers from a database of over 250 million profiles.
Join over 15000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
20K+ Active Users
May be Later
Join over 15000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
20K+ Active Users
May be Later
Join over 15000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
20K+ Active Users
May be Later