If you use social media, then you’ve definitely encountered UGC (user-generated content) before.

UGC is any form of content — like photos, videos, or reviews — created by consumers or creators rather than brands. Typically shot with an iPhone, this type of content feels more native and relatable compared to polished, professional assets.

Brands everywhere are already tapping into UGC — posting it on social media, within email campaigns, and directly on product pages.

So what does the future of UGC look like?

Emerging Technologies: The Role of AI and Other Technologies in Shaping UGC.

In theory, UGC and AI seem like complete opposites. UGC is human-generated and relatable, whereas AI assets are computer-generated and often lack emotion. But they can actually work in tandem…

The most obvious example would be AI-generated content that looks like UGC. This can be done by utilizing UGC references to inform AI image/video creation.

Popular editing apps already offer AI Avatars that mimic UGC creators. With text-to-speech features, you can create convincing testimonials, skits, and podcast-style clips about your brand in seconds.

Other ways to combine AI with UGC include:

• Generating AI backgrounds for UGC images (great for seasonal promos)
• Creating AI voiceovers to play over UGC videos (can test different personas)
• Expanding UGC images with AI to fit different aspect ratios/placements
• Transforming a UGC static image into an AI video (motion assets)

These strategies allow for one asset to be turned into countless ads, which is ideal for testing different messaging and styles.

Another new technology making waves in the UGC space is smart glasses. Products like the new Ray-Ban Meta Glasses are already becoming a popular method of recording UGC videos. These allow creators to shoot videos hands-free, perfect for cooking, IRL experiences, interviews, and product demos.

Standard UGC will still likely be a popular format, but incorporating newer technologies is definitely a smart move going forward.

Changing Consumer Behaviors: How evolving preferences might influence UGC strategies.

Over the past decade, consumer preferences related to UGC have undergone significant shifts — influenced by technological advancements, the rise of short-form content, and evolving expectations from brands. 

Here are 3 trends you should consider:

1. Shift from Influencer Content to UGC

Believe it or not, influencer marketing has recently taken a backseat to UGC. People now feel UGC is 9.8X more impactful than influencer content. 

Brands will likely shift away from big influencer campaigns and lean into user reviews, unless a specific influencer is a perfect fit. Plus, it’s far more cost-effective to partner with micro-influencers and creators over big names.

2. Websites Incorporating UGC

According to a recent study, User-generated content results in 29% higher web conversions than campaigns or websites without it. 

Therefore, more websites will start to include UGC photos and videos on landing pages and within product descriptions. Not only does this provide social proof, but it also gives consumers more realistic portrayals of products. Flashy websites look cool, but websites with UGC convert.

3. Emphasis on Authenticity Over Perfection

The push for flawless, curated content is on the decline. Today, authenticity reigns supreme — 90% of consumers say authenticity is important when deciding which brands they like and support. 

UGC is a prime example of this trend; consumers want to see how a product fits into real life, not just how it looks in a studio shot.

When using AI, ensure it feels realistic, or else you may encounter pushback. This trend also enables brands to be more agile with their content strategy, allowing them to shoot and post within a couple of hours. 

At the end of the day, brands that embrace raw, genuine content will resonate more with modern audiences.

Strategic Planning: How to prepare and adapt to future trends in UGC.

As UGC trends continue to evolve, it’s essential to stay organized and keep up with the latest tech. Here are 3 steps to stay ahead of the curve:

1. Keep an organized asset library of top-performing UGC

Organizing all your UGC in one place will ensure you’re able to jump on any new trends/tech quickly. For example, if a new AI feature rolls out, you can easily apply it to assets that you already know perform well.

Also, if you’re looking to incorporate UGC onto your product pages or email campaigns, this library will make implementation far easier. (Pro Tip: Organize assets by product type and target audience).

2. Test, Test, Test.

There’s only one real way to know if a new style works — testing. Including as many variations as possible can help inform what actually drives results. For example, when using AI voice-overs for videos, try different hooks and voices.

If a specific UGC asset isn’t performing well, try various music, captions, messaging, or placements before giving up on it. Sometimes a small tweak, such as font or color, can make a huge difference.

3. Stay in the know.

This one might be obvious, but keeping up with the latest trends and tech is crucial for creating future UGC. We recommend subscribing to relevant newsletters, following popular creators/brands, and social listening.

Another great way to learn about new styles is with Meta Ads Library. This tool allows you to see all the ads that brands are running (and when they launched them). Viewing competitors’ and other brands’ ads can serve as great inspiration and research for your own strategies. Of course, always add your own twist and do not copy ads directly. 

To Recap…

UGC and new technologies can work together: Combining AI with user-generated content can help scale your content creation and provide more diverse options for testing and optimization.

Consumer preferences are shifting: UGC is now more impactful than influencer and branded content, leading to a move toward user reviews and websites that feel more like social feeds.

Strategic planning is essential: Organizing your UGC library, testing various styles, and staying up-to-date with new trends and tech will help you remain competitive.

It’s clear that the content game is changing, and wherever it goes, UGC will play a big role.

How GeistM can help

At GeistM, we understand that the future of UGC isn’t just about capturing content — it’s about leveraging technology, authenticity, and strategy to make every asset work harder for your brand. Our in-house creative team specializes in producing high-performing UGC that feels genuine, scalable, and always ahead of the curve. Whether it’s integrating AI to repurpose assets across multiple placements, developing content libraries tailored for ongoing testing, or identifying new formats like smart-glasses video, GeistM ensures your brand never falls behind. 

By combining data-driven insights with cutting-edge creativity, we help brands stay relevant, resonate with modern audiences, and turn authentic storytelling into measurable performance. Ready to future-proof your UGC strategy? Contact us today! 

Written by: Simon Kuflik

Why do so many brands post unpolished, raw social media content nowadays?

It’s called UGC (user-generated content) and allows for more native, relatable, and authentic connections with consumers. A recent study showed that UGC-based ads receive 4x higher click-through rates than traditional ads.

So here’s a full breakdown on developing and executing a UGC strategy that resonates with users and drives results.

Step 1: Setting Objectives

Like any ad campaign, a successful UGC strategy starts with defining clear goals. A few things to narrow down should be:

• Are you looking to increase brand awareness or drive sales?
• Who is your target audience?
• What platforms will you be using?
• Do you want to prioritize static or video content?
• What value propositions or messaging are you trying to highlight?
• Does partnering with influencers make sense for this campaign?

Determining the right audience, channels, and messaging is crucial for developing strong UGC. For example, younger audiences will connect better with trending TikTok-style content, whereas older demographics may respond better to testimonial videos. The best UGC blends seamlessly into what users already see on their social media feeds.

Research viral content formats and see if they would work for your brand: unboxing videos, GRWM, hauls, day-in-the-life vlogs, ASMR — all the inspiration you need is on social media.

Depending on your messaging and target audience, partnering with influencers can provide social proof, expand your reach, and drive higher engagement. The key is collaborating with influencers whose values align with your brand, ensuring the partnership feels natural to their audience.

Step 2: Content Creation and Collection

Now that you’ve established your objectives, it’s time to source the most suitable UGC content for your campaign. 

Creating UGC content can be as simple as taking a picture or video of a product with your phone. To get the best results, our UGC experts recommend:

• Using bright, natural lighting.
• Positioning the product in a realistic setting.
• Featuring handheld shots to showcase the product more naturally.
• Avoiding overly branded scripts or messaging and leaning into more casual language.
• Utilizing strong hooks and CTAs to grab users’ attention.

Although it can be simple to create yourself, outsourcing UGC content is also a great option. Partnering with influencers, creators, and UGC agencies, like GeistM, allows the experts to handle creative, so you can focus on running the ads.

Another way to collect UGC is by tapping directly into your users. Many consumers organically post about the brands they love, which you can directly recycle for ads. Ensure you get users’ permission, and then you can build a comprehensive library of authentic content.

Step 3: Implementation and Management

After building your collection of UGC, now you need to figure out the best way to distribute and manage it. We recommend testing various styles across platforms, then doubling down on what’s working best. 

One UGC video can be repurposed into countless ads with different music, voiceovers, and messaging. Experiment with positive vs. negative messaging and feed vs. story placements to see where your content drives the most engagement. You can also tap into AI tools to change the backgrounds of images and create lifelike voiceovers, instantly.

Once your content is live, watch the engagement levels and comment sections closely. How are users reacting to your content? This can serve as a direct feedback loop to optimize assets and an opportunity to respond to users’ questions. Understanding the sentiment within your comment section can help you build more informed content in the future.

And if you’ve spent all this time and effort developing UGC, but it doesn’t end up performing well, here are some common mistakes to avoid:

• Adhering to strict brand guidelines (ends up feeling sponsored and inauthentic).
• Forgetting to tailor content for each platform — adjusting captions, video length, and aspect ratios for appropriate channels, and following the platform safe zones (where your text will get cut off).
• Not designing for sound-off — utilize captions.
• Not including a strong hook or showing the product within the first 3 seconds.

To recap…

UGC Drives Results: User-generated content generates 4x higher click-through rates than traditional brand ads.

Start with Clear Objectives: Define your campaign goals, audience, platforms, and messaging before creating and collecting content.

UGC Content Should Feel Natural: Platform-specific content that feels native will resonate better with users. Utilize natural lighting, realistic settings, and trending formats. and strong hooks for maximum engagement.

Test, Adapt, Optimize: Experiment with different styles and formats, repurpose content across platforms, and closely monitor engagement for future optimizations.

Why You Need GeistM 

At GeistM, we’re a performance marketing agency specializing in high-impact, authentic UGC, crafted end-to-end by our in-house creative experts. Not only do we produce scroll-stopping content, but our paid-social strategists integrate it into optimized campaigns that deliver measurable results.

You don’t have to juggle it all yourself. Partner with GeistM, and we’ll transform your static visuals into genuine, conversion-driving UGC—so you can focus on growing your business while we fuel your next wave of growth and engagement.

Written by: Simon Kuflik

Remember when polished, picture-perfect ads dominated the marketing landscape? Those days are behind us. Flash forward to 2025, and we are unapologetically experiencing the inevitable growth of user-generated content (UGC) — those candid photos, videos, and word-of-mouth affirmations produced by authentic customers, not brands.

An astounding 85% of consumers trust UGC more than branded content, and 7 out of 10 say it directly influences their buying decisions. But what is behind this seismic change in digital advertising? The answer stems from the perfect storm of consumer skepticism, digital fatigue, and our collective longing for authentic human connection.

The Engagement Gap: UGC vs Traditional Content

The difference between UGC & traditional branded content is not just noticeable; it is transformational. User-generated posts have 6.9x higher engagement than brand-owned posts — if that doesn’t make every UGC marketing director straighten their back, there’s no telling what will! The algorithm gods smile favorably at real people sharing real experiences with potential customers: An online advertising strategy that’s hard to beat.

This is not some superficial engagement, either. It directly converts into consumer behavior, with marketers agreeing that consumers rely on content created by their peers instead of branded messaging. 

In a time when attention is the currency used to thrive and grow in business, user-generated content is quickly becoming the gold standard for capturing and converting that interest.

Why Your Customers Make Better Salespeople Than You

The reason why UGC works is deceptively simple: we believe people like us. When prospective customers witness a (seemingly) like-minded person using a product for real in their real life (imperfections and all), it strikes a much more intimate chord than any shiny marketing could hope for.

As marketing maven Seth Godin famously wrote: “Marketing is no longer about the stuff you make, but about?the stories you tell.” Who?better to tell those stories than the customers themselves? In fact, authentic voices cut through the noise more effectively than ever; with the decline of traditional influencers — consumers don’t even trust them anymore.

More Bang for Your Marketing Buck

For brands who are watching their bottom line (and who isn’t?), UGC makes for an attractive financial proposition. That is why traditional content creation is expensive, lengthy, or needs specialized skills and equipment. In contrast, user-generated content can be obtained at a fraction of the cost, providing significantly higher engagement and conversion rates.

The cost-effectiveness extends beyond savings in production. UGC campaigns tend to be?faster to set up, can be measured effectively with obvious KPIs, and often require very little expertise to be successful. The result? Telling authentic stories without spending precious budget resources on other initiatives.

Brand Transformation Through Customer Voices: Success Stories That Inspire

Nike’s Community-Powered Resilience

Using very little budget, Nike’s #YouCantStopUs went from being a brand message to a movement where TikTok users were encouraged to share their workout journeys and sports achievements. The campaign achieved millions of views on the back of real user-generated content that sliced their message of strength and continued diving into places traditional and internet advertising could never reach.

Cava Menu Innovation Inspired By Creative Customers

The fast-casual restaurant chain Cava elevated UGC from marketing to product development by encouraging customers to share their custom bowl combinations on TikTok. The three best ideas snagged spots as limited-time menu offerings, which generated SO much buzz and gave customers an actual stake in shaping the brand’s evolution – a masterclass in turning engagement into real-world business innovation.

@diamonddmonaee4

How much do you think this #CAVA bowl is worth? #cavabowl #chipotle #fyp

? original sound – diamonddmonaee

The 2025 UGC Landscape Beyond Basic Social Sharing

Today’s UGC ecosystem is so much more than a couple of honest reviews and product pics. Short-form video content dominates creatives on TikTok and Instagram Reels, where the storytelling of customer experiences gets 30X more engagement than the polished brand narrative.

Augmented reality (AR) filters and virtual experiences have been game-changers in bringing people together through interactive content. However, the meta-excitement surrounds the tech’s integration into the metaverse, empowering users to generate content in virtual environments that dismantle physical barriers and create new horizons for brands to engage.Behind the scenes, AI-driven curation helps brands find and optimize top-performing UGC in real-time, ensuring content works harder and reaches the right audience—something traditional strategies can’t match.

How GeistM Transforms UGC Strategy by Amplifying Authentic Voices

Bridging?the editorial chasm of UGC requires skill, technology, and strategic insight, which is just what GeistM provides. With us, you’re not merely gathering customer content; you’re molding that content into an impactful, unified marketing machine that actually brings results.

Our in-house creative team knows how to generate high-performing UGC that aligns with your brand, engages the right target audience, and is optimized for maximum reach and impact. 

GeistM bridges the gap between authentic customer voices?and strategic campaign execution, turning your consumers’ excitement into conversions.

UGC Is No Longer Optional

The move toward UGC is not just a temporary trend?– it reflects a fundamental reorientation of consumer expectations in the digital age. As facts and figures fail to influence effectively, authentic customer voices have become the most compelling element of modern marketing.

The question isn’t if your brand should use UGC, but how quickly and effectively you can make it the centerpiece of your digital strategy. The?future of advertising isn’t perfect polish — it’s ideal authenticity. And?your customers are primed to do it.

Are you excited to use real UGC?to your advantage? GeistM can elevate your performance marketing approach using the proven power of authentic customer voices. Contact us today!

Written by: Brent Barnhart

What if there was a way to generate 6.9x higher engagement on your ads in a cost-effective manner? 

There is a way, and it’s called UGC (user-generated content). This powerful content strategy has risen to the top in recent years and shows no signs of slowing down. It’s authentic, engaging, and, most importantly — very impactful.

So, what exactly is UGC? Why is it so important? And how can it transform your digital marketing efforts? Here’s a full breakdown:

What Is UGC?

At its core, UGC refers to any content — photos, videos, reviews, or even social media posts — created by everyday consumers, not brands. Unlike traditional polished advertising or professionally produced content, UGC is raw, real, and relatable. This provides a sense of authenticity that resonates deeply with audiences and makes the content feel more native and less sponsored.

Creating UGC can be as easy as taking a picture of a product or service with your iPhone. Simply holding a product in your hand or showing a realistic use case prompts users to engage with and trust your content.

Types of UGC

UGC comes in all types of content formats — making it a versatile tool for marketers. Here are some popular examples:

• Videos:Think unboxing videos, product tutorials, talking to the camera, or TikTok-style reviews.
• Photos:Lifestyle/POV shots of consumers using your product/service, typically taken with a smartphone.
• Reviews:Leverage testimonials left by customers on your website or third-party platforms to boost credibility.
• Social Media Posts:Organic mentions of your brand by users sharing their experiences online can be used for social proof.

Why UGC Is a Game-Changer for Digital Advertising

Over the past few years, UGC has become a winning strategy in performance marketing, and for a good reason. Here’s why brands are leaning heavily into UGC:

1. Authenticity

Overly-produced ads stick out like a sore thumb when scrolling through your social media feed. UGC feels more relatable and genuine because it can appear as native content with real user sentiment. The numbers don’t lie — 84% of consumers trust UGC recommendations over branded content.

2. Boosts Engagement

If you’re looking to boost engagement on your content, UGC is the best place to start. According to recent data, UGC generates 6.9x more engagement and 4x higher CTRs (click-through rates). Potential customers are more likely to engage with your ads if they don’t even realize it’s an ad to begin with! It also encourages users to comment, share, and interact with the content — and with your brand.

3. Cost-Effective

Unlike professional studio-produced ads, which are expensive and time-consuming, UGC allows brands to tap into agile content that requires little overhead. Partnering with UGC creators or UGC agencies is far more affordable than a full-scale production — UGC ads see a 50% reduction in CPC (cost-per-click), and 85% of Marketers say UGC is more cost-effective. 

4. Content Diversity

One of the best parts about UGC is the variety it can bring to your marketing efforts. Testing different styles is a crucial part of running social media ads, and UGC allows for endless options. 

Plus, utilizing different backgrounds or UGC creators can help you appeal to more diverse audiences.

The Impact of UGC on Consumer Behavior

UGC doesn’t only look good on your feed, but can dramatically impact how people interact with your brand and funnel.

1. Drives Conversions

At the end of the day, marketers truly care about getting the most conversions. Leveraging real testimonials and showing products in a natural setting can help consumers reach the buying stage faster and more frequently. Websites that use UGC see 29% higher conversions. 

2. Increases Brand Loyalty

When customers see user content featured by a brand, it creates a sense of community and accountability. This helps consumers feel more seen and encourages active engagement with your content. Brands that effectively utilize UGC see a 162% increase in revenue per visitor, which shows its direct impact on customer retention and loyalty.

3. Emotional Resonance

UGC connects emotionally to audiences by portraying real-life experiences rather than polished ads. It’s no wonder that 60% of millennials find UGC more compelling and authentic than traditional advertising. This emotional sentiment also helps boost brand recall so consumers better remember your products.

How GeistM Can Help You Leverage UGC

Here at GeistM, we specialize in helping brands harness the power of UGC to create campaigns that drive serious results. With our team of in-house UGC experts and diverse network of UGC creators, we’re able to create engaging content specifically tailored to your brand’s voice. From social media to native online advertising platforms, GeistM ensures your UGC campaigns are optimized for maximum reach and impact. Whether that’s increasing brand awareness, boosting engagement, or driving conversions — we’ve produced incredible results across a wide range of verticals with UGC-driven campaigns.

User-generated content isn’t just a trend — it’s the future of digital advertising. So, let’s make your brand part of the conversation. Contact GeistM today to unlock your full advertising potential with UGC.

Written By: Simon Kuflik

Visual content is more than just an attention-grabber; it’s a powerful tool for conveying your brand’s story and forging a deep connection with your audience. 

In today’s fast-paced digital landscape, captivating visuals are essential for making an immediate impact. They’re more engaging than text alone, capture attention quicker, and can hold it longer. This is especially important since attention spans are getting shorter and shorter. 

Big digital advertising agencies understand the importance and power of ad creatives and invest tons of time and money into creating them. 

Before we delve into some effective visual storytelling strategies that can up your creative marketing game, let’s talk about the core principles of visual content and how it can elevate your brand’s narrative.

The Power of Visual Content and the Science Behind It

Visual content — like images, videos, UGC, and graphics — plays an important role in storytelling and emotional engagement. Our brains process visuals at astonishing speeds, with research indicating that images can be understood in as little as 13 milliseconds.

Here’s why visual content is indispensable:

• Memory Retention: Visuals enhance memory retention. After three days, people remember about 65% of visual content compared to just 10% of text.
• Emotional Resonance: Visuals evoke emotions more effectively than words, creating a lasting impact.
• Increased Shareability: Visual content is more likely to be shared on social media, increasing a brand’s reach and visibility.
• Boosts Conversion Rates: Visual content can influence purchasing decisions. High-quality images and videos of products or services can enhance their appeal, leading to higher conversion rates. The same goes for authentic UGC.
• Instant Storytelling: A single image can tell a complex story instantly, without lengthy explanations. We all know the saying that an image says more than a thousand words.
• Attention-grabbing: Visuals naturally draw attention, making them the first thing people notice online.
• Humanizes the Brand: Visuals, especially user-generated content that shows behind-the-scenes content or customer stories, can humanize a brand. This helps in building trust and a more personal connection with the audience.

Understanding these psychological principles is crucial for creating compelling visual content.

Visual Creative Marketing Strategies to Captivate Your Audience

Exploring various forms of visual content can uncover innovative ways to engage your audience. Here are some tips that can help you boost your performance. 

1. Focus on the story, not just the visuals.

Visual storytelling goes beyond mere images. Visuals should weave a clear and consistent narrative for your brand. Even if each visual asset doesn’t convey an obvious story on its own, your audience should be able to follow the overall narrative.

Our advice? Think like a storyteller. What is the message you want to convey? Then plan your visual media to represent and relate this message across all your platforms.

We love how the mindfulness app Calm executes this. 

https://www.instagram.com/reel/C9xYZeyORMh/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

2. Capture Authentic Moments with Photos.

Photos serve as windows into the past, connecting your audience with the emotions and experiences captured in each frame. Whether it’s a candid team shot or a stunning product photo, images build authenticity and trust.

Dove’s #TurnYourBack campaign used simple yet powerful photos to raise awareness about the negative effects of social media filters. These images helped drive deeper connections while championing a cause.

https://www.instagram.com/dove/p/CpgUo0fvJdh/?img_index=1

3. Align Your Visual Storytelling with Your Marketing Content Strategy.

Simply posting a photo or video online and waiting for results to flood in is not a strategy. Nor is relying on the hope that your visual content will go viral — it most likely will not. Like any content marketing format, visual storytelling requires an effective strategy to convert views into conversions. 

Before your creative team starts brainstorming, ensure they address these crucial questions:

• What are we trying to accomplish with our visual content?
• Who is our target audience? What types of content experiences engage them?
• What problems does our brand solve?
• What is our vision of what makes our brand unique? How can we communicate these messages compellingly and consistently?
• What metrics will we use to measure success? For which search terms should this image appear in search engine results?

^{Photo Via: Tinder}

4. Simplify Complexity With Graphics

Graphics, such as charts and data visualizations, transform complex data into engaging visual stories. They make information more accessible and understandable, cutting through the noise with clarity.

We’re big fans of Spotify’s Wrapped campaign, which offers customers a personalized recap of their music journey. Using vibrant colors and striking graphics, Spotify transforms each user’s listening history into a fun and highly shareable data story.

^{Photo Via: Cosmopolitan}

5. Dynamic Storytelling with Video Formats

Videos combine moving images and sound to create a multisensory storytelling experience. Whether you create short clips like Memes that are humorous and highly shareable and can spread your message quickly or you hire a UGC creator to create authentic videos that gain trust — videos are versatile and impactful. They should play a major role in your overall marketing strategy. 

Embracing Visual Storytelling

Mastering visual storytelling enables you to capture attention, evoke emotions, build trust, and inspire action. It’s a highly powerful medium to convey your message and leave a lasting impression on your audience in an ever-evolving digital world when done correctly. Building a high-level visual storytelling marketing strategy takes experience and expertise, which is where digital advertising agencies and creative marketing agencies can step in. 

How can GeistM help?

At GeistM, we excel in enhancing visual storytelling strategies to maximize conversions through innovative and engaging content. Our expertise in user-generated content (UGC) videos allows us to create authentic and trustworthy visuals that resonate deeply with your audience, and combined with our unique content strategy they can help you to maximize results. 

Additionally, our comprehensive approach includes utilizing memes, infographics, animations, and other dynamic video content to ensure your brand’s story is compellingly told across all platforms, ultimately leading to higher engagement and increased conversion rates.If you’re ready to take your storytelling to the next level, contact us today.

Written By: Julia Steiner

Have you ever stumbled across a social media post that you didn’t initially realize was an ad? Chances are, you’ve been exposed to User-Generated Content (UGC) and Influencer Marketing without even realizing it.

In today’s digital age, authenticity reigns supreme. UGC and Influencer Marketing serve as two powerful tools for brands to connect with audiences in a genuine and impactful way. From unboxing to day-in-the-life videos, everyday consumers and social media influencers are reshaping the way brands are driving engagement and how they’re perceived.

Here’s a breakdown of everything you need to know about UGC and Influencer Marketing:

What Is UGC?

UGC (User-Generated Content) is a style of photography and video typically shot using an iPhone, providing an unpolished, authentic vibe. The results offer a glimpse of what a product or service actually looks like in a real-life situation. Rather than deal with the expenses and hassle of a professional photoshoot, UGC is an affordable and successful method of creating compelling assets for social.

What Is Influencer Marketing?

Influencer Marketing involves partnering with content creators who have strong online presences and loyal audiences of potential customers. Think of influencer marketing as mini celebrity endorsements. This strategy can help you build brand awareness and generate more conversions by reaching a variety of audiences. Users can be more likely to convert if someone they follow and admire endorses the product. Because influencers specialize in crafting digital content, they can produce ads that seamlessly blend in with users’ feeds. 

*An important note: Influencers can create UGC-style ads, but not all UGC needs to originate with influencers. 

Read Our Other blog: Could Influencers be the key to great marketing?

UGC vs. Influencer Marketing:

UGC is a highly affordable and agile strategy for brands to create engaging content. Influencer marketing, on the other hand, can require more budget depending on the size of the creator. 

Although UGC is a relatively simple concept, there are nuances and advanced approaches you can take to optimize results. UGC Creators are individuals who specialize in crafting authentic content that can be used by brands in their paid social strategy. They charge significantly less than influencers; with influencers, you’re paying for exposure and the ability to reach a new audience. 

With UGC creators, content is created for your brand, and your brand only — it’s not posted on the creators’ channels. Generally, the brand has full control over what is created based on the brand’s strategy and content goals.  

Influencers are valuable to brands because of their online presence. The bigger the following, the higher the cost, but also the higher the chances a product or service is seen by a new audience. Promoting products in their own distinct style that their followers know and love makes influencers’ content easy to engage with.

Influencers generally post the ads they create to their own personal accounts in order to reach their particular audience. With UGC, brands post the content directly to their own feeds in order to build credibility and trust.

Also Read: The Importance Of Images – UGC Vs. Professional Photos

Which Strategy Is Right For You?

UGC

UGC works well for lifestyle products that consumers use daily. By portraying products in a natural setting, the end result feels more organic and native to users’ feeds. This strategy can also help third-party reviews appear more authentic and trustworthy. 

UGC — whether created in-house or with an agency like GeistM — gives your business more control over the final output. We work with creators to create engaging content based on clients’ needs and goals. From the script to the final edit, creators work closely with our expert team to ensure the final content piece will resonate with audiences.

Influencer Marketing

Influencer marketing is an exceptional strategy for brands trying to break into niche markets. Many influencers focus on one specific topic, like fashion, fitness, food, or wellness. Because their followers share a similar interest, brands can reach audiences that precisely match their desired demographic. When influencers showcase products, consumers can develop a more positive association and intensify their connection with the brand.

Influencers are categorized based on follower count:

1. Nano-Influencers:1K–10K followers
2. Micro-Influencers: 10K–100K followers
3. Macro-Influencers:100K–1M followers
4. Mega or Celebrity Influencers:1M+ followers

Each of these groups have their own pros and cons. Nano and micro-influencers tend to have more engaged followings and charge much lower rates. Granted, their reach will be much smaller, but the higher engagement rates will make up for it. A recent study found that micro-influencers generate a 6% engagement rate on Instagram, compared to mega influencers’ 1.97% engagement rate.

Despite their high cost, partnering with macro and mega influencers also has a number of unique benefits. The first one obviously being their massive reach — getting millions of eyes on your product is invaluable for any brand. This can be great for quick sales and even garner earned media attention if the collaboration is large enough. 

GeistM Tip: Before partnering with an influencer, always check their engagement rates. Many large creators’ follower counts are not indicative of their actual reach (an account with 1 million followers that only averages a couple of hundred likes on each post is a red flag). So in order to ensure you’re getting your money’s worth, double-check whether their engagement adds up.

Overall, micro-influencers are definitely a more cost-effective option, so we only recommend partnering with macro and mega influencers if you’ve got large budgets or a specific goal in mind.

Key Takeaways:

• UGC is a cost-effective strategy for creating authentic, native content for paid media
• UGC is about creating content for a brand’s platform only — it’s not posted on the creator’s channel
• Anyone can take UGC, but brands can hire UGC creators and agencies for specific needs.
• Influencer marketing allows brands to tap into niche markets and build brand awareness.
• Influencer marketing is about exposing a brand, product, or service to a new or different audience.
• Influencers aim to “influence” their audience to purchase or use a product or service, UGC involves creating content for the brand’s own use — hence the cost difference.
• Micro-influencers offer high engagement rates for lower budgets, while macro and mega influencers provide massive reach.

Why Choose GeistM?

Are you interested in UGC or influencer marketing but don’t know where to start? GeistM is here to help. Our Growth Marketing experts will guide you based on your business and goals. We’ve developed hundreds of marketing strategies across dozens of industries and attained thousands of customers for our clients.

Our in-house creative team excels at creating beautiful UGC that will generate maximum engagement and conversion rates. We also regularly collaborate with UGC creators and influencers to help our clients’ reach specific demographics. With these tailored strategies, we pride ourselves on producing authentic content that drives serious results.

So, instead of struggling to figure this all out yourselves, contact us today!

Written by: Simon Kuflik

In the dynamic realm of marketing, staying ahead of the curve is not only a strategy but a necessity. Everything changes quickly; what might be a marketing-must one day is a complete no-no the next — in the blink of an eye.

This new era’s marketing landscape is constantly shifting due to many factors. It’s driven by technological advancements, shifting consumer behaviors, and global dynamics. Adaptation is the name of the game, and you must be prepared to pivot. 

Join us as we reveal what marketing trends we should bid farewell to and which ones we should greet with open arms. 

Are you ready to look deeper into 5 significant marketing trends — in our opinion — that’ll dominate 2024? Let’s dive in.

1. Out With Long-Form Video Content And In With Short-Form Video Content 

Over the last couple of years, it’s evident that video content has taken over and outperforms static images. In fact, 88% of marketers say video is integral to their marketing strategy. And 52% of companies say they create videos to educate their target audience about their products. 

Now that we know videos are a marketing essential, it’s time to figure out the ideal length. 75% of people watch short-form video content on their mobile, and most watch videos with closed captions. Although long-form videos offer in-depth analysis of products or services — which is really educational — they don’t hold people’s attention, especially in the age of TikTok. 

Short-form videos are meant to be around the 17-second mark. They’re designed to be easily digestible content nuggets, ideal for quick scrolling and viewing multiple pieces simultaneously. 

According to Influencer Marketing Hub, 96% of consumers prefer to watch short-form videos when learning about a product or service. While close to a third (30%) of all short-form videos are watched 81% of the way through. So, if your marketing strategy has yet to start using short-form videos, now is definitely the time to start. 

2. Out With Traditional Advertising And In With Sponsored /Native Content 

With digital marketing strategies taking precedence over traditional marketing, techniques like direct mail and print ads are no longer beneficial. We’re not saying that these methods don’t work, they simply don’t resonate with younger generations — they are the future, after all. 

So, what are the alternative methods? Native or Sponsored marketing — both forms of paid advertising. Native ads seamlessly integrate a business ad into the user’s regular reading flow. In contrast, sponsored content is advertising tailored for a specific site or platform. It’s designed to reach a fresh audience, those who would have otherwise never heard about your brand. 

When it comes to traditional ads, you could talk with someone over the phone and gain information about a product or service. But there are better methods. We all hate getting a marketing call when we’re busy or mid-meeting. But sponsored ads provide the same information — or more. Plus, there’s the benefit of actually seeing how the product or service works. 

That’s why according to Hubspot, “more than a third (36%) of marketers plan to increase their investment in native advertising in 2024, and 56% plan to continue investing the same amount.” 

3. Out With Big Celebrities And In With Micro-Influencers 

We’ve all seen posts from our favorite celebrities featuring brands and products that they endorse, influencing us to purchase the product. So we know that the strategy of working with influencers is great for marketing — that’s why influencer marketing is extremely popular. 

Hubspot says, “When marketers collaborate with influencers and industry thought leaders in their industry, they can expand brand awareness and gain fans from the influencer’s own audience.” 

Micro-influencers generally have 10,000 to 100,000 followers, and according to Ad Week, Micro-influencers are “actually attracting much higher engagement and conversion rates than highly influential users.”

Although micro-influencers have fewer followers, they usually value their community and won’t peddle ineffective products to boost their revenue. They’re more open and honest about what they want to achieve from the partnership. And since their voice is more relatable and authentic —  a mom blogger will actually sign up for a diaper subscription in real life. 

This is why “of the marketers who worked with influencers and creators in 2023, 64% worked with micro-influencers, making them the most popular choice for influencer marketers.”

4. Out With Branded Photographs And In With UGC 

We all know how indispensable visual aspects are in marketing. Providing consumers with something to see helps them imagine the product and click the purchase button. This doesn’t have to be videos alone; it can also be still images. 

There are many different image styles, but overall, it comes down to Branded photographs, which are super staged and have impeccable lighting. Then, there’s UGC content, or user-generated content, which is much more genuine and natural. 

We go into detail about the differences between these two in a previous GeistM blog post. But ultimately, seeing real people using the product convinces buyers. According to Hootsuite, “60% of marketers agree that authenticity and quality are equally important elements of successful content. And no other content type is more authentic than UGC from your customers.”

UGC is important in the final stages of the marketing funnel because it makes users feel like their money is going to the right place. “Nearly 80% of people say that UGC impacts their decision to purchase, making user-generated content and social commerce a match made in heaven.” 

So, make sure that your marketing funnel has some UGC — you can even get a sample of the product you’re advertising and take the images or videos yourself. 

5. Out With DIY Marketing And In With GeistM 

Finding the optimal marketing strategy for your business can be tough. It requires a lot of testing and experimenting to figure out what can help your brand the most. It’s not just start-ups that are struggling to find the right strategy; even big brands can miss out on certain aspects that could have boosted their campaigns. 

Rather than trying to figure out a marketing strategy for yourself, put your trust in us, and we’ll do it for you. Here at GeistM, we can create a marketing strategy that’s completely customized to help you achieve your goals. 

We’re a marketing partner with owned and operated media sites. With our expert content team, we provide full-service direct-response content marketing. And our amazing in-house creative team work hand-in-hand to develop high-quality and engaging visuals to boost your brand. 

By choosin GeistM, we can identify the perfect marketing strategy for your brand, keep up with trends, and help your business grow. So contact us today!

Written by Nitanti Alur