One of the greatest benefits of UGC is that it’s free—users aren’t getting paid for their insights, which makes their endorsement all the more authentic and ultimately trustworthy. On the flipside, marketers have less control over the average user’s content, meaning it can stray away from the brand’s intended aesthetic, message, and audience.
While UGC is great, your everyday consumer lacks the impact of a professional influencer for several reasons. First, even influencers in the “Up-and-Comer” range have between 5,000-20,000 followers. But it’s not only about numbers. The quality of an influencer’s content, be it photos, videos, or blogs, has to be exceptional in order to keep an such an avid audience. Without this established following and precedent for quality, UGC may lack the reach that most marketers are seeking.
With astounding presences on Youtube, Instagram, Twitter, Facebook, and personal blogs, influencers can create a marketing ripple effect for the brand they choose to represent. With a broad reach on a range of platforms and the ability to connect to thousands of unique visitors, it’s no wonder why 61% of marketers believe influencers bring in better quality customers, according to research conducted by ApexDrop.
With traditional TV viewership on the decline and social media showing no signs of slowing down, influencer marketing is projected to be a $5-10 billion market by 2020, according to Mediakix. Some YouTubers and bloggers rake in higher fanbases than celebrities from TV or Hollywood. For example, lifestyle and beauty blogger Zoё “Zoella” Suggs reaches an audience of 11.2 million Instagram followers every day, which is over double Modern Family actress Sarah Hyland’s 5.3 million. Influencers are more than just celebrities—they’re genuine trendsetters, sharing their passion in fashion, beauty, health and fitness, you name it.