UGC as any form of content about a product

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Now that we have a little more clarity on what User Generated Content is, it is important not to confuse it with other strategies . Sometimes the boundaries can be a little blurry, but remember these differences between UGC and other types of marketing actions :

Influencer marketing is based on the canadian cto cio email list same premise: third-party opinions about a brand are always more valuable. The difference is that in this case we are usually talking about contractual relationships, where the company controls (to a certain extent) the messages. When the influencer mentions the brand on their own initiative and without any compensation, we could talk about UGC.

Repercussions in the press or in specialized media would also fall within what is known as earned media (those that are not under the direct control of the brand and for which it has not paid), but except in the case of criticism or reviews, they lose that experience factor that allows users to know opinions first hand.

In addition, in many cases these repercussions come from the initiative of the company itself, which may have the capacity to transmit its messages, whether through press conferences, press releases, direct contact with the media or covert advertising.


Employee-generated content also has a higher level of credibility than content created by brands, but it loses out on authenticity and the appearance of honesty compared to UGC, because there is a direct relationship between the user (the employee, in this case) and the company. We are all aware that these are not disinterested opinions.