They are not the same thing

Influencer marketing is about reaching the influencer’s OWN audience. UGC is about producing natural, experience-format content the brand can use in its own social media and advertising. We build the two separately.

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The network, the content and the management

Influencer marketing reaches the creator’s own audience; UGC is that content used on the brand’s own channels and in its ads. Both come out of the same network.

500+ contracted macro and micro influencers

Macro influencers Reach and awareness: they put the product in front of many people quickly, useful for campaign launches.
Micro influencers A smaller but loyal audience: the closer relationship with followers makes a recommendation land harder.

Choosing the right creator Audience demographics and engagement quality are matched to the product; follower count alone is not a measure.
Brief and content direction What is said, in which scene, with which message — the creative brief is written by the agency.
Publishing calendar Posts are sequenced against the campaign and stock calendar instead of piling up in one week.
Measurement and repeat Every collaboration is tracked with its own discount code and link; what works gets repeated.

Creator filming a skincare product on her phone

Creator filming a cooking clip in a kitchen

Creator filming a product clip after a workout

Creator filming an unboxing under a ring light

Two creators shooting together in a home studio

Creator filming a product review on a sofa

Creator filming an outfit clip in front of a mirror

Creator filming an overhead jewellery flat-lay

Creator filming a tech review at his desk

The shots shown here are ILLUSTRATIVE: they are produced images explaining how the work is done, not photographs of contracted influencers. The network size is SU AGENCY’s own figure. Campaign results vary by product, price and audience, which is why every collaboration is measured separately with its own discount code and link.

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What influencer and UGC work covers

They are not the same thing: influencer marketing reaches the creator’s own audience, UGC is used on the brand’s own channels and in its ads. These four headings contain the full scope on this page.

Selection

Creator research and the right mix

Profiles that fit the brand are found; audience demographics and engagement quality are matched to the product. Follower count is not the only measure — the micro and macro mix follows the goal.

Profile matching

Wide-reach profile Audience does not match the product
Profile close to the category Audience and engagement fit Fits
High followers, low engagement Engagement quality is weak

Follower count is not the only measure; audience and engagement quality must match the product.

Setup

Brief, seeding and calendar

The scope and calendar of the collaboration are set up front. The creative brief is written by the agency, product shipments are planned and tracked, and publish dates fit the campaign calendar.

Collaboration flow

1 Creative brief is written
2 Product shipment is planned
3 Publishing goes on the calendar

Format

UGC content formats

The creators are chosen and so is the format: product experience, unboxing, problem–solution or a usage video. Not every product works in every format.

Content formats

Experience
Unboxing
Problem–solution
In use

Usage

Putting the content to work in ads

UGC that performs is used as ad creative — the content does not stop at a single post. Campaign and content results are then reviewed together.

Content moves into ads

UGC content Ad creative

Content that performs does not stop at one post; it is also used as ad creative.

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