UGC Creators vs micro-influencers — Danil Saliukov // Insense
- B2B
- Influencer Marketing, Social Media Marketing
- Advertising Platform, Creative Production, eCommerce, SAAS
- Growth Marketing, Performance Marketing
- Part 1 UGC Creators vs micro-influencers — Danil Saliukov // Insense
- Part 2Should you hire actors or creators — Danil Saliukov // Insense
Show Notes
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02:30How Insense got startedOne of Insenses Co-Founders originally had an eCommerce boutique agency helping other eCommerce entrepreneurs get content at scale. However, as the number of brands and creators grew, the process needed to be automated, and Insense was established as a result.
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04:17What brands are doing to increase the volume of content they produceThe traditional route involves brands using creative agencies or production studios to produce content for them. However, as the social media landscape shifts to shorter content, brands are collaborating with independent creators to scale their content efforts.
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07:08The differences between UGC creators and influencersUGC creators are people who are able to create great content, but they may not have a large following on social media. Influencers have a sizable following on social media, but they dont necessarily have to be good at creating content.
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08:44Choosing between microIf your goal is to drive traffic to your website and create brand awareness, a micro-influencer is ideal because of their following and distribution channels. Otherwise, if you require content for your ads, a UGC creator is the better choice as theyll only charge for content production.
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10:09How brands get value from UGC creatorsContent created by UGC creators is usually used for ads on social media. The content created by UGC creators can also be shared by micro-influencers with their followers.
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11:12The cost of UGC creator contentTypical collaborations include a video and some static images and can cost $120. However, the cost can go up based on different types of collaborations, the need for additional equipment and people, and niche creators may charge a premium.
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13:00The cost of working with microThe cost will be affected by the type of collaboration, the complexity of the brief, the type of footage, the creators profile, and the platform. In general, price is based on the number of followers, engagement rates, or the number of views depending on the platform.
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13:58Figuring out the right mix of UGC creators and microIt really depends on your brands needs and budget. But, the best strategy for success usually involves brands using a mixture of both UGC creators and micro-influencers to maximize their reach.
Quotes
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"For TikTok, you need to produce hundreds of creatives every month to be able to run ads with eight or nine-figure budgets, because these creatives are dying within three to seven days." -Danil Saliukov, CEO, Insense
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"Not all influencers are great UGC creators, and not every UGC creator has to build a following on social media." -Danil Saliukov, CEO, Insense
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"UGC creators can have some following, but typically it's not massive. Influencers can create great content but not for the ads. They just create content that resonates with their audience." -Danil Saliukov, CEO, Insense
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"For Instagram, a number of followers and engagement rate is super important, while on TikTok, it's more about the average number of views of the content." -Danil Saliukov, CEO, Insense
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"iOS14 changed everything for targeting. And, right now, the only way to find the right audience and how to approach that is basically A/B testing with different creatives." -Danil Saliukov, CEO, Insense
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"Can you get a lot of UGC creatives while youre working with influencers? Yes. That's why the mix of these two strategies is the best one weve observed from our customers." -Danil Saliukov, CEO, Insense
- Part 1 UGC Creators vs micro-influencers — Danil Saliukov // Insense
- Part 2Should you hire actors or creators — Danil Saliukov // Insense
Up Next:
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Part 1UGC Creators vs micro-influencers — Danil Saliukov // Insense
Danil Saliukov, CEO and Co-Founder of Insense, looks at the differences between UGC and influencers. Traditionally, companies would seek out the services of creative agencies and production studies to create content on their behalf. However, the social media landscape has created a shift in content, and in order to produce the amount of content brands require for their campaigns and channels, brands have started collaborating with UGC creators and micro-influencers. Today, Danil discusses the difference between UGC creators and micro-influencers.
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Part 2Should you hire actors or creators — Danil Saliukov // Insense
Danil Saliukov, CEO and Co-Founder of Insense, looks at the differences between UGC and influencers. Several companies in the mid-market eCommerce industry have been working with professional actors to get great content for their brands. While that can be a costly endeavor for smaller brands who are still figuring out their content strategy, UGC creators are a great alternative to scale content creation efforts. Today, Danil discusses whether you should hire actors or creators.
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