Let’s clear something up:
UGC creators and influencers are not the same.

At Beami, we’ve worked with hundreds of brands and thousands of creators — and one of the biggest mistakes we see?
Brands hiring influencers when what they actually need is UGC content… or the other way around.

In this blog, we’ll break down the real differences between UGC creators and influencers, when to use each, and how the smartest brands are combining both to scale. No fluff. No confusion. Just clarity.

Let’s dive in 👇

First: What Is a UGC Creator?

UGC (User-Generated Content) creators are content-first storytellers. They’re not famous. They’re not promoting to their own audience. They’re creating content for your brand to use.

At Beami, these are the creators we focus on — people who are skilled at filming authentic, high-converting content that works especially well in paid ads, landing pages, and brand social feeds.

✅ UGC creators don’t post the content themselves.
✅ You get full usage rights.
✅ You control how the content is used.

Whether you’re testing ad creatives or want consistent content for TikTok, Instagram, or YouTube Shorts — UGC creators are your go-to.

And What’s an Influencer?

An influencer, on the other hand, creates content and posts it to their own audience.

You’re not just hiring them for a video — you’re paying for the reach, the audience trust, and the exposure that comes with it. The best influencers have built a niche following and know how to speak to their community.

✅ Influencers = content + distribution
✅ You’re renting access to their followers
✅ Pricing is based on audience size, engagement, and niche

You’ve probably seen influencer campaigns from names like Charli D’Amelio, Alix Earle, or Khaby Lame — but influencer marketing exists at every level, from nano (1K–10K followers) to mega (1M+).

UGC Creators vs. Influencers: Key Differences

UGC CreatorsInfluencersPurposeMake content for your brand to usePromote content to their audienceFollower countNot requiredEssentialWhere content livesOn your brand's platforms (ads, pages, socials)On their own social media channelsCostLower – pay for content onlyHigher – pay for content + reachBest forPaid ads, social content, landing pagesBrand awareness, engagement, launches

So… Who Should You Work With?

👉 If You Need Content That Converts:

Go with UGC creators — especially if you plan to run paid ads or want to fill your content pipeline.

You get:

• Full licensing rights
• Cost-effective video production
• Creative testing flexibility

This is exactly what Beami was built for. We connect brands with UGC creators who can produce content that sells. Think scroll-stopping TikToks, testimonials, demos, and more — without paying for reach you don’t need.

👉 If You Want Exposure & Buzz:

Go with influencers, especially if you’re launching something new, building credibility, or running a giveaway.

You’re paying to:

• Tap into a loyal community
• Get brand mentions or shoutouts
• Increase awareness + trust

It’s important to note: influencer campaigns don’t always convert right away. They work best when paired with a long-term strategy or used in collaboration with UGC content that supports retargeting and ads.

Beami’s POV: Smart Brands Use Both (But Prioritize UGC)

Here’s what we recommend for most brands using Beami:

🔹 Use UGC creators to produce branded content for your ad campaigns, email flows, and organic social. This is your core growth engine.

🔹 Use influencers occasionally for seasonal promos or product launches — especially when you find micro-influencers who align deeply with your brand.

Split your budget wisely:

• 70% → UGC: Fuel your paid strategy, scale content creation
• 30% → Influencer: Strategic awareness plays when needed

UGC is repeatable, testable, and scalable. Influencer marketing is more hit-or-miss — it adds visibility but not always sales.

Final Thoughts (From the Beami Team)

We built Beami for one simple reason: brands needed a better way to scale authentic content without wasting time pitching creators in the DMs or guessing who to hire.

So when it comes to creators vs. influencers, here’s our take:

• Start with UGC to build a strong foundation.
• Layer in influencers once you have a proven offer, strong UGC, and a clear strategy.
• Don’t overspend on reach if your content isn’t ready to convert.

With the right strategy (and the right creators), you can win on both fronts.

Ready to source UGC creators and launch your next campaign?

Explore performance-driven creators on Beami — where content meets conversion.

👉 Join Beami today