How and When to Activate Influencers, Nano-influencers, UGC, and Creators

In today’s advertising landscape, creator content, user-generated content (UGC), and influencer marketing are driving the conversation. But how do brands decide when to activate each strategy?

At the heart of it all is community. Successful campaigns tap into the human desire for connection and shared perspectives. UGC and influencer marketing excel because they give brands a way to connect with audiences on a more personal level. Consumers no longer want to be sold to—they crave authenticity and realness, preferring content from everyday users over polished celebrity endorsements.

Macro- vs. Nano-Influencers: What’s the Difference? When it comes to influencers, knowing the difference between macro- and nano-influencers is key. Macro-influencers with larger followings are perfect for broad brand awareness. Their wide reach allows brands to spread messaging quickly to a large audience. On the other hand, nano-influencers have smaller, highly engaged followings. They’re great for niche markets where building trust is essential. Nano-influencers provide an affordable option for smaller brands looking to build community credibility.

UGC: The Power of Real Consumers UGC, or user-generated content, refers to content created by actual customers. Whether it’s a social media post, a review, or a video, UGC is highly valuable because it comes from real people who have used and loved a product. It’s organic, it’s earned, and it’s highly trusted. Leveraging UGC allows brands to repurpose authentic content in their own campaigns, strengthening consumer trust.

Here’s a quick rundown to help direct your next campaign… 

TikTok, Reels, YouTube Shorts Content Creators:

Spark engagement

• Use for short-form, viral video campaigns
• Partner with creators to create branded missions, hop-on trends, dances, how-tos, comedy sketches, etc.

Example: Chipotle's viral TikTok campaign #ChipotleLidFlip

Longer-form Content Creators:

Team up with YouTube + TikTok stars for long-form, entertaining educational videos

• Leverage for long-form video content like tutorials, product reviews, unboxings
• Sponsor content videos or dedicated brand channels

Example: Makeup brand collaborating with beauty vloggers for tutorials

Macro-Influencers (100k+ followers):

Create community buzz with high-visibility partnerships and giveaways

• Drive mass brand awareness with dedicated posts and stories
• Execute giveaways and sweepstakes through major influencers

Example: Bioré's #ProofYouCanSee Event with @DrPimplePopper 

Nano-Influencers (<10k followers):

Build a community foundation of ambassadors to promote your values

• Harness for niche promotions and coupon codes
• Create exclusive behind-the-scenes access and discounts

Example: “Curél Cares” Nurse Influencer Activation

User-Generated Content (UGC):

Engage and leverage enthusiastic customers who are already talking about your brand

• Crowdsource real customer photos/videos for authentic marketing
• Activate an awareness ripple effect by connecting communities and providing reasons to reshare
• Repurpose UGC for social ads and website testimonials

Example: Franzia's #FranzforLife 

Use a High-Quality Production Team:

Invest in branded content to fuel a multi-channel media strategy while diversifying your content for optimization

• Use to drive exceptional brand recall through high-concept and on-brand storytelling
• Create high-production value content that can be leveraged for a multitude of channels including broadcast, digital video, and social media
• Activate an on-set creator team to capture on-brand creator-style vertical videos during production for added value 

Example: Full digital campaign for a new product launch

Remember to match your partnered content creator's platform, audience, and creative style to your campaign goals and audience. Timing also matters - leverage creators around your key tentpole moments to promote launches, campaigns, and seasonal initiatives. 

Through ongoing testing and data analysis, we refine the fusion of production value and creator content to maximize engagement and conversions. The result is human-centered campaigns that balance polish with authenticity to satisfy our audience’s demand for community.