How UGC creators are transforming influencer marketing

Brands are no longer partnering with influencers purely for social engagement; they’re making influencer content an essential component of their top-of-funnel strategy to drive brand awareness and growth. While influencer strategy was previously tied to a marketing organization’s public relations team, e-commerce brands can now maximize creator content beyond traditional confines and drive measurable ROI. Likewise, the definition of “content creator” has shifted. Once reserved for fashionistas with custom storefronts, the creator landscape has evolved significantly. Some of the highest-performing content now comes from everyday creators rather than traditional influencers, as brands embrace user-generated content (UGC) for its authenticity and relatability. Meanwhile, traditional influencers have become more niche and community driven, prioritizing engagement and authenticity to build consumer trust. Vinod Varma, CEO of Creator, and Yulia Shilkina, director of influencer marketing at Gen3 Marketing, joined John Dioso, editor of Ad Age Studio 30, at Ad Age’s NextGen Marketing Summit in New York on March 6 to explore the evolution of the channel and where it is heading in the future. UGC: A new driving force and revenue stream As one of the most iconic deal sites of the 2000s, Groupon has stayed competitive today by leveraging new influencer-driven strategies. The brand saw a 7% increase in conversion rate by integrating UGC into its product pages via a recent campaign with Creator. “We hypothesized that leveraging UGC from actual influencer experiences and integrating it into Groupon’s PDPs [product detail pages] would drive more conversions and engagement,” said Varma. “This turned out to be correct, resulting in a significant increase in both metrics.” UGC is now one of the most effective forms of digital marketing, often outperforming conventional ads in engagement and conversions—especially on social and e-commerce platforms. “Audiences engage more with influencer content than with polished commercials,” Shilkina noted. “Brands are blending UGC into their CTV ads, using strategies like shoppable formats and QR codes to create a seamless customer journey.” Four rules for successful UGC creator partnerships With countless creators to choose from, brands must be strategic in finding the right fit. Gone are the days of seeking a feature from a macro-influencer with millions of followers. The niche space is the new place to find the ideal creator for your brand. In addition to Creator’s curated network of 250,000 influencers, the company provides access to over 500 million micro- and nano-influencers across major social media platforms. “Brands are experimenting today by thoughtfully leveraging different channels when disseminating influencer content,” said Varma. Shilkina emphasized that both macro- and micro-influencers play essential roles in an effective influencer marketing strategy. “Micro-[influencers] tend to have a higher engagement rate and feel more relatable, while macro-[influencers] help expand visibility and reach,” she said. “This mix helps us tap into both trust and scale. Both strategies work. It really depends on whether you are focusing on sustained engagement or a majorly maximum on-day launch moment.” When evaluating potential UGC creators, Shilkina has four key guidelines to ensure successful partnerships: “First, run A/B tests to figure out what UGC resonates best with your audience. Second, ensure there’s a raw, relatable vibe: UGC performs best when it feels natural,” she said. “Third, leverage retargeting. Use UGC in ads for people who have already interacted with your PDPs or newsletters to reinforce trust and push conversions. Fourth, integrate UGC onto the PDPs to amplify consumers’ trust and help push conversions.” As a prime example, Fender’s Series 2 guitar campaign achieved 5x ROI when it amplified UGC through paid ads. Giving creators full creative freedom to play and talk about the guitars organically led to highly engaging content, Shilkina said. By testing variations, optimizing for authenticity, leveraging retargeting and integrating UGC into product pages, Fender successfully maximized conversions and brand trust. The rise of Pinterest in social commerce While TikTok Shop has been leading the social commerce conversation, Pinterest is quietly becoming a powerhouse for influencer-driven shopping. Unlike platforms where content consumption is passive, Pinterest users are actively searching for inspiration and are more likely to make purchases. “Pinterest has a unique audience that’s driven by discovery and high purchase intent,” Varma said. “When influencers create content that aligns with Pinterest’s search behavior, it can significantly drive traffic and conversions.” Brands integrating influencer content strategically have seen major results on the platform. “Pinterest is more like Google than Instagram,” Varma added. “Brands should optimize influencer content with relevant search keywords, compelling visuals and shoppable formats to maximize discovery-driven engagement.” The role of AI in influencer marketing AI is rapidly transforming how brands approach influencer marketing, from optimizing content performance to vetting creators and predicting campaign outcomes. “AI is helping brands become more efficient in selecting influencers, forecasting engagement and tailoring content to specific audience segments,” said Varma. “It’s allowing marketers to be more precise and data-driven in their approach.” Shilkina echoed this sentiment, emphasizing AI’s role in automating and enhancing influencer strategies. “We already see AI being used to match brands with the right creators based on historical performance data. This is only going to grow, making influencer marketing more efficient and measurable.” About Creator enables marketing leaders to drive authentic brand engagement at scale, leveraging millions of influencers while tracking impact from social to sales. Recognized by G2 as a leading influencer marketing platform, we’re the trusted partner of Amazon, Oakley, Nike, Best Buy and top agencies managing brands like Fender, Lyft, and PetSmart. With seamless ecommerce & affiliate integrations across Shopify, Rakuten and TikTok Shop, our all-in-one platform delivers measurable impact.

How UGC creators are transforming influencer marketing

Featured Stories