If you work in marketing, you’ve heard the expression “content is king.” But does that mean any content? Or only specific types? Brands constantly face decisions about which content mix to invest in, especially when creating campaigns that must both resonate with target audiences and deliver positive ROI. Should the focus be solely on user-generated content (UGC) or branded content? Or does a hybrid approach offer the optimal strategy for hitting performance goals?
Below is a look at both types of content, when to use them, and how to know which will provide the ROI you need.
The Evolution of UGC and Branded Content
UGC refers to any form of content — text, images, videos, reviews, and more — created by consumers or users of a brand offering an authentic, peer-to-peer perspective. In contrast, branded content is created by a company to communicate the value of its products and brand image through a controlled and strategic message.
Before social media branded content dominated via commercials, print ads, and sponsored content. It was the sole way for brands to control their image and messaging. These efforts usually included high production values, celebrity endorsements, and carefully curated narratives designed to evoke specific emotions.
However, the rise of social media platforms like YouTube, Facebook, Instagram, and TikTok fundamentally changed this. Consumers found their voice and used it to share their experiences and opinions with a global audience. This is where UGC really took off. From product reviews to detailed testimonials, users began making content that resonated with their followers. Think of it as peer-to-peer marketing.
While effective, UGC hasn’t completely replaced branded content. In fact, most brands are adopting a hybrid model that strategically leverages both. And why not? Authenticity and professional polish are not mutually exclusive. Instead, the two are meeting in the middle, with UGC adopting higher production quality and branded content embracing more authenticity and immediacy.
UGC vs. Branded Content: The Pros and Cons
Understanding the advantages and challenges of UGC and branded content is key to finding the right balance. For example, one of the best things about UGC is that it provides genuine, unfiltered perspectives from real customers. This credibility and trust can make a significant impact, as consumers often respond more positively to messages from peers than to branded ads.
However, brands have limited control over UGC’s quality, tone, and messaging. Sometimes, “off-brand” content can slip through. Additionally, securing content rights to use UGC can be complicated.
Branded content, on the other hand, provides complete control over messaging and brand narrative, ensuring consistency and highlighting chosen brand values. Branded content also typically has high production values and polished visuals.
The trade-off is that producing high-quality branded content can be expensive. Plus, today’s consumers may see it as inauthentic, making organic reach difficult. Reaching a wider audience often requires paid promotion, which increases already high costs.
When to Use UGC vs. Branded Content
With all that in mind, when should you use UGC or branded content? How do you make the best of both?
Not all content is created equal, and knowing when to use what can make a big difference. UGC is your go-to when you want to boost brand trust through genuine content. Launching a new product or entering a new market is a prime opportunity for UGC to provide social proof with credibility. UGC is always a cost-effective and efficient option when you need a high volume of content quickly.
Branded content, on the other hand, offers complete control when you need to communicate specific brand values or product features. If you’re looking to educate your audience on detailed products or services, branded content provides the perfect platform. While UGC can reinforce your brand’s aesthetic — especially as UGC becomes more polished and professional, branded content is often still the most effective way to intentionally craft and maintain your desired brand image.
QVC+ HSN+’s Success Story
brkfst.io’s UGC ads achieved a 71% net new audience reach and a 27% increase in overall reach compared to standard business-as-usual (BAU) content, all within similar campaign budgets. Rather than simply increasing spending on traditional ads, brkfst.io offered a more efficient strategy to engage new users.
Achieving the Right Mix of UGC vs. Branded Content
Ultimately, both UGC and branded content have their place, and the perfect mix will look different for every brand. But one thing is clear: if you want to increase the ROI of your advertising spend, incorporating UGC is no longer optional. Platforms like brkfst.io make it easy for brands to strike the right balance—delivering authentic, high-performing content at scale while complementing existing branded efforts. It’s not about choosing one over the other; it’s about using both strategically to drive results.