UGC: content you publish
With UGC, the creator produces photos and videos for your brand, and you post them on your own website, social channels, listings and ads. You are paying for the content and the right to use it.
- Best for: ads, websites, booking listings, always-on social content
- You control timing, placement and budget
- Performance is measured on your channels (clicks, bookings, cost per result)
Influencer marketing: posts to the creator’s audience
With influencer marketing, the creator publishes sponsored posts on their own account, clearly disclosed. You are paying for access to their audience and their recommendation.
- Best for: awareness, launches, reaching a new audience
- Reach depends on the creator’s audience and timing
- Works best when the creator’s audience matches your guests
When to combine them
Many travel brands do both from one visit: UGC for their own channels and ads, plus a feature on the creator’s account at launch. Partnership ads (sometimes called whitelisting) sit in between: your ad runs from the creator’s account, with your targeting and budget.
How I work
I offer both: content for your channels, and sponsored posts on my verified Instagram. Many projects combine them, and partnership ads from my account are available as an add-on.