Why coffee with Helena?

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Helena Szostková became interested in marketing during her university studies, especially in managing social networks for smaller entrepreneurs and companies. She noticed the growing UGC trend abroad and decided to investigate it more closely, knowing that sooner or later it would also reach us. She experienced the world of UGC from both sides – as a creator and as a coordinator in a company – and was the first to start sharing her experiences and results.

UGC creator versus influencer
Helena first explained the fundamental difference between an influencer and a UGC creator: with an influencer you buy their followers, with a creator you “only” buy content for your own followers . In other words: with UGC you reach out to those who already follow you for some reason, so they are more likely to be impressed by the content. UGC creators are also faster and cheaper than influencers.

User versus creator
But it is also important to distinguish between UGC (user-generated content) and creator-generated cambodia phone number data content. Traditional UGC is based on contributions from satisfied customers. Most often, these are text reviews, product photos, blog articles or unboxing videos.

Creators generated content may look like UGC, but:

The people creating the content are professionals, so the quality of the content is significantly higher.
The content is created in cooperation with the brand, which thus has greater control over the output.
The ideal situation is when the viewer does not realize that the content was prepared by a professional creator. According to Helena, it is therefore important to find the right balance between professionalism and authenticity. The processing does not have to be completely perfect, as long as it is in favor of authenticity.

However, many brands push the envelope too much, wanting their UGC to be polished and TV commercial-style. However, such content loses its authenticity, becomes less believable, and customers can’t relate to it. “A lot of brands are getting the UGC wrong,” Helena concludes.