LATEST DEVELOPMENT
Industry leaders from Creator and Gen3 Marketing reveal at Ad Age's NextGen Summit how UGC creators are driving superior ROI compared to traditional influencer approaches.
INDUSTRY TALK
"Audiences engage more with influencer content than with polished commercials. Brands are blending UGC into their CTV ads, using strategies like shoppable formats and QR codes to create a seamless customer journey."
BY THE NUMBERS
Success metrics include:
7% conversion rate increase for Groupon using UGC
5x ROI for Fender's Series 2 guitar campaign
250,000+ curated influencers in Creator's network
500M micro/nano influencers accessible across platforms
Millions in measurable revenue generated
KEY STRATEGIES
Effective approaches include:
A/B testing different UGC content types
Maintaining authentic, relatable creator tone
Retargeting viewers with creator content
Integrating UGC directly into product pages
Mixing micro and macro influencers strategically
EMERGING PLATFORMS
Pinterest emerges as powerful channel:
High purchase intent among users
Keyword optimization driving discovery
Search-driven rather than passive browsing
Strong conversion potential
Strategic alignment with influencer content
THE BOTTOM LINE
As brands shift from viewing influencer marketing as a PR tactic to a revenue-driving strategy, everyday UGC creators are often outperforming traditional influencers due to their authenticity, relatability, and ability to drive measurable conversions across the entire purchase funnel.