In short
- Brands are questioning paying for expensive posts when reach doesn’t always translate into traffic, leads or sales.
- The focus is shifting toward more volume, natural formats and reusable, scalable content.
- UGC complements influencers by creating assets that can be tested, optimized and scaled.
In this article
For years, influencer marketing seemed like the perfect solution:
- You pay for a Reel.
- You get reach.
- And you wait for sales.
But something is changing.
More and more brands are reconsidering this model, not because it doesn’t work… but because it’s becoming increasingly difficult to justify.
In this episode, we take a deep dive into all of this with real examples and look at how brands are responding.
👇 Press play and listen to the full analysis
The problem: lots of impact… little return
Prices have gone up. A lot.
Thousands of euros for a post that lives for 24–48 hours. And although reach is usually high, when you look at real metrics:
- Traffic
- Leads
- Sales
…the impact often doesn’t measure up.
There’s another factor too: the audience isn’t always the right one.
Lots of followers, yes. But not necessarily potential customers.
And there’s more sponsored content than ever. When everything is advertising… users stop paying attention. UGC vs Influencer.
The shift: from paying for posts to building a system
Brands aren’t stopping work with creators. They’re changing their approach.
Instead of paying for a one-off post, they’re investing in:
- More content volume
- More natural formats
- Content that looks organic
- And above all, reusable and scalable content
This is where UGC videos come in.
Not as a complete replacement, but as a more efficient complement for performance.
Because you’re not renting an audience. You’re creating assets you can test, optimize and scale.
Want UGC videos that work for your brand?
Create your free brand account and receive proposals from creators. You only pay per video.
The key isn’t influencer vs UGC
From influencers to UGC creators: the mindset shift brands are making in 2026
It’s about understanding what you’re buying:
- Reach?
- Brand?
- Conversion?
Because without that clarity, the budget gets diluted.
Anyway, nothing you didn’t already know, right? Sign up now for the HICARI UGC platform and start creating UGC content that really sells. What are you waiting for?
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Our marketing podcast “TODO ES CONTENIDO” is now available on the main channels. Discover more on the official page 👉 Podcast TODO ES CONTENIDO .
Frequently asked questions
Why are some brands reconsidering influencer marketing?
Because prices have risen and a post may live for 24–48 hours, while reach doesn’t always translate into traffic, leads or sales. In addition, the audience doesn’t always match potential customers.
What are brands looking for instead of a one-off post?
They’re investing in more content volume, more natural formats, content that looks organic and, above all, reusable and scalable content for their campaigns.
What does UGC content offer compared with paying for an audience?
UGC makes it possible to create assets that can be tested, optimized and scaled. It’s positioned as a more efficient complement for performance, not as a complete replacement for influencers.
For brands
UGC videos for your brand
Free sign-up. Get proposals from creators and pay only per video.
Create a brand accountor talk to the team
