In short
- In most UGC collaborations, the creator delivers the content to the brand without posting it on their own social media.
- Sometimes, the creator posts the content to add credibility, real-world context and authenticity to the campaign.
- Combining posting and promotion allows the content to be used from both the creator’s and the brand’s accounts.
In this article
Short answer: both, but not always and not for the same purpose.
Let’s get straight to the point.
The most common approach: sending content to the brand
In most UGC collaborations, the creator doesn’t post on their own social media.
They record and deliver the content so the brand can use it wherever it wants.
The content can be raw or fully edited.
👉 Where do brands typically use it?
- Ads (paid ads) on Meta, TikTok, YouTube, etc.
- The brand’s social media
- Websites, landing pages, emails, marketplaces…
Why does it work so well? Because the content feels real, relatable and natural, while the brand has full control over where, how and when it is published.
This is the main use of UGC today.
When the creator DOES post: nano-influencer campaigns
That said, there are cases where the content is posted on the creator’s social media.
Here, UGC is used like a “nano-influencer campaign”, although the focus remains on the content, not the audience.
👉 When does it make sense?
- When the brand is looking for credibility and real-world context
- To launch a product and generate initial social proof
- To make the ad and campaign feel more natural
In this case:
- The creator posts the content on their profile
- The brand can amplify that post with ads
- The result is a much more natural ad than a “brand” ad
An example: https://www.instagram.com/p/DSaobsMiC8p/ sponsored content created with a UGC creator, or for example: https://www.instagram.com/p/DSkB9nnDPow/
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The winning combination: post + promote
More and more brands are choosing a mix:
- The creator delivers the video to the brand for its use
- The creator posts the video on their account
- That same content is promoted as an ad from the creator’s account
- It feels like a genuine recommendation, not a traditional ad
| Type of UGC use | Does the creator post? | Where does the content end up? | When does it make sense? |
|---|---|---|---|
| Classic UGC (the usual kind) | ❌ No | Ads, the brand’s social media, website, landing pages | When you want to scale ads without depending on the creator |
| UGC for brand social media | ❌ No | The brand’s Instagram, TikTok or LinkedIn | To avoid having a dead feed and sound more human |
| Nano-influencer-style UGC | ✅ Yes | The creator’s profile | To give the product credibility and real-world context |
| UGC posted + used in ads | ✅ Yes | Ads from the creator’s account | For ads that don’t look like ads |
| Hybrid campaign (the smart one) | ✅ Sometimes | Creator + brand + paid | When you want performance without losing authenticity |
Frequently asked questions
Where can the brand use the UGC content it receives?
The brand can use it in Meta, TikTok or YouTube ads, on its own social media, and also on websites, landing pages, emails or marketplaces.
What is the difference between classic UGC and nano-influencer-style UGC?
With classic UGC, the creator doesn’t post and the brand uses the content wherever it wants. With nano-influencer-style UGC, the creator does post it on their profile to add credibility and real-world context.
What is a hybrid UGC campaign?
It is a combination in which the creator delivers the video to the brand and, sometimes, also posts it on their account. The content can then be used together by the brand and in paid campaigns.
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