What is IGC?

Influencer-generated creative, often referred to as influencer-generated content (IGC), is a powerful marketing tool where influencers create content—such as text, images, videos, and other media—on behalf of or in collaboration with a brand. This content showcases the brand’s products or services, utilizing the influencer’s unique style and voice to connect with their audience in a genuine and engaging way.

Unlike traditional advertisements, influencer-generated creative stands out by leveraging the influencer’s credibility and personal touch, making the content more relatable and trustworthy. This approach not only enhances brand credibility but also drives higher engagement and reaches specific target audiences through the influencer’s established follower base. By bridging the gap between conventional advertising and authentic consumer interactions, IGC helps brands effectively engage with their audience and boost their marketing efforts.

How is IGC used?

IGC is created by influencers and shared across their platforms, blending the brand’s messaging with the influencer’s genuine tone. This approach stands out from traditional ads by incorporating the influencer’s credibility, making the content feel more relatable and trustworthy to their followers.

Example: A beauty influencer partners with a skincare brand and creates a video tutorial featuring the brand’s products, sharing her honest experience with her followers and encouraging them to try the products themselves.

Why is IGC important to marketers?

IGC is a powerful tool for enhancing brand credibility, driving engagement, and reaching highly targeted audiences through trusted voices. By leveraging the influencer’s established follower base, marketers can create authentic connections with potential customers, improve brand awareness, and boost conversion rates. IGC is particularly effective for brands aiming to build trust and foster relationships with niche audiences.

Who needs to know what IGC is:

• Social media marketers
• Influencer marketers
• Brand managers
• Content marketers
• Paid social marketers
• eCommerce businesses
• B2C / D2C companies
• PR professionals
• Digital marketing strategists
• Product marketers

Use IGC in a sentence:

The brand collaborated with influencers to generate IGC that felt authentic and credible, significantly boosting engagement and driving traffic to their online store through relatable product demonstrations and reviews.