What do unboxing videos, real customer reviews, and viral TikToks have in common? They’re not just internet noise—they’re driving real sales and shaping the future of ecommerce marketing. Two of the most powerful tools reshaping the digital marketing landscape are influencer marketing and user-generated content (UGC)—and when used together, they can supercharge your brand's visibility and performance.
Whether you’re exploring the latest episode of our ecommerce podcast on Spotify, or fine-tuning your own ecommerce marketing strategy, understanding the intersection of influencer marketing in ecommerce and UGC marketing strategy is no longer optional—it’s essential. Continue reading to find out more about these highly profitable ecommerce trends of 2025 and how they can help you succeed in this increasingly digital world.
At its core, influencer marketing is about leveraging the reach and credibility of individuals—social media creators, YouTubers, bloggers—who have built trust within specific communities. These influencer marketing examples span industries and platforms, from beauty and fashion on Instagram to tech reviews on YouTube.
The premise behind influencer marketing is simple: people trust people. A product recommendation from a creator they follow often feels more authentic than a traditional ad. Whether you’re running TikTok influencer marketing campaigns with Gen Z creators or exploring B2B influencer marketing with industry thought leaders on LinkedIn, the goal remains the same—build credibility and drive action.
As brands dive deeper into creator partnerships, many ask: what is UGC in influencer marketing? UGC, or user-generated content, refers to any content—photos, videos, reviews—created by consumers rather than the brand itself. In an influencer marketing context, UGC can be created by micro-influencers or customers who genuinely love the product.
UGC influencer marketing blends the trust of peer recommendations with the authenticity of real-life usage. It’s no wonder that ecommerce UGC strategy has become a staple in high-performing digital campaigns.
Understanding the distinction helps clarify how to use each approach. Influencer marketing typically involves a paid relationship between the brand and the creator, who posts branded content on their channels. UGC, on the other hand, might come from a customer who tags the brand in a post or leaves a review—often without compensation.
The key difference lies in control and intent. UGC is generally more organic, while influencer content is often curated and strategically aligned with your influencer marketing strategy. Both are valuable, and when integrated into an ecommerce influencer marketing plan, they amplify each other’s impact.
Scroll through your favorite ecommerce brands, and you’ll likely see photos of real customers, unboxing videos from influencers, and TikToks demonstrating how to use the product. This isn’t just feel-good content—it’s conversion gold.
According to recent influencer marketing trends and a survey conducted by Stackla, over 80% of consumers say they’re more likely to buy from a brand if it features UGC. Why? Because UGC humanizes the brand. It shows real people, with real results, and speaks to the power of community.
Launching a successful campaign means more than sending out free products. It requires thoughtful planning and alignment between brand goals and influencer values. Here’s a step-by-step guide:
Do you want brand awareness, clicks, or conversions? This will shape your influencer marketing strategy and metrics for success.
Is your audience scrolling through reels or binge-watching content? Instagram influencer marketing for ecommerce might be ideal for visual storytelling, while YouTube influencer marketing works well for tutorials or unboxings.
Focus on engagement over follower count. Micro-influencers often have higher trust and can yield better influencer marketing ROI.
Ask influencers to encourage followers to post their own content. This fuels your ecommerce UGC engine and creates a cycle of social proof.
Use tools to monitor performance, identify top-performing creators, and optimize for future success.
As brands expand their creator programs, the demand for influencer marketing jobs is booming. From campaign managers to content strategists, roles in this space require a blend of creativity, data skills, and community management. Brands looking to scale should consider building in-house expertise or partnering with agencies specializing in AI influencer marketing and creator discovery tools.
Speaking of AI, it's revolutionizing the way ecommerce brands find and collaborate with creators. AI influencer marketing platforms now use machine learning to match brands with influencers based on engagement, values, and past performance. These tools can also analyze influencer marketing ROI and predict which creators are most likely to convert.
On the UGC side, AI tools are being used to moderate content, ensure brand safety, and even automatically create ad-ready assets from UGC posts. This is a game-changer for scaling your ecommerce marketing business while still keeping content fresh and authentic.
When combined, UGC and influencer content form a compelling loop. Influencer campaigns drive awareness, inspire customers, and generate new UGC. That UGC, in turn, fuels your paid ads, product pages, and email campaigns.
Top brands are now curating this content as part of their ecommerce UGC strategy, turning every customer into a content creator and every influencer into a brand ambassador. Whether through Instagram influencer marketing, TikTok influencer marketing, or social media influencer marketing at large, this fusion creates momentum across all touchpoints.
Still wondering, “what are the benefits of influencer marketing?” Look at brands like Glossier, which built an empire through micro-influencers and customer photos, or Gymshark, whose mix of influencer shoutouts and loyal customer posts drives consistent engagement.
Another standout is the rise of B2B influencer marketing—yes, even in the B2B space, decision-makers trust the voices of experts they follow. Software and SaaS companies are increasingly leaning into webinars, LinkedIn posts, and co-created content with industry professionals.
To keep up with the evolving world of creator marketing, it helps to tune in to an ecommerce marketing podcast and take notes on the best ecommerce podcast episodes on topics like UGC, influencer tech, or campaign optimization. Listening to a podcast hosted by ecommerce experts like the Operators Podcast is an easy way to stay ahead of trends and apply real-world strategies to your brand.
Whether you’re launching a product or scaling a well-established store, combining influencer marketing with a robust UGC strategy is one of the smartest moves an ecommerce brand can make. It’s not about choosing one or the other—it's about building a flywheel where each fuels the other, ultimately leading to increased engagement, higher conversions, and deeper brand loyalty.
The question isn’t “what is the difference between UGC and influencer marketing?” anymore—it’s “how do we get the most out of both?”