In Germany these two purchases get confused almost daily, and the confusion is expensive, because it also touches the disclosure duty.

What you buy in each case

Influencer marketing: you buy reach. The post runs on that person's profile and their followers see your product.

UGC: you buy a file and the right to use it. The creator's follower count is irrelevant, because the video runs on your channels and in your ads.

What changes in the price

Influencers price reach, so the price rises with followers. UGC creators price work and rights, so the price rises with videos, variants and duration. For the same budget in Germany you usually get one influencer post or six UGC videos that run for months.

Who discloses

This is the German core point. If the influencer publishes the paid post on their profile, they label it as advertising. If your UGC video runs as an ad from your advertising account, the duty is yours as the advertiser. The confusion appears when a brand takes an influencer post without disclosure into its ads: both sides end up exposed.

What to buy when

  • Awareness, a launch, access to a specific community → influencer.
  • Selling, testing messages, stocking ads, filling product pages → UGC.
  • Both, when budget allows: reach brings the first audience, UGC converts it predictably.

The starting point

If you have never bought either, start with UGC. It costs less, delivers several test variants, and tells you which message carries before you pay for reach.

Keep reading

Find UGC creators in Germany →

Frequently asked questions

Do I need reach from the creator?

For UGC no, for influencer yes.

Who adds the ad disclosure?

The influencer on their profile, you on your ads.

Can I run an influencer post as an ad?

Only with purchased rights and correct disclosure.

Where should I start?

With UGC.