On Instagram and TikTok, new rules for the next wave of influencers

Look up #ugc on Instagram, and you’ll be met with over 680K posts, let alone the hundreds of thousands more videos on TikTok with similar hashtags and creators talking about a social media phenomenon that’s emerged overnight (external link) . UGC stands for user-generated content that is typically done for brands – but don’t call it influencing. As influencer marketing, once seen as a fad during the 2010s, (external link)  has ballooned into a 21.1 billion dollar industry (external link) , the social media landscape is evolving to include new types of creators and content. 

With over 13.7K followers on Instagram (external link)  and 3.6K on TikTok (external link) , Geerthan Ranjhan prefers the term “content creator” over influencer or UGC creator. “It allows me to experience both worlds,” he says. “UGC creators are focused on making the product look great, whereas influencers add their personality and experience to try and sell the product or event.” 

Ranjhan (Human Resources Management ‘21) brands himself as a creator discovering the best food and nightlife in the city. He creates content after the work day ends and on weekends, building his schedule around content he has to film and any events he’s been invited to. “I always treated [my Instagram] like my personal account; I would go to restaurants and make content. I noticed hashtags were helping and I started gaining followers.”

Most people think of influencing when imagining a social media content creator, with a never-ending supply of events and gift unboxings that come with a large enough following. Scroll through any “how to get started as a UGC creator” videos on TikTok, and UGC is positioned as the more accessible option. In theory, anybody with an eye for aesthetics, a passion for social media and a half-decent portfolio could make content for brands. 

“If you want to create content for brands that may not have much to do with you, then UGC is a great option,” says Sai Balaji (external link) , a food and lifestyle creator with over 45.6K followers on Instagram and 250K on TikTok. (external link) 

Ranjhan’s been able to leverage UGC as an additional revenue stream, but it’s not as easy as TikTok tutorials suggest. “There’s less pressure because you’re behind the scenes as a UGC creator, but brands have a lower budget for UGC since they can really hire anybody,” explains Balaji (Business Technology Management ‘23 ). “it’s easy for marketers to send a brief and any creator can run with it, whereas influencer marketing is tailored around the influencer.” 

Influencer markers and public relations professionals are the less visible but critical pieces to building a career on social media, as they coordinate influencer “seeding,” or gifting, that complement overarching social media campaigns. “Brands can’t just fill a quota with a certain number of people to gift PR boxes,” says Ranjhan. “They need to consider who is benefitting from this collaboration. Agencies need to work with influencers who would actually buy the product.”

Reaching out to influencer marketing or PR agencies to try and land spots on their media lists can be tempting for influencers trying to stand out with unique brand partnerships and event invites. “I tried pitching myself to agencies when I started,” says Balaji, “but the chances of getting them to respond to you is slim; it’s like cold-calling on LinkedIn. You have more leverage if they reach out to you. 

Balaji started creating content while enrolled at the Ted Rogers School of Management. By the time she graduated, she was working with agencies and making money via brand deals. “Building a relationship with an agency is important because the influencer marketing scene is large. Even following up and thanking them after an event helps build a longer-term relationship,” she adds. 

“I don’t do too many brand deals a month, though. If there’s too much branded content, my account looks full of ads,” says Balaji.

Content can also vary by platform; whereas Instagram’s decade-old, aesthetically pleasing feeds have been pumping out influencers for years, TikTok users look for authenticity – where follower counts mean nothing if you aren’t relatable (external link) . “I need to be polished on Instagram,” explains Ranjhan. “I have a different content strategy for TikTok where I can be more experimental with my content.” 

“I see TikTok as more value-driven,” says Balaji. “It could be someone watching who does not care about me as a creator, so I need to capture their attention in my video by offering value.” 

Influencers like fellow TRSM graduates Natalie Alysa (external link)  and Danielle Lazenis (external link)  are migrating over to TikTok, with a “For You” algorithm that offers space for creators to grow without having to chase follower counts the same way as Instagram. 

Both Ranjhan and Balaji see TikTok only becoming more important for brands working with influencers. “Brands are realizing the value in having people rather than billboards. New TikTok creators should treat themselves as a billboard. You are a marketer, not a salesperson,” explains Balaji.

“When it comes to restaurant reviews or food content, it’s more natural from someone experiencing it,” adds Ranjhan. “People want to see someone like them talking about the experience; that makes it more interesting for everybody involved.”