What's the difference between UGC and influencer content?

User-generated content (UGC) is content made by customers or paid creators that the brand licenses for its own channels (ads, website, social). Influencer content is content posted to the creator's own channel, with the creator's audience as the primary reach. UGC pays for content; influencer marketing pays for content plus an audience. The right mix depends on whether the brand needs more ad creative (UGC) or more reach to new audiences (influencer). Many campaigns combine both.