At Helen Thompson Media, we help brands create campaigns that not only look good but perform even better. One of the top questions we’re hearing right now is: 

Which drives better results – user-generated content or influencer content? 

Here’s the short answer: Both. And when used together strategically, they unlock next-level performance. 

We recently outlined this exact approach for a client aiming to boost local awareness fast – and the strategy applies to nearly every business looking to scale smart in 2025. 

What’s Driving Social in 2025 

Today’s top platforms – TikTok, Instagram, Meta, and YouTube – are powered by AI that rewards engaging, high-quality content. These platforms track: 

• Watch time 

• Scroll speed 

• Replays and skips 

• Likes, comments, shares 

• Clicks and conversions 

 
The more compelling content you feed into the system, the better your results. That’s why we recommend combining both UGC and influencer content. 

UGC: The Foundation of Authenticity 

User-generated content is one of the most cost-effective tools in your media mix. It feels real, unscripted, and organic – exactly what makes it perform. 

Typical performance: 

• TikTok UGC CTRs: 0.5%–1.5% 

• Meta UGC CTRs: ~2% 

UGC is perfect for building trust and volume at scale – but it has its limits. That’s where influencer content comes in. 

Influencer Content: Built to Convert 

Influencers do more than tag a brand – they build a bridge between their followers and your business. Their value isn’t just in reach, but in credibility. 

The real power comes when you amplify influencer content through paid media. This puts their content in your official ad set – allowing precise targeting, full-funnel tracking, and massive scale. 

We’ve seen CTRs of 6%+ on Meta and TikTok using this method – 3–5x higher than UGC alone. 

UGC + Influencer = Performance at Scale 

It’s not about choosing one over the other. The highest-performing campaigns layer both content types for reach and results. 

	UGC	Influencer Content
Strengths	Authenticity, volume, trust	Authority, conversion, ROI
Cost	Lower	Higher, but strong ROI
Best For	Awareness, engagement	Paid performance, conversions
Strategy	High-volume content library	Paid amplification

Used together, they give platforms more to work with – and give you more performance. 

 

Want to Scale Even More? Add Outdoor 

One more tactic we layered in for this client: outdoor media. Think billboards, wallscapes, and place-based ads. 

Why? Because CPMs for out-of-home start around $5 – compared to $7–$10 for social, and $25–$50+ for streaming. With the right mix, you can reach over 90% of a DMA with measurable frequency and impact. 

 

Let’s Build a Smarter Media Mix 

At Helen Thompson Media, we blend creative, performance, and paid media strategies to help brands grow and build connections. 

Need a quick audit or want to see platform benchmarks? Let’s talk.