Working with Creators and UGC: Questions Artists Ask

Creator and user-generated content campaigns can put a song in front of people who would never see an ad. They also go wrong easily. Here are straight answers to common questions.

What's the difference between influencer and UGC campaigns? Influencer campaigns pay for a creator's audience and voice. UGC campaigns pay for content (videos using your song) that you or the creator posts, where the content matters more than the follower count.

Do I need big creators? Usually not. Smaller creators whose audience matches your listener often produce more authentic results than one large account.

How should creators use the song? Give them a clear moment from the track, a simple idea and room to make it their own. Overly scripted briefs produce videos that feel like ads.

Do paid posts have to be disclosed? Yes. Advertising rules in many countries, and the platforms' own policies, require paid partnerships to be labelled. Build that into every brief.

What should I measure? Videos created with the sound, views, saves and shares, and any change in streams from the regions and audiences you targeted.

How do I avoid fake engagement? Check creators' recent posts for real comments and steady view counts, and avoid anyone selling guaranteed numbers.

Is it only for certain genres? No. Every genre has creators: dance, comedy, fashion, gaming, faith, fitness, study and more. The key is fit, not genre.

For an overview of how managed influencer and UGC marketing campaigns are planned and reported, see MusicPromoToday's service page.