The relationship between a brand and its influencer is a complex one. There are so many different kinds of influencers out there, and they each bring their own unique twist to the equation. Influential bloggers, Instagrammers, and YouTubers have been instrumental in the creation of thousands of products we know and love today. But as technology has shifted and consumers’ preferences have changed, the value brands get from influencers have changed as well.

Now, user-generated content (UGC) is the way of the future. This type of content has been around for some time now, but with an increasingly social world, it’s becoming a more and more important part of the marketing mix. Digital marketers, social media and brand managers, are now all leveraging the capabilities of UGC in the form of video and images to communicate with consumers in a more organic, relatable way.

As brands start to become more discerning with the influencers they partner with, we wanted to break down the differences between two types of partnerships: those with dedicated users and those with influencers.