UGC vs. KOL / Influencer Marketing: Which Works Best for Brands in Singapore?
In 2025, two strategies dominate digital marketing in Singapore: User-Generated Content (UGC) and KOL / Influencer Marketing.
Both are powerful tools for building brand awareness, driving conversions, and creating authentic content. But which works better for your business? The answer depends on your goals, budget, and target audience.
This guide breaks down the differences, benefits, and limitations of each — and shows you how brands in Singapore can combine both for maximum ROI.
What Is UGC Marketing?
User-Generated Content (UGC) refers to photos, videos, reviews, or testimonials created by everyday consumers — not professional influencers.
Examples of UGC in Singapore:
TikTok unboxing videos from real customers
Instagram stories showing meals at a restaurant
Google Reviews with customer photos
Short-form video testimonials used in paid ads
Why Brands Love UGC:
Authenticity Wins Trust – 90% of consumers say UGC influences their buying decisions.
Cost-Effective Content – Cheaper than traditional influencer collaborations.
High Ad Performance – UGC often outperforms polished branded content in CTR and conversions.
Scalable – Easy to generate multiple variations of content for A/B testing.
What Is Influencer Marketing?
Influencer Marketing involves partnering with personalities who have a following on platforms like Instagram, TikTok, and YouTube.
Examples of Influencer Marketing in Singapore:
A lifestyle influencer promoting skincare on TikTok
A food blogger hosting a restaurant tasting
A YouTube creator reviewing a new gadget
Why Brands Love Influencer Marketing:
Wide Reach – Influencers bring access to thousands (or millions) of followers.
Trust & Authority – Followers see influencers as thought leaders in their niche.
Brand Alignment – The right influencer elevates brand perception.
Community Engagement – Influencers foster interactive conversations.
Key Differences Between UGC and Influencer Marketing
Cost
UGC - Low to moderate
Influencer Marketing - Moderate to high
Authenticity
UGC - Very high (from real customers)
Influencer Marketing - Moderate (depends on influencer)
Reach
UGC - Low, limited to paid ads
Influencer Marketing - Large, organic + paid reach
Content Control
UGC - Moderate
Influencer Marketing - Higher (with contracts/briefs)
Scalability
UGC - Easy to mass-produce
Influencer Marketing - Limited by influencer availability
Best Use Cases
UGC - Paid ads, testimonials, UGC banks
Influencer Marketing - Awareness campaigns, product launches
When Should Brands Use UGC?
UGC is ideal when you need:
Conversion-focused content for paid ads.
Authentic testimonials to build trust.
A library of content for social media and website.
Cost-efficient content production at scale.
Example: A skincare startup in Singapore works with 20 micro-UGC creators to produce TikTok-style product reviews. They use this content in Facebook Ads, cutting cost-per-acquisition by 30%.
When Should Brands Use Influencer Marketing?
Influencer marketing is best when you want:
Brand awareness at scale.
Community endorsement from a trusted voice.
Content that reaches new audiences organically.
High-impact campaigns like product launches or events.
Example: A food delivery brand in Singapore partners with a celebrity chef on Instagram. The campaign reaches over 500,000 followers and drives a 20% spike in app downloads.
Combining UGC and Influencer Marketing
The smartest brands in Singapore aren’t choosing between UGC and influencer marketing — they’re combining both.
Hybrid Strategy Example:
Influencer Campaign for Awareness
Work with 3 mid-tier influencers to promote a new product launch.
Generate buzz and social proof.
UGC Campaign for Conversions
Use UGC creators to produce dozens of testimonial-style videos.
Run these as TikTok, Facebook, and Instagram ads to retarget audiences reached by influencers.
This hybrid approach creates a full-funnel marketing engine:
Influencers drive reach and awareness.
UGC drives conversions and retention.
Cost Comparison: UGC vs Influencer Marketing in Singapore (2025)
UGC Costs
Nano/UGC creators: $250 – $500 per video/post
UGC package deals: $2,000 – $5,000 for 10–20 assets
Influencer Costs
Micro-influencers (10k–50k followers): $300 – $1,000 per post
Mid-tier influencers (50k–200k): $1,000 – $5,000
Macro/celebrity influencers (200k+): $5,000 – $20,000+
👉 Takeaway: UGC is more cost-efficient for conversions. Influencers are better for large-scale awareness plays.
Case Studies in Singapore
Case Study 1: Fashion Brand Hybrid Approach
A local fashion label ran an influencer campaign with 5 micro-influencers. After the initial buzz, they layered in 50 UGC-style videos for ads. The result?
40% higher ROAS from ads with UGC
3x faster audience growth thanks to influencer reach
Case Study 2: F&B Launch Campaign
A café launching a new menu worked with 2 lifestyle influencers for Instagram reels. Simultaneously, they collected UGC from early diners and turned it into TikTok ads.
Sold out new menu items in the first week
10x engagement boost on TikTok ads vs. branded content
Which Is Best for Your Brand in 2025?
The answer isn’t UGC vs. Influencer Marketing — it’s UGC + Influencer Marketing.
If you’re an SME with limited budget → Start with UGC for cost-effective ads.
If you’re launching a new product → Use influencers for awareness and pair with UGC ads.
If you’re an established brand → Hybrid strategy delivers the best ROI.
How Confetti Helps Brands Win with Both
At Confetti, we specialize in combining UGC and influencer marketing into cohesive campaigns for Singaporean brands.
We provide:
UGC Creator Networks – scalable, affordable content production
Influencer Partnerships – matched to your audience and goals
Full Campaign Management – from briefing to analytics
Performance-Driven Strategy – ensuring awareness and conversions
📩 Ready to find out which strategy fits your brand best? Let’s talk.