Influencer & UGC Marketing

“Influence isn’t the same as popularity. Influence drives action. Influencers are change artists”

– Scott Guthrie

Influencers don’t just have audiences. They have communities. These are people who’ve chosen to tune in, trust their recommendations, engage with their stories and act on their suggestions. When someone discovers your brand through a creator, you’re being introduced by someone they’ve chosen to hear from.

From one-off campaign activations to long-standing brand ambassador relationships, influencers bring their authority, and UGC creators bring their relatability, delivering trust and reach alongside their own creativity to your marketing strategy.

We work with our clients to identify, negotiate and contract with the right creators to meet your goals. It’s not limited to social media activations, either; our influencer marketing services deliver multi-channel effectiveness in earned media, experiential campaigns, webinars and podcasts, too.

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What is influencer marketing?

Influencer marketing allows you to work with someone who has their own dedicated audience reach, is a trusted voice in their niche, and who can bring credible endorsement to your brand. It’s a creative collaboration between a content creator and your brand.

Whether you’re a B2B company looking to reach decision makers through LinkedIn, or a consumer brand partnering with lifestyle creators on Instagram and TikTok, the principles are the same: find voices that your audience resonates with, and work with them to tell your story authentically.

From cooking up original recipe content with celebrity chefs to the soft whispers of ASMR artists, our influencer experts at Bottle are great at finding the perfect partner for the right idea.

What is UGC (User-Generated Content) creator marketing?

User-Generated Content Creators are a little like influencers - they make the same kind of relatable, trustworthy content, usually for social media - but they don’t tend to have a large audience of their own.

It means you don’t get the organic reach, but you do get more control over the creative, as there isn’t a primed audience expecting a certain type of content. UGC works best when it mirrors what your audience creates themselves. This familiar, engaging content makes for great paid ads, but it can also populate your website, and can be incredibly useful as “findable” organic social media content as social media posts become increasingly indexable by search engines and are parsed by AI agents.

UGC Creators: What they are & how brands can use them

Reach audiences through trusted voices

Want to boost brand awareness meaningfully? People scroll past ads that look like ads, but they don't scroll past content they connect to. Influencers have built genuine relationships with their audiences through content. When they recommend something, it carries weight that traditional advertising can't access. People trust people.

Build consideration with authentic proof

Recommendations from someone you trust beats brand messaging every time. Whether that's a macro-influencer with a huge audience or a micro-creator with a highly engaged community, you're building lasting social proof that compounds over time. Your brand appears in the context of real usage, real opinions, and real recommendations.

Why influencer & UGC marketing works

Create content that performs everywhere

Influencer and UGC creators create high performing assets that work across social feeds, search results, paid advertising, website content, email campaigns and more. They showcase you in a new light, make you memorable, and feed search results. Plus, it outperforms polished brand content in paid social ads.

Drive conversions with content people actually want to see

When someone's scrolling or researching on social, they're not looking for your glossy campaign creative. They want real people sharing real experiences. Influencer and UGC content meets people where they are in their brand discovery and research process, speaking in a language that feels native to the platform. It means your audience is more primed to convert.

Check out some of our influencer and UGC marketing campaigns

From influencer marketing campaigns to building long-lasting brand ambassador relationships to winning industry awards...

There's a balance to be struck. Maintaining brand visibility whilst relaxing some of your brand control to embrace content creators' own ideas and aesthetic. We get that balance right, so it carries your brand to audiences' hearts and minds, and grows brand fame.

How we approach influencer and UGC marketing

Strategic partner identification

The best strategy is all in the prep work. We research suitable candidates, run competitor checks, gather engagement data and provide a tailored shortlist of partner options.

We don't just look at follower counts. We conduct deeper analysis to assess whether a creator makes the resonant content. For B2B, we assess industry credibility and thought leadership positioning. For consumer brands, we look at aesthetic and brand-audience fit.

Campaign brief and creative collaboration

From content creation briefs to a watertight checklist of live posting requirements, we've got effective influencer campaigns covered. And if needs be, we'll be there on shoot day to make sure brand messaging and CTAs are captured perfectly.

The best influencer work happens when creators have creative freedom within clear guardrails. We provide strategic direction whilst letting creators do what they do best. This approach delivers the highest-performing content.

Content activation and optimisation

For us it’s crucial that we set clear KPIs in line with the brand goals, from the outset. Whether it’s reach you’re after, or sales at the bottom of the funnel, we’ll make sure you get ROI out of influencer marketing collaborations.

Smart influencer partnerships don't end when the creator hits publish. We also track the longer-term value. The best influencer content is an asset that adds to your brand, rather than simply parroting it - so we ensure you extract maximum value.