To get known, choosing between a clipper and a UGC creator mainly depends on the desired objective. Even though both work with short formats for social media, they serve different marketing needs.
Gaining visibility
Hiring a clipper is particularly useful when a company already has a lot of long content: podcasts, interviews, webinars, YouTube videos, conferences, live streams, or training sessions. The role of the clipper is to recycle this content into several short and dynamic excerpts suitable for TikTok, Instagram Reels, or YouTube Shorts.
This allows for increasing a brand's visibility without having to create new videos each time.
The clipper mainly helps to develop the audience, improve social media presence, and maximize the reach of existing content.
It’s an interesting strategy for companies that want to build a brand image, share their expertise, or gain recognition regularly and at a lower cost.
Rates are often affordable, with monthly packages or payments per clip.
In France, clipping services often cost a few hundred euros per month for several clips, depending on the volume and the editor's level.
Launching a product
The UGC creator, on the other hand, is more often used when a company seeks to sell a product or improve its advertising performance.
UGC content resembles spontaneous recommendations from users, which inspires more trust than a traditional advertisement.
A brand can, for example, use UGC videos to showcase a product, demonstrate its everyday use, reassure customers, or highlight concrete results. This type of content works particularly well in TikTok, Instagram, and Facebook ads, as it appears more natural and less 'advertising-like'.
E-commerce companies, mobile apps, and cosmetic or lifestyle brands heavily utilize this type of content to increase their sales and improve their conversion rates.
UGC rates in France can reach several hundred or even thousands of euros for experienced profiles or advertising campaigns.
In conclusion
The choice therefore depends on:
- the company's strategy:
- If the goal is to gain visibility, build a community, and leverage existing content, a clipper is often the best choice.
- If the goal is to sell, launch a product, or improve advertising results, the UGC creator will generally be more effective.
Many companies actually combine both. They use clippers to regularly feed their social media with engaging content, and UGC creators to produce advertising videos that are more conversion and sales-oriented.
2. cost: Generally, UGC creators are more expensive than clippers.