UGC and Influencer Marketing: A Conversation with Lauren Roth

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In this conversation, Lauren Roth discusses influencer marketing, community engagement, and community building. She explains that influencer marketing is primarily used for brand awareness but can be utilized throughout the marketing funnel. User-generated content (UGC) is content created by customers or UGC content creators that brands can use in their marketing.

Lauren also discusses the ownership of assets in influencer marketing and UGC campaigns. She emphasizes the importance of authenticity and the role of influencers in building their community. Lauren provides insights into running influencer marketing campaigns, including finding influencers, setting deliverables, and the approval process. She also highlights the metrics and performance tracking involved in influencer marketing.

In this conversation, Lauren discusses influencer marketing and the challenges and strategies involved. The conversation covers topics such as measuring conversions, the rise of shoppable videos, long-term engagement with influencers, challenges and pitfalls of working with influencers, advice for brands starting with influencer marketing, seeding and user-generated content, patience and building relationships, offline events and brand activations, and the Women in Influencer Marketing (WIM) community.


  • Influencer marketing is an effective strategy for brand awareness and can be used throughout the marketing funnel.
  • User-generated content (UGC) is a cost-effective way for brands to obtain high-quality content and engage with their audience.
  • Long-term partnerships with influencers can lead to better conversion rates and brand loyalty.
  • When running an influencer marketing campaign, it is important to have a clear strategy, budget, and timeline.
  • Measuring conversions in influencer marketing can be challenging, especially for brand awareness campaigns.
  • Strategies such as using promo codes or affiliate links and implementing post-purchase surveys can help track conversions.
  • The rise of shoppable videos on platforms like TikTok provides a more immediate and measurable way to track conversions. Brands can create shop now or buy now links within videos to redirect viewers to a landing page for purchase.
  • Long-term engagement with influencers can be beneficial for both the brand and the influencer. It helps build a consistent relationship and authenticity with the audience, and provides more solid income forecasting for the influencer.


00:00 Introduction and Small Talk

00:31 Introduction to Influencer Marketing and Community Engagement

03:33 Ownership of Assets in Influencer Marketing and UGC

04:42 Cost and ROI of Influencer Marketing and UGC

06:33 Considerations for Brands in Influencer Marketing and UGC

07:57 Community Building and Engagement

09:07 Influencer Perspective: Goals and Partnerships

09:24 Running an Influencer Marketing Campaign

12:21 Finding Influencers and Using Influencer Marketing Platforms

14:00 Selecting Influencers and Setting Deliverables

15:33 Content Creation and Approval Process

16:12 Metrics and Performance Tracking

21:45 The Goal of Influencer Videos and Measuring Conversions

22:29 Challenges in Measuring Conversions

23:17 The Rise of Shoppable Videos

24:19 Long-Term Engagement with Influencers

26:37 Challenges and Pitfalls of Working with Influencers

28:09 Advice for Brands Starting with Influencer Marketing

29:07 Seeding and UGC Content

31:32 Patience and Building Relationships

33:21 Offline Events and Brand Activations

36:04 Women in Influencer Marketing (WIM)

38:30 Fun Fact and Conclusion

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