IGC marketing stands for Influencer-Generated Content marketing and refers to a strategy where brands collaborate with influencers to create content for their communication.

Influencers produce content – such as photos, videos, or stories – in their own style and present products or services authentically on their channels. Thanks to their reach, credibility, and close connection to their audience, they can effectively communicate brand messages to a wider audience.

The key advantage of IGC lies in its authenticity: The content feels less like traditional advertising and more like a personal recommendation, which increases trust and engagement.

For brands, IGC marketing provides access to high-quality, platform-specific content while benefiting from the influencer’s reach and influence.

See also: UGC marketing