How festive-season content blurred the line between UGC and influence

New Delhi: User-generated content and founder-led storytelling emerged as two of the most visible shifts in brand communication during the recent festive season, but not without contradictions. While brands leaned heavily on creator content to drive visibility and engagement, questions around authenticity, intent and long-term effectiveness became more pronounced. 

According to Kalyan Kumar, Co-founder and CEO of influencer intelligence platform KlugKlug, the festive period revealed how rapidly UGC has grown, and how frequently it is being misunderstood and misapplied by brands.

Kumar noted that what is widely labelled as user-generated content today often departs from its original meaning. UGC was initially defined by content voluntarily created by consumers without commercial incentives. 
However, he said much of the content circulating online now is paid for or engineered, blurring the line between creators and influencers. “UGC is a very evolving place. Every brand is now paying for UGC… at some point if you’re paying for it, everybody is an influencer.”

He added that genuinely organic UGC is difficult to come by, largely because satisfied customers are rarely motivated to share feedback unprompted. “If I buy something on Amazon and I like the product, why would I go and review it?"

He noted that satisfied customers rarely feel compelled to leave reviews, whereas negative experiences are far more likely to trigger detailed feedback. As a result, brands often fall back on incentivised content, which can dilute the authenticity that user-generated content is expected to provide.

Kumar also pointed out that brands frequently fail to recognise when UGC starts to appear staged or overproduced. “If you start holding the phone five times over… how lovely, how beautiful…” he said, noting that excessive polish undermines the format’s core strength.

According to him, UGC continues to work best when it reflects everyday behaviour, natural lighting, familiar environments and an unforced personal tone, particularly during high-visibility periods such as the festive season.

Alongside UGC, the festive period also saw a noticeable rise in founder-led influence, with business leaders increasingly becoming the face of their brands. Kumar observed that several founders, including those running established companies, are stepping back into the spotlight to shape brand narratives directly. “Founders have found themselves way back into their brands… it’s interesting and it’s working for some of them.”

While founder visibility has helped some brands build credibility and connection, Kumar cautioned against equating influence with business leadership. “Should influencers become founders? I said no… it’s like saying should one of the best cricketers run BCCI.” 

He stressed that while influence can help with early traction, long-term sustainability depends on operational fundamentals. “This is a marathon… you still have to get your business right, your supply chain right. Your followers are incidental, the market is much larger.”

Taken together, the festive season reflected a broader shift in how brands approach visibility and trust. Celebrity-led campaigns continued to deliver reach, but creators played a larger role in shaping purchase decisions. 

Authenticity, consistency and audience relevance emerged as stronger drivers than scale alone. As Kumar put it, “Most brands are in the business of selling things… they are not in the business of virality.”

Consumer engagement during the period skewed towards creator content that mirrored everyday behaviour, frequent posting, familiar settings and relatable storytelling. In a crowded and highly competitive festive environment, this consistency helped creators influence buying decisions more effectively, underscoring the growing role of authenticity over spectacle in modern brand communication.