Definition Breakdown: Influencer, UGC, and FPC

When it comes to content, terminology can get muddy. Let’s break down the three key content styles we’re seeing now: creator-driven, or Influencer Content; and experience-driven, which includes User-Generated Content (UGC) and First-Person Content (FPC).

🤳  Influencer Content

Creator-Driven

Think of this like casting a lead in a show. The person behind the camera is the star of the content, often appearing on camera themselves and creating posts aimed at their specific follower base through brand partnerships or sponsored campaigns. Their identity is typically known and a central part of the content’s appeal. Their authority comes from their audience’s connection to them.

💬  User-Generated Content (UGC)

Experience-Driven

Think of this like an audience review or a heartfelt social post from a fan. It’s content created organically by fans or consumers, often without being asked, because they feel inspired to share a moment, feeling, or perspective. It’s genuine, spontaneous, and powerful.

📹  First-Person Content (FPC)

Experience-Driven

First-Person Content zooms in on the viewer’s experience from the lens of the person capturing it, with less focus on who is behind the phone, and more focus on what they’re seeing, hearing, and feeling. It might be an audience member showing their journey from the entrance to their seat—capturing everything from marquee to usher to lobby buzz. Or it could be a backstage view from a stagehand’s POV, offering a rare look into your production’s inner world. It’s intimate, immersive, and invites the viewer to step directly into the moment.

What ties all of these content types together is their tone and relatable feeling. They’re intentionally more relaxed, filmed on phones rather than high-end cameras, with a style that mirrors how people actually speak and experience the world. They don’t feel overly produced or sales-y. Instead, they offer a conversational, real-life sensibility that draws audiences in. That’s what makes them more effective, particularly for arts and cultural marketers trying to connect with patrons in a human, resonant way.

Why First-Person Content Is So Impactful for Arts and Culture

Over the years I’ve witnessed content trends move at lightning speed. But one of the most exciting evolutions I’ve seen, and one that truly resonates across industries, is the rise of First-Person Content. For arts and cultural organizations, this content format offers a low-cost way to experiment, an alternative to influencer partnerships, and a powerful tool for pulling audiences directly into the magic of your work. 

Unlike traditional institutional videos or even influencer-led content, FPC is grounded in relatability and immediacy, and it captures the magic of the arts as it unfolds. Whether it’s the anticipation in a theater lobby, the final moments of a backstage cue, or the spark of discovery in a gallery tour, this format draws viewers in by letting them feel like they’re there.

It’s not just visually engaging—it’s strategically effective. Relatable, experience-led videos consistently outperform more polished content in both organic and paid environments (more on that below!), especially when the goal is to drive action or deepen emotional connection. And for organizations looking to spotlight accessibility, hospitality, or community experience, First-Person Content becomes not just a trend, but a tactic.

See examples of FPC from THE RIDE, The Met, and New York City Ballet here!

What the Data Says

The importance of authenticity and relatability in content creation is backed by consumer research. HubSpot’s 2024 Consumer Trends Survey found that “it’s more important that brands post authentic and relatable content on social media than polished and high-quality content.” This reinforces the idea that experience-driven content, like first-person videos, resonates not because of pristine production quality, but because it mirrors real-life experiences that feel emotionally accessible. For arts and cultural organizations seeking to deepen audience trust and engagement, this offers a powerful incentive to lean into storytelling that feels personal and genuine.

Additionally, on our favorite topic of cost efficiency, Capacity Interactive’s 2024 Cultural Compass study found that large arts organizations with higher production budgets do not outperform smaller ones in video engagement. In an era where organizational budgets are constantly shifting to meet operational needs, investing in content that is cost-effective and high-performing can be a game changer.

So why is this so effective? The answer is simple: relatability drives trust, and trust drives action. When potential patrons see content that mirrors how they might experience an event, they are more likely to see themselves in that moment and take steps to be part of it.

A New Definition of “Good” Content

For arts and cultural marketers, this is a powerful call to rethink what “good” content means. It’s not just about perfection—it’s about perspective. That’s where first-person content shines.

The power of FPC and UGC is undeniable. It’s authentic, highly engaging, and remarkably effective at resonating with diverse audiences. At Capacity Interactive, we believe strongly in the strategic advantage that first-person content offers arts organizations looking to deepen audience connections and boost campaign performance.