It is not either-or for most brands, it is sequencing. Influencer marketing builds trust, social proof and a library of authentic content, usually cheaper per asset, but it is harder to control and slower to scale. Paid ads buy instant reach, precise targeting and full control but people trust them less and costs climb as you scale. The strongest play uses influencers and UGC to create content that converts, then puts paid spend behind the winners. Start with whichever your budget and timeline demand, then plan to run both.
Not either-or
Most brands need both. The question is sequence and split, not one winner.
Influencers build trust
Authentic content and social proof, cheaper per asset, slower and less controllable.
Paid buys control
Instant reach and targeting but lower trust and rising costs at scale.
Best of both
Make content with creators, then put paid budget behind what converts.