Michael 'Venom' Page, who faces fellow Briton Sam Patterson, says a fighter's ability to market themselves is vital in the UFC.
"It's always to do with financial benefit," Page tells BBC Sport.
"If [the UFC] realise this person is going to bring more eyes, more bums to seats, more money to the company, they're going to favour you so it's important to be able to market yourself.
"It's always been important but more now. If we go back many years, it was slightly easier because your success would speak for itself.
"Social media wasn't here to distract everyone, we were all watching the same guys on the same TV, so it was easier to be well known."
As the UFC's profile has grown, the brand has become larger than most of their top fighters - making it more difficult for individuals to stand out.
Wales' Mason Jones, who takes on Axel Sola, says sport "isn't fair", but athletes must take the initiative.
"In the modern era of the UFC you have to do more yourself to get yourself noticed," says Jones.
"They are a wheel that turns every day and if it's not you, it'll be someone else.
"You have to do what you can to get noticed and generate your own wealth and legacy."