5 Ways That Top Brands Repurpose Influencer Generated Content
Thu Mar 15 2018
Source: @chrisbrinleejr for Powerbar
Here’s an exercise: go ask whoever manages your Paid Social Ads if they have enough creative. I’ll bet you $100 (in monopoly money) they say no. Do it again with your web marketers, your email marketers, and so on.
If you’re like most marketers, the answer is almost always no. In a world where brands struggle to reach audiences overwhelmed by thousands of ads per day, authentic, personalized creative is the only way to shine through. The traditional content creation process requires a huge commitment of resources, time and money, is not always as authentic as you need it to be, and may not be as creative as it could be. The good news is that the focus has shifted away from traditional ways of creating content and towards a method that is more cost effective and generates more content for your brand.
The answer to your content shortage could be hidden in your influencer marketing program.
While influencers function as a distribution channel that generates product sales and brand awareness, influencers’ value is not limited to their captive audience. Investing in high quality influencers comes with an added bonus. You will gain targeted, professional content that you can repurpose!
Smart marketers are now using influencers to acquire on-brand, high performing content that they can repurpose for use on their websites, social platforms and other brand-owned marketing channels. And because the content is a product of your influencer marketing campaigns, it’s much cheaper than any other means of generating content.
Add to the list of perks that influencer-generated content (IGC) look amazing. Also, it performs well because influencers have a unique talent for understanding their audience and creating content that tells your brand’s story authentically, in a way that cannot be duplicated in a professional studio. In fact, according to a study by Twitter, 40% of people admit to buying an item after seeing it used by an influencer. For these reasons, many companies are“double dipping” into their influencer investments by repurposing influencer content to fuel channels owned by the brand.
Make sure you’re getting all of the benefits from your influencer relationships! Here are five ways that top brands are repurposing influencer-generated content to fuel brand marketing channels.
Brand-owned social media
Imagine yourself scrolling through dog, baby, and family pictures and all of the sudden seeing a perfectly sanitized corporate photo. Breaks the experience doesn’t it? That is why many brands repost IGC on their owned social media channels. Creating content that works well on social media can be difficult. Social media users go to platforms like Instagram and Facebook to see funny memes and images from their friends and family, so branded content tends to stick out on users’ feeds, often in a negative way. IGC, on the other hand, is made with social media in mind and, because it is made by influencers your audience is most likely familiar with, it’s less offensive than an ad. As an added bonus, by tagging influencers on Instagram posts, you are more likely to attract their audience to your brand’s page, increasing your brand’s following.
Your Brand’s Website
In other words, consumers want to see how real people are using products before they purchase the product themselves. That’s why brands like 7 For All Mankind have “inspiration hubs” on their website where they can show people who are using their products. According to Shelby Jacobs, Social Media Manager for 7 For All Mankind and Splendid, the influencer-generated content on their sites generates a larger amount of the clicks and engagement as compared to branded content.
Influencer-generated content is the holy grail of advertising, especially on paid social like Facebook and Instagram. This is because IGC outperforms the content that brands direct themselves and it’s faster and cheaper to create, meaning that brands can use and test a wide range of diverse content and then use that information to quickly get more content with those learnings in mind. Brands like Bouqs Co. use influencer-generated content for paid ads on Facebook and garner 2x as much engagement compared to brand directed content.
For more information, read Why Influencer Content Is Rocket Fuel for Facebook Ads
Now you know that influencer-generated content performs well on social media and your website, why not use it to drive engagement via email as well? Forever 21 is a brand that knows how to get their audience engaged. The brand uses influencer marketing to fuel many of their marketing channels, most notably their email campaigns.
Consumers enjoy seeing testimonials and reviews from other people. Using IGC in your emails makes them seem more inspirational and less like a sales pitch.
Influencer-generated content is just as effective offline as it is online. This includes magazines, newsletters, billboards and in-store advertisements. Brooklinen, a AspireIQ client, is a New York-based company that specializes in luxury bedding. Brooklinen ran an Instagram campaign showcasing influencers and their adorable pets. The content received so much engagement online that in the following months the brand repurposed the content as ads in the New York subways.
Whenever you foresee the potential to repurpose IGC, keep in mind that you need to have usage rights to all influencer-generated content to avoid any copyright issues.
Hundreds of top brands are using AspireIQ to help them scale content creation and connect with influencers. Comment below or email me at firstname.lastname@example.org for some examples!