How Three Brands Power Facebook and Instagram Ads With Influencer Content
CPAs rising? Relevancy dropping? Ads growing stale? Advertisers should know that in a world where consumers are exposed to hundreds of advertisements per day, relevance and authenticity are key to generating engagement. Unfortunately, authenticity is almost impossible to reproduce in a professional studio. Not to mention the fact that studios cannot keep up with advertisers’ demand for large amounts of content.
In an effort to find a quick and high performing solution that doesn’t break the bank, many brands are turning to influencer generated content (IGC) to power their online ads. IGC is an effective and inexpensive way to engage with consumers across all marketing channels. In fact, 57% of advertisers indicated that influencer content either somewhat or greatly outperforms brand created content.
Why? Because IGC is:
- Relevant to the audience
- High quality
Here are three examples of brands who are powering their high-performing Facebook Ads with influencer generated content.
Aura Frames: generating contextual content that resonates with consumers
As a scrappy start-up, Aura Frames is on a mission to acquire new customers through online channels. The team found that the burn rate on their digital marketing content falls anywhere from four to seven days. As a result, the brand knew they needed a vast amount of content to constantly feed into their digital marketing channels, such as paid ads, to truly understand what type of content drives their business.
Without the budget to shell out to creative agencies, the team look edto influencers to produce content at scale for paid ads.
In addition to being inexpensive, each piece of content showcases a frame in a different home, with different people, giving the brand the contextual content they need to appeal to people with different home decor tastes.. The content the brand sources from influencers consistently outperforms studio shot creative when compared to paid ads. After performing a post-checkout survey, the brand found that 20% of its sales were attributed to influencer marketing or paid ads featuring influencer content.
BitsBox: diversifying content with influencer marketing
After realizing that professional content was proving to be too time consuming, expensive, and uniform, the Bitsbox team turned to influencer marketing to source large amounts of content for both paid and owned marketing channels. Because Facebook ads constantly need new content to keep CPAs down, they found influencer generated content to be the perfect way to keep acquisition costs down and diversify their content. The settings are different, the kids are different, and it’s all authentic.
After partnering with dozens of influencers and sourcing hundreds of images, the Bitsbox team had a variety of content to test, determine what was working, and apply what they learned to next rounds of content.
“We have found that the fresher the images and the copy we have, the more effective they are. We’re so impressed with how some of these influencers set up their photographs. It inspired us about how we can compose our own photo shoots.”— Alex Ostler, Director of Revenue at Bitsbox
The Bouqs Co.: sourcing authentic content that tells a story
The Bouqs Company wants to stand apart from other flower brands whose content tends to lack authenticity and the human element that is critical for engagement.
“Bouqs is a human product. The products connect people. The content we share should feel human and authentically connected to that moment. That is why influencers are a big part of our content strategy.”— Tricia Teschke, Social Media Manager at Bouqs
In order to make their social acquisition channels more effective, the Bouqs team partnered with influencers to make their offer based content more relatable to the audience. The Bouqs team ran a summertime ads campaigns and saw that influencer content outperformed branded content by 2x.
“The reason why people engage with something organically is because it resonates with them. The way we’re doing that is through Influencer content”— Tricia Teschke, Social Media Manager at Bouqs
Influencer generated content currently accounts for 25-30% of Bouqs’ content and the team is only hoping to increase this percentage by 2018.
You may also find these articles helpful:
- Why Influencer Content is Rocket Fuel for Facebook Ads
- 4 Reasons Why Influencer-Generated Content is so Powerful