Why 3 Experts Repurpose Influencer-Generated Content

Thu Nov 21 2019
Brittany Fleit

If you missed the news flashes that have taken over every marketing magazine this year, here’s what you need to know.

By next year, Gen Z will make up 40% of the US population with upwards of $40 billion in spending power. But to take advantage of this huge Gen Z opportunity, marketers have to meet the equally huge challenge of delivering personalized content to this powerful consumer group.

Content that needs to be:

  • Authentic: created by real people for real people, in the cultural, visual, and verbal language they relate to Personalized & relevant: at the local and even hyperlocal level
  • Experiential: goes beyond brand promotion but works to enhance their overall experience – both in- the-moment and on their buying journey
  • Scalable: to meet Gen Z anytime, anywhere, on any device from brands they love

We can already hear you and we know: creating content that speaks to every segment your brand markets to is expensive.

That’s why smart brands looking to engage Gen Z turn to repurposing influencer-generated content, or IGC.

By repurposing IGC, marketers open up a goldmine of opportunities to engage Gen Z prospects with awesome content, at scale, anytime, anywhere, on any device, channel, or platform — without breaking the bank.

Luckily, we have a treasure trove of content all about this topic. Our latest is the can’t-miss guide, Content That Connects: Why Influencer Marketing Is the Future of Gen Z Engagement.

Download the guide here.

But don’t just take our word for it. Here are 3 marketing experts who speak out on why they invest in repurposing IGC for their brand.

What the experts say

1. Lindsay McClelland, Director of Marketing at YogaClub

YogaClub understands how using influencer content strictly for influencer campaigns and not repurposing the content is, simply put, a missed opportunity.

“Gen Z grew up learning from YouTube videos and competing with friends on Instagram or TikTok. Engaging them with content that informs and gamifies products is a perfect use of the creativity of influencer marketing! They also value seeing consumers — real people that look and act like them — using products themselves.

When YogaClub recently launched plus-size activewear, we used plus-size influencers to create content in our new outfits; and tell the story of why inclusive sizing makes a difference in their lives. We published the IGC on our organic social, in paid ads, blogs, and email marketing campaigns to this community.”

2. Christine Zalocha, VP of marketing at Aura Frames

Aura Frames speaks about how influencers can help brands create content at scale when they’re not quite sure what will work best for their unique needs.

“As a startup, you’re experimenting with product and positioning, so it’s important that you test as much content on as many channels as possible in this phase to learn what messaging and creative achieve your desired goal.

With the cost of online ads increasing, influencers may be cheaper to work with than buying the same media reach on YouTube and Instagram.

Once an influencer’s content is successful, you have an amazing creative blueprint to build on. You can hire similar content creators or agencies to refine and replicate for larger campaigns.”

3. Shane Barker, Digital Marketing Consultant

Shane Barker knows that every generation has its unique characteristics. And for Gen Z, their love for authenticity is their defining trait.

“In this age of omni-channel marketing, one of the biggest challenges for marketers is creating fresh content for all channels, frequently and consistently — even with an in-house team of writers. Repurposing IGC is more cost-effective than creating fresh branded content. By using it in numerous ways, you get more out of a single piece of content. It saves you time and effort and is already high quality, targeted, and more authentic than branded content.”

Repurpose IGC responsibly

Of course, if you’re going to repurpose influencer content, there are a few things to keep in mind, like:

  • Securing your rights to avoid any legal complications
  • Repurposing intelligently to meet Gen Z behaviors on different platforms
  • Scaling far beyond the confines of social media
  • Leveraging macro-, micro-, and nano-influencers for maximum clout and reach
  • Choosing the right partner for technology, brand safety, and strategic expertise

Get these best practices around influencer-generated content — and more — to engage the generation that’s nearly half the world’s population.

Download our guide Content That Connects today.