Today, most marketers have implemented influencer partnerships into their overall marketing strategies with the goal of reaching new audiences and building a strong social presence. But limiting your influencer marketing to these two areas means you’re missing one of the biggest benefits of an influencer-marketing campaign: Influencer-generated content.
Influencer-generated content is the byproduct of a brand’s relationship with an influencer; it’s the photos and videos they create to engage their audience. Said another way, it’s the stuff they produce to get brands the reach they wanted. And this is where the real value lies in an influencer partnership.
While influencer activations deliver short-term gains in reach, influencer-generated content can be pulled into your overall marketing strategy, allowing you to produce more cost-effective content in an authentic way.
Brands like Glossier and YogaClub are doing this today, and the value of adopting this practice is pretty impressive. So, today, we’re sharing 5 reasons why you should reuse IGC across all marketing channels, whether that be on your brand’s social channels, paid ads, emails, or even offline.
5 Reasons to Repurpose Influencer-Generated Content
1. IGC is cost-effective and quick to produce
The traditional content creation cycle requires a lot of time and resources. Just think about the time you would spend hiring a creative team, recruiting models, and planning a photoshoot. With IGC, this whole process could be cut in half.
That’s right — cut in half.
How? Influencers are social media savvy content creators who shoot professional-grade photos and videos, edit them to perfection, and churn out high-quality content in a matter of days. And that content is creative and highly engaging, making consumers turn their heads and pay attention to what they’re promoting. In other words, repurposing their eye-catching content across all channels means you will get a bang for your buck.
Take a look at Makeup Eraser. After facing difficulty creating large amounts of content in-house, the beauty brand turned to influencers. As a result of the company’s new ‘always-on’ influencer program, Makeup Eraser was able to reduce content creation costs by 90% and produce 10x the amount of content with the same budget. The brand was able to extract even more value from its influencer partnerships by repurposing IGC on Sephora.com and in Costco stores.
2. IGC is authentic
Consumers today expect transparency and loyalty from brands. But at the same time, more and more consumers are turning a blind eye to ads and becoming skeptical of branded marketing. That’s why communicating your brand message via influencers is a perfect way to reach your customers.
Influencers are ordinary people living seemingly extraordinary lives, making their content relatable, yet aspirational. That’s what draws people to follow their recommendations. Repurposing influencer-generated content takes this one step further, making your content resonate with consumers better because a familiar face is endorsing your product.
Let’s look at cult beauty brand, Glossier, for example. Glossier understands that content from influencers and real customers — rather than photoshopped models — resonates better with their audience. (In fact, they’ve just made real customers the center of their new “Feeling Like” campaign.) Because of this, the brand even repurposed IGC on billboards to activate offline touchpoints and spark conversations with consumers. Henry Davis, former President and COO of Glossier, explained, “As consumers spot the billboard, they feel compelled to photograph it and create and share (digital) content themselves, thus taking ownership of that conversation with the brand.”
3. IGC is diverse
It’s no secret that diversity in ads is more important than ever for revenue. Consumers are quick to call out brands that do not show representation in their ads, and they’re also naturally less inclined to shop from brands that aren’t inclusive.
Here’s why: Consumers will always relate better to content that features people who look like them, come from a similar background, or share some kind of characteristic in one way or another.
But as we covered above, it’s time-consuming and expensive to recruit diverse models, especially keeping in mind that diversity spans far beyond just race. In order to include people of all races, ages, genders, sexual orientations, social classes, economic classes — you name it — you need an infinite amount of time and money. That’s why IGC is the secret to success.
4. IGC is high-performing
Studies show that IGC frequently outperforms studio-shot creative:
- Influencer content on social media earns more than 8x the engagement rate of brand-directed content according to Forrester.
- Social campaigns that incorporate influencer-generated content see a 50% lift in engagement per research by Salesforce.
- IGC has an 88% greater impact on increasing brand affinity than even user reviews, according to Nielsen.
So if you’re looking to drive more engagement online, repurpose IGC on your own social channels and paid ads. Consumers today have perfectly curated Instagram feeds, and you want your content to blend in seamlessly with the rest of their feed. After all, the most effective ads are the ones that don’t look like ads at all.
5. IGC is conversion-driven
Shoppers do a lot of research prior to making purchases, especially when they are an investment. Of course, user ratings and product reviews can help, but studies show that influencer content is even better. In fact, 49.3% of consumers have bought something based on a recommendation from an influencer.
Since consumers already look to influencers for shopping recommendations, repurposing IGC is a perfect way to stretch that impact.
That’s why we advise brands to repurpose IGC on their websites. By adding IGC to various pages on your website, you are humanizing your products and making your website more relatable. Having a familiar face using your product on your website will make consumers feel more comfortable — perhaps even excited — to try it out.
While brands will continue to invest in influencers for reach and engagement on social, the biggest opportunity is in how they repurpose influencer-generated content for use throughout the funnel and across touchpoints.
Interested in more specifics on how to do that? Check out our eBook, The Ultimate Guide to Repurposing Content, for more examples and best practices.
*This post is an installment of our partnership series where we invite our esteemed partners to write about trending topics and industry news that impacts our mutual clients.