Maximizing Influencer-Generated Content: How to Repurpose for Greater Impact
When it comes to modern marketing, content is more than king—it’s the cornerstone of a successful digital marketing strategy. From engaging Reels on Instagram to thought leadership on LinkedIn, professional-quality videos on YouTube and TikToks with viral potential, content takes brands directly to the user, making products and services more desirable—and brand names more trustworthy and relatable.
With that in mind, it’s no surprise that companies invest in content creation. However, it can be difficult to create enough unique content to keep your social media channels, email campaigns, and print marketing refreshed all year long. What’s more, in-house content may not feel as authentic or engaging to followers in some scenarios.
That’s where influencer-generated content (IGC) comes in. The phrase might be unfamiliar to you, but you’re likely well-acquainted with the concept. Read on to learn more about influencer-generated content and its role in partnership marketing, plus the best ways to leverage it within your marketing campaigns
What Is Influencer-Generated Content?
Influencer-generated content is any type of content created for a brand by an influencer partner. Generally, influencer-generated content is paid, with the influencer either receiving an upfront payment or commission on sales generated by the content.
The format of IGC can vary depending on your needs, the influencer you work with and your campaign goals. For instance, IGC can range from long-form YouTube videos to blog posts, TikToks, Instagram posts, podcasts and more.
Regardless of the type of content created, it’s crucial to ensure that IGC is high-quality, authentic to your influencer partner’s brand and voice, and engaging with both the influencer’s existing audience and your own customers.
User-Generated Content vs. Influencer Marketing: What’s the Difference?
It’s easy to confuse IGC with user-generated content (UGC), another form of content brands can use to promote products. However, influencer-generated content is typically paid and created by publishers with an existing platform. On the other hand, user-generated content—which is invaluable in its own way—is created by customers who use the products or services.
Learn more: 9 Affiliate Marketing Management Strategies & Tips
Why Influencer Content Is Valuable
Investing in influencer marketing campaigns has proven to be a valuable avenue since its boom in the mid-2000s. While brand-generated content is still crucial in defining and refining imaging, voice and storytelling, influencer-generated content bolsters efforts in a few ways.
- Credibility: Influencer-generated content is generally considered more trustworthy compared to in-house content. Many influencers have developed audiences of engaged followers who look to them for product recommendations, service reviews and more. With that in mind, content from an admired, established influencer may be considered more authentic than brand-generated content.
- Engagement: Influencer-generated content often has higher engagement rates compared to traditional digital advertisements.
- Targeting: When you choose the right influencer for your campaign, you can directly target a highly qualified audience base that resembles your ideal user.
- Cost-effectiveness: Influencer-generated content typically requires less of an investment compared to traditional digital and print advertisements.
- Creativity: Influencers understand how to create content that users will enjoy. Whether they up the glamor or take a casual approach, you can count on creative content that’s easy to share.
Learn more: Influencer Partnership Marketing: The Ultimate Guide
Benefits of Repurposing Influencer-Generated Content
IGC is valuable, but does it really benefit your brand to repurpose it? In short, yes. Take a look at the five benefits of repurposing influencer-generated content in your marketing campaigns.
1. Increasing ROI from Campaigns
According to a recent study, 69% of consumers trust influencer recommendations over brand endorsements. In fact, consumers trust recommendations from an influencer as much as they trust suggestions from friends and family members—often leading to higher performance and conversion rates.
Still not convinced? Another study found that almost 40% of marketers agree that influencer-generated content outperforms branded social media content.
2. Extending Content Lifespan
Repurposing influencer content throughout your marketing campaign takes a single post and turns it into a conversion-creating machine. Rather than enjoying a burst of engagement and conversions that slowly decline as the post ages, you can extend the lifespan of IGC by using videos, posts, podcasts and other media formats across various owned platforms.
3. Expanding Audience Reach and Trust
Influencers have worked hard to build engaged audiences that align with their brand. By repurposing IGC, you’ll continue to have access to that audience and build greater trust between followers and your brand.
4. Strengthening Influencer-Brand Correlation
Using IGC in branded campaigns does more than provide you with access to existing content. It builds a greater connection between your brand and your publishing partners. In doing so, you also bridge the gap between your company and the influencer’s audience.
5. Boosting Campaign Creativity and Flexibility
Finally, repurposing IGC increases the creativity and flexibility of your campaigns. Depending on the type of IGC, you can capture images, soundbites, videos and more to leverage on social media, your website and even traditional print advertising channels.
Best Practices for Repurposing Influencer Content
Sure, influencer-generated content is valuable—but how do you make the most of a clever Reel or eye-catching post? Take a look at five best practices for repurposing influencer content.
- Repost across social media channels. Liking and commenting on an influencer’s post is great—but reposting it across your social channels multiplies its impact.
- Incorporate IGC into email campaigns. Design an eye-catching email that incorporates influencer-generated content for an added pop of creativity and conversions.
- Convert IGC into shoppable content. When possible, turn influencer-generated content into shoppable posts on social media or create a gift guide, capsule wardrobe or shoppable gallery section on your site.
- Post IGC on your website. Consider using IGC on your website. Incorporate photos and videos into product listings so buyers can see the product in action.
- Add IGC to in-store displays, print ads and packaging. Finally, consider melding the digital and print marketing worlds by incorporating IGC into in-store displays, print ads and packaging. For instance, you may install screens in-store to play influencer videos or add photos of influencers using your products to packaging materials.
If you’re not sure where to start or lack the resources to scale your influencer content campaigns, don’t worry. Our team at Acceleration Partners brings decades of combined experience in influencer marketing.
Contact us today to launch, scale and refine your influencer marketing strategy and amplify your influencer content.