84 percent of consumers expect brands to create content. If you’re not creating content, you’re not meeting 84% of your customers expectations from the get go. In order to educate, entertain and delight your consumer you need to communicate with them.
Despite the overwhelming need for content, the question for many marketers today is scale. 59 percent of marketers, 52 percent of advertisers, 41 percent of agency creatives and 53 percent brand creatives find it difficult to create enough content. So how can influencer marketing campaigns remedy this problem?
Repurposing Influencer Campaign Content.
The question of scale, has a lot to do with strategy and manpower. How do we make as much content as possible, as affordably as possible and how can we repurpose to get as much out of that content over and over again? Modash believes the answer lies within the influencer campaigns.
Running an influencer campaign solely with the purpose of generating content for your brand is massively scalable with Modash’s discovery and outreach features. But, how can you repurpose content generated from an influencer campaign, or how can you repurpose the content of past campaigns you have already run?
Here’s a few concepts to get you started repurposing influencer campaign content.
Influencer Content in Facebook Ads:
Amplifying or repurposing influencer content with Facebook ads is something that few have put the effort into despite the massive boost in trust factor and personalization. Everyone running Facebook ads needs content for those ads. Why not have that content be an influencer in the space.
If you’re familiar with Facebooks ad-manager, you will know that you can exchange custom
audiences with your business partners. Using this functionality you can massively amplify your influencer content and repurpose it as paid creative.
Case studies featuring a influential user:
The influencers you work with use your product, they experience the value it brings. Case studies about influencers are a great way to showcase that value and bring social proof to your potential customer.
If you’re a customer relationship management tool, the impact of a case study about the likes of Mark Hunter or Jill Rowley’s teams using your tool with massive success holds more inherit social equity. Their massive personal brands, books and social accounts have put them in the place to have real authority over making a decision about your tool and helping your potential customers do the same.
The simple transfer of a testimonial given by an influencer in your space is social proof on steroids. When you visit a website like ours, you quickly notice several testimonials given by some of our happiest users. This is all about social proof and customer advocacy.
The beauty of influencer generated testimonials is that the people visiting your site might actually know, like and trust the person they see endorsing your product on your page already.
Optimizing influencer content on other platforms:
Every social media platform has a different set of users and context. Twitch is the gaming space, Facebook is where we look for our friends and scroll quickly, instagram is curated photos we swoosh past and on Youtube we want long form video. So many places to be so little time to focus there.
Unless of course you have an army of influencers at your disposal, creating content about your brand for specific sites. To repurpose the content they create on their preferred social platform, have an editor change things up just enough to make it suit the context of your other platforms.
To understand what kind of content people are watching, reading or double tapping on specific platforms, visit the pages of influencers on those platforms. Adjust your content to suit a similar format and experiment with what works for your brand.
Republishing influencer generated content:
This one is viciously underestimated. As marketers, we often curate the content of others. Publishing our favourite content from other brands or influencers on our pages, featuring photos from our customers with our product etc.
However, we rarely do this with our own content. When an influencer posts an instagram photo, there is a huge opportunity to re-publish it a week later, and again 2 months later. Repurposing in this sense is actually just re-using, but it might give you 10x the results on each piece of content.
Thumbnailing Influencer generated photos:
Repurposing influencer content as accessories to other content is yet another simple but under-utilized strategy. You probably have a blog, you probably curate the thumbnail photos for that blog from stock photo sites.
Instead, try using influencer generated content for your Youtube, Blog, and landing page thumbnails. This adds a level of social proof only an influencer can bring. When we wrote about Alina Birjuk and used her photo to catch the eyes of her followers, we generated 20x as much traffic to that blog then our average article.
Traditional meets influencer marketing:
They always put the names of the most famous actors on movie posters. They always put some guy I’ve never heard of on car billboards.
Why? Good question. Whether it’s billboards, banners or other traditional advertising mediums, applying influence to that formula might finally build traditional ads people can relate to.
So now go forth and publish. Consider running an influencer campaign strategically with the purpose of repurposing that content for other uses. Influencers know how social media works better than anyone but the content they create is often used once and forgotten about, never to be seen on your website, blog, other social sites, job postings or employee events. Influencer marketing isn’t just a single distributed piece of content, it can be strategically implemented to solve content and distribution problems.
Don’t settle for okay influencer campaigns, start crushing it by repurposing content over and over.