Half of all business-to-consumer companies say that creating engaging content is their biggest challenge. And it’s no wonder. Many companies need content for Instagram, Facebook, Twitter, and LinkedIn, as well as websites, newsletters, and blogs. That’s a lot of content to fill.
But repurposing influencer-generated content can save you both time and money, assuming you’ve included usage rights in your original contract. After all, the content has already been tested on real consumers and marketers already know which pieces were effective and engaging. Why not upcycle it to get the most bang for your buck?
Not sure how to get started? Here are six ways brands can amplify previously created influencer-generated content:
Repost videos on your company’s blog
Oftentimes, influencers are experts in their field, making their content incredibly valuable for brands seeking tutorials or informational videos.
Camera-ready Cosmetics reused pro makeup tips from influencer and professional makeup artist Terri Tomlinson on its blog. The company created a series of tutorials on its blog using clips from Tomlinson’s YouTube videos to highlight a popular product: Ben Nye’s Pretty Pink Powder.
Reuse images in email campaigns
Repurpose influencer-generated content in your brand’s email campaigns to highlight how your products look on real people and lend authenticity and trust to the campaign. Even older posts can be revived with a Throwback Thursday (#TBT) hashtag, assuming the product is still available to consumers.
Gap has successfully used influencer-generated content in the email campaigns, like this collage of influencers wearing its puffer jackets. The brand sponsored ads on a number of influencers’ accounts — like this one posted by Jessolm — and then repurposed the stunning collection of images to target customers who subscribed to its email list.
Repurpose images on your brand’s e-commerce site
Some influencer content is so professionally captured that it can serve as marketing fodder on the company’s website.
For nano-influencers who may not have as much experience taking high-quality images, supply a list of tips regarding lighting, setting, symmetry, and focal points.
Freya Lingerie, for example, launched a campaign to partner with influencers to model pieces on their social media accounts. Influencer Romina Campion’s shot showcasing the brand’s Sonic-Moulded Sports Bra was repurposed on the Freya Lingerie website under an “AS SEEN ON” section.
Share contests and posts on your brand’s social media channels
A brand that starts with the end in mind may provide significant guidance to influencers with the intention of sharing the same unaltered post on its own social media channels.
Style influencer Jacqueline Osborne promoted her Garden Party Collection of clothes, which was being launched by e-commerce site In The Style, on Instagram with a giveaway. The contest encouraged her followers to like her post, tag a friend, and follow both her Instagram account and the In The Style account. A day later, In The Style shared Jacqueline’s post on its own Instagram account.
Cross-promote your brands’ influencers
Turn your best influencer-generated content into natural promotions for other influencers participating in the same campaign.
When Pottery Barn launched a campaign to promote its 2018 Christmas collection, it gave nine influencers $500 to spend in its brick-and-mortar stores. In addition to promoting the content the influencers created on their own social media platforms, Pottery Barn encouraged the influencers to cross-promote the campaign by including images and links to the other eight influencers’ content at the end of their blog post.
Upcycle photos for in-store displays and billboards
Don’t let those perfect influencer candids go to the marketing graveyard. Consider repurposing them for in-store displays, social walls, print media, and outdoor billboards.
When Apple asked National Hockey League players to take candid shots with its new iPhone XS as part of its 2019 “Shot on iPhone” campaign, the results were used on both social media and billboards across the U.S. and Canada.
When it comes to making the most of your influencer-generated content, all it takes is a little creativity to amplify repurposed content and make it shine. In addition to these ideas, consider using influencer-created images, video, and podcasts to create targeted ads, bite-size clips for social, downloadable slideshow presentations, and media kits to attract potential influencers and brand partnerships. Many brands include usage rights in their contracts to allow this.