In 30 seconds:
- Repurposing influencer content is vital to a long-term campaign strategy. So how can you do it right?
- Is it OK to repurpose content? We’re taking you through all the factors you need to think about before pressing “post”.
- Posting repurposed influencer content is half the battle, but now you need to get it to perform. We’ve got some insider advice for you.
Repurposing influencer content isn’t just an added bonus. It’s a powerful tool to help increase ROI, boost reach and expand the longevity of your campaigns. Getting it right is fundamental to your long-term strategy on social media and can inform future decisions. It’s undoubtedly an impressive technique. Why? Because it harnesses the innate capabilities of influencer marketing.
There’s no doubt that influencer marketing is a brilliant tool. 1 in 4 marketers currently leverage it. Its potency lies in influencers’ ability to build strong trust with their audiences. That trust makes their fans listen to product recommendations and return to the account repeatedly.
This affects young people the most. 72% of Gen Z and Millennials follow influencers on social media. Utilising influencer content in long-term strategies can help urge these generations (with massive buying powers) to take action with your brand. Repurposing influencer content correctly will help you build lasting relationships with these age groups and create an enduring flow of content that maximises your content marketing efforts. So how do you do it? We’re sharing how to repurpose influencer-generated content correctly. But first, let’s understand the why.
What are the potential benefits of repurposing content?
We already know that influencer-generated content (IGC) is hyper-relevant to audiences and builds meaningful relationships with fans. But why is it so vital for your brand to get on board with repurposing? Here are some quick-fire reasons:
Cost-effective
High-quality content creation can be time-consuming and expensive. Repurposing influencer content is an affordable way for you to create engaging content without overspending. It helps you stretch campaign budgets and maximise your resources.
It adds authenticity
As previously mentioned; influencers build trust. How? They come across as authentic, real people. People tend to be more sceptical about branded content, especially younger generations. Our research shows 39% of Gen Zers said they find that ads ‘feel false or inauthentic’. That’s why repurposing influencer content can help build trust between you and your target audience. It’s an authenticity-driven form of social proof, and repurposing it is highly effective.
Increases your reach
Influencers can have a significant following on social media. They also can often have niche audiences that are ideal for your brand messaging. If you reuse their content, you can continue to reach these audiences and increase your brand visibility.
Promoted diversification
Repurposing influencer content enables you to diversify your content strategy. Experimenting with different formats and channels through influencer marketing content will help you reach out to a broader audience (which can be mighty useful for brand awareness strategies). It also allows you to analyse different audiences through other channels. For example, Instagram users may react differently to TikTok or Youtube users. Using IGC through varied social media accounts will help you extrapolate data on both your target market and social media strategies.
How do you repurpose influencer content?
Repurposing influencer content can be a powerful marketing strategy, but it’s essential to do it effectively. Here’s how:
1. Select your best influencers
First things first. You shouldn’t be repurposing any and all influencer content. Analysing the influencers you have worked with is essential to creating the right repurposing campaign. You want to utilise your best-performing partners to maximise your efforts. Throwing unhelpful content out into the ether and hoping for results just won’t cut it. Identify which influencers have performed well within campaigns and reuse that content in targeted areas.
Data is key here. Analyse how each influencer has performed through metrics like social engagement, clicks, and conversions. It’s also essential to revisit your specific KPIs. Working out the best influencer repurposing campaign will help you hit them. An influencer post with thousands of views but hardly any comments or shares may not be worth repurposing if you want to drive engagement.
Once you identify the right influencers for partnerships, take a deeper look at their content. Then you can pinpoint exactly what’s working and what isn’t, informing your decisions on what to repurpose. This can even help you create better-performing content for your next campaign.
One of the best approaches to any influencer marketing strategy is to start with targeted, creator-led organic campaigns. Once these are performing, you need to start your analysis to discover ideal influencer material for repurposing as paid ads. In our experience, this ensures maximum results every time. How do we know which influencers to utilise?
Our in-house data-insights and campaign management tool, Bytesights. This award-winning software gives us instant metrics to help us make the right decisions for each individual campaign. It also helps us match-make. To get any traction on your strategy, you need to partner with the right influencers. Bytesights helps us pick the perfect creators to build killer campaigns that win.
One of the world’s greatest professional football associations, Bundesliga approached us to create a campaign that would boost brand awareness and bring on new fans. We implemented this strategy in their campaign, allowing the carefully chosen creators to make organic content. We then chose the best
2. Start as you mean to go on
Before collaborating with an influencer, brands should set clear expectations about the content they need to produce, what will happen to that content and how they want to repurpose it in the future. Consult with your legal team to create contracts that protect both you and the influencer.
When setting up your collaboration, you need to think about several important factors. Here are a few things to be aware of in regard to repurposing:
- The amount of content the creator is willing to repurpose (be specific).
- The kind of content you can repurpose.
- The channels the creator agrees to repurpose content on.
- The usage rights.
- Whether you’re whitelisting their content to run ads.
- Whether additional payment will be needed for repurposing.
Once you have the foundations right for your campaign, repurposing content will be a lot easier. Create a watertight influencer brief and contract to prevent any hiccups. Communication also matters, and it’s good to keep influencers in the loop on all content. They need to know what’s going out and when so they can plan for their own decisions too.
3. Customise across channels
Why just use one channel when you could reap the benefits of multiple ones? You can repurpose IGC across different social media channels as well as email marketing and websites to expand your reach and increase your ROI. This can help you reach out to a broader audience and increase brand visibility.
Remember, it’s not just about reposting the same content on different platforms. You may have whole videos, images, podcasts or blog posts to repurpose, but you need to adapt each to the individual channels. Think about your goals, adjust your content accordingly and try to think outside the box. Here are some ideas to help you do that:
- Use the same visuals and change the copy.
- Share testimonials taken from influencer content.
- Chop up the content and use sections for different social media platforms (e.g. post a TikTok video on Linkedin).
- Repost IGC under different hashtags and adapt your SEO.
- Take a quote from a piece of content and use it as text in a post (or an email marketing campaign).
- Embed influencer content within your email campaigns.
- Show IGC in real life (e.g. promote video content in-store).
- Use snippets in different contexts.
- Create still images from videos (and vice versa).
- Make a tutorial using IGC.
- Pair old content with a fresh CTA to encourage user-generated content (UGC).
- Link a past piece of content with your ecommerce site to drive sales.
No matter how you’re adapting your content, think about the platform, the audience and how you want to come across. This will help you transform your IGC into new, engaging formats.
Repurpose, record, and revise IGC
The common thread that needs to stay in every piece of repurposed content is the authenticity the creator brings. So, although you should adapt these materials for different audiences, always consider the influencer’s original creative. There’s a reason you worked with them in the first place, right? Their personality and honesty connect them to their fans, and repurposing this can spark more engagement than branded content. In fact, 37% of consumers trust social media influencers over brands. So, harness the power of repurposing influencer content.
Repurposing influencer content is a brilliant way to increase ROI on campaigns. But you need to adjust your strategy as you go. To do this effectively, you need instant data. Analysing your metrics for each channel will help you deliver the right content to the right people at the right time. Remember to keep measuring your results to continue creating successful strategies.
Not sure how to start a results-driven repurposing campaign? We have the in-house tools to give you deeper insights into your campaigns and the expert teams to help you craft an effective long-term strategy. Get in touch to find out how we can help you build a campaign that keeps on giving.
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