• Daniel Trösch

How To Repurpose Influencer Content?

Updated: Jul 20, 2020

Most marketers find it very difficult to create quality content.


Would you agree?


But content is king...


The attention span of potential customers is shrinking and there is an overload of available content. Brands need to create quality content at scale as good content is driving conversions.


Even if you are a bigger company and you have a budget for an agency or an experienced in-house marketing team this can be a challenge.


A study of the content marketing institute shows that 84% of B2B marketers outsource their content creation. Outsourcing = additional costs.


Image via Content Marketing Institute


But isn’t there a better way to create quality content at scale?


Well, there is.


Collaborating with social media influencers does not only increase your brand awareness.


Smart brands re-purpose the influencer generated content. Re-posting influencer generated content on a brand’s social media account, a website or featuring that content in a newsletter increases the shelf life of that influencer generated content and can provide you with a constant stream of high-quality content.


Why does that make sense?


Influencers are experts in creating content - that’s what they do all day long.


They have created a community of engaged followers based on their content. Therefore, influencer content is very authentic.


There are many more positive effects, and we will get to those a bit later.


Let’s start by looking at the benefits of repurposing influencer content.



What Does Repurposing Content Mean?


Hubspot defines repurposed content in the following way:


“When you repurpose a piece of content […] you're doing one of two things (or both): changing the format of the content, and/or changing the target audience for the content.”


If you collaborate with an influencer, you normally want to increase awareness and reach new audiences.


Therefore, the influencer creates content that is relevant for their audience. And they publish this content on the influencer’s social media channels like Instagram, Youtube, Blog, or Tik Tok.


Following the definition of Hubspot, you can take a video, a picture or a quote of an influencer and re-use that content to engage with your own audience.


For example, you can re-post a picture on your Instagram account. Or re-use an influencer generated Instastory to highlight on your Instagram account.


Why does that make sense?

Why Do Brands Repurpose Influencer Content?


Influencer content has compared to ads a long-living value. While ads disappear, influencer content continues to be online and can be found.


Additionally, influencers have created high-quality pictures, videos, and texts that describe a brand's product.


Repurposing helps you to even get additional value - you can distribute the influencer generated content to additional audiences using your own distribution channels.


Here are some of the benefits:


a) Save time

If you believe in testing and optimizing your social media marketing strategy, then you’ll like repurposing Influencer generated content.


The content has been already published and tested. Check out the likes and comments and you can compare it to your own engagement rate.


By repurposing this content, you can capitalize on content that has already clicked with the audience. You won’t have to check out new content ideas that may or may not have a good success rate.


b) Increase engagements