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.
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
Your audience is most probably not homogeneous but consists of different types of people.
Some may like videos, others infographics, others react to nice product pictures and others enjoy reading customer testimonials.
By repurposing influencer generated content, you’ll easily diversify your content mix. By doing that you’ll easily reach different types of people and drive more engagements.
c) Target Buyers along the customer sales funnel
A typical buyer’s journey consists of three stages:
and the decision
At each stage, your customers are looking for particular content.
Repurposing Influencer generated content is a great way to provide relevant information at each stage.
Especially during the consideration and decision phase, customers would like to understand what you can do with the product and what other people think about it.
Influencers are considered a trustworthy third party. Showing the content and what they like about your product is powerful.
d) Establish Social Proof
Influencers are considered experts in their niche.
A mum blogger has the authority and trust of the audience to talk about family-related products. While a gamer will be trusted in her opinion about computers and technology. A fashion Instagrammer has the authority to judge the quality and style of a new fashion brand etc.
By working with influencers in your niche, you can benefit from a reputation spillover effect.
Neil Patel calls that establishing social proof.
Image via Google Search
Showcasing to your audience, that an influencer talks about your product will boost your reputation and help potential clients to make a purchase decision quicker.
How to Repurpose Influencer Content?
By now I hope you are convinced that re-purposing influencer generated content makes a ton of sense.
Let’s have a look at a couple of low-effort-high-return methods that have been used in the past to repurpose content for our clients.
1. Social Media Posts
If you are a social media manager you know it: you need to post on social media consistently to remain visible.
Repurposing influencer generated content is therefore a great way to provide you with high-quality pictures and quotes. You can either use just the picture or you can even re-use the influencer's caption text.
Influencer content is already optimized for social audiences. Therefore it is easy to use.
Upload those pictures into your Instagram account, tweak the caption - ready to post.
Don’t forget to tag the original creators. Remember: working with influencers should always be a collaboration. Make sure to keep them in the know and they'll most probably react on your post. That will put yourself in front of their audience as well another time.
Image via Instagram
2. Online Ads & Videos
Creating high-quality content for ads or videos is a lot of work. You might even need professional camera crews, models, and production teams.
Think about influencers as your one-person production team.
Most influencers are extremely talented and are great editors, photographers, or videographers. You can work with them during a campaign and help them understand what kind of content you need and how you want to repurpose it.
You can use their stunning content, to create advertisements on social media but as well for print.
Instagram’s Branded Content Ad feature has become quite popular. The feature enables partner brands to access insights about any increase in their engagement due to ad activity, while the ownership of the ad content stays with creators.
Image via Instagram
3. Testimonials on Websites
Influencer Marketing can be seen as word-of-mouth marketing at scale.
Influencers talk about your products in their own words. The content is great for testimonials, as it is a combination of a quote (why they like your product) and pictures or videos.
Unboxing videos can, therefore, be a great added value on product pages. Potential customers, who are exploring your product pages can find content shared by other users inspiring. This social proof can be the trigger that makes them convert.
Another place where influencer generated content fits well is a web page dedicated to customer testimonials.
Customers are often on the lookout for reviews. Featuring the influencer generated reviews can be extremely helpful for them to understand, whether the product is good or not.
Image from Sleeknote
4. Newsletters and customer emails
Another best practice is repurposing influencer generated content in email newsletters. Names, faces, and stories of real people are more convincing than impersonal content and drive open rates and click-through rates of your newsletters.
If you have a more sophisticated newsletter list, you can work with fitting influencers for each of your subcategories. If you are a fashion store and you have a newsletter for men and women, you could work with male and female influencers. Then split the content and chose for your newsletter the content that addresses your audiences.
Image via Email Tuna
What do I need to consider when Repurposing Influencer Content?
We encourage you to openly discuss with the influencers you are working with, that you want to repurpose their content after the campaign.
Most influencers won’t have an issue with being spotlighted. But some might want to charge you extra for that.
To avoid infringement disputes with your influencers, draw a binding collaboration contract that covers this area.
We offer a proven influencer contract template that includes those repurposing rights. You can purchase the template in the Fourstarzz Media Influencer Marketing Toolbox.
Ready to Get Started Repurposing Influencer Content?
Content repurposing is an effective yet underrated marketing strategy. Smart marketers use it to optimize the ROI of an influencer marketing campaign.
You have paid for the content already, so make sure you benefit all the way from it.
In case you need some help, please feel free to reach out to our experts.