How to Use Influencer-Generated Content to Grow Your Business
Updated: Jul 20, 2020
Do you know what the biggest benefits of influencer marketing are? You can boost your brand awareness, engagement rate, and grow your sales.
But that’s not all.
Influencer-generated content (also called IGC) has a long shelf life.
Your brand can reap the benefits of influencer-generated content even after your marketing campaign has ended. It’s a great way to get the most out of your collaboration and grow your business.
Unlike traditional advertising, you don’t need to spend money on paid ads. It’s all about working with what you have.
Not sure how to get the most bang for your buck with influencer marketing?
In this article, let’s take a look at how you can use influencer-generated content to drive business growth. We’ll also look at real-life examples, so you can get insights into how the influencer marketing industry functions.
5 Different Ways to Use Influencer-Generated Content (IGC) to Power Your Business
Blog posts, videos, or photos — whatever it is that influencers create for your marketing campaign has the potential to be repurposed. By amplifying influencer-generated content on multiple marketing channels, you can increase your engagement rate and attract new leads.
Also, it can save your brand a lot of time in content creation. What’s more, influencers have published the content once on their channel. Influencer content has already received likes, shares, and comments.
So, you can be sure that it strikes a chord with the audience. Based on the response it garnered, you can even get ideas on how to repurpose their content.
If your brand is looking to utilize influencer-generated content effectively, here are a few tips:
1. Re-Post Influencer-Generated Content
When it comes to influencer marketing, don’t hold back. Flaunt influencer-generated content on all of your marketing channels.
It’s the best way to increase your Instagram follower count, engagement rate, and traffic. When you repost influencer-generated content on your profile, it also shows that you appreciate the work of the influencer.
For example, Instagram makes reposting quite easy.
There are two major ways your brand can successfully leveraging influencer content:
Repost influencer-generated content in your Instagram feed
Repost influencer-generated content in your Instagram Stories
Let’s take a look at the Instagram strategy adopted by FOREO, a European beauty and wellness brand. Many posts on their Instagram feed are influencer generated. While reposting their content, Foreo also tags the influencers in their captions.
Image via Instagram
Additionally, they also feature influencers’ Instagram Stories as Stories on their own feed. To ensure that such posts don’t disappear from their profile after 24 hours, they add them as “Highlights.” All such influencer-generated content is grouped together under a Highlight titled, “FOREO family”
But what if your brand doesn't have new influencer-generated content to post?
If it’s been a while since your influencer marketing campaign ended, you can get creative while posting the branded content. Leverage trends like #throwbackthursday or #TBT to bring back focus to an influencer partnership.
For instance, Go-To skincare often features influencer-generated content on their Instagram page. As a part of their influencer marketing campaign, Instagram influencer, Katherine Alicia, posted a review of Go-To’s Fancy Face Oil Cleanser on her profile.
Almost a month after her Instagram post, Go-To shared the same image on their profile. Alongside the photo, the brand also shared her testimonial for social proof and tagged her in the post.