In today’s digital landscape, influencer marketing has become a powerful tool for brands to connect with their target audience. But the content created and shared by influencers live on their social media pages and soon gets buried by new posts. That’s where the idea to repurpose influencer content comes into play. By repackaging and reusing existing content, brands can maximize their investment, boost their reach, and engage their audience in innovative ways. In this article, we explore the art of repurposing influencer content and how it can revolutionize your marketing strategy.
Influencer content is any piece of media that is shared by an influencer online: photos, videos, podcasts, and much more. But when considering repurposing influencer content we are only taking into consideration the content that has been created for a collaboration with your brand. These are sponsored content and include mentions of your brand and products. While repurposing content is a fairly common practice is important to be clear with the influencers you work with that you plan to repurpose the content when pitching the collaboration to them.
Why repurpose influencer content
Repurposing influencer content allows your brand to bring a multichannel approach to influencer marketing, enhance your brand’s social proof and simplify your marketing content creation process.
Influencer content mainly lives in social media and because of the nature of social media its life cycle is going to be quite short. While the short half-life is more than enough to generate results in terms of brand awareness, sales, and trust-building efforts it also means that there needs to always be new content being created to keep the campaign going. But this is not true for other marketing channels: testimonials on your websites, paid advertising and case studies can be created out of influencer-generated content and will allow you to expand the reach of the influencer content out of social media and into your own channels.
Repurposing influencer content should be a part of your marketing plan before starting an influencer marketing campaign, this way you would be able to best decide which kind of content you need the most and how to allocate your budget. In order to find the best fit for your campaign needs you can consider using an influencer marketing platform, like CreatorDB, that would make smoother and quicker the process of identifying potential influencers and evaluating their content.
Strategies to repurpose influencer content
When repurposing influencer content, it’s essential to consider the unique characteristics and requirements of each social media platform. By optimizing content for specific channels, you can ensure maximum engagement and reach with your target audience.
One key aspect of tailoring content for different channels is understanding the nuances of each platform. For example, Instagram is highly visual and emphasizes captivating images and short videos. On the other hand, Twitter is known for its concise and punchy messages. By recognizing these differences, you can modify influencer content to align with the preferences and expectations of each platform’s user base.
To effectively repurpose influencer videos, consider extracting shorter clips or highlights that are well-suited for platforms like Instagram or TikTok. These platforms thrive on bite-sized, attention-grabbing content. Additionally, you can transcribe the video’s key points or create short captions to accompany the visuals, making it more accessible and engaging.
When it comes to repurposing images, consider adapting them for various social media platforms. For instance, an influencer’s high-quality photo can be shared on Instagram, but it can also be turned into an eye-catching visual quote or meme for Twitter or Pinterest.
By repackaging images in different formats, you can leverage their visual appeal across multiple channels, attracting new audiences and increasing the content’s lifespan.
Furthermore, repurposing influencer captions is an effective strategy for creating engaging written content. Captions often contain valuable insights, stories, or tips that resonate with the audience. You can transform these captions into blog posts, LinkedIn articles, or even microblogs on platforms like Tumblr or Medium.
This way, you extend the reach of the influencer’s message and provide valuable content for different channels.
To illustrate the effectiveness of tailoring content for different channels, let’s consider an example. Suppose an influencer creates a video tutorial on YouTube showcasing a new makeup technique. To repurpose this content, you can extract short clips demonstrating key steps and create a visually appealing montage for Instagram. Simultaneously, you can repurpose the influencer’s detailed explanation in the video as a blog post, incorporating additional tips and product recommendations.
By repackaging the content to suit the strengths of each platform, you can effectively engage audiences across multiple channels.
By tailoring influencer content to the specific requirements and preferences of different social media platforms, you can optimize its impact and reach. The key is to recognize the unique characteristics of each channel and adapt the content accordingly. Through thoughtful repurposing, you can unlock new opportunities for audience engagement and expand your brand’s online presence.
How to repurpose influencer content
There are no limits on how to repurpose influencer content but most commonly it gets used to post on the brand’s own channels, create paid ads, graphics for your website, starting point for case studies, and reviews.
Reposting in owned channels
You can share the content influencers created around your brand and products on your own channel this way you will obtain double promotion and will help to drive interest and attention to your owned platforms. You could post it as it is or combine various pieces of content to create something new.
Use it for paid ads
Repurposing influencer content for paid ads can be an excellent strategy to grab your potential customer’s attention and stand out of the crowd. Also if your influencer marketing campaign involves multiple creators it will allow you to have multiple creatives at the same time and not tire your audience with always the same ad.
Use it as graphics for your website
Influencers are experts in crafting astonishing pictures or video visuals so it makes perfect sense to recycle them to populate your own website. Once again the larger your influencer marketing campaign the more content you will have for your website and the more often you can change the look accordingly to themed campaigns you may be running
You can use especially interesting pieces of influencer content to create case studies that highlight specific aspects of your marketing or your products. While it distances a bit from the traditional way of marketing consumer products it can be very beneficial to grab the attention of more dedicated customers a further build trust and brand loyalty.
Influencer content is a great source of reviews and testimonials for your brand and products, you may want to start embedding posts and videos that are particularly flattering of your products on your website homepage.
To be sure to not run into any conflict with the influencers that created the content, remember that the long-term value of an influencer is much higher than the short-term one, and use the content in a manner that is relevant you should always follow these three simple directions:
Get permission from the influencer before you repurpose their content. This is especially important if you plan to use the content in a way that is different from how it was originally created.
Make sure the content is still relevant to your brand and target audience. Don’t just repurpose content for the sake of it. Make sure it’s still relevant to your brand and will resonate with your target audience.
Give credit to the influencer. When you repurpose influencer content, be sure to give credit to the influencer who created it. This is a good way to show your appreciation for their work and build relationships with them.
Influencer marketing alone, with its ability to specifically target selected niches and establish brand trust and recognition, already brings numerous benefits to anyone that decides to add it to their marketing basket. But without repurposing the influencers’ content is almost as if half the benefits are left at the table: while you gained direct exposure to the influencers’ audience you have passed on improving your own marketing channels.
This is why is important to discuss influencer content repurposing when establishing relationships with the influencers and then have a plan on how to use the content created would that be just reposting it on your own social media or using it to strengthen social proof on your website.