Influencer marketing has become a staple of any marketing strategy, offering brands an authentic way to connect with audiences. However, once the content is live, you may feel the underwhelming sensation of, ‘what now?’ – but it doesn’t have to be that way.
You can maximise the value of influencer generated content by repurposing across multiple channels. This approach not only extends the reach of your content but gives your brand true value for your buck.
Repurposing influencer content involves tailoring it to fit the unique characteristics and audience expectations of each platform. Here’s how to effectively leverage influencer content across various platforms.
- Instagram and TikTok to Facebook and X
- Instagram Stories and Posts: High-quality images and short videos from Instagram or TikTok can be reshared on Facebook and X. X For Business claim, Brand video on Twitter outperforms benchmarks, with +80% increase for memorability and +53% for relevance, showing the importance of video content in X paid campaigns. Consider different copy to suit each platform.
- Instagram Reels: Short, engaging videos can be repurposed as Facebook Stories or Facebook Reels to capture attention quickly. Don’t forget YouTube Shorts too – the estimated number of monthly YouTube Shorts users is forecasted to reach 164.5 million by the end of the year!
- YouTube to IGTV and Facebook
- Long-Form Videos: Break down longer YouTube videos into shorter segments for Facebook and Instagram Reels. Highlight the key moments to maintain engagement and negotiate vertical edits with the influencer or videographer so this content can be formatted appropriately.
- Behind-the-Scenes Content: Use clips or outtakes as teasers or additional content for Instagram Stories or Facebook posts. This can prolong campaigns and encourage users to visit your profile to watch other related content. It also helps to make the content appear more authentic.
- Instagram to LinkedIn and Email Newsletters
- In-Depth Articles: Create blog posts or LinkedIn articles that centre around the success and learnings of the collaboration. This can drive more engagement to the original content and your website.
- Email Snippets: Include the collaboration posts in your newsletters, making the posts clickable to drive more engagement and traffic to the original posts.
- Video content: Research shows that 65% of LinkedIn users prefer to consume content in video format, finding it more engaging than static posts. Don’t be afraid to share consumer content on this platform! LinkedIn is becoming more consumer-friendly by the day.
…and the work doesn’t stop there! Once the content is optimised appropriately and live on all channels, ensure you are community-managing comments and reactions to this content.
Respond to comments, share user-generated content, and engage with your audience to build a community around your influencer campaigns. Encouraging conversations during this campaign moment will keep the momentum going.
Lastly, one of the most important considerations, that will truly help further the reach of your content, is to ensure paid usage is agreed with all collaborations.
You’re more likely to get a better package price from the influencer you’re collaborating with if you ask for paid usage in the original contract but if this is something you’ve overlooked, get in touch with the influencer or their management to get a fee for this.
This way, you can include the content in your paid campaigns, targeting even more relevant consumers.
Don’t forget to evaluate at the end of every collaboration to analyse what worked well, and what to improve on next time. This will help to make the next collaboration even better.
By repurposing and integrating influencer content across multiple channels, brands can maximize their reach and engagement. With thoughtful planning and strategic execution, influencer content can become a powerful asset!
If you would like to find out more about how we could help your business drive value from influencers get in touch.