How to Repurpose Influencer Content For Your Brand

Working with influencers is becoming increasingly popular among brands in this day and age. In fact, in popular niches like beauty and fashion, over 57% of companies use influencers for marketing. That being said, many brands that work with influencers fail to maximize the full potential of the content they receive from the influencers they work with.

A majority of brands that work with influencers are doing so for promotional reasons. Typically, a brand will pay an influencer to post a piece of content to their audience which features the brand's product, and this is where they stop. Ending the process here is like wearing a new piece of clothing once and then proceeding to throw it out – it’s wasteful and inefficient.

When working with influencers, it’s important to maximize the potential of the content they have produced for you, and you can do this by reusing, repurposing and redistributing the content for various use cases.

Why is repurposing influencer content important?

Not only are you extending the lifetime of the influencer’s content when you repurpose it, but you’re also receiving more benefits from the content depending on how it’s repurposed. Here are some main benefits of repurposing influencer content.

Social proof

Social proof is the idea that people copy the actions of others in order to undertake behavior in a certain situation. It’s because of social proof that influencer marketing is so effective because people trust people more than they trust brands.

A recent study by Oracle shows that 37% of consumers trust social media influencers over brands. The same study showed that Gen Z and Millennials are two times more likely than boomers to trust influencers, so we can assume that this number will only climb.

By redistributing your influencer content, you’re getting the maximum amount of social proof out of the content. The more eyeballs that you can get in front of with your influencer content, the more you can build social proof for your brand.

Exposure

TikTok recently reported that 63% of users like it when brands show creators in their videos. As a result, videos that feature creators can attract more engagement and impressions because viewers become more intrigued when they’re watching content that is not immediately branded.

By repurposing the content produced by influencers, you’ll be able to maximize the exposure you get for your brand, as it’s likely that content will perform well across multiple platforms.

Time savings

Repurposing influencer content allows you to save time when it comes to content production and distribution.

Instead of having your team create all the content in-house, you can add repurposed content to your content calendar so that there are days of the week where your team doesn’t have to create original content for your branded channels or your website.

How to repurpose influencer content

Now that we understand the benefits of repurposing influencer content, the next part is to understand how you can effectively repurpose the content. There are three common methods we see used by brands when it comes to repurposing influencer content.

1. Post the content to social media

Tesla’s Instagram page is filled with content they have repurposed from influencers and customers. (Photo Credit Tesla)

Reposting influencer content across all your social media channels is something that takes little to no time but it has the potential to yield amazing results. One great strategy is to leverage social media scheduling tools so that you can batch your content one to two times a month so that it’s essentially running on autopilot.

For example, if you collaborate with a fitness influencer on TikTok, and the influencer posts a 60 seconds video about your brand or product, this video should be redistributed on all your other social channels. In the case of a TikTok video, you can download the video using a tool like Snaptik so that the TikTok watermark is removed, and then you will want to post that same video on Instagram Reels and YouTube Shorts since they follow similar content formats as TikTok. By doing this, you’re getting three times the exposure from the same piece of content.

One great thing about reposting across multiple social media channels is that each social media platform's algorithm and audience are slightly different, so what works on one platform may not work on another. This is a great way to hedge yourself when paying for content because even if the content flops on TikTok, it might do very well on YouTube Shorts or Instagram Reels.

Here are some social media platforms that you should consider when reposting your content:

• TikTok
• Instagram
• Facebook
• YouTube
• Pinterest
• Snapchat
• LinkedIn

2. Publish the content on your website

SugarBear is a great example of a company that relies heavily on influencer content for its website. (Photo credit SugarBear)

User-generated content (UGC) is an excellent way to build trust with customers and sway their buying decisions, and influencers are an excellent source of UGC.

UGC is 20% more influential than any other type of media when it comes to millennial buyers. Now, with the rise of platforms like TikTok, consumers are becoming more used to basing their decisions on raw and organic content by influencers or content creators.

One great way to tap into the growing obsession with UGC is by repurposing your influencer content and implementing it on your website. There are plenty of ways content can be incorporated into your website, let’s go over a couple.

Product videos

If an influencer creates a piece of content that is formatted like a product video, one great place to leverage this content would be on the landing page for that specific product. This works great when it comes to converting more customers because they get a raw look at the product from a third party rather than the brand itself.

Testimonials

Every website needs testimonials, and video testimonials are especially effective these days. It can be hard to get customers to give you video testimonials, especially if you’re just starting out.

If an influencer creates a testimonial type of video for you, consider putting it on your home page so that others can see how they feel about the product as well. Be sure to remember that the testimonial should be organic and authentic.

3. Repurpose the content for ads

Vimeo repurposes influencer content for ads on Snapchat and other platforms (Photo credit Vimeo)

It’s quite common to see ads on social media that use influencer-generated content these days. This is a trend that has become increasingly popular over the past few years because outsourcing ad creatives to influencers saves company’s a lot of time and typically they walk away with much better ad creatives as well.

If a piece of influencer content performs well organically, that’s a good sign that it might do great as a paid ad. At this point, you should reach out to the influencer and ask about obtaining content usage rights so that you can run advertisements using their content as the ad creative.

Once you obtain permission from the content creator, you can either run the ad using native whitelisting features like TikTok spark ads, which will allow you to advertise using the influencer’s handle, or you can take the more traditional approach of running the ad through your ads manager and just uploading the creative from there.

Systemize the process

Once you’re aware of all the different ways content from influencers can be repurposed, the final step is to systemize the process so that you’re saving as much time as possible.

When it comes to repurposing, there could be a lot of moving parts. For example, things like asking the influencer for permission to reuse their content, sending payments, issuing contracts, running the ads and the countless other things that might be involved depending on what you plan to do with the content.

It’s best to put together documents that can be issued to influencers and easily followed by teammates so that you can put together a content machine that runs on its own.