The content creators of today are their very own production powerhouses, and this relieves the pressure on brands to produce all of their own content. Because of this, brands can rely on repurposing creator content now, more than ever. However, some brands are missing the opportunity to repurpose creator content simply because they don’t understand how to do it effectively.
To get you on the right track, we’ve put together a quick guide on how to successfully repurpose creator content.
One of the main reasons that brands favour repurposing creator content is because it is extremely cost-effective. Instead of having to pay for production costs, brands can partner with a creator and let them work their magic.
When you work with the right creators who understand your target audience, you can be sure that the content they produce will hit the right spot and reach your desired audience. Plus, the content will have already been posted on the creator’s channel, so you can use past results to predict how it will be received.
If you work with a creator who uses Instagram, but not Pinterest or Twitter, your brand can repurpose the content by sharing it across a range of different platforms to ensure it is seen by a wider audience.
Creator content is often more effective than content brands create themselves. This is especially true since the pandemic, as brands didn’t have access to the normal equipment, locations, and talent, whereas creators have been able to continue generating quality content from their home.
When brands repurpose creator content, they benefit from the long-term value of a campaign. If a creator signs an agreement that allows a brand to repurpose their content, the brand can then use it as they wish for an extended period of time.
There are so many ways that brands can fully utilise creator content. Take a look at some of the top ways it can be done!
One of the most obvious ways that brands can repurpose creator content is via their own social media accounts. Whether that’s by sharing a creator’s posts on their stories or posting content on their grid, there are so many ways that brands can use creator content for their own social media accounts.
Including creator content in your email marketing is an effective way to boost email engagement. Not only this, with 91% of millennials trusting reviews from creators as much as friends and family, placing user-generated content at the heart of your email marketing strategy could also boost conversions and click throughs. What more could you want?
Creator content can also be shared on brand websites. Using this type of content on your website can be a great way to keep people engaged, as a study shows that recognisable faces are one of the most powerful forms of non-verbal communication.
Now more than ever, consumers are actively choosing to go online to make purchases instead of going in-store. One of the best ways to repurpose creator content can be to use it to directly sell a product.
There has also been a rise in brands adding a ‘shop our Instagram feed’ page to their website, in order to make it easier for people to buy the exact product that they’ve seen on their favourite creator. In addition, this repurposing strategy allows consumers to see products on real people, as opposed to models, and this drives better engagement and higher purchase intent.
Whilst consumers might be bored of seeing generic paid promotional posts appear in their feed, having images of creators offering genuine reviews of products can be a welcomed change. According to a recent study, 63% of consumers say they find content produced by creators to be more compelling than scripted advertising written by a marketing professional.
Repurposing creator content is a great way to make the most out of your creator partnerships. Often, creators will negotiate terms with regards to whether you can use their content after a campaign’s end date, so raising questions around repurposed content and getting signed agreement from the creators is always recommended at the beginning of the campaign process.
We help brands connect with the best talent in the industry, and work on campaigns that benefit both the brand and the creative talent. To learn more about what we do and how we can help you supercharge your influencer marketing strategy, head over to our website now!