Most influencer programs deliver hundreds (even thousands!) of pieces of unique content in the form of blog stories, photos, videos, recipes, and social posts. But what good is all of that content if it is so specific that it can’t be used after the program ends?
Many brands and agencies launch influencer marketing programs to fulfill a short-term goal but fail to build a program whose messages and content can be upcycled throughout the year. Influencer marketing, when used as a strategic part of the overall media mix, serves as an always-on content lab that continues to drive business results long after a program’s conclusion.
The most effective influencer marketing programs produce content that inspires action year-round. Keep the following three tips in mind when developing your influencer marketing strategy:
- Identify an Evergreen Theme
When program content is too specific, it’s hard to find unique and interesting ways to use it throughout the year. For example, a personal care brand might ask influencers to create content showing their products as the perfect holiday gift. However, by limiting it to a holiday-only theme, the brand misses the opportunity to reuse the content to promote it as an ideal gift for any special occasion.
While much of the influencer content should reflect the holiday theme to fulfill the overall objective, there is plenty of opportunity for the content to be used after the holidays. The brand can ask that 75% of the content show the product as a holiday gift – wrapped under the tree, opened in front of holiday decor, etc. The other content can feature the product outside of the holiday theme – used by the recipient, placed among everyday essentials, etc. – and featured in content throughout the year.
- Request a Variety of Content
Influencers are skilled content creators. They know what type of content excites and engages their audiences, whether it be mouthwatering recipes, DIY tutorial videos, stunning photography, or relatable experiences. Influencer content is valuable because each piece is unique and produced in the same style that made the influencer successful in the first place, while presenting the brand’s core message or product in a manner that resonates with the influencer’s audience.
50% of B2C marketers cite creating engaging content as a top challenge. For the cost of one traditional media buy or contracted piece of professionally produced content, an influencer marketing program can fill a brand’s content lab with thousands of pieces of creative in a matter of days or weeks, not months.
- Repurpose the Best Performing Content
Consumers are more welcoming of user-generated content (UGC) than branded content. In fact, social campaigns that incorporate UGC see a 50% lift in engagement and paid ads containing UGC generate five times greater click-through rates. UGC also increases conversions by 10% when included in the online purchase path.
A strategically constructed influencer marketing program can reach millions of targeted consumers through thousands of pieces of user-generated content, all put into market at the same time and then tested for effectiveness. Identify the best performing pieces of program content and amplify that content using paid media or repurpose it on your website and in various marketing initiatives.
Influencer content is powerful because it’s authentic, which builds trust between the influencer and audience and naturally results in increased engagement and inspired action. The most effective influencer marketing programs are strategically built to produce content that continues to deliver results long after its conclusion.