We love to see brands pay their appreciation forward to the talented influencers who bring their products to life by featuring influencer-generated content in their marketing initiatives, provided the influencer is tagged or attributed. Repurposing content is effective – our partner brands share original pieces of work created by Linqia influencers because it’s on-brand, current, and already proven to drive engagement.
Since the blogosphere is an increasingly crowded place, influencers benefit from the exposure they get when brands repurpose their work. Beyond boosting visibility by exposing the influencer’s creations with a new, expanded audience, the extra publicity also often results in an increased social following or website UMVs. Additionally, it’s a powerful method for developing your personal brand, building a base of loyal followers, and getting your name in front of your favorite brands.
Here are five ways brands repurpose influencer content:
1. Organic Social Media Syndication
The easiest and most immediate way for a brand to repurpose influencer content is by sharing it across their branded social media channels. Many times, brands weave select content created during their Linqia program because it is a natural fit with their aesthetic, and because it is always relevant.
Fab.com: In addition to driving traffic to their landing page, one of Fab.com’s goals was to partner with Linqia influencers who could create fresh, vivid photography for their Instagram channel, where they have over 45,000 followers. Beyond simply tagging the influencer within the caption, Fab also linked back to sponsored blog posts by influencers like calivintage, which drove traffic directly to her site.
Nestle Toll House: Nestle Toll House repurposed original recipes by a variety of influencers across their Facebook, Twitter, Pinterest and Instagram channels to drive maximum awareness and engagement around the content. Nestle Toll House also tagged influencers like Everyday Reading, Bird’s Party and Eye Candy Creative Studio on their Facebook page, where they have over a million followers.
Nickelodeon: Nickelodeon drove additional awareness around their #SpooktacularSweepstakes Twitter Party by using the influencers’ content as the cornerstone of their official promotional marketing materials, which they shared on their brand channels to generate excitement around the Halloween giveaway.
Huggies: Huggies added uniformity and a bit of flair to influencer photos for their “Joy of Movement” program. The brand featured photos by The February Fox, Girl in the Red Shoes and others in an album on Facebook for their million followers to experience. To integrate Linqia influencers with Huggies’ broader audience, the brand also invited other mothers to share their Huggies Little Movers pics for a chance to be included.
2. Marketing Material for Branded Websites
Many times, brands will also share their favorite content by Linqia influencers on their website. We see this most commonly amongst brands who want to promote the many creative uses of their product, like DIY posts and recipes. The more creatively influencers incorporate the product, the more likely they are to be featured!
When brands feature influencer-created content on their websites, it’s a perfect example of the reciprocal nature of influencer-brand relationships.
Yankee Candle: Yankee Candle worked with Linqia to help promote a range of Halloween candles and decorations. The brand shared their favorite photos on their website and linked back to the sponsored blog posts for extra decor inspiration. They also paired the microsite with a Halloween promotion to make the content even more appealing to their audience.
Stella Cheese: Stella Cheese repurposed the most popular recipes from their Linqia program on their website’s “Recipes” tab. They picked recipes by influencers like A Happy Food Dance knowing that the content was of high value, yielded great engagement, and was proven to perform.
3. Email Newsletters
Brands love working with influencers because of their engaged and loyal audiences. Brands often take the best program content and feature it in their email newsletters, sending traffic (and new audiences!) back to influencer stories and webpages.
thredUP: thredUP picked a few of their favorite fresh, breezy outfits designed by influencers like Belle de Couture to feature in their email newsletter. They tagged the influencers with their Instagram handles, bringing authenticity to their content by promoting real people with great taste who have experienced thredUP’s service.
4. Paid Media through Social Ads
Brands often scale their influencer programs by taking the best performing influencer content and targeting lookalike audiences through paid social media efforts.
Yoplait: Yoplait ran paid amplification on social media featuring the quirky, colorful images created by Linqia influencers. The result was over 200,000 views to the influencers’ videos on Facebook, an incredible number of hits from Facebook to the influencers’ blog stories. The number of clicks to Yoplait’s designated landing page was similarly impressive
Wente Vineyards: Wente Vineyards turned their top performing Influencer content into sponsored posts on Instagram to reach new audiences. They featured photos that intertwined Wente Vineyards’ lifestyle aesthetic with photos of food pairings that go well with their wine.
5. Paid Media through Native Ads
More traditionally, brands also put money behind promoting influencer-created sponsored content through ads.
GOODFOODS promoted Styleanthropy’s blog post, “Style A Nacho Bar Cart for Game Night,” through native advertising on platforms like Women’s Health, Food Beast, Saveur, and Working Mother to drive additional awareness around their guacamole. Stylanthropy’s was featured to each platform’s unique audience, promoting her personal brand as much as GOODFOODS’ tasty products.
Repurposing content is a great way for brands and influencers to build a partnership both during and after their Linqia program has ended. Every time a brand repurposes your program content, there is an opportunity to organically funnel traffic back to your website or blog story. If you would like to receive tips on how your content can get repurposed, please don’t hesitate to get in touch with the Influencer Success Team at firstname.lastname@example.org.