1、The Ultimate Guide to Influencer ContentRepurpose and Leverage Influencer Content to Fuel All Your Performance ChannelsDriving ROI with Influencer Content 29How Makeup Eraser Produces 10 x More Content 30How Ruggable Boosts ROAS By 32%With IGC 31How SUMR Drives Conversions With Influencer Testimonia

2、ls 32Getting Started 335 Key Content Best Practices 34Introducing Aspire 37Introduction 3Why Influencer Content?45 Key Benefits of Influencer Content 5The 5 Vs of Content 12Repurposing Influencer Content 15Paid Social 17Organic Social 21Websites 22Email Marketing 24Television 26Out-Of-Home Activatio

3、ns 27Table of Contents2In todays digital world,consumers are bombarded with content everyday,everywhere they turn.Consequently,brands need to provide eye-catching,relevant,and engaging content to capture the attention of their audience.Many businesses still rely on in-house or agency-led teams of ph

4、otographers,project managers,and models to conduct extensive studio shoots but this process is outdated.It cant deliver the volume,speed,and authenticity that modern marketing organizations demand.Thats why todays savviest brands are turning to influencers and online communities of content creators

5、to generate high-quality,high-performing content at scale.In this guide,well unpack the value of influencer content,how to repurpose it to stretch its impact,and real-life examples of brands leveraging influencer content to drive ROI.Introduction301Why Influencer Content?5 Key Benefits of Influencer

6、 Content01.Why Influencer Content?Theres value in influencer marketing beyond social posts and sales.Although it may seem like just a byproduct of an influencer marketing campaign,influencer content is a powerful tool that can benefit brands in many different ways.5101.Why Influencer Content?When yo

7、u think about it,influencers are like one-person content creation studios.Influencers are well versed in photography,videography,editing,and creative directing.On top of that,theyre master storytellers who can share your brands message in a way that they know will resonate with their audience.In com

8、parison to professional photoshoots,turnaround times for influencer content can be measured in days and weeks,not months.Additionally,brands using influencer marketing platforms can easily manage many creators at scale,often working with dozens of influencers per campaign and receiving hundreds of i

9、mages in quick batches.Influencer content is a fast way to scale your content library.601.Why Influencer Content?For the same amount of money you spend on a single photoshoot,you can source various pieces of influencer content that will attract more interest from your target audience.Plus,you can ne

10、gotiate image rights to their content and repurpose it to fuel all of your marketing channels,whether it be your website,email newsletters,paid ads,or even out-of-home activations.Creators are also skilled with developing content in many different formats and dimensions,including long-form YouTube v

11、ideos,short-form Reels and TikToks,still images,and even live-streaming.Whether you need a vertical video for a TikTok ad or a high-quality image for your website homepage,creators have got your back.Influencer content is cost-effective to produce.27$01.Why Influencer Content?Its time to ditch the“o

12、ne-size-fits-all mentality.To connect with a wide range of consumers,your brand needs to represent a diverse group of people.Not to mention,different marketing channels call for different types of content,whether that be images,videos,or written content.By partnering with influencers from different

13、walks of life,youre able to source large amounts of content that is diverse in every way.These pieces of content can then be used to target specific audiences.For example,if ad teams need to advertise in a new region,demographic,or language,they can tap into this well of content creators to fill a r

14、epository of high-value,ad-ready creative that is tailored to that audience.And based on how those ads perform,teams can improve their next content request.Influencer content is diverse.3801.Why Influencer Content?Consumers prefer influencer content over traditional ad creative.Think about it heavil

15、y branded,studio-shot content does not blend in with the rest of users feeds,especially when its sandwiched between their best friends#OutfitOfTheDay post and their coworkers engagement announcement.Dont believe us?Studies show that influencer content garners double the engagement of brand-directed

16、content,and ads using this kind of content get 4x higher click-through rates.You can even turn your highest-performing influencer content into allowlisted ads to stretch its impact and boost your return on ad spend(ROAS).Influencer content performs better than studio-shot creative.4901.Why Influence

17、r Content?Your customers dont want to see bland,generic ads.They want to see genuine content from people like them.By working with influencers,brands can create ads that actually resonate.Whether they post honest reviews,before-and-after images,or step-by-step tutorials,influencers can create conten

18、t that showcases the real benefits of your products.Influencer content is relatable.510Influencer-generated contentQuick to sourceCost-effective(or even free,in some cases)On demandAuthenticHigh volumeDiverse subjects and locationsOptimized for digital and social channelsBuilt-in audienceAlways rele

19、vantAdds social proofStudio-shot creativeLong turnaround timeExpensivePlanning-intensiveTime consumingBatched photosLow volumeSimilar subjects and locationsRarely optimized for mobile or paid social channelsNo built-in audience11The 5 Vs of Content 01.Why Influencer Content?Todays consumers crave in

20、teraction and authenticity,and theyre turned off by content that is overly commercialized or lackluster.They dont want to be bombarded with stale,studio-shot ads they want to see content that seems personalized for them.In fact,recent research found that 76%of consumers say theyre more likely to pur

21、chase from brands that personalize their experiences.With the ever-present threat of commoditization and dilution,brands must embrace the 5 Vs of content creation to remain relevant.These are what define what is now required in the personalized world we live in today.1213When every consumers touchpo

22、int must be personalized,that creates an enormous demand on the sheer volume of content required to sustain any brands marketing stack.The traditional content creation cycle cant keep up.But because each influencer acts as their own self-contained creative agency,brands have the opportunity to crank

23、 out massive amounts of content in a short amount of time.95 million photos and videos are shared on Instagram per day.Content grows stale quickly,simply due to the amount of it being produced and shared each day.In order to work quickly and keep up with consumers thirst for fresh content,brands mus

24、t harness numerous professional creators that work as content factories.VolumeVelocity01.Why Influencer Content?14Marketers spend thousands of dollars gathering tests,surveys,focus groups,and analytics to try to replicate authenticity but IGC offers a much simpler approach.Influencers are your avera

25、ge customers,and through influencer marketing,brands can explicitly commission their most creative consumers to create the ads their audience wants to see.IGC is inexpensive to create,and its been proven to drive more online engagement and conversions than traditional branded content.Its extremely c

26、ost-prohibitive to produce content at scale the traditional way.Plus,the content wouldnt deliver the results that authentic influencer content can generate.VeracityValueIts no longer a“single slogan”world.For each unique audience,voice,and perspective,there is an influencer who can help brands tell

27、their story authentically.Its now a requirement that a variety of perspectives and creative approaches are represented in advertisements and are all directed at the right audience,at the right time.Variety02Repurposing Influencer ContentAs weve learned from the brands weve worked with,theres really

28、no limit to where you can repurpose influencer content.That being said,here are six of the most common ones.02.Repurposing Influencer Content16Paid SocialOrganic Social WebsitesEmail MarketingTelevisionOut-Of-Home Activations17Paid Social02.Repurposing Influencer ContentWhen it comes to paid social,

29、the ads that perform the best are those that are relevant to your target audience.Particularly on Facebook and Instagram,marketers have an unparalleled opportunity to leverage accurate data to target ads with great precision.With 2.89 billion monthly active users on Facebook and 1.48 billion on Inst

30、agram,paired with hundreds of attributes with which to target consumers,the potential for personalization is staggering.That being said,most marketers lack a large enough stockpile of content to show each consumer the creative that will most resonate with them.For example,a clothing retailer that ha

31、s the potential of attracting millions of consumers through ads with people who look just like them,wearing clothes that theyd love.However,because the production Generate massive amounts of engaging images and videos that are native to each platform to beat the algorithmLower CPA by 30%,while impro

32、ving ROI by 2xLeverage not only the influencers content,but also their namesakeKey Advantages:02.Repurposing Influencer Content18team only uses studio-shot creative with four models and a limited combination of outfits,the ad team is stuck showing the same images to everyone.Influencer content solve

33、s this problem.With a diverse army of expert content creators,marketing teams can generate a large repository of content that can resonate with people from all walks of life.Because influencer content is typically created for social media,these images and videos are ideal for personalizing paid ads

34、on Facebook,Instagram,TikTok,and so on.Influencers are also able to generate content on an evergreen basis.This gives performance marketing teams the ability to constantly refresh their library of content.Ads that are circulated among highly targeted groups grow stale faster,but massive amounts of i

35、nfluencer creative ensures that ad teams never run out of stock.Life eventsAgeGenderLocationEducation levelRelationship statusJob titleIncomeHobbiesFavorite entertainmentPurchasing behaviorsApps they usePages they engage withDigital activitiesTravels1902.Repurposing Influencer ContentDemographics:In

36、terests:Behaviors:Advantages of Hyper-Targeted Ads on FacebookFacebook displays hyper-targeted ads more often than non-targeted ads,and charges less for them.Marketers can target ads with over 120 options,including:Relevance Score:A score between 1-10 assigned to ads based on negative feedback(users

37、 hiding or closing your ad)and positive feedback(users clicking and converting on your ad).The higher an ads relevance score is,the less it will cost to be delivered.This is because Metas ad delivery system is designed to show the right content to the right people,and a high relevance score is seen

38、by the system as a positive signal.20What if you could create custom branded creative for every intersection of those factors?Imagine the possibility of having individualized creative for every demographic,location,and interest.What kind of impact do you think that would have on your advertising?Bec

39、ause the cost of someone viewing your ad is directly related to your relevance score,and your relevance score is directly related to your visual creative,using content that fails to resonate with the audience could be costing your company tens of thousands of dollars.02.Repurposing Influencer Conten

40、t02.Repurposing Influencer ContentOrganic SocialToday,63%of brands repurpose influencer content on their organic social channels.Its the most obvious application,as influencer content is already designed for social media.Highly produced,studio-shot creative typically looks out of place on social pla

41、tforms like Instagram and TikTok and disrupts users online experiences.Influencer content works just the opposite because it seamlessly blends in with other content on users feeds,its been historically proven to perform extremely well on social media platforms.Influencers can also tip the scales for

42、 consumers when it comes to buying decisions.In fact,75%of consumers use social media to research brands Double your return on content you already ownInfluencer content is already optimized for social media Key Advantages:and products prior to making purchases.By working with influencers,you can bui

43、ld a brand narrative on your own social channels that is endorsed by real people.Pro Tip:Repurpose IGC on your organic social channels while your influencer campaign is still live so that the posts reinforce one another.2102.Repurposing Influencer ContentWebsitesInfluencer content makes your brands

44、website more relatable.Shoppers look for cues from people they trust before making purchases.Using influencer content on your website can give potential customers plenty of real-life examples of how your product will look in a variety of different situations.Whether its clothing,makeup,or even food,

45、influencer content can display your products in a way that resonates with consumers and fits their lifestyles.Humanize your website with IGC and create a socially-optimized web experience throughout your siteImprove conversion rates on product detail pages by showing real people interacting with and

46、 using your productsLean into the trust that consumers have with one anotherKey Advantages:2202.Repurposing Influencer ContentTake online furniture retailer,Article,for example.The brand repurposes influencer content on their homepage to bring their products to life.The influencer content not only a

47、cts as a testimonial from real customers,but it also shows online shoppers how real people use and style Articles furniture.As a result of repurposing IGC on their website,Article was able to generate a high level of clicks and conversions.Influencer content can be repurposed across various parts of

48、 your website,including:Product pagesHeader imagesTestimonials and reviewsBlog,including guest postsSupport pageAnd much morePro Tip:Dont make shoppers read the how-to manual.Feature unboxing and walk-through videos from influencers on your support site.2324Email Marketing02.Repurposing Influencer C

49、ontentFor many brands,email remains one of the most important channels for nurturing and converting prospects into buyers.While the channel has faced increasing competition from paid advertising in recent years,email marketing still remains a valuable way to get directly in front of interested custo

50、mers and for good reason.Email marketing was one of the first marketing channels to embrace the potential of personalized content.While email personalization efforts started with the humble“Hi First Name,”marketers are now employing a variety of advanced ways to make every email as engaging as possi

51、ble.But even with the data and tools for email personalization,most brands still lack the creative assets that will make the most impact.Enter:influencer-generated content.Boost open and click-through rates with UGC and real user testimonialsKeep your assets relevant to all the different segments th

52、at you targetCreate FOMO by adding IGC to abandoned cart emails Key Advantages:25Today,43%of brands use influencer content in email because it offers the ultimate social proof.In fact,Nicholas Norman,Co-founder and CMO of YogaClub,finds that influencer content has been a huge value add to his email

53、marketing team and consistently outperforms the content that the team produces in-house.“With email you need a constant feed of content thats targeted and authentic.Influencer marketing provides us with high quality content that we can push out to all of our different marketing channels.”Nicholas co

54、ntinues,“We couldnt replicate that kind of quality and authenticity on our own.Even if we were to hire a camera crew,get a model,and coordinate the outfits and photoshoots,wed still find that the content created by influencers is far superior.”02.Repurposing Influencer ContentPro Tip:Push your influ

55、encers follower data into your CRM so you can use it for segmentation.2502.Repurposing Influencer ContentTelevisionTelevision ads are a nascent but growing channel for repurposing influencer content.Big brands like Dove,Chevy,and R have long experimented with featuring“real people”having“real reacti

56、ons”to their products in commercials but theyve often been met with mixed results.While authenticity is great,TV is also a spectacle and viewers expect to be entertained.Influencers offer the best of both worlds.In GoPros iconic adrenaline-pumping TV spots,viewers are led to believe that anyone can

57、be a hero.But GoPros featured athletes like snowboarder Travis Rice are actually influencers.They help GoPro blend aspirations with accessibility.Deliver the televised authenticity consumers craveKey Advantages:Pro Tip:What works on YouTube doesnt necessarily work on TV.When repurposing influencer c

58、ontent,be selective and cut clips with theatricality in mind.2602.Repurposing Influencer ContentOut-Of-Home ActivationsIts no secret that todays consumers spend a lot of time online but they also live their day to day offline.This means customers dont distinguish between online and offline experienc

59、es,and brands shouldnt either.Consumers look to influencers for product reviews and recommendations on social media,yet these social media stars are proving to be highly-effective poster children for brands not only on smartphones but on traditional media like outdoor signage and in brick-and-mortar

60、 store promotions.When content performs well online,chances are that the same assets will be just as eye-catching and engaging IRL.Utilizing influencer content in this way closes the loop between the experience the customer can expect from your brand at every touch point,both on and offline.Use high

61、-performing online visuals IRL to capture your audiences attention and boost sales.Close the loop between online and offline brand experiencesKey Advantages:2702.Repurposing Influencer ContentBeauty brand Makeup Eraser,for instance,uses IGC to reinforce its brand in retailers like Nordstrom and Cost

62、co.According to the Makeup Eraser team,nothing breathes life into warehouse shelving like a pop-up featuring a real persons story.Meanwhile,homeware brand Brooklinen uses pet influencers for its New York City subway ads.“We always try to present our products in a real-life context,”Chief Customer Of

63、ficer and Co-founder Vicki Fulop told AdWeek.“Our customers and fellow sleep-loving community were sharing these fun,beautiful,cozy real-life moments with us via social media and email,and we wanted to highlight them.”2803Driving ROI with Influencer ContentInfluencer content has many uses,but where

64、should brands begin?How do real teams leverage their influencers?In this section,lets take a look at how real brands repurpose influencer content to make a big impact.3003.Driving ROI with Influencer ContentHow Makeup Eraser Produces 10 x More Content While Saving MoneyNegotiating image rights to an

65、 influencers content is drastically more cost-effective not to mention less time consuming than a full-blown professional photo shoot.Dont believe us?Just ask Makeup Eraser co-founder,Elexsis McCarthy.Since Makeup Erasers birth,influencers have always been an important part of the brands growth and

66、marketing strategy.Soon after the brand launched on Shopify,Elexsis saw that beauty gurus were creating YouTube videos featuring her product,and one video amassed almost 6 million views.Thrilled with the organic exposure for her brand,Elexsis attempted to recreate the viral interest in her product o

67、nline by trying her hand at the“pay for play”approach to influencer marketing.With only a small internal team,it was difficult and expensive to produce content in-house.So,Elexsis turned to influencers as an always-on content engine that provides the brand with content for its landing pages,social m

68、edia,paid ads,and retail store advertisements like this one featured in 238 Costco stores.Content is something that youd typically have to hire someone for.Aspire gives brands the ability to source large amounts of content,and its been a massive savings for the brand.I know Ive spent$3,500 for one v

69、ideo to be created professionally.Now,for$3,500 I can probably get my hands on 10 videos and 30 pictures.Elexsis McCarthy,Co-Founder and CCO at Makeup EraserCheck out the full Makeup Eraser case study.3103.Driving ROI with Influencer ContentHow Ruggable Reached 32%Higher ROAS and 25%Lower CPA By Rep

70、urposing IGCRuggable is a home brand that specializes in a unique,two-piece rug system that features a machine-washable cover that clings to a non-slip rug pad.Since the brands products appeal to a wide range of people,Ruggable worked with creators in 4 distinct categories to match their customer pr

71、ofile including moms,pet owners,lifestyle influencers,and interior designers.And its been clear that these influencers have led the charge in Ruggables growing community.Its one thing for the brand to post about itself,but when an influencer shares their love for Ruggable,they provide social proof t

72、hat encourages their fans to get excited about what the brand has to offer.Thats why Ruggable also repurposes its influencer content on its website homepage,paid ads,emails,social accounts,and more.By repurposing IGC,Ruggable saw a 32%higher return on ad spend(ROA)and 25%lower cost-per-engagement(CP

73、A).Plus,the brands influencer content earned a media value of$723K.Check out the full Ruggable case study.3203.Driving ROI with Influencer ContentHow SUMR Brands Drives 7.4K Clicks With Influencer TestimonialsSUMR Brands,parent company to Summer,born free,and SwaddleMe,is a global leader of products

74、 for children ages 0-3.Their products span a number of categories,including nursery video monitors,strollers,booster and potty seats,gates,and more.As a company that targets Millennial parents,the SUMR Brands team knew they needed to leverage influencer content to act as a trustworthy testimonial fr

75、om real consumers and give parents the social proof they need when making purchasing decisions.Since building a community of influencers,SUMR Brands has sourced over 1,440 pieces of content,which the brand keeps organized in Aspires Content Library.From there,the team uses our platforms filters to l

76、ocate and download the exact pieces of content they need to fuel all of their digital channels.Since leveraging IGC across its channels,SUMR Brands has significantly cut down on creating content in-house,while still managing to garner 7.4K clicks to its website.Not to mention,the brands influencer c

77、ontent achieved$287K in media value.Check out the full SUMR Brands case study.04Getting StartedLets discuss best practices for leveraging influencer-generated content and easy ways to get started.5 Key Content Best Practices04.Getting Started34Long-term partnerships:By leaning into extended partners

78、hips such as brand ambassador programs,you have access to a constant source of reliable content that audiences trust and resonate with.Product seeding:Through influencer gifting programs,you can source content at a lower cost.However,because there are no official contracts or content guidelines in t

79、his case,brands have less control over the narrative.Paid content creation:While paying for content costs more,brands have more control over not only content aesthetics,but also the brand messaging.There are a multitude of ways to get the content you require to fuel all of your channels.We recommend

80、 running a mix of these campaigns to cover all bases and create content for multiple uses.In all cases,make sure to send influencers suggestions for what type of content to create,based on what has performed well in the past.When it comes to optimizing content to meet your performance marketing goal

81、s,we suggest trying out these 5 strategies.04.Getting StartedToday,its all about showing versus telling.Consumers want to see and truly understand how your products work,and video is the perfect way to tell a full story about your products and brand.Gone are the days of overly produced content.Peopl

82、e crave authenticity and relatability,and the best way to deliver it is through more casual,less produced content.For example,people love to see a customer doing a try-on haul of your clothes on TikTok,or an influencer posting real before-and-after pictures of using your skincare product on Instagra

83、m.12Lean into video content.Dont be afraid of “lo-fi”content trends.Whether you want to repurpose content for programmatic ads,out-of-home marketing,or your website,plan ahead and ask influencers for different aspect ratios and formats.Think about what youll need for each channel,whether its a verti

84、cal video that youre going to repurpose as a TikTok ad,or a high-quality image you need for your website homepage.Consider all your content needs.335While seasonal content is beneficial during special holidays,it wouldnt make sense to repurpose Christmas content for your ads in the middle of June.Ma

85、ke sure youre asking influencers to create additional content that talks about your product not in a seasonal context.This means you shouldnt limit yourself to just content created by traditional social media influencers.Instead,repurpose content from your loyal customers,employees,industry professi

86、onals,and other brand fans.That way,youll have year-round turnkey access to a higher volume of creative and diverse assets which in turn will allow you to tailor your messaging to specific audiences to increase the likelihood of conversions.45Focus on evergreen content.Leverage user-generated conten

87、t.36To fully harness the power of influencer content,invest in a smart solution like Aspire.Aspire is the leading influencer marketing platform empowering ecommerce brands to build and cultivate influential communities.In addition to a wide array of content tools,such as content guideline templates

88、and a searchable content library,our software includes:Interested in learning more about Aspire?Get in touch with our team.Influencer discovery tools,both inbound and outboundCustomizable campaign workflowsCreator relationship management systemEcommerce integrations with Shopify and WooCommerceROI measurement and analytics suiteAnd much more!37Introducing AspireSave time on manually managing your campaigns so you can focus on driving more ROI.Thank you!EMPOWERING BRANDS AND THE PEOPLE WHO INSPIRE THEMEMPOWERING BRANDS AND THE PEOPLE WHO INSPIRE THEM