5 Ways To Repurpose Top-Performing Influencer-Generated Content

Got IGC? Explore five ways to repurpose top-performing influencer-generated content and build a powerful content library for your marketing channels.

5 Ways to Repurpose Top-Performing Influencer-Generated Content

Ready to replicate these results? We thought so. Here are our top 5 ways to leverage high-performing influencer-generated content and skyrocket your marketing results for a fraction of the cost.

Brand-Owned Social Media

Glossier peppers its branded social media channels with aesthetic, engaging and diverse IGC.

Social media has become a key channel for companies to showcase their brand personalities, connect authentically with customers and even build powerful brand communities. What better way to do that than by sharing authentic influencer-generated content on branded channels?

Familiar with seeing IGC on their feeds, users are much more likely to engage with these branded posts as they would with organic content, consequently building brand trust and encouraging engagement directly with the brand. And with 76% of customers admitting to purchasing something after seeing it in a brand’s social media post, it can be a great driver of shorter-term sales too!

Your Website

IGC dominates Glossier’s website, showcasing its products on a variety of skin types and tones.

When looking to buy products and services online, customers want to feel confident that their purchase will meet their expectations. A key way people do this is by looking to others – they may ask their friends and family, browse online reviews and testimonials, or, you guessed it, look to influencers. In fact, 56% of customers have purchased a product after seeing it used by influencers, and an impressive 40% rely on influencers to make a purchase.

You can see then why it would be beneficial to bring IGC to the place where customers are primed and ready to make a purchase. Adding IGC to your website is also a powerful way to bring more diversity to your channels, showcasing your products on different skintones and body types, and being used by people from different backgrounds, genders, and ethnicities.

Paid Ads

And if you thought influencer-generated content was powerful on owned branded channels, just wait till you see it perform for paid. Recent Meta research has shown that using IGC to power paid ads can increase purchase outcomes by 82%, while creating a 4x improvement in brand lift.

Much like seeing IGC on brand social media accounts, customers are much more likely to interact with IGC-powered paid ads like they do organic content. And the ability to pair this highly-engaging content with super specific audience targeting – it’s a win-win for your performance teams!

Email

Glossier repurposes IGC for its email newsletters and promotions.

So we’ve covered using IGC to expand your community and reach new customers, but what about your existing fanbase?

Well, the good news is that IGC is a great fit for email activity too. Perhaps you’re promoting a new product launch, shouting about an in-store promotion, or even announcing a giveaway. Harnessing IGC is a great way to add extra authenticity to these announcements, not to mention bringing a satisfying amount of consistency to your brand messaging and imagery.

Out-of-home

While IGC is a powerhouse for online channels, rest assured, it’s just as effective for offline marketing too. Use it to create vibrant ads for out-of-home (OOH) activations, such as magazines, newsletters, billboards, and even in-store advertisements that really capture attention.

Extra Benefits of Fuelling Branded Channels With IGC

We’ve covered a wealth of benefits of IGC in this piece, but what’s a few more?

• Consistency: Using IGC can bring consistency to your branded activity, enhancing the stickiness of your brand messaging and making it easier for customers to build a recognizable picture of your brand values and personality.

• Diversity: IGC gives brands an opportunity to build representation into its content, spotlighting people from all walks of life and helping even more potential customers to see themselves in the brand.

• Scale: IGC offers an ever-growing bank of fresh and versatile content, so you’ll never be short of imagery for that last minute campaign again.

Top Tips for Repurposing IGC

While IGC brings a multitude of benefits and can be shared easily and quickly by brands, there are few things to be aware of before you start repurposing:

1. Secure usage rights: Without usage rights, content created by influencers doesn’t belong to you, therefore removing the right for you to post it on your own channels.

2. Reward top creators: Focus on building long-term relationships and rewarding the creators who create the best-performing content for your brand.

3. Build a content library: When generating vast amounts of IGC, have a place to store it all! Make sure to build a content library that can easily be accessed by anyone from your organization.