Why brands need to diversify how they use their creator content
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How often should I post? Should I post the same content twice? Should I post the same content in different places? That’s what I’ve heard being asked by marketing operators at small and large brands.
If your brand is spending thousands on getting content from influencers, should brands be looking for ways to repurpose that content. Yes. Especially with marketing budgets shrinking. Why pay your agency for more creative, when your expert influencers have already made it for you?
You don’t need to just rely on your agency or in-house team for fresh creative assets. Your influencers are content creators—work with them to reuse their incredible photos, videos, stories—and anything else they’re creating for you. It’s a great way to increase your asset library, without having to ask your CEO or CMO for more budget?
Here are some of the most creative ways brands are extending the life of their creator content from Amazon listing, pinterest, and email marketing.
Using creator content in email marketing or a newsletter is a great way to develop trust over time with customers and high-intent buyers. Consumers love to gather opinions and reviews before making decisions, so if you can choose creators that align with your audience, consumers will develop an affinity for your brand and products.
8 Sleep highlights three reviews from micro- to macro-influencers in the sports industry. By showcasing images of athletes their audience knows and can connect with, it reinforces their message of being the trusted sleep company for “top performers.”
Fetching Fields featured the story of a creator and loyal customer, Amanda, as an entire email feature. This one pulls on the heartstrings of their target audience—dog owners. They have Amanda share a story about what her life looks like with Henry, her Goldendoodle, and how much he loves his Fetching Fields treats. They also created the hashtag #fetchingwith for other dog owners to share their stories which is a great way to build user-generated content, and later feature any creators in their email marketing content.
Ritual uses its newsletter footer to showcase its latest Instagram content, this is a great way for brands to repurpose some of their shared creator content. Consumers can see the latest products and reviews through a featured reel of creator content that reinforces social proof with every customer or prospect email.
On your website
Sprinkling your creator content across your digital marketing initiatives as social proof can reinforce trust with your target audience. Your audience is looking to learn about your products by watching how they’re used and hearing from your most influential customers so they can confidently make purchasing decisions. From customer stories to how-to videos to testimonials, your audience wants to feel inspired.
Luxy Hair amplifies creator content on its website by adding an “As Seen On” segment, which shows visitors how their hair extensions are being worn by influential customers. Their page features photo and video content from creators like Paris Hilton, Alessia Cara, Alex Centomo, and Tammy Hembrow.
MVMT takes its Instagram creator content and offers a “Shop Our Insta” page for website visitors to shop for the looks featured in the creator content.
Nike takes a different approach and displays Instagram creator content on specific product pages to show visitors “how others are wearing it,” It gives a more authentic spin to a traditional style guide, showcasing how other customers are styling their shoes so website visitors feel inspired to try the shoes themselves.
Telling compelling customer stories is a great way to capture your target audience's emotions and have them connect with your brand. Many DTC brands will do this by dedicating a page on their website to customer stories, where they share video testimonials, quotes of reviews, and short film campaigns. If you're already sharing customer stories on social media, it’s also a good opportunity to distribute this content beyond your social channels.
DGK highlights short film stories on their “DGK Videos” page from partnered creators like the legendary skateboarders Stevie Williams and Kevin Bilyeau. They share compelling stories like Stevie Williamson’s journey from the streets of Philadelphia to becoming a successful entrepreneur and icon.
What better way to earn consumers' trust than to have social proof on the product pages where they're actively looking to solve a problem. This is one of the best uses of creator content for higher intent buyers, giving brands an opportunity to showcase how-to videos, creator photos with the product, and reviews. If you have an eCommerce store, you can simply integrate your licensed creator content onto your product pages and measure the type of content your visitors engage with most.
Dime repurposes their creator videos by featuring them on website product pages. It showcases how to use the product, which not only builds trust with potential buyers but also helps them find exactly what they're looking for in the digital world where you often can’t try before buying.
Using your creator content in an Amazon marketplace store or product listing page is a great way to stand out in a crowd. Creator content is surprisingly uncommon within Amazon, but it can be a simple way for visitors to connect with your brand, understand your products, and trust what you're selling.
e.l.f. does a great job of adding a human element with creator content on its Amazon store. They showcase their products being used, help the buyer find what they're looking for, and inspire customers to purchase and try their beauty products.
On the e.l.f. Amazon store, they have added a “discovery” page where they list tutorials with various looks from creators. It offers different makeup looks like Heavy Metal and Ready, Set, Shimmer, inspiring people to buy for each of the created looks. They have done a brilliant job at educating Amazon buyers on their line of products through creative content, making them a stand-out makeup brand on the marketplace.
Grace & Stella uses creator content on amazon product listing pages, showcasing testimonials and makeup application videos in the product descriptions. Adding human elements with social proof is a creative way to help potential buyers form their opinions early on in the listing page, before scrolling down to customer reviews.
Marketers are all about the organic reach of their creator content on Instagram, TikTok and Twitter, but often Pinterest gets overlooked.
Pinterest is primed for product discovery, making it a great channel for organic and sponsored creator content. The platform is great for highlighting product features, inspiring people with style guides, and introducing new products to people at all stages of the buyer journey.
Arctic Zone uses creator content on their Pinterest page to highlight products and inspire people with photos of blissful adventures. Through the creator content, they share on Pinterest they're positioning their brand so their target audience can discover their products. This is a simple but brilliant way to repurpose any creator or user-generated content in your brand’s feed or as sponsored Pinterest content.
Out of home advertising
Out-of-home (OOH) advertising is often an overlooked channel for distributing creator content, but it can add a lot of value to your marketing mix.
Andie Swim spent a lot of time testing different types of content on Instagram to understand what type of content resonated with their target audience and then invested money into billboard ads with their top-performing content. This is a great way for brands to repurpose high-performing creator content in OOH channels like billboards, bus shelter ads, subway ads, and more.
There’s really no limit to how creator content can be distributed. The more you use an effective piece of content, the more cost efficient your campaigns will become, while increasing brand stickiness.