Video Marketing

5 Ways to Drive More Value & Greater ROI from Influencer Marketing

In the past two years, we’ve seen how powerful influencer marketing can be. When the pandemic hit in 2020, influencer marketing was the only channel that didn’t decrease in value or growth. According to Influencer Marketing Hub, the number of influencer marketing related companies grew by 26% in 2021. And in 2022, the influencer marketing industry is expected to be worth $16.4 billion. This eye-opening number is a result of the skyrocketing popularity of video-based social media platforms like TikTok and Instagram Reels.

In 2022, the influencer marketing industry is expected to be worth $16.4 billion.

However, as influencer marketing grows online, consumers have become more aware of paid sponsorships and reviews. According to our Influencer Consumer Trust report, 88.2% of consumers find real customer reviews more authentic than influencers. In response to the growing skepticism from consumers, influencers have needed to pivot their messaging to be more authentic and trustworthy. We see this with influencers telling their followers when they promote paid advertisements online.

According to our Influencer Consumer Trust Report, 88.2% of consumers find real customer reviews more authentic than influencers.

Leverage the Power of Influencers

Still, as one of the hottest trends in digital marketing today, influencer marketing is (or should be) a staple in every brand’s marketing strategy. After all, leveraging the power of influencers has proven to help brands achieve their goals, especially during the awareness stage of the customer journey. 

While influencer collaborations will generate a return for your brand, there’s a good chance you’re missing out on a ton of value if you stop there.  Repurposing influencer-branded content will maximize the impact and drive a greater return on investment (ROI).

Why Should You Repurpose Influencer Content?

Using an existing piece of content is easier than creating a new one. Repurposing influencer-branded content will save you the burden of creating original content day after day. Plus, you already know your influencer content is tried, tested and effective. So, use what you know and tap into your library of videos to capture the attention of your audience, while generating more traffic and sales. 

All you need to do is tailor the content to the platform you’re posting on and align the content to meet the new goals of your campaign!

How to Maximize Your Return on Investment and Drive More Value From Influencer Marketing:

1. Repost Influencer Content Across All Social Media Channels

It seems like an obvious step, but a lot of brands forget to do this. Use the power of collaboration to broaden the reach of your content. It sounds simple, but posting and tagging the influencer from your brand’s social channels can go a long way. Through tagging, you’ll attract new audiences searching for the influencer and introduce potential new customers to your brand. 

Pro Tip: Secure the image rights in your influencer contracts to take full advantage of the content. This small step will help generate long-term value from influencer marketing campaigns.

2. Use Influencer Content to Collect More User-Generated Content (UGC)

You’ve got the influencer branded content, now use it to turn your customers into creators. UGC is one of the most effective ways to create relatable and authentic video content that resonates with audiences. An excellent way to collect more UGC is by encouraging your followers to share their own experiences with your product or service. Start by sharing an influencer post about their experience and create a branded hashtag your followers can use in their own content. 

This will boost your engagement, expand your reach and get more eyes on your brand. Not to mention boost your trustworthiness. According to SEMRush, 90% of people are more likely to trust a recommended brand (even from strangers).

3. Use Influencer Content As Testimonials

We talked about building trust with UGC, but nothing builds trust like online reviews and testimonials. According to a 2020 report from BrightLocal, 79% of consumers say they trust online reviews as much as personal recommendations. Use this to your advantage by repurposing influencer posts as reviews and testimonials for your products or services. 

Promote direct quotes from influencers, repost images or videos and share them on your brand’s social media or website. Doing this will promote influencer endorsement and establish credibility with your brand. Most importantly, repurposing influencer content as testimonials will help gain trust from your audience and may even influence a sale. While our Influencer Consumer Trust report reveals that 26.1% of consumers do not trust influencer reviews if a post has been sponsored, 35.4% of consumers still trust influencers’ words to be authentic. As influencers continue to share more genuine content online, consumers will gain more trust in them. 

4. Share Influencer Content in Email Marketing Campaigns

The easiest way to maximize the value of content is by expanding reach and building awareness. Email marketing campaigns are a great place to start. By sending out influencer content to your subscribers, you’ll get more eyes on the content from people who may not follow you on social media. 

Beyond sharing images or videos of your influencer campaigns, you can repurpose the content for storytelling. Use email newsletters as an opportunity to share your influencer’s personal experience with your brand and how your product or service offered a solution to their problem. 

For maximum value, include a call to action button in your email that directs subscribers back to your website or social media accounts. This is a sure way to broaden your reach and drive traffic. 

5. Reuse Influencer Content for Paid Ads

Sharing organic content will raise awareness, but if you’re looking for a quicker ROI consider repurposing influencer content for paid advertising. 

Think of it like this: your influencer content has already been tested with your target audience, so it’s the perfect content to put ad spend behind. Plus, having a credible influencer back up your products will add a layer of credibility to your marketing. Repurpose influencer content as creatives for your ads on any channel, whether that’s boosted posts on Instagram or paid-per-click (PPC) ads on Google.

Create value with StoryTap!

There’s no doubt that Influencer marketing is powerful. But, it can also be costly for your business. Our Influencer Consumer Trust report reveals that 34.7% of marketers say their roadblock for creating video content is cost. 

At StoryTap, our patented video technology makes it easy and cost-effective to create branded content. Leverage our video marketing software to create video content you have control over. 

Our software is user-friendly and customizable so you can create content that can be repurposed for maximum value. Get the most out of your video content today! Book a demo with us and let’s chat. 

Want more content like this, straight to your inbox?

Subscribe to our monthly email roundup of helpful marketing resources.