How Brands Repurpose Influencer Content - eMarketer

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How Brands Repurpose Influencer Content

Investment is expensive, so reusing it makes sense

March 23, 2017

Marketers are true believers when it comes to influencers, and many continue to spend big—investing anywhere from $5,000 to upward of $100,000 on a single campaign.

One way they are stretching their ad dollar is to repurpose influencer content long after a campaign has run its course.

Bloglovin surveyed 100 US marketing professionals from brands and agencies in February 2017 to find out how they are doing that.

More than seven in 10 respondents said they repurpose influencer content on their own social channels after campaigns, and nearly half said they do so on their owned and operated sites.

Ways in Which US Marketers Repurpose Influencer Content After Campaigns, Feb 2017 (% of respondents)

One in five said they reuse influencer content for ads on other digital media sites, and another 14% said they repurpose it for programmatic advertising ads.

One big reason that influencer marketing is becoming more important to brands is that as concerns about ad blocking grow, marketers are looking for alternative ways to reach consumers, aside from traditional digital ads.

But there’s a lot marketers need to keep in mind. For one, Federal Trade Commission guidelines require sponsored posts to be tagged as ads—so brands must be increasingly vigilant when influencers post on their behalf.

For another, Instagram is becoming influencers’ preferred channel.

When it comes to influencers’ preferences, many say they care more about a brand’s values lining up with their own rather than how much a brand pays them.

And contrary to what some believe, influencers with the most followers don’t necessarily get the most likes.

Rimma Kats

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