Investing time and effort into influencer marketing campaigns is only natural, but you’d also like to maximize your results. You can maximize your influencer campaigns’ reach and conversions by integrating paid media into your influencer campaigns. By incorporating influencer-generated content (IGC) into your digital advertising strategy, you can target your IGC with better audiences and provide clear calls-to-action to help you drive better results. You must have a strong omnichannel strategy and leverage opportunities to repurpose and amplify high-performing influencer content for your brand-owned channels to effectively promote influencer content with paid media.
We’ll cover 5 steps for amplifying influencer content with paid media in this blog. Knowing the steps to use influencer content in your digital marketing strategy will assist you in repeating this process for all of your influencer marketing campaigns.
Identify your goals in step one
What is the purpose of promoting this influencer content?
When choosing content for paid media, including videos, images, or written reviews, be clear about why you want to amplify it and what you want to accomplish? Repurposing influencer content for advertising can be beneficial for your business, as it helps you enhance the reach of your IGC and boost ROI through repurposing content across multiple channels. If you decide to promote your content in this way, it’s a good idea to set yourself specific goals.
Utilizing strategic audience targeting to increase conversions is the best way to amp up IGC with advertising. However, it will incur additional costs. Spending on digital advertising should help you reach your goals and keep your ROI positive. For example, you might want to increase web traffic by 15%, get 2,000 subscriptions, or increase sales by 10%. Whatever your goal is, make sure the content you choose and the budget you will spend will help you achieve it.
Step 2 – Repurpose the content
Next, you should decide what pieces of content you want to promote with online ads. Starting with specific posts from influencers that have performed well is a good start. Can you show users how to use your brand’s coffee machine in an Instagram Reel? How about a TikTok video of an influencer wearing your brand’s leggings during a workout? Does a YouTuber use your brand’s maximum strength mascara in a makeup tutorial? The possibilities are endless, but it’s up to you to comb through the best posts to identify the most engaging pieces.
You need to think about how to turn a key content piece into an effective ad asset once you’ve decided upon a piece of content. Would you like to make a Facebook video advertisement out of a TikTok video? And a display ad from an Instagram photo? Take a moment to consider the format of the video or image you’ll use in your final ad. As an example, you can run short ads on TikTok or Instagram based on clips from a longer YouTube video. Create a carousel ad on Facebook using an influencer’s photos and captions showing them using the product.
Create something new by slicing your influencer’s content into something that will resonate with your audience. Advertisers promote IGC because of the authenticity that comes with influencer content. Make your content as authentic as possible. There is no need for the content to be as polished and clean as a corporate advertisement. Videos and images featuring the creator themselves are instantly more engaging than product photos from a catalog!
Step 3 – Choose a suitable advertising channel
There are several different ways to promote influencer content using digital advertising formats, including display ads, social media ads, video ads, and more! You can decide which platform is right for you based on the type of content and the message.
Your ad should be aligned with the way your customers use specific social channels. TikTok users, for example, are looking for entertaining and funny content, so running an advertisement that feels too corporate will not be as effective. Consider using this opportunity to show how your product can become a fun part of someone’s daily routine.
With Pinterest and Instagram, we know that users are primed to discover new products and will be more likely to respond to ads that speak to product features and functionality. In addition, you can run ads on your social commerce store like Instagram that offer social proof like an influencer’s review or a star rating, and link directly to your shop if you have a native store there.
Step 4 – Identify your target audience
The obvious advantage of promoting influencer content with digital advertising is the possibility of reaching new audiences beyond the influencer’s own followers. You can generate better results through the use of online ads because they let you target specific segments of your customer base.
Influencer content can be amplified in such a way that brands can target a larger volume of relevant people with engaging ads. This strategy can be used to push ads featuring content from different influencers to appeal to all the demographics within your target audience. If you want to find the best fit, test different ad content with different audiences!
Step 5 – Create an influencer whitelist for ads
You can maximize your ROI from IGC ads by whitelisting influencer content. In this process, influencers run social media ads through their own social media accounts while in reality, advertisements are conducted through a brand’s account. In turn, this leads to better-performing ads, as the content appears to have been posted by the influencer, which encourages engagement and interaction among users. As mentioned earlier, brands benefit from whitelisted ads in addition to the advantages previously mentioned, including higher reach, reduced content costs, and higher conversions, plus using the influencer’s account to add authenticity to influencer content for greater impact.
By creating lookalike audiences, brands can add a new dimension to their audience targeting. By using whitelisting, brands can show their ads to new social media users who have the same demographics as those who follow the influencer already.
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