The Real Value Of Influencer Collaborations? Think Long Term

如今，“影响者”一词是大多数人的白话的一部分。但是，十年前，事实并非如此。在过去的十年中，有影响力的人合作在过去十年中飙升，主要是因为它在口碑营销的古老策略上发挥了很大的作用。在影响者营销的突出声音开始时，许金博宝188备用网址多消费者感到与他们最喜欢的影响者有着密切的联系。他们认为有影响力的人是他们可信赖的朋友，而不是许多人认为他们已经成为的数字广告牌。说出您对影响者营销的内容，但您不能以其在营销人员金博宝188备用网址中的流行来争论。金博宝188备用网址有影响力的营销将成为$13.8 billionindustry in 2021, up almost $5 billion from 2021. Influencer marketing isn't going away anytime soon. Yet, there's still a huge missed opportunity within influencer collaborations, and many brands are not utilizing those relationships to their full potential.

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The Real Value Of Influencer Collaborations? Think Long Term:

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What Makes for a Successful Influencer Collaboration?

什么是成功的合作？这是追随者的提升吗？网站流量的简短激增？分配CPM或“媒体值”是测量它的最佳方法？是底线销售吗？一些品牌很高兴知道他们的品牌正在针对性的受众面前展示。

所有这些组件都是重要的,我们不t mean to trivialize them, but if they're the only things you're focused on, you might be shortsighted. The value of the influencer-generated content and its reactivation across marketing channels is criminally underrated and should be the central component of brands' influencer strategies. Many of the complaints around influencer marketing are that it can seem like a flash-in-the-pan approach. Brands grow frustrated when they spend a valuable budget on an influencer collaboration, and, poof, it's over. Sometimes, it can be successful in hitting your KPIs. Many times, it is not. It's important to understand that influencer content has a long lifespan past a one-time post and can be used to drive results when repurposed correctly.

It's not uncommon for brands to spend hundreds of thousands of dollars annually on professional photo and video shoots. Somehow, they still find themselves starving for content. On top of that, many see their stock creative growing stale and underperforming. Turning to lower-priced influencer content and empowering highly creative influencers to be visual storytellers on behalf of the brand can fill the content gap and boost content performance.

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重新利用影响者生成的内容的常见异议

Assuming lower-priced and higher-performing content is appealing to all brands, why don't more marketers repurpose influencer content? The most common pushbacks from marketers on the subject of reactivating influencer-generated content are the following:

1. "We lack creative control of influencer content."

First, consider that having "creative control" may not be necessary. Start by building trusted relationships with influencers who are thoughtful, creative, and have taken the time to understand your brand's aesthetic. If you're looking for specifics in the content, lay them out in a brief for the influencer to review before creating it.

Avoid the urge to be a complete control freak, but don't shy away from providing feedback on how you'd like them to alter or refine their work in an ongoing relationship. Influencers appreciate the input and have commonly told Cohley they prefer over communication to limited instruction.

2.“内容质量不能达到标准，我们不信任有影响力的人做得很好。”

关于视频或照片质量与专业内容相比，质量较低，请考虑用户生成的内容（UGC）的成功。研究表明，具有UGC的广告已完成4X higher click-through-rates and a50% drop in cost-per-clickthan average ads. Those are powerful figures.《广告报道that 85% of users surveyed find visual UGC more influential than brand photos or videos.

The power of UGC, which is by definition not professionally produced, is well-documented and understood. So why not just use UGC and skip the influencer content? Here are few reasons:

• With UGC, you can't control the inbound flow of content and which products are featured
• Small brands don't typically garner enough UGC, while big brands have too much to sort through
• On average, only 1 in 10 UGC photos is considered "usable"

Influencer-generated content perfectly bridges the gap between UGC and professionally produced content.

另外，请记住，质量是主观的，并且因人而异。它往往更多地是关于内容是否适合品牌美学。如果您发现有才华的内容创作者但不一定与您的美学保持一致的影响者，则不需要他们在社交渠道上发布。相反，与他们一起工作的唯一目标是重新利用内容。有影响力的饲料对他们来说是神圣的，因此他们通常不喜欢偏离他们努力建立的美学。通过完全跳过社交职位，您可以使影响者更容易遵循品牌的准则。

3. "The influencers we work with are too expensive".

On the influencer pricing front, you can shift the perceived value of influencer collaborations by thinking about both the long-term benefits of partnerships (content acquisition) and the short-term (follower growth, web traffic, etc.). It should be considered "working spend" because the content is being pushed out to each influencer's audience. When influencers speak to their audiences, they tend to listen.

Consider working with micro-influencers who have smaller social followings but are still quite capable of creating high-quality content. While sponsoring an Instagram post with Gigi Hadid has obvious appeal, consider opting for 40 to 50 collaborations with micro-influencers for the same cost.

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What Does it Mean to Repurpose Influencer Content?

You can repurpose influencer-generated content in a variety of ways depending on the desired result.

Organic Social

最常见的是，在有机社交渠道上重新使用了影响者生成的内容，因为它已经看起来和感觉是平台的本地。重新利用影响者的内容可以将一些急需的真实性和相关性注入品牌的社交媒体。例如，CVS药房经常在其Instagram feed上重新利用影响者生成的内容。

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Digital Ads

For paid media, try repurposing influencer content within digital ads. Test influencer content against your current content and analyze the results. The results will inform you what types of content resonates most with your audience and which influencers to keep collaborating with. The beauty of using influencer-generated content in ads is that it allows you to quantify the success of your influencer collaborations. As we all know, executive suites are most interested in clear ROI that directly impacts the bottom line. Engagement and impressions are great, but return on ad spend will give more credibility to your influencer strategy. PATH collaborates with influencers to create and share testimonial videos that speak to their environmentally-focused mission against single-use plastics. PATH then takes those videos and repurposes them in social ads on Facebook and Instagram. This strategy provides PATH with a two-pronged approach that achieves brand awareness and content to drive ad performance.

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电子邮件

营销邮件也viable channels to repurpose influencer-generated content. At Cohley, we work with brands that test influencer content against in-house creative within their cart abandonment emails. Sijo Home, for example, found that the influencer-generated content increased click-through rates by 37%. The point isn’t that Influencer-generated content becomes a brand's top-performing content. That may not be the case. The point is that it provides a diverse pool of content to test, learn what’s connecting with an audience, and take those insights and turn them into growth.

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Website

在您的网站上重新利用有影响力的内容，直接在购买点展示您的品牌故事，这很关键。扩展了有影响力者生成的内容与UGC非常相似的观念，必须呼吁在网站上使用UGC的内容导致10％的转换和在网站上花费的时间增加90％。FHI热量在其主页和产品详细信息页面上使用了影响者生成的内容。影响者生成的内容是社会证明的一种形式，它可以与消费者建立信任并导致更多的转化。

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An Important Tip for Repurposing Influencer-generated Content

重新利用影响者的内容不一定是火箭科学，但必须确保您拥有适当的使用权以扩展内容。在与有影响力的人进行谈判中，您想使用频道上的内容，并准备为此付出更多费用。这是值得的，您将花费一小部分专业生产的照片和视频内容。如果可以的话，请尝试以永久性获得全部内容权。原因是双重的。首先，您永远不知道何时需要再次使用特定内容。其次，您不必跟踪不同影响者和内容作品的权利何时到期。尽可能获得永久性的内容权，将有助于您避免不必要的头痛。

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Putting a Bow on Influencer-generated Content

Today's demand for content is historically the highest it's ever been. Digital consumption is up, screen time is up, and traditional marketing content is becoming less effective in this highly saturated market. For brands to stand out, they need to serve highly relevant content at every step of the buyer's journey. The challenge lies in the fact that in-house content often lacks authenticity and is challenging to scale. Influencer-generated content is the solution to this challenge.

Influencers, aside from being great brand megaphones, are incredibly talented content creators who can tell your brand's story in a way that's authentic and relatable. Framing influencer collaborations as long-term content suppliers will help you get the most out of your influencer strategy and connect with consumers on multiple channels.