Content Repurposing: How to Get 10x More Value from Your Influencer Campaigns

Have you ever come across a brand posting influencer-generated content on their social media? As a makeup and skincare enthusiast, I follow several brands that regularly repost Reels of influencers doing makeup tutorials and skincare routines. This makes the information super easy to digest because it’s coming from a real person instead of a brand.

But brands need to be strategic with their content repurposing efforts. From getting the necessary permissions to reusing the right kind of content, there are several things to keep in mind. 

In this post, I guide you through the process of repurposing influencer content so you can get more value out of your influencer campaigns. Let’s dive in.

How Repurposing Influencer Content Benefits You

If you don’t know the value of content repurposing, you might find it hard to fully commit yourself to it. So let me start by breaking down the key benefits of repurposing influencer content.

Produce Fresh Content Consistently

Everyone who’s created content knows how much time and effort goes into the process. Many businesses lack the time and resources to consistently produce fresh content for their social feeds, let alone for other channels. So even if you have a solid social media content strategy in place, you may not always have the resources to execute it. 

When you repurpose influencer-generated content, you can quickly and easily keep your feeds filled with fresh content. You’ll also save time on producing other marketing materials since you don’t have to start from scratch every time.

Build Trust Through Relatable Content

Influencers have a knack for presenting information in a way that’s relatable and understandable to everyday consumers. They also have a strong reputation for having deep knowledge or expertise in their respective fields. Not to mention the established relationship they have with their audience. So the content they create helps you connect with the audience on a more personal level, which is essential to build trust.

Save on Content Creation Costs

Content costs money. Even the smallest operations may end up spending upwards of $4,000 a month on content marketing. With content repurposing, however, you don’t have to create content from scratch every time or pay for expensive production costs. 

A few minor tweaks to an influencer’s content give you something entirely new. So you get to save a significant amount of money on content production costs.

Get Long-Term Value Out of Your Influencer Campaign

Unless you’re running an ongoing campaign, most influencer marketing campaigns deliver short-term impact. But when you repurpose content from your campaign, you get to keep generating value over an extended period of time. When your influencer campaigns deliver long-term value, you get to maximize profitability and impact.

6 Ways to Transform a Single Post into Multiple Assets

The best part about content repurposing is that the opportunities are virtually endless. You can get as creative as you want and transform a single post into multiple assets. Here are some ideas to inspire you.

1. Repost to Your Brand’s Social Media

The easiest way to repurpose influencer-generated content is by reposting it to your brand’s social accounts. Whether it’s a short video or a photo featuring your product, a simple repost helps you keep your feeds filled with fresh content. In the process, you get to diversify your content mix and save tons of time in creating social media content.

This allows you to maintain a consistent publishing schedule without having to brainstorm content ideas and create them from scratch every time. 

I’ve been following Cult Beauty for a while, and I love how they regularly repost photos and Reels from influencers. Their Instagram grid is a healthy mix of branded content, product promo posts, photos of influencers using certain products, videos of influencers reviewing specific products, and videos of influencers demonstrating products.

2. Turn a Video into a Blog Post

Video content may be all the rage today, but some people (including myself) still prefer written content. I’d rather read through a 1500-word blog post than watch a 10-minute video on the same topic. So if your campaign involves influencers creating videos for your brand, transforming it into a written format can help you appeal to a wider audience. 

Influencer interviews and Q&A sessions are perfect for this. You can also take longer product demos and how-to videos and transform them into informative blog posts to share on your site. 

For the “Go create” project, Polaroid partnered with contemporary artists like Madrona Redhawk and Arlo Parks. The goal was to showcase the creative potential of their new Polaroid Go. In addition to creating videos featuring these influencers, Polaroid also transformed the interviews into written blog posts to appeal to a wider audience.

Source: polaroid

3. Create Snippets for Social Media

Not all influencer content may be social-media-ready. Things like detailed interviews, podcasts, long review videos, and text reviews aren’t always suitable for an instant repost. Get more out of these content types by transforming them into snippets to share on social media.

Think: short quotes to post along with the influencer’s photo, video previews to share as Reels or TikToks, and so on. That way, you can make the most of a single piece of content and maximize your reach across different channels. Plus, you can use these snippets to lead your audience to the full version of the content.

I love how tentree works closely with influential artists who are aligned with their brand values. For their Artist Series, the sustainable clothing brand partners with visual artists who create designs for their clothes. This includes artists like Brooklyn Bell, who’s also an outdoor adventurer and closely aligned with the brand. 

Meanwhile, Tentree promotes the collection through a “Meet the Artist” interview published on their blog.

Source: the enviromentor

They further repurpose the content by sharing a quote from the interview along with the artist’s background information, photo, and designs. You can see comments talking about how much they loved the artist, with one commenter even mentioning an Instagram Story ad featuring the collection.

4. Use It as Social Proof on Your Website

Another place where you can make use of influencer content is on your own website. Your campaign doesn’t have to be limited to social media. In fact, the content that influencers create for you or the content featuring their faces can serve as effective social proof to win over customers.

You could add them as testimonials on your homepage, while product-specific reviews can go on the respective product page. You could even put together photos of different influencers styling or using the product to serve as social proof. Alternatively, you could even feature influencers demonstrating how to use the product to further guide your customers.

Bloom Nutrition prominently features influencer videos on their home page. These videos feature influencers reviewing or using their nutritional drinks. Some explain the product benefits while others demonstrate their personal recipes featuring the drinks.

Source: bloom

Bloom makes it even easier for customers because when you click on each video, you get an expanded view alongside a window where you can buy the featured product. So customers don’t have to search the website to find the product they see in the video.

Source: bloom

5. Beef Up Your Email Content

As I mentioned above, your influencer campaign doesn’t just have to be confined within the walls of social media. In fact, you can use your campaign content across a variety of marketing materials. Take your email marketing, for example. Featuring influencer photos, reviews, and quotes in your email content is a great way to grab attention and enhance trust.

You can feature photos of influencers styling your clothes or using your products to inspire purchase decisions. You can share what they think of a specific product to entice buyers. In some cases, you can even put together a list of the influencer’s top picks along with how they use each product. This is particularly effective for partnerships involving big names that would make customers take notice.

Glossier regularly features influencers using their products in their email marketing. Check out the following email I got, where they show influencer Camri Hewie posing with a bottle of Glossier Futuredew. They include a caption mentioning what the influencer is using and accompany the photo with a customer review.

6. Design Ad Creatives for Multi-Platform Distribution

Finally, you can amplify your campaign reach by repurposing influencer content as creatives for your paid advertising campaigns. This offers a multi-layered benefit. First, you get to save on content production costs as you don’t have to develop ad creative from scratch. You also save time and energy, allowing you to run paid ad campaigns at scale.

Another way that you can benefit from using influencer content as ad creatives is in terms of credibility. By showing real and reliable people vouching for your products, you can instantly up the trust factor of your ads. People are more likely to pay attention to the ad and take further action.

To get the most out of your campaign content, make sure to prepare it for multi-platform distribution. For instance, you could turn a short video into an engaging Stories ad for Instagram or an in-feed TikTok ad. Meanwhile, you could also take out quotes or snippets from the video and turn them into graphics for a carousel ad. Alternatively, you can even repurpose them into visuals for your Google display ads and retargeting campaigns.

Some brands also run ads in collaboration with influencers. Instead of simply reusing the influencer’s content for their ads, they run the ad directly from the influencer’s account. This is a type of influencer whitelisting. On platforms like Instagram, you can even run partnership ads where the ad comes from both the influencer’s and the brand’s accounts. 

Check out the following ad I got where Gobble Right partners with famous Indian food influencer Ayushi-Gupta Mehra. In the ad, the influencer demonstrates how to put together a viral “burger wrap hack” using the brand’s dairy-free, gluten-free wraps. The video features close-up shots of the delicious-looking wrap with easy-to-follow instructions. This can inspire many health-conscious foodies to buy the wraps and try out the recipe themselves.

This engaging and informative ad was originally posted as an Instagram Collab with the influencer. The brand then repurposed it for their paid advertising campaign by amplifying it through Stories ads.

Best Practices for Repurposing Influencer-Generated Content

Now that I’ve given you all these repurposing ideas for your influencer campaign, I bet you’re excited to get started. But before you do, make sure to keep these content repurposing best practices in mind. 

Build Campaigns with Repurposing in Mind

Repurposing becomes a lot easier when the content was originally created with the intention of using it for different things. For example, if the influencer is creating a long video demonstrating your product, you could also have them summarize the key highlights. This way, it’ll be easier for you to put together snippets for social media posts and create short preview videos.

Have a clear idea of how you’ll be repurposing the content. So you can map out deliverables, instructions, and creative briefs, keeping these in mind. 

Get Necessary Permissions and Usage Rights

Don’t make the mistake of assuming that an influencer will be okay with you reusing their content just because they created it for your campaign. This could spell disaster in the form of legal disputes and fines. 

Be explicit in your agreement if you have any intentions of repurposing the campaign content. Make sure influencers give you permission to reuse it for the specific things you have in mind – whether it’s a simple social media repost or a more full-fledged ad campaign. Even if you’re the one creating the campaign content, make sure influencers give you the permission to keep featuring them across other formats that you intend to create. 

In some cases, influencers may charge higher fees in exchange for these content repurposing rights. Create influencer contracts that explicitly state these permissions and usage rights. The clause should also include the duration of your usage rights and any applicable fees and payments.  

Check out our free influencer contract templates to make sure you have everything covered.

Adapt Content for Different Platforms

Keep in mind that repurposing involves adapting your content according to each platform’s best practices. This is key to maintaining high levels of engagement across different platforms. You’ll want to consider things like content formats that work well on each platform and the ideal content dimensions when repurposing your content. 

Here are a few tips to help you align with the best practices on different platforms:

• Consider the ideal image size of each platform and resize your content accordingly. This will help you ensure that the image looks great on each platform. Plus, you won’t accidentally cut out some parts of the image.
• If necessary, add backgrounds or change the placement of your graphic to better fit the layout of each platform.
• When repurposing Instagram Reels for Pinterest Idea Pins, YouTube Shorts, and TikTok, make sure to remove the Instagram watermark. Use Instagram video downloaders like Snapins to do this. That way, every single part of the video shows up properly without pesky watermarks obstructing the view. 
• Include trending songs when sharing short videos to Reels or TikTok. This will improve the content visibility so you can drive more engagement.

Notice how the following Reel for Headspace’s “A Day in the Life” series is perfectly formatted for Instagram. The Reel features meditation teacher and influential mental health coach Eve, sharing her life as a sleepcast narrator.

Headspace shares the same video on Pinterest. The video is now formatted against a plain background so it aligns with the platform’s dimensions without looking distorted. And notice the absence of thumbnails from other platforms that could affect the video quality.

The same applies to LinkedIn, where the video has been formatted to fit the platform’s recommended aspect ratio of 4:5.

Measure, Analyze, and Adapt

Not every repurposed content will have the desired outcome. Some content formats may work better than others, while certain content types may not even get any engagement. That’s why you need to closely track and analyze how these pieces are performing. So you can find out what types of repurposing are worth it and when to stop investing in repurposing efforts that don’t work.

See how your repurposed blog posts are performing. How do they compare to long-form videos? Similarly, are you getting engagements for your social media snippets and short videos?

Use your analytics and performance tracking tools to keep a close eye on the results of your content repurposing efforts. This will allow you to adapt and fine-tune your strategy for an even bigger impact. 

Maximize Campaign Outcome with Content Repurposing

From cost savings to expanded reach, there are a number of ways you can benefit from repurposing content from your influencer campaigns. I’ve shared a few ideas on how to adapt one piece of content into multiple assets. I’ve also provided some best practices to give you a strong start. Make the most of these tips to get more out of your influencer marketing campaigns.