Once an influencer marketing campaign has ended, marketers are left with two options.
Move on to the next, or use those high quality branded assets you already have to maximise the results of the campaign. That content alone can bring you further engagement and ROI when placed into ads. Marketing research has shown that influencer content is more impactful and engaging than brand-created content, so why waste it?
Here are five tips for amplifying influencer content in paid media.
1. Optimise for ad formats
Influencer generated content is by its very nature, mobile first. It has been made by creatives that understand how to create content that performs on social. However, you can take it one step further. There are certain tried and tested editing tricks that make an engaging social ad. Animation, colours, sound, things that will capture a user’s attention. Something as simple as animating parts of a once static image can make a big difference, or adding music or a voiceover.
It’s important to remember that while designed on desktop, these ads will be watched on mobile. Often while the user is multi-screening, sometimes with battery saving mode on, making the screen darker. These tweaks will give your influencer generated content the best chance of success in ads.
2. Segment and target
For marketers, one of the most attractive aspects of amplifying influencer assets in ads is extending the reach of the content. Influencer marketing reach is generally limited to the people that already follow that influencer, but paid media gives you the luxury of targeting. We can look at Instagram user data and target customer segments with precision, testing and refining along the way. This extends the reach of your content, but crucially, makes sure it’s the right people that are seeing it.
3. Retain influencer credibility
Influencer marketing is so successful is because the customer identifies with and trusts the creator. Their advocacy is effective. There’s no need to lose this appeal once the piece of content becomes an ad. Keep the influencer’s presence with them in shot, with a quote or by crediting their handle.
Boosted Instagram posts make this super easy. In boosting, you can recreate the influencer post so it looks almost identical. The image, caption and influencer handle all remain the same, but a paid partnership tag is added. The key difference is, it behaves like an ad. You can choose who sees this post by placing it in Instagram users home feeds, even if they do not follow that influencer.
4. Call to action
Consider what action you’d like a customer to take when they see your ad. Is it signing up to a free trail, downloading an app, purchasing a product? Make it easy for them to take this action by using Instagram features like shoppable tags, or links imbedded in ‘swipe up’ Stories. Make your call to action clear, concise and actionable to maximise the traffic to your intended destination.
5. Measure your results
Tracking the impact of your campaign is important at each step of the journey. If you are running an influencer component first, monitor the highest performing posts and take that content forward to your paid media phase.
As well as measuring your success, careful tracking will also allow you to refine your strategy for future campaigns. Split testing ads gives you a great opportunity to compare the impact of different pieces of creative, different captions and see what works best.
Test early, because once you know this, you can use the winning formula for the rest of the campaign.