Extending The Shelf Life of Influencer Content

From repurposing content on product packaging to redistributing content through e-commerce, brands are now able to reap the benefits of personalized content at scale without the high costs they once faced.

The explosive growth of social media over the past decade handed a digitized mega-phone to consumers and, in doing so, has entirely redefined word of mouth marketing forever. By leveraging technology to scale and amplify consumer voices, influencer marketing was born and continues to exist as a powerful tool when it comes to building brand trust and strengthening relationships via social media.

In our always-on world, influencer marketing is undoubtedly the key to participating in the conversation on social media and by 2020, the industry will be worth an estimated $10 billion. As we look to the future, where will the real value of influencer marketing lie for brands?

Trust isn’t the only thing influencers are brilliant at creating, and as brands continue to struggle with the time and cost effectiveness of traditional methods of content creation, they are turning to micro-influencers for the solution.

Leading brands are realizing that the value of influencers extends far beyond the initial engagement of a post, but rather into the quality of the content. From repurposing content on product packaging to redistributing content through e-commerce, brands are now able to reap the benefits of personalized content at scale without the high costs they once faced. Sourcing high performing, on-demand content for a fraction of the price is the future of content marketing. And UGC content is the solution.

Check out what some leading brands are doing by extending the shelf-life of influencer content beyond the initial activation.

Litehouse: eCommerce

Content created for Litehouse

Litehouse, one of America’s favorite refrigerated dressings brands, wanted to create authentic and engaging social content to showcase their products’ versatility and ease-of-use, specifically with the Litehouse Homestyle Ranch dressing.

By partnering with Social Native to unlock the creative powers of 90 real-life families to produce an array of authentic content on Instagram, Litehouse increased sales by 95% during the promotion. Leveraging the content beyond social, Litehouse repurposed the UGC across their e-commerce pages, website and sales collateral.

Coca-Cola: Social

Content created for Coca-Cola

Coca-Cola wanted to join the conversation on #NationalSandwichDay with fresh, relevant content that would stand out on social feeds. They activated a network of creators via Social Native and within 3 hours, created 30 personalized images to choose from.

Savage X Fenty: Email

Content created for Savage X Fenty

With a mission to celebrate fearlessness, confidence, and inclusivity, Savage X Fenty has focused on a social-and-digital-first marketing approach from the outset. With macro-influence at its core and micro-influence in its DNA, Savage X Fenty is redefining influencer marketing and its cultural impact on the world today.

While Social Native UGC continues to fuel Savage X Fenty’s social media, it is also driving its email marketing strategy in new and creative ways.

Maple Hill: Packaging

Content created for Maple Hill

Maple Hill, a 100% grass-fed organic dairy brand, worked with Social Native to empower 125 microinfluencers in efforts to harness the enthusiasm of real, local consumers to fuel advertising with authentic and personalized consumer recommendations.

Beyond the initial activation, Maple Hill successfully repurposed micro-influencer content on its packaging. Having recently edged its way onto the shelves of some major retailers, such as Whole Foods Market and Publix, Maple Hill succeeded in increasing in-store sales by 172% as a result of their targeted influencer activations and UGC content strategy.

Zillow: TV

Zillow helps people across the US find new homes every day, so it only made sense that they would unlock the authenticity of real-life families in their most recent TV spot.

Zillow tapped into the authenticity of their actual consumers by leveraging UGC videos in their commercial for a national television spot.

Content created for Zillow

Polaroid: Paid Social

Content created for Polaroid

As part of a complete rebrand, Polaroid needed to create enough content to replace white backdrop product images on their website and social channels, and run authentic and personalized ad experiences across social.

By leveraging Social Native’s micro-influencers, Polaroid created over 1,000 unique images and videos. The impact on paid social? A 213% increase in ad click-through rate, a 200% higher return on ad spend, and a 120% boost in engagement rate.