How influencer allowlisting can save your brand money
Let’s be honest. As marketers, we’re always looking for solutions that help us cut costs where we can, while still bringing in impressive results.
That being said, we know that content creation can be one area that consistently swallows a major chunk of your brand’s budget each year. The good news is that, in addition to its ability to generate brand awareness and sales, influencer marketing can also drastically reduce your content creation costs.
Enter influencer-generated content (IGC).
Influencer-generated content refers to the images, videos, and other creative that social media influencers create, usually in partnership with a brand. In other words, it’s the by-product of influencer marketing — and it’s one factor that cannot be ignored when calculating influencer marketing ROI. Keep reading to learn why IGC is a game-changer in your full-funnel marketing strategy and how you can measure the impact it has on your business.
What are the benefits of
allowlisting influencer content?
1. Negotiating image rights to an influencer’s content is drastically more cost-effective — not to mention less time consuming — than a full-blown professional studio shoot. In fact, it costs a fraction of the price. MakeupEraser co-founder Elexsis McCarthy once told us that she used to spend $3,500 for one video to be created professionally. Now, for the same price, she can get 10 videos and 30 pictures by partnering with influencers.
2. Instead of shooting in-house content, repurpose influencer content across all of your marketing channels — including emails, paid ads, website, out-of-home activations, or your branded social media channels. Over the last year, brands cut 52% from their content creation spend by repurposing influencer content on their marketing channels. This allows you to support every single stage of the funnel with eye-catching, high-quality content without spending any more of your budget — a great way to lower customer acquistion costs (CAC).
3. Influencer content is extremely high-performing. For the same amount of money you spend on a photoshoot, you can source a handful of influencer content that will attract more interest from your target audience. As a matter of fact, studies show that IGC garners double the engagement of brand-directed content and UGC-based ads (including content from influencers, customers, employees, and other members of a brand community) get 4x higher click-through rates. You can even turn your highest-performing influencer content into allowlisted ads to stretch its impact and boost your return on ad spend (ROAS).
How should brands work with influencers to generate branded content?
1. Ensure you include image usage rights in your terms.
Without image rights, you won’t be able to repurpose the content onto any of your marketing channels. So, make it a priority to include it in your terms. On Aspire, you can automatically acquire licensing rights on every collaboration, so you have the ability to repurpose content however you’d like.
2. Provide clear guidelines for creators before they work on a campaign.
We advise giving influencers enough creative freedom to produce content that aligns with their personal brand. However, you should still set clear expectations upfront to get content that is on-brand, high-quality, and exactly what you are looking for. In your guidelines, include things like:
- A visual storyboard or mood board
- Simple instructions such as “Product should be clearly shown in the photo”
- Other specific elements they should include or not include
- Content examples
This will help influencers understand what kind of content you’re looking for, and eliminate much of the back-and-forth or reshoots. On AspireIQ, you can streamline the tedious process of sending out your content guidelines to each influencer with our collaboration guideline templates, which also include visual terms.
As brands use the influencer’s content to reach wider, like-minded audiences, the creator also gets exposure to new audiences who may have not interacted with their account before.
This widened visibility can drive more people to discover the influencer’s account, allowing the creator to grow their following quickly and ultimately charge more for future brand partnerships.
Both parties have access to performance metrics of the posts. Brands can get key insights into running successful campaigns and creators can understand what type of content resonates. Not to mention, allowlisting builds trust between brands and creators, elevating the relationship between the two and paving the way for more authentic ads.