Influencing algorithms: maximising a brands reach

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

Influencers - or content creators as they are known - have proven to deliver results for all types of businesses by creating authentic and engaging content on social platforms where most of us spend a crazy amount of time on. There is no doubt that influencers make huge impacts on consumer buying behaviors, especially now that consumers (especially Millennials and Gen Z) demand more authenticity from brands.

According to the poll of marketing professionals conducted by Tomoson businesses are making $6.50 for every $1 spent on influencer marketing. Hence why most brands out there have been incorporating influencers to promote their products and services, to spread the word. Unfortunately, with the recent algorithm updates on Facebook, it minimizes and restricts the number of posts shown on each of our News Feed.

The idea behind this algorithm update is to solely focus on improving one’s user experience (according to Mark Zuckerberg); prioritizing what friends and family share instead. This, however, makes it even harder for brands and influencers to reach their target audience organically. Previously, Instagram made a similar mistake by ditching its chronological algorithm, letting the new algorithm decide what’s relevant to show users. Even though Instagram’s algorithm has been updated and improved - compared to before - who’s to say that they won’t change and make it worse again?

How can brands or influencers make sure that these algorithms won’t affect any of the influencer marketing campaigns?

Amplifying and repurposing influencer-generated content (IGC) provides brands with the solution to the challenges that influencers’ and brands are facing on the social platforms. This helps to maximize brands reach to a larger audience while making the most out of collaborations with the influencers. Not only does it provide a way to access new audiences, but it also allows both brands and influencers to measure and analyze their campaign performance with more detailed insights.

Both Facebook and Instagram have Branded Content Tools for brands and influencers to reach out to their audience, which is known to be one of the ways to amplify influencers’ content. Unfortunately, there are still limitations to the tool and it doesn’t do the entire amplification for you. It either enables brands to run ads promoting the influencer-generated content (IGC) but they’re not allowed to target their the influencers’ followers, or they’re able to monitor the performance of a sponsored post but they’re not allowed to amplify the sponsored content by running ads for it.

Thankfully, amplification doesn’t just stop there.

Repurposing Influencers’ content

Basically, brands could repurpose their influencer content with a wide variety of media from text to video to be used on websites, social platforms and other brand-owned marketing channels.

Here’s an example of how a campaign can be repurposed across the media:

After getting the influencer to develop content with hashtags, the brand repurposed the influencer’s content into paid social ads, display ads, and articles on local publisher sites. This way, brands can closely monitor the usage and analytics of the content used in ads, while increasing traffic to its website. For example, this campaign did not only just give away more information on travelling in Perth, but it also provides a gateway that links directly to the brand’s owned website.

When the efforts of influencers’ content are combined, brands can create an entirely new and valuable content. From there, the new content can be boosted again to ensure maximum reach and engagement.

It’s always better to make your efforts to go a long way, whether you’re working with a small or large marketing budget. That’s the beauty of repurposing your influencers’ content -- it can be used throughout the entire time of your brand’s campaign; needless to say, it can be endless until you’ve decided to stop.

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