It is no doubt that Content Creators/Influencer Partners are a group of marketing wizards who have figured out how to increase engagement. Despite the hardships brought upon many companies due to COVID-19, many Content Creators are doing better than ever by helping communities get through difficult times while helping consumers make buying decisions.
Once your brand has taken the plunge and invested time and resources into Influencer Marketing initiatives, you will want to ensure you are putting that user-generated content to use through Whitelisting and Amplification.
Whether it is a paid or gifted collaboration between your brand and an Influencer Partner, you want to ensure you are getting a return on your investment. The simplest way to utilize content created by an Influencer Partner is to share it on your brand’s relevant social media accounts.
Make the appropriate distinction by deciding the call to action that you would like to get across. For example, if you would like to share your UGC organically, you may simply opt to share the Creators static photo on your brand’s IG story for your existing followers to see. Another way is to tag and share the Creators video asset that showcases your product or service as a post under your brand’s IG handle. These two examples alone are simple ways your brand can utilize unique and authentic content and ultimately help to make your product or service present on social media.
We at Creator.co have functionality built right into our Brand Dashboard that makes it really easy for brands to download Creator assets and utilize them for various marketing initiatives. Taking it a step further, brands that take additional steps to Whitelist and Amplify UGC on Social Media will debatably receive a larger ROI on their Creator collaborations.
Content Whitelisting allows brands to have open access to their Influencer Partners account so that they can create and pay for social media promotions on behalf of the Influencer.
When your Influencer Partner agrees to Whitelist their post from the brand collaboration, the Creator is giving you full permission to promote content towards your ideal audience. Targeting your desired consumer base is something you would plan while engaging in more traditional forms of marketing; so why not do it with your social media marketing initiatives?
Studies have shown that “Influencer ads for prospecting outperform brand ads by 20-50% across consumer categories (fashion, beauty, health & wellness, and CPG).” Other than the control brands gain from Content Whitelisting permissions, Whitelisting allows brands to edit Influencer/Creator posts, create ‘Dark Posts’, and extend the posts’ life.
Being able to make minor edits to the content created through Influencer Partnerships will allow your brand voice to remain cohesive and consistent- it may just be a matter of fixing grammatical errors or hashtags within the caption created by the Influencer; but that in itself is a perk of Whitelisting.
Furthermore, Whitelisting allows brands to create ‘Dark Posts’- posts that would not otherwise come up on a viewer’s regular feed. Unlike posts that are organic, Dark Posts are usually labeled as sponsored content and appear on the feeds of audiences that are being targeted; even if they don’t follow your brand account. Whitelisting also allows brands to extend the life of Influencer Partner content through promotion or ‘boosting’ which can extend Instagram stories for example to live for more than the standard 24-hours.
Content Amplification is where brands promote content on their social media platforms while putting a budget behind the promotions. Utilizing your Creator relationships and user-generated content towards paid ads is the biggest differentiating factor between Whitelisting and Amplification. According to the Business Development Bank of Canada, “a common rule of thumb is that B2B companies should allocate 2-5% of revenue on marketing, while B2C companies should spend between 5-10%.”
Business Development Bank of Canada also found that: “small businesses in Canada spend an average of $30,000 a year. Mid-sized businesses (20-49 employees) spend an average of $60,000, and companies with more than 50 employees spend more than $100,000 annually.” If your brand wants to boost brand awareness in a highly concentrated digital space, Content Amplification will give your brand a higher chance of audience engagement- especially when it is strategically targeted to reach a certain audience and placed on an appropriate social media platform. Additionally, through Content Amplification, you are able to see how the content is performing, what your audience looks like, and most importantly, conversion.
Want to inquire about a streamlined process to help your brand and your Creator relationships get started on Whitelisting and Amplifying your user-generated content? Reach out to us at email@example.com to chat about how we can support your social media marketing efforts.