According to eMarketer’s 2017 Influencer Marketing Roundup, “Marketers continue to spend big— investing anywhere from $5,000 to $100,000 on a single influencer marketing campaign. One way they are stretching their ad dollars is by repurposing influencer content long after a campaign has run its course.”
More specifically, 74% of US Marketers repurpose content on their brand’s own social channels and 46% on their owned and operated sites. Only 14% of Marketers report leveraging the power of programmatic to distribute their content.
In a recent byline, Chuck Moran, our VP Marketing, wrote that “Programmatic is poised to become one of the most cost-effective channels to distribute and amplify branded content, inheriting the mantle from the big social platforms. If leveraged properly, the programmatic turn in content distribution could be a serious boon for both sides of the ecosystem. The opportunity to marry content distribution with programmatic channels is real — and huge.
No matter what kind of custom branded content an influencer has created on behalf of your brand, it should be distributed across all digital channels in order to truly amplify the message and connect with as many consumers as possible. In addition to distribution through social channels, which is part of most influencer marketing programs, Marketers should work with a provider who can also help amplify the reach and impact of branded content through paid search tactics, native advertising and by seeding within ad units that can be distributed programmatically – allowing brands to reach new and broader audiences of like-minded consumers.
Ad units that feature influencer content are becoming increasingly common. Distributing content through video, native or rich media units with social sharing features can provide a great way for branded content to reach new audiences – expanding the reach and impact of campaigns. Additionally, these distribution formats can be precisely targeted, when run programmatically, with data (captured at the content level, for example) and audience overlays to help ensure the audience a brand reaches matches the same engaged audiences engaged through social media channels. Adding this layer of sophisticated content amplification can drive consumers further down the consideration funnel.
We’re proud to have sponsored eMarketers 2017 Roundup which is full of articles, insights and interviews to help Marketers discern the opportunities and challenges of influencer marketing. We’ve also just released our 2017 Influencer Marketing Guide which offers marketers and agencies insights on how to get the most out of their Influence Marketing Campaigns.