Influencer Content For Paid Media

Danyelle McGill, SVP, Social Media & Influencer Marketing and Kerri-ann McGinty, EVP, Media, 01.31.24

01.31.24 Danyelle McGill, SVP, Social Media & Influencer Marketing and Kerri-ann McGinty, EVP, Media

Influencers already have a dedicated and engaged audience, which allows them to create authentic and relatable content that resonates with their followers. When these influencers promote products or services, their endorsements come across as genuine recommendations, leading to higher trust and credibility among their followers.

As a result, launching advertising campaigns with influencer-generated content (IGC) has several benefits for a brand:

  • Higher Engagement Rates: Influencers generate higher engagement rates than traditional ads as their followers value their opinions and are more likely to interact with their content.

  • Trust and Authenticity: Followers trust influencers' recommendations because they have established credibility and authenticity in their niche. It's like a recommendation from a friend. When you boost influencer content, you leverage this trust to promote your brand.

  • Enhanced User Experience: Ad formats designed to use influencer content, such asTikTok's Spark Ads, feel endemic to the platform and are less disruptive and intrusive, leading to increased engagement.

  • Greater Reach: Influencer followers are often spread across multiple social media platforms. By boosting their content, your brand's visibility is expanded to these new audiences, potentially leading to new consumers.

  • High Return on Investment: Influencer marketing, including boosting influencer content, offers a high return on investment. According to a study by Tomoson, businesses are making $6.50 for every $1 spent on influencer marketing, demonstrating the profitability of this strategy.

IGC in Action

We launched a 2-week paid media campaign using influencer-generated content for our client, Herschend, and their theme park, Kentucky Kingdom. We identified content creators whose followers were based in-market and aligned with our target audience and invited them to the annual "Pumpkins at Kentucky Kingdom" celebration to create content onsite.

Utilizing their creative assets from the event, we launched a paid TikTok campaign that helped boost the brand's awareness on the platform and drive ticket sales. This campaign drove a 1.1% CTR, which was almost double the benchmark set using standard assets.

In conclusion

Given the strong engagement influencers garner, utilizing influencer-generated content for paid ads is a proven strategy for increasing campaign effectiveness. Want to learn more about our integrated approach? Get in touch.

Find out what we can do for you