In today's eMarketer article on repurposing posts, it is cited that brands spend between $5,000 and $100,000 securing influencer content and the majority of advertisers reuse it in subsequent campaigns. (https://www.emarketer.com/Article/How-Brands-Repurpose-Influencer-Content/1015482)
It makes sense that they would reuse the content for later campaigns. With the shortened attention span and consistent customer churn, much of this content will appear new to many visitors post-campaign. What is interesting is that many brands cite the increasing use of ad blocking as a reason why repurposing content is so important.
While ad blocking is a growing trend - global ad blocking grew by 30% in 2016 according to Business Insider (http://www.businessinsider.com/report-says-ad-blocking-is-worsening-2017-2) -- the real question is why brands don't invest more consistently in influencer marketing?
The world of digital marketing is becoming less like online billboards and more like Netflix. The brands that create great content are the ones that win followers and loyalists. Influencers are excellent ways to gain access to targeted audiences while also generating relevant content effectively. Influencers can offer brands greater credibility and unique opportunities to make an impact with a highly valued set of customers or prospects.
The challenge I have with the practice of repurposing influencer content is that it seems so short-sighted. The increase in ad blocking points to a need for better and more authentic content. The millions being spent on digital marketing might be better spent in digital content creation that helps consumers make more informed choices.
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