When it comes to influencer marketing, some brands just get it.
Take beauty brand Glossier, for example.
Scroll through their Instagram feed and you’ll see creators showing off skincare routines, applying lip balm in natural light, or chatting about their favorite serums. The content feels effortless and, most importantly, real.
But the magic doesn’t stop on social.
Click through to one of their product pages, and you’ll spot the same influencer content now transformed into polished GIFs and lifestyle stills.
By repurposing influencer-generated content (IGC) across multiple touchpoints, Glossier turns everyday moments into high-performing marketing assets. One post becomes an ad. A selfie becomes a product demo. A 15-second video becomes part of a full-funnel experience that builds trust, drives clicks, and boosts conversions.
You can do this too, even if you don’t have a massive team or budget.
In this guide, we’ll break down:
- What authentic influencer-generated content actually is (and why it works)
- How to make it part of your marketing strategy
- Simple ways to repurpose IGC so it drives real results
What Is Influencer-Generated Content?
Influencer-generated content (IGC) is content created by influencers to promote a brand, product, or service. Unlike traditional ads, IGC has a more authentic, relatable feel.
The key with IGC is that it's not just content about your brand, it's content from a trusted voice. It taps into the influence and creativity of real creators who know how to speak to their audience in a way that feels genuine and engaging.
There are a few different types of influencer-generated content you’ll come across:
- Sponsored posts. These are classic brand collabs. An influencer shares a photo, video, or story featuring your product, usually with a caption that includes their honest thoughts, experience, or a CTA (call to action).
- Unboxing and hauls. These give followers a first look at your product, kind of like a virtual try-before-you-buy experience. It’s perfect for beauty, fashion, or lifestyle brands.
- How-to or tutorial content. Influencers walk their audience through how to use your product. This works great for tech, skincare, or anything with unique features that need a bit of explaining.
- Day-in-the-life style videos. These show your product in action in a more natural, lifestyle-driven way. Often, it’ll involve an influencer sharing how they use your product in real life or as part of their routine.
- Product reviews or testimonials. These dive a bit deeper and are often more detailed and persuasive. They help build trust and can be especially powerful when shared by micro-influencers who have a tight-knit, loyal audience.
UK influencer India Moon shares a tutorial for Kulani Kinis.
Why Is Influencer-Generated Content Important?
We’ve all scrolled through Instagram or TikTok and seen promo after promo.
It’s easy to tune it all out, especially when we’re constantly bombarded with ads.
This is why authentic influencer-generated content stands out. In a social media world full of filters and fake news, we crave anything that feels… real. So, when our favorite influencer shares their latest fashion find or beauty hack, we’re all ears.
IGC puts your product in the hands of someone people already know and trust, so when they talk about your brand, it doesn’t feel like a pitch.
It feels like a recommendation from a friend.
You can spend thousands crafting the perfect brand ad, but 69% of consumers say they trust influencer recommendations more than branded content or a paid ad.
They want to see real people using real products in real life. IGC delivers exactly that, which is why brands that invest in it aren’t just getting content, they’re getting trust, reach, and results.
The Benefits of Repurposing Influencer-Generated Content
The great thing about IGC is that you don’t have to create it yourself.
Instead, someone with tons of experience and in-depth knowledge of what their audience wants creates it for you. That’s less pressure on your in-house team, and you know there’s a higher chance of it being a hit.
Even better, once you’ve got a piece of IGC, you can repurpose it across your marketing channels to make it go further. This might mean adding a review to your next newsletter or sharing an influencer tutorial on a product page.
Here’s why repurposing IGC is such a win.
Saves time and resources
Creating content from scratch takes serious time and (usually) a whole team of creatives. With IGC, that work is already done for you. You’ve got real-life product demos, testimonials, and lifestyle shots ready to go, so you don’t need to book a studio or manage a full shoot.
Instead, you can focus on plugging those assets into ads, emails, landing pages, or across your social channels.
Boosts authenticity and trust
Today’s consumers can spot a stock photo or scripted testimonial a mile away. But IGC feels very real, like it could be something made by a friend, not a brand.
Repurposing this content into your own ads or sprinkling it around your website gives your brand a more human touch, which is absolutely invaluable today when trust is so important.
Increases engagement with proven appeal
When you repurpose IGC, you’re using content that’s already proven itself. If it performed well on a creator’s feed, chances are it’ll connect with your broader audience too.
This is content that’s already caught someone’s attention mid-scroll, sparked conversations, or driven conversions. Repurposing it means you’re putting your best-performing assets to work in even more places.
Cost-effective alternative to full campaigns
Traditional ad campaigns are expensive. Once you’ve accounted for scriptwriting, shooting, and editing, you still need to set aside cash for actually distributing the content.
Repurposing IGC is a much more budget-friendly route.
You get high-quality visuals, social proof, and relatable storytelling, all without the overhead of an agency or production crew. Plus, many influencers deliver modular content with variations and extras (like multiple hooks or B-roll), so you can make a single piece go a long way.
How to Repurpose Influencer-Generated Content
With a few simple tweaks, you can turn one video into a week’s worth of marketing assets and get way more value from every collaboration.
Find and organize your IGC
Before you can repurpose, you need to know what content you have. Start by reviewing previous collaborations, both from official campaigns and organic posts where content creators tagged your brand. Look for photos, videos, captions, quotes, unboxing clips, or even behind-the-scenes footage.
Use a content library (like the one built into Insense) to bring everything together in one place. You can then organize content by campaign, creator, product, or format, so it’s easy to find what you need when you’re building new assets.
Reformat for different platforms
Every platform has its own style and specs, so what works on one may be a flop on another. But that doesn’t mean you need to create brand-new content for each channel.
Try:
- Turning a 60-second TikTok into a 30-second Instagram Reel or a vertical ad for Stories.
- Cropping and subtitling a landscape YouTube vlog for a Facebook ad or LinkedIn post.
- Pulling key moments from a product demo and turning them into short clips for TikTok or Instagram.
Repurpose quotes and captions
Influencers often write thoughtful captions or drop great one-liners in their videos, so don’t let them go to waste. Pull out product benefits, personal testimonials, or memorable phrases to reuse in quote graphics for social or paid ads, product page testimonials, or taglines for carousel ads or explainer videos.
Create new visuals from raw assets
Lots of influencers create extra footage when working with brands, like B-roll, alternate shots, or extended takes. These raw clips are perfect for building new content. They give you more room to experiment and get creative, like combining clips from multiple creators into a highlight reel or turning lifestyle footage into looping GIFs for email headers.
How Can Influencer-Generated Content Help Your Business?
Influencer-generated content supports every part of your marketing funnel because it doesn’t feel like marketing. It feels more like a recommendation from someone your audience already knows and trusts.
Here are some of the ways IGC can show up in your business:
- Product reviews and demos. Influencers create honest, in-the-moment content that shows how your product works and why they love it. These reviews build trust and help potential customers see real results.
- Lifestyle content. This shows your product in action, which helps your audience picture themselves using it in real life.
- Unboxings and hauls. These are great for product launches, seasonal promos, or when you want to show off packaging and presentation.
- Tutorials and how-tos. Sharing content like how to apply a serum or assemble a product educates your audience while building confidence.
- Promoting events. Influencer content can bring your event to life for a wider audience and create a ripple effect of anticipation.
- Affiliate or partnership content. Many influencers are open to ongoing partnerships where they generate content and drive traffic through tracked links, which you can tie to clear ROI.
Tips For Repurposing Influencer-Generated Content
Once you’ve got great content from creators, it’s time to make it go further. Repurposing IGC helps you get more mileage from every asset and show up consistently across platforms without creating everything from scratch.
Here are some tips for doing it smartly.
Choose influencers aligned with your brand
Start with the right foundation by choosing creators who genuinely match your brand’s tone, values, and audience. If their content already feels like something your audience would resonate with, repurposing becomes much easier and far more effective.
Insense’s creator marketplace lets you filter by different attributes until you find the right fit.
Repackage content for different platforms
Crop, trim, or resize videos to fit the specs of Instagram Reels, TikTok, YouTube Shorts, or Stories and paid ads. You can pull stills from videos, slice long content into bite-sized clips, or add subtitles for silent viewing.
Highlight key quotes or sound bites
Creators often drop amazing one-liners in their content. Use them! Turn them into overlays in new videos, quote graphics for your feed, or headings in emails.
Add your brand’s visual identity
You want to keep your IGC authentic, but that doesn’t mean you can’t bring it in line with your brand. You can still add your logo, use your brand colors, insert branded intros, or include product messaging.
Use analytics to pick top performers
Not all content performs equally, so use platform analytics or A/B testing to find which videos or visuals drive the most engagement and conversions. You can then give these pieces more airtime by promoting them more, running them as ads, and creating more of the same.
Insense’s performance analytics dig into core engagement metrics across your influencer campaigns.
Combine with user-generated content
Influencers aren’t the only people who can successfully promo your products. Your customers can also be big advocates—sometimes even more so than paid creators, because they do it under their own steam.
Make the most of this by blending influencer content with user-generated content to create a full-circle story.
For example, use an influencer’s tutorial followed by real customer reviews, or combine snippets from multiple creators to show a variety of use cases.
Refresh old posts with new context
Don’t be afraid to bring back oldies but goodies, just add a fresh spin, like updated messaging or seasonal angles. A great creator quote from last year can still be relevant today if you frame it differently (e.g., “Loved this review from one of our first creators!” or “Still true in 2025.”).
From Insights to Action: Making Your Influencer Content Work
Okay, so you’ve run a great influencer campaign, and the likes are rolling in. What happens next?
This is where the real magic happens. IGC isn’t just pretty to look at, it can tell you a lot about what your audience likes and wants. Experiment with different formats and re-use top-performing posts to save yourself time and energy.
Because, ultimately, great influencer content doesn’t end when a post goes live. That’s just the beginning.
Ready to turn your influencer-generated content into high-performing marketing assets? With Insense, it’s easy to find the right creators, manage campaigns, and repurpose influencer content across every channel, all in one place.
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