Influencer generated assets are outperforming those led by brands according to Vamp’s new study of global marketers

It wasn’t long ago that marketers were reliant on agencies to create their advertising collateral. Big brands were employing big agencies, for big budget strategies. Assets were created by the few and broadcast the the many.

You don’t need me to tell you that system has been turned on its head. The widespread use of social media and technology has transformed the advertising landscape forever.

Brands capitalised on their customer’s new access to publishing tools firstly with UGC strategies. Using them – and their smartphones – as a free content resource. Now that same idea has matured into influencer marketing, putting bespoke branded assets well within a marketer’s grasp – whatever their budget.

Now, even small companies now have the option to brief an influencer. Someone that is a savvy digital native, with a social platform and creative skills, to make content for them. Assets that can be high-quality, on-brief and at a cost-effective rate.

But this isn’t about compromise.

We recently surveyed marketers to find out about their influencer marketing experience and 80% said that influencer-generated assets performed the same – or better – than brand-created assets. Whether it’s better engagement, more swipe ups or more leads generated, these marketers said that influencer content delivers. Even better than what they had created themselves.

In light of this performance, marketers are voting with their budgets. 75% said that they had briefed an influencer to create content that would have traditionally gone to a creative agency. High-performing and cost-effective – it makes sense. But it goes to show why so many have been wary of the disruptive industry.

High-performing influencer content

Why is influencer content performing so well? They don’t have the budgets of traditional agencies. Nor the years of experience.

What they do have however, is relatability, personality and a way of bringing life to the brands they collaborate with. Their interpretation of a product is what makes a customer connect.

Remember, these social creators have amassed social audiences themselves. They are experts in making content that can stand out on social media having already spent years testing and refining, taking risks a brand couldn’t.

It’s an incredibly competitive industry and an influencer’s career is dependant on them staying ahead of trends. They always have one eye on the next big thing, whether that’s a certain photography style, editing technique or styling hack. Often they’ll be creating the trends brands will be attempting to emulate in a couple of months’ time.

They also work diligently to upskill. They want to deliver successful content for a brand as much as the brand does. It’s a mutually beneficial arrangement. And as equipment and editing software is becoming more accessible and affordable, the quality of their content soars.

Evolving social strategies

But it isn’t a simple case of influencers being able to create better content. Or marketers jumping on the bandwagon of something new. The way brands are spending their marketing budgets is changing. Less is being spent on content creation and more on its distribution and targeting.

Marketers are realising they can reinvest the budget saved on content creation, back into the content distribution. They’re using tools like Instagram’s Branded Content, which now allows brands to amplify an influencer’s content and target specific audiences with it.

This data proves that rather than spending big on agency creative and hoping it reaches the right people, marketers are making more strategic decisions. Spending savvy on content from influencers, then using tools that leave them safe in the knowledge that their message is reaching the right people.