Content repurposing is the process of taking a piece of content and adapting it to fit multiple formats and channels, maximizing its reach, and enhancing its value. It allows brands to extend the life of content created by influencers and leverage it across various marketing touchpoints. But to successfully repurpose influencer content, setting clear and precise deliverables is key. These deliverables outline the expectations, formats, and guidelines that help ensure the content is both high-quality and adaptable to different mediums.

This guide will delve into how to set influencer deliverables specifically for content repurposing, covering the steps involved, strategies, and best practices to ensure your influencer campaigns deliver the greatest possible return on investment (ROI).

1. Understanding Content Repurposing in Influencer Marketing

Before diving into how to set influencer deliverables, it’s crucial to first understand content repurposing in the context of influencer marketing. Content repurposing involves taking existing content, like an influencer’s Instagram post, YouTube video, or TikTok clip, and transforming it into new content that can be used across different platforms and formats.

For example:

• A product review video posted by an influencer on YouTube can be cut into shorter clips for Instagram or TikTok.
• A blog post written by an influencer can be adapted into a series of Instagram Stories or social media posts.
• An influencer’s unboxing video can be repurposed into a series of product-focused posts, stories, or testimonials.

Repurposing not only maximizes the impact of influencer content but also helps brands save resources by getting more mileage out of each piece of content created. However, to make this process effective, it’s essential to establish clear expectations with influencers right from the start.

2. Why Set Clear Deliverables for Content Repurposing?

Setting clear deliverables for content repurposing serves several important purposes:

• Efficiency: When both brands and influencers understand the guidelines for repurposing, the process becomes smoother, and there’s less back-and-forth during execution.
• Consistency: Having specific deliverables helps ensure that the content aligns with your brand’s voice, goals, and visual identity, regardless of the platform it’s shared on.
• Legal and Copyright Considerations: Clear deliverables outline the ownership and usage rights of the content, making sure that both parties understand what is and isn’t allowed.
• Maximizing ROI: By repurposing content across multiple platforms, brands can increase the return on their influencer marketing investment, driving more traffic, engagement, and conversions from the same assets.
• Clear Expectations: Both parties—brands and influencers—can benefit from having a shared understanding of deliverables, timelines, and quality expectations, reducing the risk of miscommunication.

3. Steps to Setting Influencer Deliverables for Content Repurposing

Step 1: Define Your Goals and Objectives

Before setting any deliverables, it’s essential to clearly define your goals for repurposing influencer content. Are you looking to increase brand awareness, drive traffic to your website, or generate sales? Understanding these goals will influence the type of content you want to repurpose and how you’ll use it.

For instance:

• If your goal is brand awareness, you may want the influencer’s content to be repurposed into visually appealing snippets for social media ads, Instagram Stories, or TikTok challenges.
• If you’re focused on lead generation, you might repurpose content into educational blog posts, eBooks, or downloadable guides that link back to a landing page.
• For engagement, you might repurpose influencer content into polls, quizzes, or even user-generated content challenges.

Having these goals clearly defined will help you work with the influencer to create content that can be efficiently repurposed in a way that aligns with your strategy.

Step 2: Specify Content Usage Rights

Content repurposing can quickly get complicated when it comes to intellectual property rights. To prevent any legal misunderstandings, ensure that the influencer understands and agrees to the following:

• Usage Duration: Specify the length of time you can repurpose the content (e.g., one year, indefinite usage, or until the campaign ends).
• Platforms and Formats: Outline exactly where and how the influencer’s content can be used (e.g., Instagram, Facebook, YouTube, website, email campaigns, ads).
• Exclusivity: Specify if the influencer’s content will be exclusive to your brand or if they can also use the content for other purposes.
• Content Modifications: Be clear on whether the influencer is open to their content being edited or modified, especially if it’s being repurposed into different formats or used for ads.

Step 3: Decide on the Content Formats for Repurposing

Different platforms require different content formats. Depending on your goals and audience, you should decide which formats will be most effective for repurposing influencer content. Here are some examples of common content formats:

• Social Media Posts: Short, snackable content (images, short videos, memes) is ideal for platforms like Instagram, Facebook, Twitter, and LinkedIn.
• Stories: Repurpose influencer content into Instagram Stories, Facebook Stories, or Snapchat Stories for more personal, ephemeral engagement.
• Video Snippets: Long-form YouTube videos can be broken down into shorter clips or teasers for Instagram, TikTok, or even embedded into your email marketing.
• Blog Posts & Articles: If the influencer is knowledgeable about your industry, repurpose their content into written articles for your website or a guest post.
• Email Newsletters: Take snippets from the influencer’s content to use in email newsletters, with links to the full content for more engagement.
• Paid Ads: You may wish to use influencer content in paid ads across Facebook, Instagram, or Google.

By understanding the types of content that will work best across various platforms, you can provide the influencer with clear guidelines on what content they need to create in the first place.

Step 4: Establish a Content Calendar and Timeline

Create a detailed content calendar that includes the influencer’s original deliverables, as well as the schedule for repurposing content. Specify the following:

• Content Submission Dates: When the influencer must submit the original content for approval before repurposing can begin.
• Repurposing Timeline: After the influencer’s original content is delivered, outline when the repurposed content will go live across different platforms.
• Frequency of Posting: How often you plan to share repurposed content. For example, do you plan to post a video snippet once a week, or will you post multiple times per day across different platforms?
• Approval Process: Determine if there’s a review and approval process for repurposed content. Who is responsible for editing the content, and how many rounds of revisions are allowed?

Step 5: Create a Collaborative Workflow

Repurposing influencer content should be a collaborative process. Brands should ensure they have a clear and transparent workflow in place that keeps all stakeholders aligned:

• Clear Communication Channels: Whether it’s through a project management tool like Trello or Asana, ensure that both the brand and influencer can track progress and ask questions.
• Content Draft Review: Before publishing repurposed content, share drafts with the influencer to ensure they’re comfortable with any edits or modifications.
• Feedback Loops: Encourage open feedback from the influencer and incorporate any necessary changes before finalizing the repurposed content.
• Content Bank: Consider creating a shared content bank where influencers can upload raw content files. This allows you to easily access the content for repurposing as needed.

Step 6: Measure the Impact of Repurposed Content

Once your repurposed content goes live, monitor its performance closely. Set key performance indicators (KPIs) for each type of repurposed content, such as:

• Engagement (likes, comments, shares)
• Click-through rates (CTR)
• Conversion rates (sales, sign-ups, downloads)
• Return on ad spend (ROAS) for paid campaigns
• Audience growth (followers, email list subscribers)

Use this data to evaluate the effectiveness of your repurposing strategy and adjust your future influencer campaigns accordingly.

4. Best Practices for Content Repurposing

• Tailor Content for Each Platform: While repurposing, always adapt the content to suit the platform. A YouTube video might need to be shortened for Instagram, or a blog post may require a more visual approach for social media.
• Avoid Overuse: While repurposing helps extend the life of content, ensure it doesn’t feel repetitive or oversaturated. Keep content fresh by mixing in new elements.
• Respect the Influencer’s Brand: Always consider the influencer’s personal brand and how the repurposed content will align with their audience’s expectations. Some influencers may not want their content modified too heavily.
• A/B Testing: Test different variations of repurposed content to see what resonates best with your audience. This can help refine future campaigns.

5. Conclusion

Setting clear influencer deliverables for content repurposing is essential for maximizing the impact and ROI of your influencer marketing campaigns. By defining goals, specifying usage rights, deciding on content formats, establishing timelines, and ensuring a collaborative workflow, brands can efficiently repurpose influencer content and reach new audiences across multiple channels. With the right strategy in place, repurposed influencer content can continue to generate value long after the original post has gone live.