What Brands Should Know About Influencer Content Ownership
Influencer marketing is becoming one of the most popular solutions for marketing products to specific audiences and chances are your business is either looking to engage in a campaign, or has already done one.
When you invest in an influencer marketing campaign you’re purchasing services that go beyond sales. Here’s just an example of what is involved in a campaign from start-to-finish:
- Development of custom campaign based on client goals & KPIs
- Constant communication with client services team
- Access to curated influencer network
- Influencer recruitment based on demographics that match campaign goals
- Dedicated campaign manager
- Content and messaging quality control
- Full analytics, measurement & insights
But what about content? Do you, as the brand, own the content that is produced by the influencers you’re paying for your campaign? The answer is a little more complicated than you might think, but very important, because pairing influencer content with a digital marketing campaign is a step your brand should take.
Who owns influencer content?
Brands may pay the influencer to create content for campaign purposes but it is the influencers who retain the rights to their content. This means that brands cannot recreate, or reuse the content from the campaign without the influencer’s consent.
However, brands can stipulate in their contracts to have the exclusive right to use the content for a certain period of time (or indefinitely.) They may also continue to allow influencer’s to own the content, but have the right to re-use it for future campaigns, and in advertisements.
If the contract says nothing about ownership or intellectual property rights, then the influencer has the copyright on that content and all rights associated with the copyright.
How can influencer content be used in future marketing campaigns?
Having the rights to reuse content generated by influencers in a campaign is a possibility that all brands should explore.
Engaging content is expensive and difficult to make
Producing great content is one of the most difficult challenges marketers face on a daily basis. It has to be engaging, unique, and targeted to the audience you’re trying to reach. It also demands a certain level of creativity that can try even the most talented marketer.
Professional influencers create content for a living, they have proven the value of their creations with their large following, and they often publish about specific topics.
The quality of content influencers produce rivals professionals and at the fraction of the cost.
Influencer content outperforms ad content in paid media campaigns
Acorn partners with digital media agencies to use influencer generated content in paid media campaigns. Together the teams closely monitor the usage and analytics of the content being used in ads. Results have shown that Acorn’s content significantly outperforms non-Acorn media for store promotion, and in one case study lifted sales by over 4%.
Influencers create content that resonates with their audience. They know exactly what kind of photos, messaging and videos work best with the target audience, because they have spent time getting to know them and what works best.
Influencers also don’t just promote a product. They come up with useful ideas on how to use the product. People engage with this useful content, share it with their friends, pin it on Pinterest and come back to it later when they want to try the idea for themselves.
Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features examples of how influencer marketing is providing true ROI for agencies, and brands alike.