Smart influencer marketing folk in the parenting sector have long realised that mum influencers are a fantastic source of high quality branded imagery that can be used in many areas of their marketing activities.
They also know, that it’s probably way cheaper to use influencer generated content than to commission the old school studio approach. But how much cheaper? Well, Aspire, in their recently released State of Influencer Marketing 2023 report has put a figure on it.
On average, they say brands have saved 23% on their content creation costs by repurposing influencer-generated content, according to the survey.
Based on ParentStars recent campaign for Bobbin Bicycles, we believe a 23% saving is a conservative estimate. That campaign, involving just seven mum influencers, generated 324 individual pieces of content – images, video clips and reels which were repurposed into many different uses on their website, social channels and even in their advertising.
Cost saving is a compelling enough reason for marketers in the parent sector to gather IGC but there’s another major one:
An endless supply of cute and authentic baby and child models.
Other, great benefits of IGC include:
- It’s quick to create
- You can steer the creative with a brief
- The results are often creatively surprising (in a good way)
If you’re looking for a better supply of high quality images at a lower cost in 2023, contact us here.