Brands are continually seeking ways to outperform the competition and differentiate themselves on platforms like Instagram.
Solutions like creator-driven content offer many benefits. It’s natural, relatable, and designed for a specific audience and platform.
Having said that, brands also have a challenge to consider. And that challenge is repurposing creator content for paid ads without the authenticity. After all, if authenticity is lost, the content loses its effectiveness and gets buried in Instagram’s algorithm.
To find the answer, you first need to understand what authenticity means and how to preserve it in an ever-changing marketing landscape.
Why Authenticity Is Important
Polished brand advertising has become one thing that Instagram users have started to ignore. Posts that feel over-polished and too perfect get skipped almost instantly. On the other hand, content that feels honest, spontaneous, and human resonates with the audience.
Such content feels more like a friend giving advice instead of a brand pitching something. Imperfections also make it more real and trustworthy. Not to mention that users trust creators they follow more than brands.
With the right approach, transforming paid ads into repurposed content could feel organic and emotionally appealing.
The Value Behind Repurposing Content
On the surface, repurposing content might be seen as a way to save time and money. It’s also a way to multiply impact.
Professional creators already offer high-end products. Repurposing doesn’t involve big shoots or agency-grade editing.
The built-in social proof is also helpful. Viewers see real people using real products. Such a piece is more effective than scripted testimonials.
Lastly, Partnership Ads on Instagram (as well as other Meta platforms) are styled like organic posts, delivering stronger performance. The difference is particularly noticeable in Reels and Stories, where authenticity is the norm.
The Risk of Losing Authenticity
It’s easy for authenticity to evaporate. Some brands treat creator content as nothing more than a rigid marketing asset. The most common pitfalls are:
- Over-editing to the point where the content loses its voice
- Adding forced CTAs and branding
- Replacing the original voice with scripted voice-overs
- Cutting context that changes the content’s meaning
- Adding random graphics and effects
Brands shouldn’t aim to produce a perfect ad. Instead, they should look for ways to amplify the authenticity and make the ad even more compelling.
How to Repurpose Content and Keep It Authentic
First and foremost, repurposed content has to maintain the creator’s tone, word choice, and energy. These are fundamentals that make the author. Even if you want to cut things short, preserve the natural cadence and personality.
Editing should also come with light touches. Natural pauses, reactions, laughs, etc., are part of the bigger picture. These small imperfections play a prominent role in shaping the content.
Branding inclusions need to be subtle. A small logo at the bottom/corner, native text overlays, quick on-screen mentions, or even soft CTAs have a place when they support the story, not overshadowing it.
Consider native Instagram tools as well. There are text stickers, emoji captions, subtitles, and more to play around with.
Lastly, test to see what works and what doesn’t. If you need to go back to the drawing board and change CTAs or various cuts in the ad, don’t fret. It’s for the greater good to repurpose the content and maximize its value.
How Brands and Creators Can Collaborate
Keep in mind that authentic repurposing requires collaboration between brands and creators. The former sometimes wants full control, but it’s not a way to maintain a healthy relationship.
Before repurposing the content, it’s imperative to share clear brand guidelines while maintaining creative freedom.
Creators, being the original authors, should have the final say on repurposed content. Their input should be treated with value. At the end of the day, creators are experts at speaking to their audience. A brand that doesn’t trust them is bound to make a mistake down the road.
Closing Thoughts
If brands want to repurpose content and turn it into ads, they don’t have to focus on perfection. If anything, small imperfections here and there are part of what makes the content perform well.
Ultimately, the goal should be to maintain the creator’s voice, personality, and flow. It works when advertising doesn’t feel like advertising. And the more authentic an ad is, the more it offers.