Influencer Content Amplifies Brand Ads for Increased Success

In a digital world, where brands constantly compete for attention on social media, relying solely on traditional, brand-produced assets is no longer enough. While professionally crafted, brand-produced assets remain crucial for establishing a consistent brand identity and showcasing key product features, integrating influencer-generated content can significantly amplify reach and engagement. This collaborative strategy leverages the strengths of both approaches for a more impactful outcome. 

Why This Collaboration Works 

Influencers have built strong connections with their audiences based on authenticity and trust. By incorporating influencer content into paid social campaigns, brands can tap into these established relationships, presenting their message in a more relatable and organic way. This resonates more deeply with audiences, complementing the polished messaging of brand-produced assets. 

A Successful Example: Influencers promote LOOP 

At Goat, we witnessed firsthand the power of influencer marketing in our campaign for LOOP Fitness. The goal was to raise awareness, demystify LOOP training, and inspire the target audience to become members.  

After thorough research, we partnered with two influencers who have a strong reach within the target audience and had recently started working out themselves. Both influencers are also known for their sense of humor, which we took advantage of by giving them plenty of creative freedom. 

Videos from the influencer ads for LOOP

The campaign’s organic performance was remarkable, exceeding the guaranteed engagement of 62,500 by reaching over 380,000. 

For this campaign, we used media metrics such as engagement as a proxy for brand awareness. While we acknowledge that relying solely on these metrics to declare definitive outperformance compared to brand ads can be misleading, the results were so compelling that we plan to delve deeper into our measurement framework in future campaigns. This will involve directly measuring brand awareness using more robust methodologies. 

In paid social ads on Meta (Facebook and Instagram), the influencer content, compared to LOOP’s regular Meta ads, showed significant improvements across the brand funnel: 

• The cost per ThruPlay (a video view to the end) decreased by 68%, suggesting higher audience engagement. 

• The click-through rate (CTR) increased by 131%, indicating a stronger interest in LOOP. 

• The cost per action (CPA) improved by 9%, demonstrating more efficient ad spend.   

This data underscores the power of influencer marketing. By tapping into existing trust and relevance, influencer content delivers higher engagement and outperforms brand-produced ads. Like we have said before; if you don’t integrate influencer-marketing in your marketing-mix in 2024/2025 – you are missing out! 

If you are curious how Goat can help you achieve greater ad effectiveness with influencer marketing, reach out to Mette Frøhlich, Head of Operations & Team Lead, at [email protected] and Ida Marie Krigslund, Campaign Manager in Goat, at [email protected].