Why Influencer Content Should Be Used in Paid Social Advertising
05 February 2025
05 February 2025
nfluencers have become an integral part of social media, effectively helping brands promote products through their organic reach and partnerships. Recently, there has been a growing trend of incorporating influencer-generated content into paid advertising campaigns—and for good reason: the results speak for themselves.
Our clients are increasingly using this approach to achieve impressive results. Take, for example, a technology client that previously focused on branded, designed content including animations and static images. They recently invested in influencer content which we integrated into their paid ads on Meta. The impact was remarkable, with the influencer content leading to a massive 55.95% improvement in cost per purchase compared to the previous period, bringing well within the clients target.
The awareness metrics also saw great improvement, with a 17.82% increase in CTR, 10.04% reduction in CPC, 66.62% decrease in cost per engagement and 46.9% reduction in cost per landing page view. Showing a great improvement in engagement and traffic for long term growth, as well as conversions for immediate return on ad spend.
Results like these highlight the potential of influencer content for paid advertising. By combining the genuine, relatable appeal of influencer content with the expansive reach and targeting capabilities of paid social platforms, brands can achieve significant performance gains. Below, we outline why influencer content should play a role in your paid advertising strategy.
Users are increasingly skeptical of traditional branded advertisements on social channels, as they dont want to be sold to. Influencers, however, build their brands on trust and relatability. Their followers look to them for recommendations that feel genuine and personalised. By incorporating influencer-generated content into paid ads, brands can tap into this authenticity, making their ads feel less intrusive and more engaging.
When users see a product being promoted by an influencer they are highly engaged with and admire; it can carry more weight than a standard branded ad. Even if the influencer is not known to the targeted user, the authentic feel of the content and lack of “over-salesy” branded content can make this ad stand out and connect with the user, feeling like a trusted friend. This connection often results in higher engagement rates, translating to more clicks, shares, and, ultimately, increased conversions.
Influencers are experts at producing visually engaging, persuasive content tailored to their niche audiences. By identifying which influencer posts resonated most with audiences, brands can boost high-performing content to expand their reach and connect with even more potential customers. Helping leverage high-performing content can have a similar impact, saving time and resources internally.
While organic influencer campaigns are effective, they’re often limited by the influencer’s own audience size. Paid social helps with this, allowing brands to scale successful influencer content to a much larger audience. A single post from an influencer can be turned into multiple ad variations optimised for different platforms and objectives.
Furthermore, this content can be adapted to suit various campaign goals, whether it’s driving website traffic, increasing product sales, or app installs. The versatility of influencer content ensures it can seamlessly integrate into any paid campaign strategy.
Finally, influencer content helps brands build a sense of community and trust with their audience. When used in paid social ads, this content amplifies that connection, creating a positive association between the brand and the influencer’s persona. Over time, using the same influencer can help create deeper loyalty and recognition, which are essential for long-term growth.
Incorporating influencer content into paid social advertising is a strategic move that combines the best of both worlds. By leveraging the authenticity, creativity, and engagement power of influencers with the targeting capabilities and scalability of paid social platforms, brands, like our client mentioned before, can drive great results. This approach can help set your brand apart and elevate your next campaign.
If you want to talk more or need help with your paid social strategy, contact Loud Mouth Media today. Get in touch below or with out chatbot in the corner.