{"id":4287495,"date":"2025-04-03T08:49:00","date_gmt":"2025-04-03T06:49:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/the-two-layer-approach-the-future-of-influencer-and-creator-marketing\/"},"modified":"2025-05-12T14:01:04","modified_gmt":"2025-05-12T12:01:04","slug":"the-two-layer-approach-the-future-of-influencer-and-creator-marketing","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/the-two-layer-approach-the-future-of-influencer-and-creator-marketing\/","title":{"rendered":"The two layer approach: the future of influencer and creator marketing"},"content":{"rendered":"
\n\t\n\t\t\n\t\t\t<\/mask><\/g><\/svg>\t\t\t\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\tThe two layer approach: the future of influencer and creator marketing<\/h1>
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\n\t\tSalom\u00e9 Rijnders\t\t
\n\t\tBusiness Lead Influencer Marketing\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t\n\t\t\t\t\tApril 3, 2025\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n\n\tImagine launching a brand and media campaign that doesn\u2019t just grab attention but dominates conversations, flooding social feeds with authentic, high-performing content.\u00a0<\/p>\n\tThat\u2019s the power of the two-layer approach, <\/em>a strategy we’ve pioneered that integrates influencer-generated content (IGC) with creator-generated content (CGC) to maximize impact across both organic and paid channels.

This new model blends authenticity and reach with precision and performance. We\u2019ve successfully implemented it for major brands like Logitech’s Ultimate Ears, Medela, and other brands, proving that when executed correctly, influencer and creator content together can deliver unmatched engagement and ROI.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tUnderstanding the two-layer approach<\/h2>\n\t\nLayer 1: Influencer-generated content (IGC)<\/h3>\n\nThis layer leverages influencers’ organic reach and credibility. By collaborating with influencers who align with your brand’s ethos, you tap into their trust and authenticity, leading to deeper audience engagement. Influencers create organic posts that feel genuine, helping to build brand affinity.<\/p>\n\nLayer 2: Creator-generated content (CGC)<\/h3>\n\nWhile influencers drive reach, content creators drive conversion. This second layer ensures that we not only leverage the influencer’s community but also use optimised assets in performance marketing campaigns. CGC is designed to be platform-native, adaptable, and scalable\u2014making it a key driver in conversions and brand storytelling.<\/p>\n<\/div>\n\t\n\t<\/div>\n\n\n\tWhy this works as a brand and media strategy <\/h2>\n\t\n\n\t
  • Authenticity meets performance:<\/strong> influencers create authentic content that resonates with their audience while creators produce strategic assets that fuel brand-owned and paid channels.<\/li>
  • Higher engagement:<\/strong> IGC often sees 3x higher engagement rates compared to traditional brand-created content<\/a>.\u00a0<\/li>
  • Cost efficiency<\/strong>: influencer content lowers the cost per acquisition (CPA) by up to 30%, making it a budget-friendly strategy with high ROI.<\/a> On top of that, CGC is a cost-efficient way to produce platform-native content, including the rights for paid media usage. Influencer buyouts are generally more expensive.<\/li>
  • Cross-platform reach:<\/strong> with creators producing assets for Instagram, TikTok, YouTube, and Meta ads, you can ensure consistent messaging across multiple channels. Plus, your brand messaging is more exact since creators aren\u2019t creating content for their personal channels.\u00a0<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tTranscript\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t
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