Most companies that pay influencers to create content also repurpose those pieces for their own brand channels, according to recent research from Linqia.

The report was based on data from a survey of 207 B2C marketers who work for firms in a wide range of industries, including CPG, food/beverage, and retail.

Two-thirds of marketers who pay influencers to create content say they repurpose the pieces.

Some 84% of marketers say they post influencer content on their brand's organic social channels, 72% promote influencer content with paid social media, 50% feature influencer content on their websites, and 40% include influencer content in email campaigns.

Brands say they turn to influencers to create content relevant to target audiences (73% of marketers who pay for influencer content cite it as a motivation), as well as for authenticity (72%) and to drive engagement (60%).

Marketers measure the success of influencer content by looking at engagement (93% pay attention to it), reach (75%), and impressions/views (73%).

About the research: The report was based on data from a survey of 207 B2C marketers who work for firms in a wide range of industries, including CPG, food and beverage, and retail.