Denise Langenegger
June 2, 2021

Creative Ways To Repurpose Your Instagram Content For Email Marketing

Repurpose Your Instagram Content For Email Marketing

Young marketers may consider email as old school. There’s no question that social media gets you results faster. But we’re not here to argue which form of marketing is better because the truth is you need both.

Instagram is almost unbeatable when it comes to brand discovery. You can readily engage with customers, get feedback, and see results almost instantly. As a B2B company, Instagram can be used as a glimpse into your company culture to build brand awareness and as a great tool to generate leads.

Email is your platform to connect with your target audience in a more personalized way. With the right content, subscribers can transform into customers, and customers can turn into brand loyalists. Sure, email has been around for over 50 years, but it’s far from being passé.

But if you’re a one-person marketing team, it can be challenging to churn out different content for both. Luckily for you, there are ways around it.

5 Creative Ways to Repurpose your Instagram Content for Email

1. A User-Generated Gallery

User-generated content (UGC) is the modern-day word of mouth. Consumers are more likely to trust content posted by real customers over brands. Tapping into your tagged photos on Instagram is a simple way to showcase your products in action in a more authentic and unscripted way.

By including UGC content in your newsletter, your customers will be more inclined to follow you on Instagram and get inspired to share their own photos with your products. Include a “Get Featured” call-to-action (CTA) to encourage more customers to tag your brand on their Instagram photos.

The best thing about sharing UGC? It’s free, valuable, and effortless content that takes minimal effort to include in your email marketing campaigns. But before doing so, make sure to ask for permission. Simply send the original poster a direct message or leave a comment on the photo you would like to use.

Image source: Zendesk 

With over 24 thousand followers on Instagram, it’s clear that Zendesk (@zendesk) is doing something right. Clicking through Zendesk’s profile, you’ll see hundreds of tagged photos and a Story Highlight that introduces some customers.

If you’ve managed to collect some tagged photos and clips of customers, it’s a good idea to utilize that content on email. Introduce your current customers to your email subscribers who may still be considering your business. Giving them a glimpse of your active community on Instagram may push them down your sales funnel.

2. What’s Trending 

As part of your weekly email, you can include your top-performing posts on Instagram. If data shows that your followers on social media loved your photo, it’s safe to assume that your audience on email will feel the same way.

Use photo editing apps for a quick and easy way to produce trend-worthy content. Most apps will have ready-made filters and effects that can help your photos stand out. Make sure to add a thoughtful caption and CTA for maximum impact.

You can even save all your top posts for a month-end or a year-end recap newsletter. Why waste great content? Emails like this can be effortless. All you need to do is gather your best photos, add a CTA button, and you’re ready to go.

3. Poll Results Turned Infographics

Instagram Story’s interactive stickers is a powerful tool that can help you get to know your customers and start a conversation. But who says the conversation has to end on Instagram?

After gathering the information you need, share the results to your email subscribers. You can also use this opportunity to grow your email list by inviting your followers to subscribe to your email. Inform them that you will be providing a rundown of your findings in your newsletter.

Image source: LogMeIn

LogMeIn, one of the pioneers in remote working technology regularly sends its customers an infographic-style email containing year-end data. Create a smaller scale version by gathering data from your Instagram followers and customers using poll stickers. To reach a wider audience, you can also release an interactive Instagram Story ad.

4. Instagram Live, Replayed

Live videos are best consumed, well, live. But the reality is that not everyone will be available during the time you go live. Not to worry. Nobody has to miss out!

There are many ways to maximize your Instagram Live content for other platforms such as email. You can:

  • Gather your favorite sound bites from your live session and repurpose them into quotes.
  • Transform key takeaways into a beautiful infographic.
  • Take screencaps of your top live moments and tell a story through short captions.
  • Invite subscribers to watch the video in case they missed it.

Emails with videos attached to them can increase your click-through rate by 65%. Make sure to save Instagram Live videos and repost them on a platform like YouTube, where everyone can rewatch them. Instead of embedding the video directly to the email, use a thumbnail that links out to the main video. Some email providers do not support video files. Large files may also affect your email’s loading time.

Image source: Media Evolution

Media Evolution, a company that brings creatives, tech companies, and big corporations together, promoted its live stream event to its email subscribers the day before the event. The email body also included a link to a video archive, which subscribers can visit in case they can’t make it during the live broadcast.

5. Top Comments as Testimonials

Tagged photos aren’t the only user-generated content you can get out of Instagram. The comment section is a goldmine for candid feedback and user testimonials. Posting customer reviews is an effortless way to promote the quality of your brand without sounding too promotional.

As a B2B company, testimonials and positive reviews are an effective way to increase trust and conversions, even more so than a B2C company. Because your audience base is typically more targeted, a single positive review from a real satisfied customer can be powerful.

List down your favorite comments from Instagram, then put them together in an email. Use an email subject such as “What Our Customers are Saying” or “Are you this week’s top comment?” to capture your audience’s curiosity.

Get Started

Producing content for Instagram takes a lot of time and effort, so why not get more out of them? Take note, however, that repurposing is not a simple, drag-and-drop type of thing. You still have to make sure that your content is optimized for email. Get your sizes, resolution, and best practices right before hitting send. Of course, don’t send out content for the sake of having content. Always outline your goals, measure results, and find out what works.


Denise Langenegger is part of the team at Instasize – a content creating tool kit for anyone editing photos and online content on mobile. You can connect with her on LinkedIn here or Follow/Tweet her and the team @Instasize

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Featured image: Jan L Gordon Instagram gallery


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