Brands partner with influencers for two distinct, but equally valuable reasons: audience reach and authentic content. Yet, according to Keith Bendes, Chief Strategy Officer at Linqia, a key insight has emerged: “Half of the value of the partnership with that influencer has not been unlocked yet by the time they post.” This realization has driven Linqia, an influencer marketing company founded in 2012, to develop Resonate Studio – a practical solution that addresses the untapped potential of creator content beyond its original platform.

Bridging Creator Content and Multi-Channel Marketing

Resonate Studio emerged from a shift in how brands view creator partnerships. “For a long time, reach and influence were the same thing for them,” explains Keith. “They partnered with an influencer to get both distribution and content.”

Over time, brands have recognized that creator content can and should extend beyond social media. Major companies, such as Dove and OLIPOP, have successfully featured creator content on billboards, television, and other traditional advertising channels. However, this extension requires specialized expertise that most influencer marketing teams lack.

“The people who do influencer marketing at brands don’t usually have post-production resources,” Keith says. When brands want to transform a vertical TikTok video into a horizontal television ad or add branded elements for consistency, they face a technical barrier. “You re-optimize, reorganize, and redesign,” explains Keith. “We don’t just resize and publish.”

This gap between creator content acquisition and optimization for different marketing channels represents the problem Resonate Studio was specifically designed to solve.

How Resonate Studio Works

Resonate Studio is an integrated video editing solution within Linqia’s Resonate platform, a system that already handles creator discovery, AI-driven brief development, contracting, content collection, and performance tracking. According to Keith, the platform contains “millions of creators” and provides a “discovery engine” along with AI brief writing capabilities.

What distinguishes Resonate Studio is its focus on what happens after creators post content. “Every platform stops at the creator posting. Then comes analysis, but no action,” Keith observes. “Half our thesis is action after they post.”

The tool provides an intuitive interface designed for marketing professionals without technical editing expertise. Users can perform essential functions, including changing aspect ratios to match specifications across platforms, trimming videos, adding overlays and brand elements, managing subtitles, and adjusting audio elements. Crucially, it handles what Keith calls “the last mile” – the professional finishing touches that elevate content for broader marketing use.

“If you don’t have the polish – an intro, outro, brand logo, clean text overlays – if you don’t have it right, it falls apart,” Keith explains.

Real-World Applications Emerging in the Market

Early adoption of Resonate Studio has revealed three distinct use cases among brand partners:

The first is what Keith calls “stitched videos” – combining content from multiple creators into a cohesive showcase asset. “You take content from the campaign and stitch it into one hero asset. Eight, ten, twelve, fifteen creators, each giving a couple of posts, and you build one hero post,” says Keith.

The second approach focuses on enhancing individual creator content. “You might have one creator who did a great job. But you want to cut it down, add a brand bumper, some text, and sound,” Keith says. This approach is particularly valuable for adapting high-performing organic content for paid media.

The third emerging application centers on product-focused advertisements. As Keith explains, “You still hear the creators, but it’s more about the products.” These assets blend creator credibility with shopping-oriented presentations, creating lower-funnel marketing content that maintains the believability of creator endorsement.

Measuring Business Impact Across the Marketing Ecosystem

For brands evaluating the effectiveness of optimized creator content, Keith outlines three measurement frameworks that demonstrate the value proposition:

Media effectiveness comparisons provide the most straightforward assessment. “If you ingest creator content and put it in the same buying cycles, it’s an easy apples-to-apples comparison of how much more effective your media is,” Keith explains. This direct comparison typically reveals measurable performance improvements when creator content replaces traditional brand assets.

For enterprise brands, Mixed Marketing Models (MMM) provide high-level validation. “I’ve run dozens of MMMs with partners and almost every time influencers are one of the lowest spend channels and always top two ROI,” Keith reveals. This insight underscores the effectiveness of creator content, prompting CMOs to increase their channel investment.

When brands focus on specific marketing objectives beyond awareness, qualitative research through brand lift studies offers useful insights. “If a brand is trying to reposition and change perception, you’re figuring out which content does it better,” Keith explains.

Linqia’s forthcoming “State of Influencer Marketing Report” underscores the industry momentum toward content repurposing. According to Keith, “64% of marketers said at least half their influencer budgets go to paid media.” Even more tellingly, “100% of respondents said they will repurpose content,” marking the first time every participant committed to it.

Stakeholder Benefits

Resonate Studio serves multiple constituents within the creator economy ecosystem, each deriving distinct advantages.

For brands and marketers, the tool makes content optimization more accessible, allowing professionals without technical expertise to transform creator assets. “The average person needing this could be the influencer lead, the media buyer, or the brand marketer,” notes Keith.

As Keith shares, media teams have shown particular enthusiasm for the solution. “Media people historically had no control over what content they could use or optimize,” he observes. “For them, it’s like kids in a candy store.” The tool gives media buyers direct influence over adapting content to specific channel requirements.

Creators themselves can benefit through expanded usage and compensation. With optimized repurposing becoming standard practice, usage rights have become a core component of creator contracts. “If there’s no usage in a creator contract, I don’t think we’ve ever signed it,” Keith says. While creators should be properly compensated for these extended rights, they also gain considerable exposure when brands amplify their content through paid channels.

Integration and Access Within the Linqia Ecosystem

Resonate Studio exists as an integrated component within Linqia’s broader service offering. As Keith explains, “We don’t license or sell the platform. We’re a full-service integrated influencer agency. No client just licenses our platform.” Instead, clients working with Linqia in a full-service capacity gain access to Resonate and Resonate Studio without additional costs or seat limitations.

This integration reflects Linqia’s identity as a service provider enhanced by technology rather than a pure software company. “We’re not a SaaS (Software as a Service) company, we’re a service company. The technology helps us do better things,” Keith says. This approach aligns with the company’s tagline: “Linqia is the calm in the chaos of influencer marketing.”

Future Development and Direction

Despite its practical approach, Resonate Studio faces challenges in adoption. “Most brands still want us to do it for them,” Keith acknowledges, noting that many marketing professionals remain time-constrained. “We’ll have to work on that with the community.”

Looking ahead, Linqia is developing several enhancements, including tools for identifying trending creators, AI integrations featuring their starfish mascot Marco (named after one of the company’s first employees), and expanded Studio capabilities based on user feedback. A media buying solution is also under development, furthering Linqia’s approach to maximizing the value of creator content.

The company’s vision extends beyond individual features to a key shift in how brands approach creator partnerships. “Our thesis is that creator content can power everything. If we stand behind that, our tools and people should make it possible,” Keith emphasizes.

For Linqia, Resonate Studio represents more than just a new tool; it reflects a change in how brands can approach creator collaboration. The conventional view that the creator’s post represents the culmination of the partnership now gives way to a more expansive perspective: the post marks the beginning of the content’s journey across the marketing ecosystem.

“The creator posting is just the beginning of the value exchange,” Keith states.

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