The New Digital Mall: How to Adapt to Creator-Powered Storefronts and Affiliate Commerce
Today, commerce is flipping the creator economy upside down. If influencers were previously perceived by brands as partners in creating and distributing content, today they build a business together with brands. And the most advanced brands help them do it more effectively.
The New Currency: Trust and Conversions
There are several factors that contribute to the growing role of influencers. Firstly, the level of trust in this channel among consumers is growing. According to data, 61 percent trust influencers over traditional ads.
Secondly, the boundaries between content and purchase are being erased on platforms like TikTok Shop, Amazon Storefronts, and LTK. These platforms shorten the customer's path to purchase, allowing them to purchase products directly within the content through shopping videos, livestreams, embedded affiliate links, influencer storefront integration, and many more, without leaving the platform.
This shift is not a trend but a transformation that signals that in addition to reach, the success of an advertising campaign is determined by sales and conversions. And influencers in this context show better results than traditional advertising.
According to statistics, return on investment from influencer campaigns are 11 times higher than traditional methods. Influencers sell your brand's products directly to your target audience and create a desire to buy right inside the content. This makes influencers close, alive, and real to the audience, so their recommendations are perceived as advice from a friend and not an advertising banner.
How E-Commerce Brands Can Drive Sales With Influencers
- Result Over Reach: Reach still matters, but in the fiercely competitive e-commerce industry, there's nothing more important than sales here and now. Choose partners that are results-oriented and able to bring sales, not just views.
- Freedom Over Control: Creators know their audiences and their needs like no one else. Give them direction, align with goals, and set adrift to create content that's organic to their audience.
- Simplicity Over Complexity: When launching a campaign, put yourself in the buyer's shoes. How quickly and comfortably can they purchase the product? Don't ignore affiliate links, TikTok Shop … anything that shortens the path to purchase.
- Long Term Over Short Term: On average, people need eight control points before they decide to buy. Long-term partnerships with creators build audience trust and show that the influencer is interested in the products themselves, which means they're worth buying.
- Full-Fledged Partner Over One-Time Advertising Channel: Share with influencers not just a product description and goals, but results, a long-term vision for brand development, analytics and any insights that will help them better understand the processes and build a sales strategy based on the data.
Bottom Line
The creator economy isn't only about increasing visibility, but also measurable results. Today, it's important not only to introduce content as an additional element of commerce, but to consider it as one of the main pillars of sales and traffic.
Brands that build their business in partnership with influencers will receive not only reach, but also conversions and the opportunity to create long-term business value for the audience.
Kate Andreeva is the head of influencer talent relations at HypeFactory, a global influencer marketing agency.
Kate is passionately devoted to the realm of talent management. Beginning her journey as an influencer marketing manager, she quickly established a strong track record of fostering successful collaborations with creators.
Now, Kate cultivates long-term partnerships between influencers, brands, and the agency. She works closely with established and emerging creators, ensuring that collaborations are aligned with both creative visions and business objectives. Her comprehensive approach to influencer marketing focuses on creating mutually beneficial outcomes, impactful campaigns, and relationships that power creators’ and brands’ success.
