My favorite way to gain brand awareness and sales for my clients in the beauty, fashion, and wellness space is through niche sub- affiliate networks like RewardStyle/LTK, and the newer beauty influencer power tool, ShopMy. These networks not only drive sales, but creates brand awareness that permeates though these niche communities online or to retail. Once you have a few notable beauty or niche target influencers promoting your products – many others follow suit on the latest trend and must have, and this is how an unknown or dormant brand can become a viral sensation a la the Stanley Cup of 2022 being named one of the most loved brands of 2022 according to LTK sales data.
LTK (formerly known simply as RewardStyle) is the most successful influencer network in the world, driving billions of dollars in sales for over 7,000 different brands. As of this post they have 100,000 curated creators in 200+ countries. Creators love RewardStyle for it’s ease of use – they simply create content, click a few buttons, and are able to monetize with affiliate tracking links on the fly. The influencer has access to reporting, and becomes part of this active community of fellow creators all vying for potential paid campaigns with top brands such as Sephora, Revolve and Nordstrom. Common posting techniques include Instagram In-feed posts, Reels, and Stories. YouTubers commonly will do an integrated video incorporating a round up or haul of their “faves”. If these social channels were not enough they also have the LTK app which is what provides shoppable links on your favorite influencers socials, over 30MM people shop the LTK app and it is a primary source of product discovery on social channels.
If you have a brand and want to create a buzz, working with LTK is mandatory. The downside for brands is that LTK does not share analytics unless you do a paid managed campaign which is costly at about a minimum $50k investment.
Last year while working with HigherDOSE, a leading infrared sauna and red-light company with a cult-like following, we needed help creating brand awareness and sales for the new year – the only one thing came to mind to penetrate the world of key tastemakers in the beauty space was using LTK for a “Managed Campaign”. For a $50k budget LTK helped me “cast” (which is the industry terms for recruit) very targeted creators meeting my criteria, they negotiated the contracts, I selected the creators that fit my budget and needs (with their proprietary sales data behind me), and finally as the campaign materials were produced – LTK helped ensures everything is running on schedule with the casted contracted creators to meet my launch deadline.
LISA J – YOUTUBE INTEGRATED VIDEO “4 Wellness Products I am Obsessed With in the New Year”
RACHAEL’S GOOD EATS – LTK APP SHOPPABLE LINKS
CELLA JANE – INSTAGRAM STORY
The results provided a measurable 3x ROAS, and we penetrated the influencer world that month with the HigherDOSE name. As a long-term result of that paid campaign I also was able to pick up a ton of new partners who wanted to join the legions of beauty and lifestyle influencers touting HigherDOSE’s red light mask and sauna blanket as a choice method of self- care at home which results in year-round traffic and sales organically post paid campaign.
To me results are not just what happened within 30 days of the paid campaign, but rather the long-term benefits of picking up new partners, getting a ton of content that can be used as UGC, and the option of whitelisting and using that gorgeous content in paid future campaigns in other channels like Instagram, or even on the company web site with these beauty+ lifestyle thought leaders endorsement.
Another favorite partner of mine is ShopMy – They started as “ShopMyShelf” around 2020 as a specialty network for influencers in the Beauty and Skincare space such as: Celebrity makeup artists, Estheticians, and Dermatologists, but in the past year or so they have expanded into a more mainstream platform with Fashion, Home, and Lifestyle creators.
In addition to regular posts from influencers on Instagram, YouTube, and TikTok, they provide “Shelfs” for content creators to house their favorite products which is a sales-driver. Influencers can link to their shelf from a LinkinBio or any other method like an Instagram Story or Reel, YouTube video, or even an e-mail blast.
They are different from LTK in that they are transparent with analytics, and you are able to see traffic and sales data from a dashboard. They do have monthly fees, but these are nominal in that you are able to utilize this information to drive UGC and social posting on an ongoing basis for a fraction of what it would cost you to pay an influencer. Packages start at $499 a month.
My favorite tool is that they even have a gifting option in the platform that allows you to select who you want to gift products to and track everything – all in one place. I have even been introduced to a few celebrities from this platform and found it to be a must have for any brand that wants to get found in the highly competitive beauty, wellness, and fashion spaces.
SHOPMY – EXAMPLE OF A SHOPPABLE “SHELF” FROM CELEB MAKEUP ARTIST AND WESTMAN ATELIER FOUNDER GUCCI WESTMAN
SHOPMY – EXAMPLE OF ANALYTICS VIEW FROM MERCHANT/BRAND VIEW – TRANSPARENT AND VALUABLE DATA
THE ERA OF “CREATOR COMMERCE”:
This holiday 2023 content creators continue to be the most-trusted source of inspiration for holiday shopping for Gen Z & Millennials. Consumers buy from people they trust, having social proof from their favorite Instagram and YouTube channels pushes them over the finish line to add to cart – no other avenue is more important than this!
FACTS:
- 45% of Creator/Influencers shoppers will start their shopping by September compared with just 38% of the general population.
DEALS AND EARLY GIFT SEASON PREP IS IMPORTANT!
- 62% of LTK shoppers plan to save money with Black Friday and Cyber Monday Sales compared to just 42% of the general population.
- 61% of Gen Z plans on using gift guides for holiday shopping and 64% of Millennials will do the same.
- Gift Guides are mandatory as they provide inspiration and ideas for gift giving!
Source: LTK Holiday Shopper Study 2023
LTK – “UNWRAPPING HOLIDAY 2023 SHOPPING TRENDS”
In Summary: content creators are the new digital sales force for brands looking to convert browsers into paying customers. We buy from people we trust and the people we follow daily and are connected to on Instagram and YouTube are truly “influencing” our product purchases. Emabracing this partner base is the key to growing any business that sells products.
Affiliate Program Tips for Merchants 