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Younger consumers put a lot of stock in the opinions of their favorite influencers.
That’s become increasingly evident in the era of social commerce, with 73% of Gen Z consumers and 68% of millennials saying they look to creators to inform their purchase decisions, according to a study by Northwestern University and commissioned by LTK.
What’s less clear is how brands can enter into this space authentically, and how creators can leverage their influence in a way that’s economically viable in the long term.
LTK, formerly known as RewardStyle, aims to connect brands, creators and consumers in a way that works for all involved. Onstage at ADWEEK’s Social Media Week, LTK general manager Kristi O’Brien and longtime creator Lucie Fink spoke with ADWEEK chief content officer Zoë Ruderman about what works, what doesn’t, and how to learn from past mistakes.
What works: Good matchmaking
Using a combination of human touch and AI-powered matchmaking, LTK connects brands and creators whose audience goals live within the same niche—ensuring that the brand knows what it’s trying to say and who it’s trying to reach with its message, and then facilitating a relationship with the right creators.
We live in a “nation of niche,” O’Brien explained. A brand message will only work “if it makes sense for the creator as well, because otherwise it’s going to feel fake.”
LTK Match, a new AI-powered tool available on the platform, is able to sift through the 250,000 creators who work with LTK alongside brand, social and sales data.
“When our brands are using LTK Match, they’re getting five times the conversion rate because there’s so much human bias in the selection of creators,” O’Brien said.
What doesn’t work: Micromanaging
Long-term relationships are a winning formula for both brands and creators, the panelists agreed, especially when brands allow creators to engage with their audience on their own terms.
