From Content to Cart: Harnessing Creator Power in Commerce Marketing
Content creators know their followers and can provide invaluable insights to brands about driving product awareness and sales.
Aliza Freud, founder and CEO of SheSpeaks, discussed "From Content to Cart: Ask the Creators" for P2PI's Peer Pulse forum on Oct. 22, with three creators:
- Pernilla Turner (@turnerpartyoffive): Motherhood and lifestyle content.
- Tabitha Blue (@radiantwomanhood): Food, travel, DIY, home.
- Uche Madson: (U_Madson): Motherhood, lifestyle, everyday living and food.
The foursome addressed what brands want, what content creators can offer, and what performs well. Some takeaways:
Know Your Audience and Platform
Freud cautioned there is a balance between maintaining authenticity and delivering sales.
The intended audience matters, too. Creators have a shortcut to their followers, but content for a retailer website or connected TV tends to require more information to attract and sway viewers.
Where content lives is important, too. TikTok tends to be more informal and "more patient," Turner said, while Instagram tends to have a more formal feel.
Involving Creators Earlier Can Help
Inviting creators into the promotional planning and providing a brief on what must be accomplished can help all around. Creator input can be, too.
Turning Views Into Sales
To turn a viewer into a shopper, Turner said people need to see why a product will be useful to them.
If a creator already has an affinity for a product, promoting it can feel more organic, and audiences are more likely to see it as a trusted friend's recommendation.
A brand providing a click-to-buy is always a good idea. "Make it as easy as possible," Blue said.
What's Next
Carousels are performing very well, Madson said, even better than her reels. They may not get as many likes, but "the reach is amazing. A carousel might get 100 likes but 20,000 to 30,000 views."
Turner seconded that. "I'll create a carousel in a pinch because I know it's going to perform well for me."
For 2027, the creators predict more in-person events, more live activity, and more long-term partnerships.
P2PI's Peer Pulse is a member-moderated forum where commerce marketing and retail media pros gather to discuss trends, talk pain points and talk about where the opportunities lie. Learn more here.
