Target Taps Into the Power of Social Media
Target Corp. is meeting today's customers right where their shopping journeys begin: on social.
The big-box retailer has launched two new creator programs, as the company explained, to make it easier for customers to move from inspiration to purchase in ways that feel natural and personalized.
According to creator management platform GRIN, nearly 75% of U.S. consumers have purchased a product because of creators who share shopping, style and everyday content on platforms like Instagram and TikTok.
With the Target brand showing up organically in social conversation, think #TargetRun, combined with it being the most-followed big-box retailer on TikTok (approximately 3.3 million followers), Target is well positioned to meet customers where they’re already discovering and shopping.
Target's two creator programs are as follows:
- Club Target is a guided, gamified program for everyday creators and super fans that rewards authentic engagement through weekly TikTok and Instagram challenges, tiered rewards (gift cards, commissions, social channel features) and community support. Thousands of creators are currently participating in the Club Target pilot. The company plans to scale the program over time as the community grows.
- Target Ambassadors, powered by LTK, is the first program of its kind for a retailer for established creators, offering a multi-tiered structure, expanded benefits, higher commission rates and deeper brand access within the mega-influencer marketing platform known as LTK. Target's Roundel media network also provides partner brand advertisers with a connection to activate with LTK creators through "Influencers by Roundel" campaigns.
"At Target, we're reimagining social commerce by meeting brand enthusiasts and consumers where they are — from supporting emerging creators through Club Target to giving established creators a more integrated experience through our first-of-its-kind program with LTK," said Sarah Travis, chief digital and revenue officer at Target. "It's all in service of amplifying the elevated shopping experience, on-trend assortment and value we offer consumers and creating more seamless pathways from inspiration to purchase."
For customers, this means more authentic ways to discover Target through the content and creators they already follow. For creators, it means more support to share their Target moments.
This article was originally published on P2PI sibling brand Progressive Grocer.
