Behind the Scenes with Our Influencers
Insights for retailers in the creator marketing world
We began a blog series last year on how the new generation of shoppers are impacting ecommerce. Now, we dig deeper.
How do creators organize their business around retail advertiser offers? How are creators incentivized to promote a retailer? What do creators think about merchant rates and earning opportunities? Connexity interviewed top ShopYourLikes influencers, offering retailers a unique glimpse into the creator community. This series explores the challenges and opportunities of influencer marketing, providing valuable insights and actionable tips for retailers. You’ll hear directly from creators on what resonates with them, what to avoid, and how to build authentic partnerships that drive results.
What type of content converts best?
Top creators unanimously agree that authenticity is the key to success. Content must be engaging, meaningful to the audience, and consistently produced to maintain competitiveness. Creators have built unique relationships with their followers, prioritizing genuine experiences over transactional ones. This means promoting only products they truly believe in. Failing to do so damages the credibility of both the influencer and the brand.
I’d say prioritizing story-telling over selling. If you tell a story often, it will sell whatever you have to offer organically. Once you connect with your followers on a deeper level, they start to trust you.@johnston.designs_
A lot of people say quality over quantity, but I personally think if you can maintain quality you’re happy with, it’s super important to get as much content out as possible.@becominghomebody
Authenticity can be felt. Create content about products you truly love and use!@chrisandmelis
How do different earning opportunities influence your decision to promote a retailer in your content? (I.E., CPC vs affiliate CPA)
Creators value CPC models as they align with long-term goals. They know that with performance their rates can increase. They appreciate being compensated for the effort and time invested in creating high-quality content over an extended period of time. Unlike affiliate models where earnings are dependent on conversions, CPC provides immediate and consistent payouts on their work. This allows creators to focus on what they’re best at: Promoting products they genuinely believe in. The cost-per-click monetization model empowers creators to maintain authenticity while building sustainable revenue streams.
I absolutely prefer CPC over commission because the results are almost instantaneous! When I see that I’m making money every day through clicks which in turn drives sales, it motivates me to post more stories since I can see the results of the effort I put in.@lisakanegae
We love CPC because it guarantees our time will be rewarded with earnings up front.@chrisandmelis
What are the challenges working with retailers and what would you like to see change?
Creators often face challenges with retailers regarding commissions. Inconsistent payouts and a lack of predictability in earnings are concerns. Many creators want more transparency and stability, such as clear commission structures, predictable payment schedules, and competitive rates. Creators also emphasize the need for improved communication and support from retailers to foster stronger partnerships and mutual success.
What does the future of the creator economy look like to you?
Influencer marketing is thriving, with most creators extremely confident and optimistic about the future. However, this rapid growth has inevitably aggressively increased competition. Success will hinge on brands successfully and collaboratively partnering with influencers.
I think it’s only getting started and there will be lots of advancements and opportunities in the next 5+ years. I hope for more regulation and transparency in the industry. I think our job isn’t often taken seriously by the average person, but in 5 years it’s going to be normal and seen as an actual career.@johnston.designs_
This interview with top creators illustrates the dynamic landscape of influencer marketing. Understanding creator pain points is just the tip of the iceberg. The solution is two fold; creators want retailers to offer incentives that are competitive and also allow them the space to honor the genuine connections with their audience. By understanding the creator’s perspective and embracing models like CPC that foster long-term growth, retailers can unlock the full potential of influencer marketing and forge powerful connections with the new generation of shoppers.
