Influencers use shoppable media to launch DTC brands

The arrival of shoppable ad formats on social platforms is providing influencers with new ways to monetise their audiences beyond partnerships with third-party brands; marketers need to be aware of the implications, says Kaho Yamada, Head of Influencer Marketing, Japan, at AnyMind Group.

Why it matters

Influencers are central to marketing on social media platforms. However, relationships with brands may become more ambiguous if influencers opt to begin the sale of their own branded products.

What does this mean for brands?

• While influencer selection is currently based on past collaboration, follower data and brand affinity, it may soon need to take an influencer’s own brand and products into consideration.
• Brands may benefit from this change, with audiences becoming more accustomed to shoppable content and knowledgeable about the types of product their favourite influencers might promote.
• However, marketers should beware any potential disparity in shopping experience – for instance, own-brand product purchase benefitting from seamless UX, but advertiser brands only being made available via multiple clicks.

An example

Thai social media influencer MayyR used Instagram to announce the launch of her own brand, 11AM, including a café and apparel range, populating her feed with posts about the brand amidst a posts about collaborations with other brands.