Why affiliate-based marketing and real-time sharing is beneficial to a social-savvy audience
This year, for the first time, I’m really plugged into social media as we’re in the thick of the Early Access period of the Nordstrom Anniversary Sale. Mentions of “#NSale” have completely saturated my feed, and I am eating.it.up. Now, I’m just an Average Jane — I’m not an influencer, nor am I a cardholder. I also live 100 miles from the closest Nordstrom. Here’s why the use of LIKEtoKNOW.it (LTK) and Instagram Stories appeals to me.
It brings the catalog and website to life.
Because I clearly need to find more productive ways to spend my time, I went page by page (all 46 of them) of the Early Access Preview of women’s clothing/beauty. But, then I pulled up Instagram, and I was instantly sucked into Story after Story of dressing room diaries, mini hauls and most importantly, real women trying on the pieces from the sale in real time.
Original Poster’s Caption: This cozy grey sweater from @nordstrom is perfect for cool summer nights!Commenter: Omg, I love that top. Where’s it from?OP: I got it at Nordstrom. It’s tagged!
I can use my purchasing power to support the influences who do influence me.
As an aside: I know the term “influencer” is one of those eye-roll-inducing buzzwords. It’s the truth, though. Not to be confused with a “shill.”
I’ll throw out the disclaimer that I’m fairly ignorant to the commission model for sites like LTK and any Nordstrom partnerships. However, I do enjoy the opportunity to purchase through an affiliate link if Blogger X or YouTuber Y was the reason I pulled the trigger on a new pair of suede over-the-knee boots. It’s an opportunity for me as a consumer to say, Hey, thank you for taking the time to sell me on the value of this product. You’ve earned my trust, and I want to continue to support what you do.
I have two Twitter followers. Nordstrom, rewardStyle, LTK…none of them have any idea who I am. This type of stuff just makes my marketing brain nerd out to the max. Hopefully, it lands with some like-minded #adnerds. Or just people with too much time on their hands to online shop.