Impact.com and HSN have teamed up to launch a content creator platform called HSNfluencer, which is powered by Impact.com's technology and will enable HSN to “recruit, engage, manage and analyze its creator partners in one place through a fully customized experience for optimization and scale,” the companies said in a joint statement.
Terms of the partnership have not been disclosed.
“The technology enables HSN to streamline direct relationships with creators and influencers and build a unique network with greater visibility,” the companies said, adding that within the platform, creators and influencers can collaborate with HSN “to inspire their next content story with a curated collection of products and generate affiliate product links for posts.”
HSN said it will use its on-air personalities as creators within the platform, “with their own storefronts where customers can interact with their favorite HSN personalities and shop collections they've curated.”
The launch is in response to growing consumer demand for trust: Impact.com CEO David A. Yovanno said that today's shoppers “need social proof and recommendations from trusted sources (including creators) before considering purchasing from a brand.”
In a statement, the companies said that 88% of consumers trust personal recommendations more than any other channel and 64% have made a purchase based on an influencer's recommendation, so “establishing partnerships with these trusted sources is a viable way to engage with the right audience at the right time.”
Yovanno said the creator economy continues to grow and is expected to reach $480 billion by 2027. The CEO said it's important for companies to leverage partnerships with trusted sources to “put themselves in today's buyer's shoes and seek authentic, transparent reviews and recommendations from people they trust before making a purchase.”
Rebecca Carper, vice president and chief digital officer at HSN, said the influencer marketing industry is “driven by creators who build trusted relationships with today's discerning consumers. HSNfluencer allows us to expand our ambassador program and showcase the mutually beneficial relationship between creator influence and customer engagement.”
