Today’s CMOs are going all in on Creator marketing over traditional channels, and the reason is simple: Creators are deeply ingrained in consumers' lives and purchasing moments.
Content Creators sit at the core of the buyer's journey, touching each phase of the marketing funnel with content that drives awareness and engagement, reaching all the way to encouraging brand advocacy. The piece of the puzzle to make this easier? An effective influencer marketing platform.
LTK gets personal so consumers reach the tipping point faster. LTK Creators are trusted more than ads and celebrities, reaching early majority consumers who actively share posts with the general population to scale adoption beyond what any Creator could do alone.
Our recent webinar, “The Active Consumer Journey,” focuses on the healthy active consumer group, with insights from LTK’s National Shopper Study and Brand Decision Maker Study of more than 1,000 shoppers and 164 brand decision makers. Explore the webinar recap for a closer look at how Creator partnerships can drive your brand's visibility in this market and begin your journey to unlock valuable influencer marketing ROI.
Creators Are Ingrained
Consumers turn to content Creators for everything, from how-tos to product reviews to recommendations. We regularly see this in action; #LTKActive includes content to support searches in workout, fitness nutrition, and fashion categories, such as for running, Pilates, activewear, cooking and recipes, and athleisure.
Creators are truly ingrained in consumers’ lives. And we don’t use the term “lifestyle Creator” lightly. These influencers share all aspects of their lives with captive audiences.
The power of active lifestyle posts
It’s time to get active, and consumers agree. Based on our research, the active industry drives 12 percent more conversions than other categories on LTK. That’s because Creators in this area live and breathe the active lifestyle, helping to build a sense of community with like-minded audiences. They use #LTKFitness and #LTKActive to further their content reach and drive conversions.
Consumers shop during moments that matter
It doesn’t matter if it’s Black Friday, Cyber Monday or back-to-school season—shoppers are ready when the next big season pops up. In fact, with back-to-school season well underway, 67 percent of consumers plan to shop for healthy active products, including fitness shoes and gear, healthy food and supplements, and personal care items. Look at the power of how one overarching category, such as healthy active, drives purchases across related shopping categories!
Healthy Active Community
Believe it or not, the healthy active community is just as active online. These consumers expect a community that Creators are uniquely positioned to help build. With the right content, their efforts here can help drive your sales—and influencer marketing ROI.
Creators connect with a digital-first community
Today’s consumers want to live digitally, and 23 percent begin their shopping on social media. The most successful content Creators understand this and work diligently to build communities that matter.
The result? A general population that gravitates toward shopping online and on their phones (62 percent) also shops through those same Creators. LTK’s research shows that 71 percent of Gen Zers and millennials are more likely to try a new brand after seeing a Creator’s post, while 56 percent of the general population will make purchases from Creators.
Communities drive trends
It doesn’t matter if it’s music, movies, cooking, or home decor, consumers can find communities to engage with and motivate purchases. The active community drives action in its own right, and pickleball is having a moment. The topic is trending for LTK shoppers in particular, generating a flurry of activity:
- “Pickleball” searches up 2.3 times year over year (YoY)
- LTK posts mentioning “pickleball” up 4.3 times YoY
- Retailer traffic driven from pickleball LTK posts up 5.4 times YoY
Showing Up Relatable
Is your content relatable? It needs to resonate because consumers seek out Creators (and brands they represent) with similar interests. Creators get inside the minds of their audiences, maintaining relevancy and building relationships with content that speaks the same language.
Partner with content Creators who authentically reach healthy active audiences
Consumers who are deep into fitness and/or prioritize active lifestyles favor related content. They want to hear from voices who can walk the walk and talk the talk, sharing their passions. For your brand to be effective in this category, seek out Creators who have successful track records of engagement and conversion from content in the areas that matter most:
- Cooking and recipes
- Parenting
- Healthy active lifestyles
- Home decor and home projects
- Outfits and home shopping
- Skincare and makeup
- College and corporate life
Gen Z & millennials favor video
From TikTok videos to Instagram Reels, younger consumers are captivated by video content. Video is engaging and readily accessible in the palms of their hands, making Gen Zers and millennials more likely to watch healthy active content.
And it’s effective, too, because social media feels like home to young consumers. LTK research shows that Gen Zers are 31 percent more likely to watch healthy active content than the general population—with active video posts achieving 30 percent higher conversion than static posts.
Get Your Healthy Active Audience Moving Toward Purchase with Creator Support
Looking for health and wellness tips or an online community that aligns with your active lifestyle? Creators are ubiquitous in marketing, having become deeply ingrained in our content consumption and buying behaviors. And the most effective Creators help brands navigate the consumer landscape to show up in relatable ways.
Reach consumers during the moments that matter in formats and spaces that command their attention—and maximize your influencer marketing ROI. Watch our on-demand webinar for more insights and get started with LTK.
