• by Colin Kirkland , July 11, 2024

Livestream shopping platform HSN is furthering its commitment to the creator economy by partnering with impact.com, a partnership management company that is powering HSNfluencer, a new platform aimed at facilitating direct relationships with creators.

According to a recent statement, impact.com’s technology will allow HSN to recruit, engage, manage, and analyze its creator partnerships through a centralized and customized experience “for optimization and scale,” and effectively “build its own network with more visibility.”

Within HSNfluencer, creators are able to collaborate with HSN and utilize pre-curated product collections to inform their next content stories and generate affiliate product links for their posts.

The video commerce retailer says that its new platform will be useful for all types of creators, offering them their own storefronts, where customers can shop their curated selections.

“The influencer marketing industry is driven by creators building rapport with today's discerning consumers,” says Rebecca Kerper, vice president, chief digital officer at HSN, who believes HSNfluencer will help grow the company's ambassador program and “showcase the mutually beneficial relationship between creator impact and customer engagement.”

Prioritizing influencer relationships has never been more prominent across industries, especially with 88% of consumers trusting personal recommendations over any other channel, according to Nielsen.

Estimates by Goldman Sachs predict that the creator economy will reach $480 billion by 2027, with the 50 million global creators to grow at a 10-20% compound annual growth rate during the next five years. The investment firm's research shows that brand seals make up about 70% of creators' overall revenue.

Even the White House is on board, with the Biden administration planning to host the first-ever “White House Creator Economy Conference” in August.

“It is crucial businesses leverage partnerships with these trusted sources to make sure they meet today's buyer where they are -- seeking out authentic and transparent reviews and recommendations from those they trust, before making a purchase,” says David A. Yovanno, impact.com CEO.