Instacart Announces New Creator Initiatives To Transition From A Transactional Brand To An Inspirational One
Source: Instagram
Instacart's new multi-layered The World Is Your Cart campaign has creators at the core.
The grocery delivery service launched Carts, a new shopping experience featuring curated, grocery lists from cultural personalities, retailers, and creators. Shoppers can discover and be inspired by these handpicked guides for purchasing groceries.
Recipe creators and publishers can also make their websites commerce-enabled through a new Recipe Maker API. Building on its Shoppable Recipes integration, creators can make their website content shoppable, allowing readers to purchase from Instacart in just a few clicks.
To top things off, Instacart announced a new affiliate network called Instacart Tastemakers for creators, publishers, and developers. This group will be able to earn a 3% commission for sales they drive via affiliate links.
As Instacart's biggest initiative to date, it's telling, but not surprising, that the campaign is creator-centric. Led by Lizzo, Instacart is transitioning from a transactional brand to an inspirational one with creators' help.
While shoppable content and affiliate programs have become common staples in brand marketing playbooks, creator-curated shops remain low-hanging fruit. Currently, brands sparingly leverage them compared to other strategies and tactics.
Through creator-curated shops on brand-owned channels, brands can further tap into creators’ influence — when consumers are in shopping mode and can easily take action. They also give consumers more of what they want, namely recommendations from people instead of corporations.
The great thing about creator-curated shops is that they are unique, but any brand can create them. Here are a few different examples from brands like West Elm, and Every Man Jack (my own shop).
