Klarna Expands Its Creator Platform To More Regions To Match Retailers & Creators For Performance-Based Campaigns

Source: Klarna

Klarna announced the expansion of its Creator Platform to 45 regions, including the United Kingdom. In October, the Swedish payments solutions company launched the platform in the U.S.

The Creator Platform allows the company's 450,000 retail partners to collaborate with creators on affiliate partnerships, brand campaigns, and gifting programs. It was built using technology from APPRL, an influencer marketing platform it acquired in 2021.

How It Works

First, retailers select the products they want creators to promote, and then they set the commission level. Using Klarna’s database of over 500,000 vetted creators, retailers can find specific creators to work with via filters or choose from an AI-generated list of brand-fit creators. They can view creator profiles to see data such as their reach, conversion rates, audience demographics, and best-performing products. They also can communicate with creators using a direct messaging feature, where they can manage gifting requests, shipment logistics, and more.

Retailers can view real-time performance metrics like traffic, sales, and conversion rates through a dashboard once creators start sharing their content and affiliate links. In addition, creators can monitor the performance of their content to see what resonates with their audiences and how many sales they have generated. Klarna will automatically handle all creator payments for retailers, with creators receiving their payments via a monthly invoice.

Retailers Invest In Influencer Marketing Solutions

The company joins an increasing number of e-commerce companies and retailers investing in influencer marketing solutions. As influencer marketing continues to be a powerful channel for customer acquisition, more brands are partnering with creators to help them move products. Brands typically focus on top-of-funnel KPIs when leveraging influencer marketing, but with increasing amounts of money being thrown at the industry, many brands want their return on investment, which typically means converisons. By matching retailers with creators based on their brand persona and the type of products they sell best, Klarna increases the likelihood that retailers will activate creators that drive the results they want.

There are many creators who want guaranteed payments, but some see value in performance-based payment structures, which enable them to make much more money. As brands focus on getting a return on their influencer marketing investments, performance-based activations will increase.