Target Launches a New Creator Marketplace with the Target Creator Program
Target
Target has launched the Target Creator Program, a new creator marketplace, where creators can showcase products across social media in exchange for commissions (ranging from 5% to 10%, depending on the category) and revenue-based bonuses, as well as paid opportunities. Creators also have the ability to create their own Target Storefronts.
To apply, creators can visit the Target Creator portal, where they input their information, connect their social media accounts, indicate the type of products they want to promote, and more. If accepted, they gain access to view available campaigns, find products to promote (including recommended categories based on what other creators are posting, curated collections by Target, and trending products), and create affiliate links.
Target
Additionally, they can track their performance, payments, and access a resource center featuring resources and guides, such as checklists, content briefs, and tutorials.
Target
Why It Matters: Retail giants investing in creators is nothing new. Amazon has been at it for years. Its success led to Walmart launching a creator marketplace of its own with Walmart Creator last year. Plus, Kohl’s partnered with creators on their own storefronts earlier this month.
Target itself has been very active in creator partnerships, engaging creators to help promote Target Circle Week and Target Storefronts with hundreds of creators. With the Target Creator Program, it is centralizing its creator marketing strategy and expanding it by creating more opportunities for more creators through the heavy pay-for-performance model.
Affiliate marketing as the primary form of compensation isn't something that all creators are on board with—despite how much marketers are pushing for it. However, based on Amazon and Walmart and the emergence of TikTok Shop, there are enough creators who are open to these types of campaigns, especially when the guidelines are loose, and they have creative freedom.
