- DTC Daily
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- Monday, May 8
Monday, May 8
Today's DTC news, tips, & tools you need to know
🔬 The power of micro-influencers
📰 TL;DR - If you need another reminder that small influencers are a good bet, here it is. Shopify’s own president Harley Finkelstein has an e-comm side hustle and he talked about how he prefers micro-influencers for his brand. Why? They’re cheaper and may provide a higher ROI. That’s a win-win.
💡 Insight - Harvey also had some interesting things to say about social media. He encourages an omnichannel approach. With TikTok’s future in the US hanging in the balance, it just makes sense to invest in multiple platforms instead of throwing your hat into a single ring. I also agree with his take on micro-influencers – if you find some that are specific to your brand’s niche, you stand to have greater impact than paying big bucks for a big name.
🩵 Gen Z loves creators
📰 TL;DR - Speaking of influencers, here’s more proof that Gen Z really trusts them. According to a new survey, 75% of Gen Z makes purchasing decisions based on creator recommendations. That’s 21% higher than the general population. And when it comes to brands, their top criteria is finding ones that are both trendy and budget friendly.
💡 Insight - The takeaway here is that if you want to target Gen Z shoppers, it’s absolutely crucial that you engage in influencer marketing. The trend has also been towards influencer marketing looking more like UGC — very authentic, organic content that looks like the creator made it themself without prompting.
😎 How to work with influencers
📰 TL;DR - Let’s continue on the theme. Here’s a guide on how to work with influencers, as well as the ways you can work with them. Beyond a sponsored post, there’s options for blog posts, guest appearances, ambassadorship, and gifting. I also like this piece because there’s some examples of influencer partnerships, like at Fable, Healthish, and Twinked T.
💡 Insight - I find Fable’s approach to be very interesting. Despite shipping across the continent, they focussed on free gifts to locals in Vancouver. It’s worth noting that free gifts are a big gamble. Although many brands do them, there’s zero guarantee it’ll generate posts. However, in your early days, you may have more spare product than spare money. All the to say, your influencer strategy is likely to evolve over time as you scale.
🛍️ A marketplace for 3PLs
📰 TL;DR - Practical Ecommerce has an interview with Joe Spisak, head of Fulfullcom, a marketplace for 3PL providers. He started the company after his own frustrations finding fulfillment companies. The software is like a matchmaker for 3PLs companies, with 600 locations listed worldwide. It also happens to be free for those searching.
💡 Insight - This stuck out to me: each year, 38% of brand switch 3PLs. That’s high! And suggests it’s touch to find a great provider. So it’s not surprising to see solutions like this pop up. It’s especially useful for price comparison as well as comparing error rates and carrier charges. If you use a 3PL, it’s great to see options like this available.
🛠️ Things worth checking out
✍🏼 CONTENT MARKETING - Here’s some ideas for content marketing in June. Think: Father’s Day, Strawberry Moon, Splurge Day. Read here.
📌 LLC VS. S CORP - A practical guide for choosing the best path for your own brand. Read here.
👟 YEEZY OVERLOAD - Adidas has a ton of Yeezy’s with nowhere to go after the fallout with Kanye. What will they do? Find out here.
🌐 AR - 3D Apartment is making it easier to visualize new home decor and furniture purchase in your home. Read here.
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