Influencer marketing has evolved into one of the most powerful growth channels for brands. In fact, 64% of brands now partner with influencers, and the global influencer marketing market has grown into a $24+ billion industry (DriverSearch).
At the same time, consumer behavior has shifted dramatically: 76% of Americans follow influencers, and about half have purchased because of one (partnercentric).
As brands invest more in creator partnerships, a strategic question has emerged: Should brands work with traditional lifestyle creators or retail influencers who specialize in shopping and product discovery? The answer is rarely one or the other. The most effective campaigns utilize the different roles these influencer types play in the consumer journey.
What is a Retail Influencer?
Retail influencers focus on shopping discovery and product recommendations, often highlighting products they buy, review, or find in stores or online.
Examples include:
Retail influencers often operate closer to commerce-driven content, meaning their content is designed to inspire immediate product discovery and purchase.
As seen in the campaign with @Costcofindnortheast, the creator takes viewers on a real-time walk-through of Costco, spotlighting Aveeno Baby products directly on the shelf. By showing exactly where to find the products and why they’re worth picking up, the content creates a sense of urgency and discovery, encouraging viewers to head to Costco and grab their set while it’s available.
Why Retail Influencers Work
Retail influencers perform especially well in high-intent shopping environments.
Benefits for many brands include:
Direct product discovery: Consumers are already in “shopping mode,” making them more receptive to product recommendations and new product finds. When creators highlight products directly in-store or in a retail haul, they reduce the friction between discovery and purchase. Viewers can immediately recognize the product, know exactly where to find it, and feel confident adding it to their cart on their next shopping trip.
Strong purchase intent: Retail-focused audiences follow these creators specifically for product recommendations, reviews, and shopping inspiration. This means the audience is often closer to making a purchase decision than a typical social media viewer.
Natural integration with social commerce: Platforms like TikTok Shop, Instagram Shopping, and Amazon storefronts allow retail influencers to connect discovery directly to checkout, shortening the path for consumers from seeing a product to buying it.
High visibility during seasonal shopping periods: Retail influencers often dominate holiday buying guides, product roundups, and trending product lists, making them especially valuable during key retail moments such as back-to-school and the holiday season.
Because retail influencers showcase products in real shopping environments, whether that’s walking through stores, highlighting trending finds, or demonstrating how a product is used, they help brands move consumers from product discovery to purchase in a way that feels natural and highly actionable.
When Brands Should Use a Retail Influencer
Retail influencers are most effective when the goal is to drive product discovery and immediate purchases. Best Scenarios Include:
Product Launch: Retail creators can rapidly introduce new products to large audiences that are actively searching for the latest trends and new finds. By showcasing the product in-store, in a haul, or through a product review, retail influencers can quickly generate awareness and curiosity around a launch while helping consumers understand where to purchase it.
Retail Partnerships: Retail influencers are especially valuable when a product is available in major retailers such as Target, Sephora, Walmart, Costco, or Amazon. Their content often highlights where products can be found in-store or online, helping drive traffic to specific retail locations or marketplaces. This is particularly beneficial for brands that want to increase visibility within a retailer or support in-store sales.
Holiday Campaign: Gift guides, product roundups, and shopping hauls perform particularly well during key seasonal moments such as back-to-school, Black Friday, and the holiday season. Retail influencers frequently create curated lists of trending products or “must-have” items, making them powerful partners for brands looking to capture consumer attention during high-volume shopping periods.
Social Commerce Campaigns: Retail creators are highly effective on platforms like TikTok Shop and Instagram Shopping, where product discovery and checkout happen within the same platform. These creators can demonstrate products in real time, explain their value, and provide direct links to purchase, significantly shortening the path from inspiration to purchase.
What is a Traditional Influencer?
Traditional influencers are creators who focus on lifestyle storytelling rather than strictly on product discovery. Their content is built around their personal experiences, daily routines, and interests, which helps them build strong connections with their audiences.
Their content may include:
In this type of content, products appear naturally within the creator’s lifestyle, rather than being the sole focus of the post.
As seen in the campaign by @thethirstygals, she demonstrates how to make the perfect margarita using Coronzon Tequila, showing viewers exactly how the product can be used in a simple, approachable way. By incorporating the recipe into a casual at-home moment, the content naturally reflects how the tequila fits into her everyday lifestyle
Why Traditional Influencers Work
Traditional influencers excel at brand storytelling, building trust with their audience, and helping brands communicate their value through authentic, real-life experiences rather than direct product promotion.
Benefits include:
Authenticity and emotional connection: Audiences often feel a strong bond with traditional influencers because they follow them for their lifestyles, perspectives, and personal stories. When a product appears in their content, it feels like a trusted recommendation rather than an advertisement.
Stronger brand positioning: Products are integrated into a broader narrative instead of being the sole focus of the content. This helps brands appear natural within a creator’s lifestyle and strengthens their perceived value.
Higher long-term brand recall: Studies show that 60% of consumers remember brand recommendations from influencers more than from traditional ads, making influencer storytelling a powerful tool for staying top-of-mind (sprinkl)
Higher engagement with niche communities: Traditional influencers often build highly engaged communities around specific interests such as wellness, parenting, travel, or home design, allowing brands to reach targeted audiences with strong trust.
When Brand Should Use Traditional Influencers
Traditional influencers perform best when the goal is brand building and storytelling. Best scenarios include:
Why the Best Campaigns Combine Both Retail and Traditional Influencers
The most successful creator campaigns use both retail influencers and traditional influencers at different stages of the customer journey. Each influencer type plays a unique role in moving consumers from brand discovery to final purchase.
|
Stage |
Influencer Type |
Role |
|
Awareness |
Traditional Influencer |
Introduce your brand's story and build credibility |
|
Interest |
Traditional Influencer |
Show real-life product use and lifestyle integration |
|
Consideration |
Retail Influencer |
Highlight product features, value, and where to make a purchase |
|
Purchase |
Retail Influencer |
Drive Conversion through clear recommendations and shopping links |
When brands strategically combine both types of creators, they build a more complete path to purchase, capturing attention, building trust, and ultimately making it easier for consumers to discover, consider, and confidently buy the product.