• by Colin Kirkland , March 31, 2023

On Friday, creator-guided shopping platform LTK launched “LTK Boost,” a new advertising solution that invites brands to amplify creator collaboration content directly from the creator’s social media handles on TikTok and Meta platforms. 

According to LTK, the company currently has over 6,000 brand partners and 18 million monthly consumers using the Creator Shops page on its shopping platform each month to make purchases based on what their favorite creators are wearing. 

In a recent internal study, LTK found that Gen-Z and Millennial users ranked influencer content over brand and even user-generated content when making a purchasing decision. 

LTK’s new ad offering aims to move beyond traditional social media advertising, creating more authentic messaging, reducing the cost of content production and driving higher engagement and conversion by running brands’ social media ads directly from creator profiles. 

The company says it has already worked with several brands to run its Boost ads from creator profiles, which led to an overall increase in traffic to brand sites, as well as a lift in sales -- sometimes as much as 4x sales growth.

In addition, brand results outpaced social media ad industry click-through averages by 80%, with participating creators seeing nearly 200,000 new audience views per post and reaching almost 30% increase in retail sales, per LTK.

“Creators are undoubtedly having an impact on consumer shopping behaviors,” says Kristi O’Brien, general manager of the LTK brand platform. “92% of Gen Z –– a group that will make up the largest consumer segment in a few years –– rely on creators to inform their purchases across virtually every category.”