Ulta is leaning into employee influencers for more organic content. YPulse has explained before how employee influencers can make Gen Z want to work for a brand—but what about just buy from them? Ulta is banking on their store associates to be their new brand faces, though not on their main brand account. Instead, they’ve created a cohort of creators who post to their own following, the way a typical influencer would (but only after their content is approved, of course). The brand acknowledges that their employees are the ones catching onto beauty trends earliest as product lovers themselves, so letting them lead connects directly with what shoppers are into as it’s happening. Plus, there’s the personability of trusting these creators who even had small followings before the program (we know Gen Z loves a nano-influencer!) and are now getting to level up and receive perks for their content. (Glossy)
👀 Read more from YPulse: Gen Z Wants to See Nano-Creators on Brands’ Feeds
