More brands are turning their employees into influencers. A few months ago, YPulse reported on Ulta Beauty leaning into their in-store employees to create more organic social content with their internal ambassador program. Now, as Gen Z turns to smaller creators and friends for product recommendations, brands like Macy’s and Aerie are following suit. Aerie recently launched “Associate Picks,” a content series featuring everyday employees—not just the corporate marketing team—and their favorite products. The brand found that this kind of content from this program, “gets the best feedback and the best results.” However, unlike in Ulta’s strategy, Aerie employees are not paid for their content. On the other hand, “Macy’s Style Crew,” featuring 300 rotating employee members, must have at least 1.5K followers on TikTok or Instagram to be considered and are incentivized with gift cards or monetary compensation. (Glossy)
👀 Read more from YPulse: Employee Creators Are the Next Big Thing in Brand Marketing
