Are Walmart getting ready to launch a brand and influencer pairing platform called Creator Collective? With the true potential of social media marketing being realised by more retailers, brands and marketplaces it’s certainly possible.
We are seeing more brands looking at ways to pair up influencers and sellers. Just recently Shopify started doing it with their new platform Collabs and Meta are doing the same with their own Brand Collabs Manager. According to eagle eyed Reuters, we could soon see Walmart introducing a similar concept for the third-party sellers on their marketplace as the platform files trademarks for ‘Walmart Creator’ and ‘Walmart Creator Collective.’
As seen on the United States Patent and Trandemark Office website the trademark has been filed as influencer marketing services that are promoting the goods and services of others through influencers, providing marketing consulting in the field of social media.
Whether you like it or not, influencers (Yes including the people dancing on TikTok) can be an important asset for brands who are want to take their business to the next level. Brands and influencers are yin and yang, once together they can grow exceptionally because in reality they work better together. Influencers need brands to grow their audiences and brands need influencers to grow their customer base.
It will be interesting to see if Walmart do launch a Creator Collective platform and how brands and content creators interact with it. Despite this news, it’s certainly possible that the trademark will lead to nothing, as has been the case on many occasions. There is no denying that there is an influencer X brand trend with many other companies following a similar trajectory and launching services that push collaborations to new levels.