Newegg launches influencer program
Newegg Commerce Inc. is developing partnerships with video content creators.
The global technology e-commerce retailer is introducing Newegg Creator, its first formal influencer program. Newegg Creator will focus on influencers and content creators who are focused on technology, video games and lifestyle brands. Upon receiving applications,
Newegg will review each creator’s content and community to determine if there’s a mutual collaboration opportunity. Creators who eventually join the Newegg Creator program will be eligible to earn affiliate commissions while showcasing the latest trending products for Newegg’s engaged viewers across popular social media platforms.
In addition, creators could be offered exclusive opportunities to participate in future Newegg events. Recruitment of creators is starting at the Twitchcon event for users of Twitch gaming platform, being held in San Diego through Sunday, Oct. 9. At TwitchCon San Diego 2022, Newegg Media, the company’s in-house production team, will film social media content while meeting video content creators.
"The spectacle of TwitchCon seems like an ideal platform to formally launch our influencer program, Newegg Creator. We expect to start recruiting and then collaborating with talented social media creators in the coming months for partnerships,” said Drew Roder, director of Newegg Media. “We encourage all creative content creators interested in Newegg and its brand partners’ products to apply to our program.”
Retail influencer impact spreads
Influencers have become a common marketing tool in retail, across verticals.
For example, the recently-launched e-commerce platform Jupiter enables social recipe influencers to integrate their digital content into curated, branded and shoppable online recipe stores. Customers can browse, shop individual recipes for ingredients, manage grocery lists, and get same-day grocery deliveries from individual storefronts operated by each food creator. Storefronts can be integrated with Instagram, TikTok, Pinterest and other social media platforms.
In the consumer electronics space, Best Buy teamed up with tech influencer, reviewer and video creator Marques Brownlee to offer a curated assortment of products as part of a “year in review” promotion rolled out in early 2022.
Interestingly, a recent survey of 1,000 U.S. adults commissioned by online expert review platform The Desire Company reveals limits on the effectiveness of online influencers. While 90% of respondents are overwhelmed to some extent by volume of product information when shopping online, 87% said it is likely that influencers don’t even use the products they advertise. Only 11% believe that a social media influencer with millions of followers is a trustworthy source of information.
More than four in five (82%) respondents who have purchased something based on an influencer’s pitch say they have had some sort of negative experience with the product, with the most common being that the product didn’t match the influencer’s claims (41%). Instead, when making purchase decisions, more than half (53%) of respondents rely most on recommendations from product experts.
[Read more: Exclusive: Online shoppers trust experts]
Headquartered in City of Industry, Calif., Newegg was founded in 2001 and serves a global customer base throughout North America, Europe, Asia Pacific, Latin America and the Middle East. The company offers direct sales and an online marketplace platform for PC and IT hardware, consumer electronics, automotive, gaming products and finished goods.