Walmart may further promote cooperation between merchants and influencers

It is reported that Walmart may release a feature called "Creator Collective" to promote cooperation between social media influencers and e-commerce brands.

Considering that more and more online sellers and platforms are aware of the importance of social media marketing, this rumor is likely to be true.

Foreign media data show that more and more e-commerce sellers are starting to look for channels to directly contact influencers. Recently, Shopify has begun to build its new feature Collabs, and Meta is also building Brand Collabs Manager with similar functions.

According to Reuters, we can expect Walmart to launch a similar feature soon, as the company has applied to trademark the terms “Walmart Creator” and “Walmart Creator Collective.”

The website of the United States Patent and Trademark Office shows that the category of the trademark application is influencer marketing services, which means helping third parties promote products and services and providing marketing consulting services.

Whether they admit it or not, influencers ( including those dancing on TikTok) will be an indispensable resource for major brands, and they will drive brand development to the next stage.

Brands and social media influencers are like two complementary puzzle pieces. Influencers need brands to attract audiences, while brands also need influencers to increase exposure. Once the two are combined, surprising results will be produced.

If Walmart does release this feature, it will be interesting to see how major brands and content creators will view it. In fact, although there are constant rumors and related trademarks have been applied for registration, it is still possible that it will not be implemented in the end. There have been many such cases before.

But it is undeniable that the cooperation between internet celebrities and brands has become an irreversible trend. Many industry giants have placed their bets on it and launched related services to push the scale of cooperation to a new level.

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