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Walmart Doubles Down on Creators with New Platform

Published November 30, 2022
Published November 30, 2022

Walmart has launched a beta version of a new platform that will allow the retail behemoth to partner directly with creators. Built with the belief that anyone can be a creator, the Walmart Creator program provides a one-stop portal that makes it easy for creators to monetize shoppable products without any cap.

"We know our customers are inspired by the content and stories they see from their favorite influencers in their social feeds every day," said William White, Chief Marketing Officer, Walmart US. "This next step in our strategy will help fuel inspiration for our customers by connecting their favorite creators directly with our brand and the brands they love at Walmart."

By launching in beta ahead of the holiday season, Walmart is putting creators in a position to capture the holiday revenue opportunity while it continues to evolve and optimize the platform before fully launching in 2021.

The platform enables users to curate product collections to inspire their next content story, generate affiliate product links for their posts to any social platform or group of their choice, and receive product recommendations based on interests and affinities. The Walmart Creator's analytics dashboard provides tracking and performance to understand how customers engaged with the products they featured in their posts. Creators can also apply to be a part of any upcoming brand campaigns.

"I'm so excited to work with Walmart on the new Creator Program—I'm passionate about accessibility and educating and empowering others—and this is both of those things wrapped into one," said DevanOnDeck, a popular influencer with 3.8 million followers on TikTok and large followings on Instagram and YouTube. "I'm super pumped to be a part of this and I'm looking forward to creating together."

The creator platform is the latest push by Walmart to nurture its omnichannel ecosystem, enabling shoppers to shorten the distance between inspiration and purchase. In February, a live-streaming partnership with Talkshoplive was expanded. Walmart entered the metaverse in September with its Roblox space and launched its Innovation Partners ad program to facilitate the connection between brands and Gen Z on TikTok and Snapchat.


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