This article was first published by Digiday sibling Modern Retail.
Target has completely reengineered its creator ecosystem through two distinct new programs.
In April, Target told creators that it would sunset its previous creator program in May, Ad Age reported. The retired program was commission-based and allowed creators to build out digital storefronts.
In its place, Target has launched Club Target and Target Ambassadors. Club Target is designed for smaller creators or enthusiastic Target shoppers, offering them Target gift cards, opportunities to be reshared on social channels or, in some cases, commissions for posting about the retailer. Thousands of creators are already participating in a pilot program of Club Target, the company said. Target Ambassadors, on the other hand, is a program in partnership with creator commerce platform LTK. Designed for larger creators, it offers commissions and monthly bonuses for eligible content. And it gives the retailer the opportunity to tap into creators who already use the LTK platform, which supports more than 55,000 creator partnerships each year, according to its website.
“As the creator space has evolved, it became clear that a one-size-fits-all model no longer reflected how creators engage or how guests shop,” Sarah Travis, Target executive vice president and chief digital and revenue officer, said in an email. “We learned a lot from the previous program, including that creators don’t all operate the same way.”
