Walmart launches beta version of content creation platform

diving letter:

  • Expanding its reach into social commerce, Walmart announced the beta release of its Walmart Creator platform, according to a press release Tuesday.
  • The portal allows content creators to earn an unlimited commission on Walmart product links shared on any social media platform. Walmart Creator provides users with performance data as well as product recommendations based on their interests, depending on the version.
  • Creators can request beta access ahead of the holiday season, and the retailer plans to fully launch Walmart Creator in 2023. The platform also allows creators to apply to participate in upcoming brand campaigns.

Dive insight:

Walmart continues to invest in social commerce by expanding its reach to customers across platforms.

“We know our customers are inspired by the content and stories they see on their social feeds every day from their favorite influencers,” Walmart US chief marketing officer William White said in a statement. “This next step in our strategy will help drive inspiration for our customers by connecting their favorite creators directly to our brand and the brands they love at Walmart.”

In February, Walmart expanded its live streaming partnership with Talkshoplive. The company also entered virtual worlds in September with its Roblox division and launched its innovation partner ads program, which helps brands connect with Gen Z on TikTok and Snapchat.

However, Walmart isn’t the only company expanding its efforts on social media. Social platform Snapchat last week announced a partnership with Halloween costume brand Disguise, allowing users to try on costumes with AR filters in the app. Google also expanded its shopping capabilities last month with the release of a 3D sneaker tool and personalized features like an outfit curator.

How much of an impact social media will have on shopping habits this holiday season is anyone’s guess. According to some data, social media has the potential to play a role in Gen Z shopping. According to a Bluedot report last week, fifty-six percent of Gen Z consumers said they plan to use social media to buy Christmas gifts this year. However, few respondents in a Gartner survey last month said they would look to social media platforms for gift inspiration, with just 7% of respondents planning to use Instagram and YouTube for this purpose.