Agencies like Mavely and Awin offer a link between influencer and retailer.

“It depends on what the brand is looking for, and we customize our research based on what the brands ask for — and recently there’s been a big shift to micro-creators [micro-influencers],” says Piper Donnelly, account director, Awin Global.

It’s a growing area for analytics and marketing agency Kroger Precision Marketing/84.51, which is owned by grocer The Kroger Co.

“Kroger shoppers make up half the U.S. household population,” says Brian Spencer, marketing director at Kroger Precision Marketing. “We want brands to be able to engage our shoppers … and we’re focusing on smaller influencers.

“We want to really curate our influencers,” he says.

Kroger Precision Marketing has different tiers of content creators it vets “to ensure it’s a safe environment,” he says. They typically have a minimum of 10,000 followers and go as high as 30,000 to 50,000 followers, which the agency considers a “macro-influencer,” he says.

It’s one way online baby registry Babylist is reaching out to new consumers. Babylist devotes 20% to 30% of its digital marketing budget to social media, says Ashley Malone, vice president performance marketing. It works with Mavely to connect with influencers.

From April 2023 to June, Babylist launched campaigns with various influencers, without specifying how many, to drive registration sign ups, Malone says. After working with Mavely, the online registry experienced a 15% increase in registry sign ups.

Going forward, Babylist will continue to use “a steady stream of influencers or creatives not only on our affiliate platform, but also in our social apps,” Malone says.

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