Aerie features a TikTok series called "Associate Picks," where associates discuss their favorite products. This content is filmed in-store by Aerie's social media team without financial incentives for associates. As a result, the series has generated significant engagement, constituting 34 of Aerie's 100 most-viewed TikToks with nearly 3 million views. Other retailers, like Macy's, provide perks for associates participating in brand content, demonstrating a trend where brands leverage employee expertise to enhance social media engagement. The content remains attention-grabbing, retaining viewers for longer durations.
At Aerie, content is produced in-store by Aerie's social media team. Store associates participate voluntarily; there is no financial or gifting incentive to do so.
Launched in May 2024, TikToks that are part of Aerie's "Associate Picks" series now comprise 34 of the brand's 100 most-viewed TikToks, with nearly 3 million total views.
The content featuring associates and their picks, however, "gets the best feedback and the best results," she said.
Macy's program dedicated to store associates who earn these perks is dubbed "Macy's Style Crew."
#social-media-marketing #influencer-marketing #retail-strategies #employee-engagement #tiktok-marketing
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