Retailers Use Twitter Lists in Influencer Marketing Efforts
On Tuesday, GAP tweeted: “Blogged about @Gap lately? Let us know with the hashtag #GapFashion so we can you to our influencer list.” The tweet included a link to a Twitter list of “Fashion Influencers” created by the brand. Of course, the list is probably just the tip of the iceberg of GAP’s influencer marketing effort, but should we be surprised when a brand shares lists of bloggers publicly?
In this case, no. GAP’s list organizes bloggers that write about the brand (info readily available via search), and it makes curating future content from those same bloggers very easy. Behind the scenes, it likely helps the brand identify candidates that warrant cultivation of deeper relationships.
Since private lists would serve the same functions, what’s the motive for making them public? One word: flattery. What GAP-loving fashion blogger wouldn’t want to be on GAP’s list of Fashion Influencers?
GAP is not alone. Other brands have similar lists, including:
- @RueLaLa’s “Style bloggers” and “Design bloggers”
- @BNBuzz’s (Barnes & Noble) “Authors,” “Book People” and “Publishers”
- @TJMaxx’s “Fashion Bloggers,” “Budget Bloggers,” and “Lifestyle Bloggers”
- @the_Foundary’s “Designers”
- @MichaelsStores’ “DIY Wedding Experts,” “Kids Craft Experts,” “Crafting Experts” and “Creative Bloggers”
- @jcpenney’s “Influencers” and “Fashion Bloggers”
- @gaiam’s “Moms,” “Foodies,” “Yoga” and “Green”
- @bluefly_com’s “Fashion Media,” “Fashion Bloggers” and “NYC bloggers”
Think it’s worth “going public” to give bloggers and other influencers bragging rights? Is recognition from a branded Twitter list incentive to write about the brand?
