The aim of launching public profiles is to leave consumers who discover products from individual makers in a vacuum. Instead, LTK wants to help consumers to discover a wider range of products – Akin for a social platform.
“Connecting with your friends and seeing the content and products that your friends like and the people they follow is actually one of the best ways to stimulate trust,” said Venz Box.
It is not only changes in algorithms for social media to which LTK responds. Venz Box is also considering the proliferation of AI content on social media and search results generated by AI.
“It is so important to have a place for consumers where they know that the makers are real people who make real recommendations,” said Venz Box. “We have tripled for confidence while we think about life in the Ai era.”
LTK gambles that consumers do not go to AI to find out what is cool. Instead, makers will become more valuable as taste makers and curators. Venz Box hopes that the new search function of LTK will help consumers when they are looking for products to buy based on the creators of the makers.
ShopMy wants to visit more consumers
ShopMy uses a similar approach such as LTK and bet on algorithmically -based stores. The new slogan is “compiled by the obsessed not the algorithm.”
ShopMy was launched in 2020 and in January the company collected $ 77.5 million in series B financing.
Prior to the recent updates, consumers could only go to the account of one influencer and they could not search for items, save other makers or products. Now the platform works more as a platform for social media with a feed of all products that someone follows recommends.
“ShopMy is about human recommendations and taste,” said Harry Rein, co -founder of ShopMy and CEO.
More generally, the changes that ShopMy and LTK have made, affiliate marketing make less incoherent for consumers, said Emma Gottdiener, senior paid media manager at Creator Agency Buttermilk. Gottdiener said that the tools from ShopMy and LTK help facilitate brand partnerships in the longer term, of which Marketers have realized are more valuable because they are considered more authentic for consumers.
“These platforms are intended to shift the power of the algorithm and to reduce the human touch,” said Gottdiener.