Future of TV Briefing: Why Owned Channels Are Key to Creators’ Commerce Businesses
As an example of how text messaging can bolster creators' commerce businesses, take Alyssa McKay and her own clothing brand, Beyond Lost. The creator who has made more than $1 million from Snap's mid-roll ad program has signed up "tens of thousands" of people to her text messaging list, according to Brian Mandler, co-founder of The Network Effect, the talent management firm that represents McKay.
More to the point, though, is the text messaging list's down-funnel performance. Links shared to the messaging list have an 85% average clickthrough rate, and its returning customer rate is higher than 60%, according to The Network Effect co-founder Brian Mandler. "Our approach has been true social shopping: build a community on social and drive them into the shopping experience. It's a little bit different than generally creating content and tagging products that may or may not work," said Mandler.