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.