In its effort to boost the appeal of its website with lifestyle imagery, Walmart is adding influencer content to its website.
The retail giant is working with influencer agency Collective Bias and content service provider Rich Context to bring influencer-created photos, videos and, depending on the product, recipes to select product pages.
All influencer content appears below product images and the product information on each page, and is different depending on the product. On Walmart.com’s product page for Bigelow Green Tea, a visitor can find images from bloggers’ sites of cakes, muffins and cookies baked using Bigelow Tea, followed by three recipes visitors can download or view to make themselves. Meanwhile, on the product page for Schwarzkopf göt2b hair color, are images of influencers posing with the hair color or using the company’s other hairspray product.
The integration began in June and so far 30 companies, including Mondelez, Henkel and Bigelow, have built out their Walmart.com product pages with influencer content, with more on the way. These influencers include Atsuna Matsui, a beauty influencer with nearly 500,000 followers on Instagram, Nicole Weisman, who has nearly 150,000 followers on Instagram @curvestocontour and lifestyle blogger Abril who runs the blog The Color Palette.
Walmart, facing pressure from Amazon, is doing everything in its to power to stay competitive. In May it redesigned its website to feature more lifestyle content. Having a strong influencer strategy is another way to do so. Amazon has tried and so far has failed, at developing its own influencer play. Agency buyers have stated that Spark, Amazon’s social feed where influencers are meant to post honest reviews of products bought from Amazon.com, has not caught on with brands or influencers. One influencer Digiday interviewed said the platform hasn’t taken off because there was no “return on investment.”