Positioning Wix as a platform for successful creators and business owners is one of the company’s core brand objectives.
Historically, the social team relied heavily on internal resources to produce videos and static assets with low to average performance.
As Head of Social and previously the surprise-and-delight user marketing Team Lead, I developed a database of users, including those who are influencers with large audiences.
By collaborating with these “user influencers,” we achieved:
A dramatic increase in video views and average watch time on our pages
A significant increase in reach via shares to their pages
Sourcing content from users, including video, stills, and interview footage, also helped us to tell stories that felt more native or organic and be less dependent on internal design resources.
Our influencer marketing work included:
Reposting influencer/user-generated content to our page
Producing Wix-sponsored giveaways for our user influencers’ audiences
Sourcing influencers for the brand partnerships and other marketing teams
One of my favorite examples: we sponsored a giveaway for the audience of Broadway star and Wix user, Emily Kristen Morris. Emily created 10 original videos that she shared across TikTok and Instagram to her audience of over 2M, creating over 500K video views and hundreds of comments and reshares.
The success of this concept – which cost significantly less than traditional influencer marketing – led us to develop as series featuring other user influencers.