Meesho debuts content creator marketplace to harness influencer marketing for growth

E-commerce platform Meesho has launched a content creator marketplace to harness influencer marketing for growth in India. The business’ new ‘Meesho Creator Club’ enables influencers to earn money as they market Meesho’s goods. 

“Customer engagement and retention is quite high in content related shopping because users spend more time on the app and interact with the more engaging content,” Meesho’s general manager of monetisation and content commerce Prasanna Arunachalam told the Economic Times. “That’s why across the country, we see content consumption keeps increasing year after year significantly.”

Meesho’s in-house affiliate program now offers its influencers swifter payouts and real time performance analytics. The program also features collaboration opportunities and a ‘live shop’ where influencers can hold interactive sessions to showcase shoppable Meesho products and interact with viewers. 

“Everything we have done in the last year has been to prove product market fit that this actually works,” said Arunachalam. “We have been able to get enough creators to make content for Meesho, and they are able to get enough earnings and are sticking to the platform. At the same time, there is a lot of value for the sellers in doing this.”

Content commerce helps to build stronger bonds between shoppers and businesses, promoting return purchases. The sales method also empowers customers to try out new product categories with more confidence.