The direct selling industry, known for its adaptability, is gearing up for transformative changes in 2024. The traditional face of direct selling is changing. Embracing innovation and agility is becoming crucial as companies respond to evolving consumer behaviors and technological advancements. Corporate executives need to stay ahead of these shifts to drive growth and retain a competitive edge. Let’s delve into the key trends reshaping the landscape: 

Affiliate Programs Revolutionizing Sales 

More than 35% of existing direct selling companies are anticipated to incorporate affiliate programs, emphasizing straightforward selling, and offering attractive commissions ranging from 15% to 40%. Start-up companies have adopted this approach right from inception, acknowledging the appeal of simple, high-commission structures. 

This allows the direct sales industry to compete with the retail industry. More than 80% of retail brands use Affiliate Marketing programs. And 80% of advertisers set aside approximately 10% of their marketing budget for these projects. Why? Because it helps businesses reach more people, drive leads, and boost sales, all without spending much money on hiring a marketing company. 

The affiliate program offers an appealing alternate avenue to generate revenue for companies with the Baby Boomers, Gen X, Millennials, and Gen Z, who may have no interest in team building but will promote and sell products they believe in. Plus, it allows the affiliate to sell multiple products from different companies with no conflict of interest.  

Attraction of Different Generations 

Affiliate marketing is drawing in younger generations like Millennials and Gen Zers who are adept at social selling. The ease and familiarity of affiliate-based models resonate with these demographics, influencing their engagement within the direct selling space.  Research shows that this type of model is in tune with bloggers, influencers, university students, and young parents who are searching for an avenue of additional income stream that is time flexible. 

Payout Frequency and Adaptability 

To get ahead in the race for attracting talent amongst the growing gig economy, direct selling companies need to pay attention to the evolving preferences of their field. A recent study conducted by Dr. Robert A. Peterson and John T. Fleming and sponsored by PayQuicker found that 83% of gig workers cite the importance of being paid immediately for performance when looking for a new gig (The Future of Work: Insights into the 2023 Gig Economy Workforce). Companies that offer flexible payment options and safe, secure, speedy payments—usually on the same day—provide a better experience; improve attrition rates; and become more attractive to those entrepreneurs looking for a side or full-time home business to join. Instant payments build loyalty, trust, and engagement. This, in turn, creates a desire to grow their businesses and the desire to increase income. This adaptation aims to retain talent and remain competitive in the dynamic market. 

Global Expansion and Localization 

With the world becoming increasingly interconnected, direct selling companies will focus even more on global expansion. However, localization will be critical for success. Executives understand the diverse market nuances, adapting strategies accordingly, and establishing strong local networks and partnerships. We know the world is smaller because of our ability to communicate face to face via technology like Zoom, Teams, etc. It can be as simple as speaking in the country’s native tongue vs English, (with a translator if necessary), or even ease of commissions transferred to the local currency.  

AI Integration for Enhanced Efficiency 

AI, including chat-based technologies like ChatGPT, is becoming a staple both in corporate operations and field activities. Field leaders are leveraging AI-driven posts to support and guide their downlines, streamlining operations and enhancing productivity. In 2024, more companies will also utilize AI to support their leaders in the field and keep costs down. 

Amplified Social Media Support 

Field members now expect an array of social media posts—up to 20 different choices per week—to amplify their online presence and reach. Providing diverse content options empowers distributors and fuels their social selling strategies. Their posts need to give the potential consumer a reason to buy through them vs someone else. The objective is to gain traffic and convert that traffic into customers and sales; companies that are supporting this will see more traction than ever before in this space.  By being diverse, it generates more traffic to their business and will far outreach their personal circle of influence. This, in turn, opens opportunities to reach the right people.   

Resurgence of Live Events and Recognition 

Regional and annual/bi-annual conventions are experiencing a resurgence, significantly impacting company growth, and fostering brand loyalty.  On-stage recognition at these events is imperative, driving motivation and engagement among field members.  There is nothing like receiving an award or walking on stage in front of peers.  In the past, before the world was on lock-down, most direct sales companies focused on driving their team members to live events regionally monthly, quarterly, bi-annually and annually, knowing that this increased retention with the field and belief in the company. With the lock down, companies got very comfortable with Zoom and Team events, and while it has become a fantastic add on to businesses, and cost effective, it does not replace live events. More and more companies that did return to live events in 2023 are promoting more live events in 2024 than ever. 

Incentives and Travel Programs Driving Engagement 

Companies are elevating incentives and incentive travel programs, incorporating both sales and recruitment criteria. This dual-pronged approach not only motivates sales but also fosters team building and network expansion. 

In summary, the direct selling industry in 2024 is undergoing a profound transformation driven by affiliate programs, AI integration, increased social media support, and a renewed focus on live events and incentives. Corporate executives are embracing these trends to navigate the evolving landscape, foster innovation, and maintain a competitive edge in this dynamic sector. Adaptability and responsiveness will be key in seizing the opportunities presented by these industry shifts.  

Here’s to an exceptional 2024 for the industry! 

PayQuicker is a leading provider of financial transaction and treasury management technology and innovation for a wide range of industries requiring mass payouts to their participants. Our cloud-based and regulatory-compliant BaaS software stack offers custom-branded global treasury solutions that power clients to seamlessly deliver secure, instant payouts and digital wallets to millions of consumers, independent contractors, distributors, influencers, and affiliates around the globe. Schedule a free demo to learn more about the PayQuicker global treasury management solution.

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The company described the Younique Brand Affiliate Pathway as a “modern approach to business [that] is designed to make [the] Younique opportunity more approachable and effective.” 

With this change, the Younique community now consists of three types of engaged users: customers, brand affiliates and brand ambassadors. While the former party plan model is no longer intact, the company stated that it is still a direct sales company and firmly emphasized that it “always will” be. The affiliate program’s objective, the company stated, is the same as the hostess rewards program—to grow networks. 

“We are thrilled by the introduction of our Younique Brand Affiliate Pathway program and the enthusiastic response it has garnered from our audience,” says Derek Maxfield, CEO and Founder of Younique Products. “Through Younique’s Deliberately Different Journey to Success, we aren’t simply adopting affiliate marketing; we’re pioneering its integration into direct sales.”

The tenth anniversary convention also included a 10-Year 10K benefit run, live product training and education sessions, and a first-hand account by Derek Maxfield of how and why he started Younique.  

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There is no longer a cookie cutter template for what equals success in direct selling. The channel’s once predictable, duplicatable system, is now populated with an array of infrastructures, each designed with the goal of expanding reach and attracting new customers.

For some brands, this new structure has involved earning a footprint in the ecommerce space by taking ownership of their Amazon storefronts and presence online. For others, remaining relevant has included the addition of retail and brick-and-mortar partnerships.

But one option continues to rise to the surface as a common pattern: the enhanced affiliate model.

Many direct selling leaders have begun to consider integrating or launching an enhanced affiliate model as part of or in addition to their existing brands. In fact, in a recent Direct Selling News survey of 45 direct selling companies, more than two-thirds of participants (67 percent) said they were at least considering how they could adapt and incorporate an enhanced affiliate model into their existing structure.

The Top 6 Affiliate Strategies

What is an affiliate model? Simply put, businesses offer affiliates a commission when they refer customers to their products or services. Businesses generate revenue that they couldn’t have reached otherwise, and affiliates make money on something they are already using or sharing.

The key difference this structure offers is that affiliates don’t grow their business through recruitment and team building. Instead, they focus on lead generation, customer loyalty and partnership with brands. Today, direct selling companies who have successfully completed this transformation typically reside in one of six categories.

1/ No Direct Selling History

This is the basic affiliate model structure. These companies pay commissions on revenue generated from sales, but they also can offer a tiered affiliate model that offers commissions to affiliates for sales made from another affiliate they referred, including SellHealth, Builderall, Market Health, Organica Naturals, Intechra Health and service-based companies like Fiverr, ClickFunnels, Travelpayouts and Grammarly.

While none of these companies would consider themselves a direct selling operation, all of them are running an enhanced affiliate model structure, some with tiers that extend two generations.

2/ Optimized Front-End Direct Selling Models

USANA, 4Life, pawTree and BELLAME have all implemented this new compensation model approach into their existing structures. With this method, those interested have the option to join as an affiliate whose sole task is to sell, but at any point in their affiliate journey, they also have the option to sign up as a business builder or direct selling distributor.

pawTree, who announced this switch in the first quarter of 2023, pointed to it as the most efficient way to attract and retain a new segment of marketers who don’t lean into traditional direct selling messaging.

“The lynchpin for long-term sustainable growth is getting lots of people making $300 to $500 a month in a reasonable amount of time with a reasonable amount of effort,” said Roger Morgan, pawTree Founder/CEO. “We want to help them make enough money, faster, so that they stick with it.”

USANA created a new position on the company’s compensation plan called “affiliate,” a product sharer and brand influencer who earns a 20 percent sharing bonus on all sales.

“It’s really creating a whole new customer segment target for your company,” said Jeannie Price, USANA Executive Vice President of Sales. “We have a separate portal, a simplified website. We’ve created sharing tools and assets for them and use a completely different communication approach with our affiliates than our distributor base.”

4Life, who also chose to optimize the front end of their compensation model, wanted to reimagine its legacy programs to maintain its competitive nature and generational relevance. They developed Preferred Customer incentives including free shipping, wholesale pricing, loyalty points, bonus products and instant discounts. Affiliates also have access to a Rapid Rewards program that pays builder bonuses, new rank recognition, incentive trips and more.

At the beginning of 2022, BELLAME was taking note of how fluid the entrepreneurship landscape was becoming and developed proprietary lead capture and lead generation tools that an established affiliate marketer would expect. They removed startup fee barriers, making it free to join for anyone, regardless of whether they were interested in being an affiliate or building a business and removed qualifications to earn money.

“Whatever label you use—affiliate marketer, digital marketer—we knew we needed to make room for it,” said Melissa Thompson, BELLAME Founder/CEO. “They enjoy the entire compensation model. And we never charge one penny—not a sign-up fee, transaction fee, renewal fee or tool fee. We have been able to attract people who are not normally interested in our industry at all.”

3/ The Standalone Sister Company

This avenue is a way for existing direct selling companies to start a new entity as a wholly owned subsidiary offering a new brand and an affiliate compensation model separate and apart from the existing legacy company while leveraging the established brand’s powerful reputation, expertise and logistical strengths.

Mannatech led the way with this “best of both worlds” approach through the formation of a subsidiary that will serve as its innovation hub. Trulu, the new resulting brand, is expected to build upon the legacy company’s existing strengths, utilize operational assets and enhance relevancy.

This new subsidiary offers a complimentary pathway to support growth in customer acquisition and retention, revenue, profits and value but does not diminish or detract from the company’s investment in direct selling.

“We will continue to transform certain aspects of the current model, however, our investments in Trulu will not distract from our responsibilities to Mannatech,” shared Al Bala, Chief Executive Officer. “It takes courage, but this blue ocean opportunity is real. This is the new decade and phase of this industry.”

4/ The Hybrid Startup

Eliminating confusion is the key focus of this strategy. Most of these brands have some connection to the direct selling industry and have decided to start an entirely new venture using the tiered affiliate model as the backbone of their business.

For ALIGN Co-Founder and Chief Executive Officer Jesi Condor, her experience as a leader in the sales field taught her what worked and what didn’t when it came to compensation.

“I would always look at my check and it averaged out to three percent,” Condor said. “My question was always ‘Why is there this giant chart of complication for me to ultimately earn three percent?’ So, what we tried to do was eliminate that confusion. Our entire comp plan is volume-based; it’s very simple. Simplifying comp plans provides the transparency and trust that we’re trying to establish.”

Amanda Tress, Founder/CEO of FASTer Way to Fat Loss, developed her health and fitness-focused affiliate program with a customer journey that offers the opportunity to grow from a six-week orientation program to a VIP monthly membership and, ultimately, a certified coach. Coaches have the chance to earn 50 percent commission on their new client signups and 50 percent commission on their clients’ VIP monthly membership fees. They can also help their clients become certified coaches and earn 10 percent of their sub-affiliate sales.

Tress builds loyal customers through micro-influencers, called Ambassadors, who pitch strategic micro-commitment campaigns, like a $19.99 lead magnet that requires minimal time and investment. “What we’ve found is that micro-influencers truly do not care about a recurring revenue model,” Tress said. “They simply want that one-time commission on the front end.”

5/ The Relaunched Affiliate Model

These companies have transitioned completely out of direct selling and are fully embracing the affiliate structure as their sole mode of operations. SimplyFun announced this switch in February of this year, saying it would phase out its existing direct sales model to instead focus on a new affiliate program that offers affiliates a ten percent commission on purchases made through their personalized link and bonuses of up to 25 percent commission based on their total monthly sales.

Pure Romance announced this change in May 2023 stating it was “shifting away from the multi-level sales model” in favor of an omnichannel approach now that only one percent of its consultants were receiving downline commissions.

But the most experienced leader in this path is undoubtedly AdvoCare, who, as the result of pressure from and litigation with the Federal Trade Commission (FTC), switched to a direct-to-consumer, single-tier marketing compensation plan. Today, the company has found that its affiliate incomes are five times higher than they were in 2018, before this switch, and that affiliates say they feel less pressure with the removal of team building as a requirement for growth.

“I know that we are not all the same, and we did go through it in a way that I would not wish upon my worst enemy,” said Christina Helwig, AdvoCare Senior Vice President, Sales and Marketing. “At the same time, we found success. Sometimes you take a little risk and find traction. At the end of the day, leaning into our customers has resulted in success—not only for our distributors, but for our brand.”

6/ The Rapid-Fire Test and Launch Model

Messaging in direct selling can feel sluggish as executive teams work to spread the communications like a game of telephone, passing it through the top leaders who then share it with their downline.

“In the traditional direct selling world, marketing teams work really hard to define their messaging and create all the collateral to launch to the field,” said Paul Adams, President and Owner of Adams Resource Group. “Then, when launched, it takes quite some time to get the messaging into the hands of the field. Does this take weeks? Months? What if it didn’t work as well as expected? That is a lot of time lost.”

Enhanced affiliate marketing whittles down that message refinement process to create a leaner, more responsive communications tool. Within 30 days or less, a new website, shopping cart and product can be exposed to a large group of potential affiliates, assuming that the pay structure is already in place. No genealogy, no lengthy IT integration, no games, training sessions or long-term commitments necessary. This makes it simple to test the efficacy of a message, then adjust, refine and adapt.

Opening up a new domestic market or expanding internationally might cost seven figures with a traditional direct selling template, but with the enhanced affiliate approach, leaders can test the market on a trial basis at a fraction of the cost. By advertising in that market and then paying affiliates to get involved, companies can cheaply assess if the market is warm for a certain product or messaging style.

“What we have found is that when affiliates and potential affiliates with past experience in direct sales are no longer enticed by the long-term business building model, they are very interested in leveraging their existing network of followers and offering products they believe in,” Adams said. “It’s very clear with affiliate marketing—if you can sell something, you can earn something.”

Brave New World

As brands seek to optimize their offerings for the next generation of consumers by making the direct selling model more appealing, the most powerful behavior the industry possesses is knowing how to create a movement that spreads like wildfire. But that magic only happens when combined with the critical elements of connection and community.

Even as the industry considers how it can integrate and embrace the enhanced affiliate model, it is imperative that it remembers how to craft a sense of belonging for and connection between its affiliates, distributors and customers.

From the July/August 2023 issue of Direct Selling News magazine.

The post The Rise of the Affiliate Model first appeared on Direct Selling News.

If you’re over the age of 30, a Super Bowl commercial might have served as your first introduction to online marketplace Temu. But for millions of young people, Temu is an extremely popular shopping app. And now, thanks to a multi-billion-dollar ad campaign, if you spend anytime online, you are undoubtedly seeing some kind of marketing from Temu. Since launching in the U.S. in September, Temu has skyrocketed in popularity and recently overtook Shein as the most popular shopping app in the U.S. The companies currently sit in first and second place respectively, ahead of both Walmart and Amazon according to SimilarWeb.

The emergence of Temu has rivaled that of Shein, its closest competitor. Shein, the fast fashion juggernaut, has become one of the world’s most popular and visible clothing brands, reaching $100 billion in sales in 2022. If Shein was a country, it would outrank every other country in direct selling on the planet, except for the United States. And they don’t even sell in China. They have 6.4 million TikTok followers and add thousands of new items to their site every single day, utilizing artificial intelligence-based product development and a shockingly nimble supply chain.

The rapid rise of these two China-based companies has shaken up the way Americans shop online, as they have successfully challenged and ultimately overtaken behemoths like Amazon, eBay and Walmart. But with rising economic tensions between the U.S. and China, troubling environmental concerns and pending litigation between the two companies, the sustainability of their success isn’t a given.

Different Approaches. Similar Successes.

While the two companies are often compared to each other, distinct differences exist. Temu provides a platform to thousands of small businesses and microbrands selling across more than 250 product categories. Shein takes a different approach, contracting with hundreds of factories to produce clothing that it sells under its own label.

The companies have comparable shipping times and both offer products from manufacturers all over the world. Temu has a more comprehensive product offering with multiple categories ranging from beauty and fashion items to power tools. Shein is more focused on fashion, primarily for women. Their offering does include some household items, accessories and other fashion items as well as options for men and children.

Despite their differences, the two companies have one important thing in common. “Temu and Shein are disrupting the boring U.S. ecommerce market more than anyone else,” Juozas Kaziukenas, founder of the ecommerce research firm Marketplace Pulse, told The Washington Post.

Affiliate Programs

Another similarity that is of particular interest to direct selling companies are the successful affiliate programs each company runs. Temu’s affiliate program offers budding influencers up to $20,000 a month to promote its products and services. Influencers can provide their followers with discount and referral codes. Established influencers can also receive free items to review and promote via their social channels.

The Shein affiliate program also allows digital marketers, bloggers, influencers, reviewers and other content creators to make income by referring customers to the platform. The free-to-join program allows participants to promote Shein on their websites and social channels with a unique affiliate link. Affiliates can earn a generous 10-20 percent commission on sales.

Both companies have also relied heavily on celebrities to grow their brands. Shein has reported paying thousands of influencers, celebrities, fashion bloggers and reality show contestants around the world to endorse their products.

Game On!

Each brand also specifically targets Gen Z through gamification. This is a growing trend among DTC brands and something direct selling companies can look to in order to attract this key demographic into the fold. Gamification increases retention and engagement through fully immersive experiences and interactive elements, creating a fun and unique experience shoppers love.

Gamification is a relatively new concept, but an undeniable benefit is how this personalized approach turns online shopping into entertainment. Whether it’s mini fashion quizzes, spin-the-wheel discounts or even raising virtual fish, the fun in-app experiences found on Shein and Temu are as much a part of the addictive customer experience as browsing the fashions. And they generate rewards and discounts that keep customers coming back time and again.

Staying One Step Ahead

The ecommerce landscape is becoming increasingly crowded, with new platforms challenging traditional online marketplaces and retail outlets. Companies like Shein and Temu are disruptors, gaining popularity and market share through speed, nimbleness, affordability and an enhanced online shopping experience.

Shein and Temu aren’t just taking on existing platforms like Amazon, they are also targeting each other. This is best evidenced by recent litigation Shein has levied against Temu. The litigation hinges on Shein’s claims that Temu has encouraged influencers to make false and deceptive claims about Shein in their promotion of Temu as well as creating accounts to mimic Shein online. This legal battle illustrates the growing competition between the two companies as well as the huge financial stakes.

Which app is better and which model is more sustainable is something only time will reveal, but direct selling companies can definitely adopt and adapt some of their affiliate and gamification strategies to up their own online shopping experience. 

From the May 2023 issue of Direct Selling News magazine.

The post The Rise of Shein & Temu first appeared on Direct Selling News.

If there is one constant refrain in today’s direct selling channel, it’s change.

One of the most talked about and watched segments of change within the industry is the emergence of social selling. As the channel continues to embrace and seek out influencers into their affiliate programs and more and more sales begin to happen online, the importance of finding and nurturing charismatic distributors to represent your brand continues to grow.

But how do companies find or develop the best influencers? Should you look for diamonds in the rough in your field with genuine enthusiasm and belief in your products or seek out established influencers with built-in followers and charisma to spare? And how can you best partner with them to allow them to shine while still protecting your brand?

Part of a Bigger Picture

Affiliate marketing isn’t just an opportunity for direct selling companies—everyone is getting into the game. According to DemandSage, affiliate marketing has a market value of $17 billion as of 2023, and 80 percent of all brands have some sort of affiliate program.

It’s a natural fit for direct selling—both are grounded in the philosophy of marketing powerful products through personal recommendations. Affiliate and influencer programs allow direct selling companies to use the power and reach of social media without losing the personal touch and connection that has always been the channel’s biggest differentiator.

Affiliate programs can’t (and shouldn’t) entirely replace the traditional team building approach—but they do offer a viable and attractive alternative to people who might not be interested in the more established and expected version of the channel.

This has led many companies to adopt a two-pronged approach, offering both traditional multi-tiered compensation models that reward team building, while also developing simplified affiliate programs that allow those not interested in team building to still earn an attractive commission by sharing and recommending their products on social media.

This model alleviates some of the pressure of quick conversion and team building that historically kept some people away from the opportunity. As Qyral Founder and CEO Hanieh Sigari explained, “Social media has changed the way that direct selling works. You don’t have to cold call people or knock on doors and try to pitch them hard in 30 seconds. You can have honest, normal conversations about shared interests. We aren’t ever going to push our consultants to sign people up. It’s not for everyone. Instead, we’ve developed programs for the women who want to be superstars and build a team and other programs for those who just want amazing skin.”

It’s an approach that strongly resonates with online influencers who recognize the value and opportunity of partnering with direct sellers. Nick Martinez, the Keto Dad, who represents Prüvit products, finds that this fundamental shift eliminates resistance to recruitment and works to further legitimize the opportunity. “In the past you had to have a downline of people who each had a few customers to earn a significant income. Now the reverse can be true—you could have a small group of distributors with tons of customers, and as a result you are making significant income.”

Taylor Novarro, an Account Executive at Sunwest Communications who works closely with direct selling brands, is also an emerging online influencer. She feels the collaboration is a home run for both parties. “As an influencer, I take the time to learn about and try the products I am recommending. For me, it’s about creating a brand that consumers know and trust—and helping our clients to do the same. Independent direct sellers can work like influencers by staying focused on their knowledge of the brand and products they know and love.”

The Right Person with the Right Message

While the value proposition of including influencers in your marketing mix is undeniable, the best approach to finding the right person is still up for debate. Brands can choose to partner with established influencers who represent more than one brand or look to their field to find distributors with a natural ability on camera and nurture and support their organic growth.

Established influencers come with the benefit of already having created some name recognition within their niche. The best ones truly believe in the brands they represent and want a simple, frictionless way to recommend products they love and earn a simple commission for their efforts. They have no interest in traditional team building and recruitment. Online consumers often feel tremendous loyalty to the influencers they follow. But these influencers are less likely to stay with your brand long term and don’t have the same passion and commitment as a distributor who is solely focused on your products.

Conversely, consultants that are also creating and sharing content online are already a part of your sales force—something about your corporate culture and product line moved them to join your community. So, while they have a smaller social media network initially—given the right chemistry and opportunity—they can grow their fan base exponentially, becoming a nano-influencer for your brand. What approach is best: outside influencer, homegrown or hybrid? There is no one-size-fits-all answer.

Amber Olson Rourke, Co-Founder and Chief Sales and Marketing Officer of Neora shared, “I believe developing influencers internally is more effective long term. It will take longer. You won’t get as much instant gratification, but they will stay longer and be more invested in the brand than a traditional influencer who is likely to move on to their next brand deal.”

Red Aspen takes a hybrid approach. As Co-Founder and CEO Jesse McKinney explained, “We do both, and we don’t have a preference. We’ve got influencers with hundreds of thousands of followers. They are in a different place in their journey. They’ve done the work. But we love watching newcomers join Red Aspen and build organically. That’s the magic of direct selling—it transforms people, and it is a gift for me personally to witness it happening in real time.”

A Genuine Asset

While there are different philosophies on whether established influencers or developing ones within the field is the best choice, what there is unanimous agreement on is the most important traits and behaviors for an influencer—aspiring or established—to possess: authenticity and consistency.

As Sigari explained, “Being an influencer isn’t just a matter of turning on a camera and making cute videos. It’s important to be yourself because there are so many people on social media who try to portray themselves as someone they aren’t. Yes, you want to be professional and positive, but it’s okay if the world knows you aren’t perfect.”

McKinney expressed the same sentiments. “Authenticity and consistency go hand-in-hand. I encourage people to be as perfect or imperfect as they are in their lives. But it’s equally important that they be consistent and determined to show up every day in one way or another. They have to establish that rhythm. And they have to believe that they are interesting just by being themselves. Authenticity is fascinating, and it’s relatable.”

That echoes the advice Martinez offers to aspiring influencers when they are just starting to build. “One component that is super important is simply being yourself. If distributors step into more of who they are and show that to the world, their tribe will appear. If you are not congruent to who you are to the core, there will be a disconnect that may work in the short term but will not lead to long-term attraction.”

Messaging that Matters

While it’s exciting and trailblazing for companies to allow these influencers to be themselves and create their own content, it also presents some fundamental marketing challenges. Building a brand that consumers love takes time—and a lot of work and money on the part of the company.

Crafting the perfect messaging, packaging and brand standards is not easy. But this kind of brand building matters and adds inherent value to the company that can’t be overlooked. Relinquishing complete control of this hard work to influencers is enough to make any corporate marketing executive squirm. But surprisingly, direct selling brands are finding that it’s ultimately not as important as they thought.

“The brand partner or the influencer really owns the story-telling aspect. How does the product or business impact their life? Why do they like it? What value would it bring to their followers? And they need the freedom to tell that story creatively. It is not going to sound exactly how the brand would tell that story—which is ok because it will resonate with their target market best if it is told authentically by them,” explained Olson. “The brand’s biggest role is to support them by providing the information they need to ensure the content is accurate and within compliance.”

Sigari agreed, “We have to protect our brand, but they also need to control theirs. The best influencer relationships are when our brands align and there’s synchronicity between our ethos and ambitions.”

And McKinney added, “Honestly, we don’t worry about how they represent the brand that much. Whether they are doing home parties, popups or lives, they are telling their story, not ours. We give them the tools they need to do so.”

Those tools can include anything from early access to new products so distributors can create personalized content around it at Red Aspen to the boot camp training videos, live trainings and graphics support offered by Neora.

This level of cooperation and collaboration attracts the right influencers as well. As Novarro shared, “I enjoy working with brands that are realistic and allow me to be creative and use my insight in what we’re working on.”

Martinez explained how much he appreciates the value Prüvit’s corporate team gives his input. “They believe that the best ideas come from the field where the work is being done and from those who are communicating with the consumers on a daily basis. We work with them to create the right promotions, campaigns and new products.”

Focused on Fundamentals

Even with all the benefits of a robust and proactive influencer program, companies must also focus on the key fundamentals that allow the resulting online purchases to be as frictionless as possible for both the affiliates and the customer. It’s important to also prioritize seamless checkout, personalized customer loyalty and referral programs and live shopping opportunities.

But in the end it all comes down to the authenticity of the medium and the messaging. As Novarro said. “Nothing is easier to spot and see through than an influencer who is only representing a product to get paid. I would recommend that direct selling brands seek out influencers who already enjoy your products—or would genuinely like to try them and provide feedback. Seeking out influencers inside and outside of your brand will help you grow your reach and support your salesforce.”

From the March 2023 issue of Direct Selling News magazine.

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The company is also strengthening its direct-to-consumer focus through an updated ecommerce approach and platform that will streamline the checkout process for customers, improve the mobile experience and enhance its site search capabilities. 

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