Brands are discovering their sales associates are among their most valuable influencers

The story was first published by Digiday sibling Glossy.

On Aerie’s TikTok, where it has 292,000 followers, content filmed in-store is posted regularly. It’s part of a series called “Associate Picks,” through which the retailer features its associates’ latest favorite products. “We pretty much give them the mic and ask them to tell us about the new arrivals,” said Stacey McCormick, Aerie’s CMO. “She’ll tell us about her favorite things to wear to a graduation party, or her favorite things to wear on a date or for a comfy brunch with a friend.”

An increasing number of brands are featuring store associates on their social media platforms — or, in some cases, incentivizing them to create brand content for their own platforms.

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