The Depop app has been around since 2011 providing a platform for sustainable clothing options to be available to a wide variety of users. Recently, users received a message from Depop via their app, as seen in the picture below.
Further investigation reveals the Depop’s article about the initiative, named Depop Amplified, launched in January of last year.
Depop Amplified “aims to ignite a movement that promotes conscious fashion consumption”, with benefits including waived selling fees, shopping vouchers, and exclusive collaboration opportunities that can grant participants rewards for their contributions. The utilization of this program fosters a symbiotic relationship between the brand and its users, offering participants exclusive perks and opportunities while expanding Depop’s audience reach.
Depop’s approach effectively empowers users to become micro-influencers, providing an avenue for those wanting to pursue content creation.
This strategy reduces advertising costs for Depop and enhances the brand’s authenticity, as micro-influencers provide “a human touch, offering an authentic and personal recommendation”. Depop’s Amplified program speaks to the increased importance of influencer marketing as 49% of consumers make product decisions based on influencer recommendations, according to JoinBrands. Similar strategies have been employed by other brands like Glossier, with their referral program, and Forever 21, through their #FM21&ME hashtag strategy. These programs engaged their online communities by reposting user-generated content, providing exposure for influencers, and enhancing brand visibility.
Recently, AMA published an article “Influencer Marketing: In or Out” and this Depop initiative, is proving even further that influencer marketing is here to stay.
Depop and other companies leveraging influencer marketing are leading the way in various aspects, expanding their reach to niche audiences and authentically showcasing their brand through these influencers.
