5 Reasons Why You Shouldn't Leverage Retail Media Network Influencers

Don't read this the wrong way. I am not saying that you shouldn't work with influencers or creators to support your retail channel partners or to use UGC content in retail media.

I'm just pointing out that you don't need to and likely shouldn't be leaning into 'only' using the creators offered up by your retailer friends. Why... there are many reasons and the most obvious is that there is a lot of waste in time/effort/spending that occurs if each customer team is running similar efforts within a brand.

I'm going to breakdown a few reasons why you should reconsider how much you really should lean on your RMN for influencers. Just because they say they have them doesn't mean you have to use them.

1. Limited Brand Ownership of Data and Relationships

Why it Matters: When brands rely on RMNs, they often don’t fully own the influencer relationship or the data generated from campaigns. This lack of direct data access can make it challenging to learn from past campaigns, optimize future strategies, and measure the long-term impact of the collaboration.

So Do This: You can run an influencer program and find creators that are regular shoppers at your channel partner and execute programs yourself using collaboration tools that give you access to the content and the data or work with agency partners that are specialized in commerce oriented campaigns.

2. High Costs with Potentially Limited Flexibility

Why it Matters: RMNs often come with high fees tied to minimum media investments and the budget spent on these networks could be redirected to influencer partnerships with larger audiences and less non-working dollars. Retail media campaigns can also be more rigid in terms of content formats and audience targeting, making it harder to tailor the message precisely to the brand’s unique audience.

So Do This: As your retail channel partners what their specs are for various media placements and let them know that you will be providing some of the creative for the campaign. This will allow you to be able to include those deliverables in your own influencer contracts and create secondary assets from the original files that you secure from the creators.

3. Competing Priorities Within the Retailer’s Ecosystem

Why It Matters: RMNs prioritize their own business goals, which may not always align with the brand’s objectives. For example, influencers in the network may be incentivized to promote various products and brands carried by the retailer, potentially diluting the brand’s message or creating competition for attention within the same campaign.

So Do This: If you are going to explore retailer influencer networks during key merchandising periods you might look at the DIY offerings that are affiliate commission only. This will free up your budget to run influencer programs where you can control any exclusivity requirements and provide customized briefs to get the content you need and want.

4. Potentially Lower Authenticity and Engagement

Why it Matters: Influencers associated with retail media networks may appear less genuine to audiences, as they are often perceived as endorsing products based on brand partnerships rather than personal preference. Audiences can sense when a recommendation is tied to retail partnerships rather than authentic interest, which can lead to reduced engagement and trust.

So Do This: Working with a company that specializes in shopper centric influencer marketing will be sure that the vetting process weeds out any of the inauthentic creators and ensures that the quality and performance will meet the needs.

5. Less Control Over Creative Direction and Brand Voice

Why it Matters: RMN campaigns may restrict how brands can portray their products, as influencers typically adhere to retail media network guidelines. Brands looking for a consistent voice and aesthetic may struggle to align retail-driven content with their own creative direction, leading to a less cohesive brand presence.

So Do This: Running the program yourself or with an agency that is retailer agnostic can help you build out testing frameworks to look at various messaging to see what product benefits or shopping experiences are driving stronger results. These learnings can be more easily reapplied if you and your agency are running point.