How to convert influencer content into sales
of all consumers make daily, weekly, or monthly purchases because of influencer posts
trust influencers more today than they did just six months ago.
How to become a statistic
Want to turn content into commerce and social posts into sales? We have one word for you: storytelling.
“Storytelling is the most important part of all influencer e-commerce content,” says Mollie Nathan, Creative Lead at redpill. “It’s what builds trust with audiences. They’re looking for honesty, not just glossy ads. A genuine story captures attention and makes people feel connected to the product or experience.”
She highlights that storytelling goes beyond the quick "buy now" message. Instead, it's about creating depth. “Audiences expect transparency, they want to trust what they're seeing, and that trust is what drives sales.”
Format(ters)
The dominance of video shows no signs of slowing down. Short-form, interactive videos are easy to digest, engaging, and invite action.
However, long-form video is making a quiet comeback. For high-consideration products or complex topics, audiences are willing to invest time in detailed content. "Sometimes, people want the full story, especially for bigger purchases. They want to connect with the brand before committing," Mollie says.
Mollie sees a resurgence of long-form content but recognises the enduring power of short-form: “Storytelling is non-negotiable, whether it’s a 30-second TikTok or a 5-minute video. If you can tell a compelling story, your content will resonate.”
The humans win, every time
Consumers are savvier now. They want to feel like they’re hearing from a friend, not being subjected to an over-engineered sales pitch. Show them the ups, the downs, and everything in between, because that’s what resonates.
We’ve said it a few times, and we’ll say it again (and a couple more times too): authenticity is the foundation of influencer marketing. When creators genuinely love a product, it shows. Audiences can tell when it’s real, and that connection is priceless.
This is why matchmaking between brands and creators is so crucial. The best results come when influencers are already fans of the brand. Their excitement is infectious, and that energy converts viewers into buyers.
In Mollie’s words, influencer marketing success boils down to this:
Be real. Be human. And above all, tell a story worth sharing.”
