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Think about the last thing you bought online. Chances are, you didn’t just stumble on it randomly. You saw it in a GRWM video or a quick review. Was it a budol moment that made you pause and think, “Okay, I need that”? That’s how shopping works for most people.
Gone are the days of aimlessly wandering through mall aisles, hoping to find something that works. Today, the way we shop is personal, visual, and led by the content creators we trust. We’ve moved from “Search and Buy” to “Discover and Connect.”
At the LazAffiliates Creator Summit and Thanksgiving Awards Night 2024, content creators served as the connection between a brand and a real person looking for products worth their money.
The Tried-and-Tested Factor
Why do we listen to creators more than traditional ads? The answer lies in authenticity. We see more value in creators who show honest, unscripted content about a product. Others may even offer tips and creative ways to use something we might never have thought of. Whether it’s a skincare routine, a home find, or a fashion haul, their recommendations feel inspired and personal.
It’s the difference between being told “buy this” and seeing “this worked for me.” This human connection is exactly what makes events like the LazAffiliates Creator Summit important. It celebrates the people behind the content. They are the ones who bring purpose and passion into everything they share.
The Major Sale Curatio Effect
We saw this creator-driven energy reach a peak leading up to Lazada’s biggest sales, like the 11.11 Biggest Sale of the Year. While mega-discounts and flash deals draw the crowds, creators act as curators. They help us find what’s actually worth it, so we don’t have to scroll endlessly. It turns a sale frenzy into something more interactive. It’s almost like shopping with an online friend!
Our Shopping Ways, Evolved
With so many products out there offering the same thing, creators have helped us evolve into smarter, more conscious consumers. Now, we look for context. We need to see how something is used in real life. We want to hear from people we relate to and sometimes even aspire to be.
So, the next time you discover a must-have through a video review or lifestyle post, remember that these influencers aren't just selling a product; they’re helping us to live it by finding things that can help us live our best lives.
LIVE PH is a creative agency and lifestyle journal dedicated to the art of human experiences. From large-scale events to everyday moments, we create connections and tell stories that turn your everyday, eventful.
