Will Collaborate for Cookies
Will Collaborate for Cookies. Brands are facing challenges in converting potential customers due to rising acquisition costs and declining ROAS, as well as tighter privacy regulations. To overcome these hurdles, they are turning to collaborations, such as brand-to-brand co-creation and influencer marketing. Influencer marketing saw a boost during the pandemic, and more than 70% of businesses expect online influencers to become even more important in the future. Brand-to-brand collabs, where non-competing brands co-create products or experiences to tap into each other’s audiences, allow for reciprocal exposure at a low cost. These will reach a peak in 2023.
This trend originates from the report:
Shopify - Commerce Trends 2026
During the pandemic, three out of four consumers tried a new brand, product, or purchase method. Once lockdowns eased up and borders opened, 41% of buyers broke with brand loyalty in favor of new options. But converting these potential customers is challenging: Already-high customer acquisition costs are on the rise as return on ad spend (ROAS) declines.
On top of this, tighter privacy regulations are forcing brands to rely less and less on third-party data to or get in front of the people most likely to buy. In response, brands are turning to collaborations. Brand-to-brand collabs, where non-competing brands co-create products or experiences to tap into each other’s audiences, allow for reciprocal exposure at a low cost.
Collaborating with influencers will also benefit brands in 2023 and beyond. Lockdowns catapulted the popularity of influencer marketing. In the absence of being able to touch, feel, and test products in store, consumers watched live streams of unboxings or product reviews to experience products by proxy.
Now, more than seven out of 1029 businesses expect online influencers to become even more important in the future..