Instead of sending users to brand pages, creators are now guiding their audience directly to checkout, often within seconds of watching a video.

The Trend: Influencers as Sales Channels

TikTok Shop has accelerated this shift, especially in beauty, wellness, and everyday consumer products. Instead of sending users to brand pages, creators are now guiding their audience directly to checkout, often within seconds of watching a video.

Here’s what’s becoming common across formats:

• Promo codes integrated into videos and captions

• Clickable product links inside content

• Creators are being paid commissions  for generating sales

And while TikTok is leading the charge, this trend is bigger than any one platform.

We’re seeing the same behavior take hold on:

• Instagram Stories with affiliate stickers

• YouTube Shorts with “buy now” overlays

• Even WhatsApp and Telegram groups share creator discounts

Why This Matters to Influencers

This evolution is exciting, but it also comes with pressure. Creators are being asked to go beyond “likes” and into measurable outcomes like:

• Conversions

• Promo code redemptions

• Trackable purchases

That means creators need to build a new layer of skill: the ability to inspire action, not just attention.

How We’re Thinking About This at Ganax

Our current cost-per-impact (CPI) model already rewards creators for real, verified reach, not just follower count. But we know that as platforms evolve, so will expectations from both brands and creators.

That’s why:

• We’re exploring ways to integrate conversion-friendly content formats into Ganax.

• We’re studying how sales-driven content performs in influencer campaigns, even those built on reach.

• We’re developing support tools to help creators feel confident making stronger calls to action, telling product stories, and owning their value in the sales funnel.

We believe this shift will unlock new opportunities for creators, especially those who are confident in their voice, their recommendations, and their relationship with their audience.

And our job at Ganax is to help you prepare for it and to offer you opportunities using this new format.

What Comes Next

We’re not launching a “shop” tomorrow — and we’re not replacing impact-based rewards with affiliate links.

But we are:

• Listening closely to what platforms are rewarding

• Talking with brands that want results, not just reach

• Working to build tools and training that empower creators to thrive as the industry evolves

The future of influencer marketing will include selling with style and substance, and we want our creators to feel ready, supported, and ahead of the curve when it does