QVC aims to tap in to the influencer marketing sector

QVC aims to tap in to the influencer marketing sector

Shopping network QVC is looking to sink its heels in to the influencer marketing space. Why? Online sales of course.

QVC director of social media strategy Niomi Jacobs discussed the company's plans to tap in to the sector at the 2018 CommerceNext conference.

“For a long time, we were very focused as an organization on influencer marketing,” she said.

“And I think the future now that we’re focused on is influencer commerce: how these influencers are creating product lines, and how we can be the brand that they want to come to, and tell their story, and be the next generation of how that can come to life. That’s a big focus.”

Case study

QVC partnered with home-decor influencer Farah Merhi last year. The two parties joined forces to release an exclusive homewares range under Merhi's Inspire Me! Home decor brand.

Image: Inspire Me Home Decor Instagram

“It’s absolutely incredible when you combine great design with a great personality, with someone that has built an authentic and loyal following already, [and] the magic that can happen with that,” Jacobs said regarding the collaboration.

It's not hard to see why QVC is looking to move further in to influencer marketing. Instagram ad campaigns are up 44 per cent this year, with the fashion and beauty sectors leading the charge. 

Revolve is another example of a brand that has invested heavily in influencers, and the work has paid off.



Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.


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