Best Buy, Lowe’s chief marketing officers explain why they launched new influencer programs

This article was first published by Digiday sibling Modern Retail.

In 2025, influencer marketing is nothing new. Nevertheless, some major big-box retailers just launched creator programs in response to the evolution of how people interact with social content and creators.

Best Buy in April launched the Best Buy Creator program, which gives creators the ability to create a storefront to highlight their content and earn a commission on sales of products in their tailored collections with no commission cap. Some of the first influencers to join the program have included Linus Sebastian of YouTube channel Linus Tech Tips, Judner Aura of UrAvgConsumer, and tech and lifestyle creator Jenna Ezarik.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.