Aerie's TikTok account, with 292,000 followers, features a series called "Associate Picks," where store associates share their favorite products in-store. Content production is managed by Aerie's social media team with voluntary participation from associates. This series has been effective, comprising 34 of their 100 most-viewed TikToks, and receiving nearly 3 million views. Posts hold viewer attention longer than typical TikTok content, which usually averages three seconds of viewing time. Other retailers like Macy's incentivize associates with perks for creating social media content.
"We pretty much give them the mic and ask them to tell us about the new arrivals," said Stacey McCormick, Aerie's CMO. "She'll tell us about her favorite things to wear to a graduation party, or her favorite things to wear on a date or for a comfy brunch with a friend."
Aerie's "Associate Picks" series comprises 34 of the brand's 100 most-viewed TikToks, with nearly 3 million total views. A July 2024 post featuring a store associate trying on a matching set has become the brand's third-most-viewed of the past year, with over 764,000 views.
Content featuring associates and their picks, however, "gets the best feedback and the best results," said McCormick.
Other retailers, including Macy's, do provide associates with perks for their participation in the company's social content. Macy's program dedicated to store associates who earn these perks is dubbed "Macy's Style Crew."
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