In a high-stakes turnaround plan led by CEO Michael Fiddelke, Target is hitting the reset button on its creator strategy. Last month, it was revealed that the big-box retailer would end an affiliate creator program launched in 2023, a move that sparked some confusion and discontent among partners.

"I think overall, the transition process can be disruptive to some of our creators. This one was particularly disruptive," Target's Chief Digital and Revenue Officer Sarah Travis told Marketing Dive. "Our focus has been and continues to be on building a stronger, more future-ready model, and I'm confident we're delivering on that."

Headshot of Target's Chief Digital and Revenue Officer Sarah Travis
Target's Chief Digital and Revenue Officer Sarah Travis
Image courtesy of Target

Going forward, the retailer will run two separate programs: Target Ambassadors, powered by LTK and launched May 1 for well-known influencers, and a Club Target platform designed for small and mid-sized creators on TikTok and Instagram, which wrapped up its pilot phase this week. The shift is a response to changes in the social media landscape, including the rise of social commerce storefronts like TikTok Shop, and a series of corporate directives aimed at curbing sales declines and restoring its "Tarzhay" image of blending trendy products with affordability.

Target's fourth-quarter net sales, which include the crucial holiday shopping period, fell 1.5% year over year to $30.5 billion. Fiddelke's two top priorities are rebuilding merchandising authority and improving the customer experience across channels, including Target's presence on social media. Meanwhile, social commerce sales in the U.S. are expected to surpass $100 billion for the first time this year, with TikTok Shop estimated to capture about a quarter of that emerging market.

"What we're doing from a social commerce standpoint really helps elevate all of our priorities as a company," Travis said. "I think [social commerce] is one of the biggest shifts we've seen in retail in our generation. And I also think Target is inherently built for it."

Enter Club Target

Club Target shifts Target's creator incentive structure into a more gamified model, offering rewards to creators who participate in weekly challenges on TikTok and Instagram. Creators can also earn points by driving higher engagement on challenge posts and generating revenue through affiliate links.

Rewards increase in value as creators advance through the program, including gift cards, opportunities for features on Target's own social channels, access to exclusive events, and, at the highest tier, commissions on eligible merchandise sold through affiliate links. Members receive guidelines on what to create and share, with content designed to amplify Target's key marketing moments.

"A lot of our best marketing actually comes from our guests," Travis said. "It's about giving them a 'home.'"

Other retailers, such as American Eagle's Aerie, are also revamping their creator programs to better attract grassroots social media stars with small but loyal followings who can drive algorithmic trends. According to Travis, around 8,000 creators have used Club Target since the pilot, and she added that the brand wants to "significantly scale" the business. The program's creator base is mostly first-time collaborators with the retailer, with creators averaging 5,000 followers or fewer, though the application threshold is 500 followers on TikTok or Instagram.

Target's ultimate goal is to better leverage existing social conversations, turning everyday fan enthusiasm—like a neighbor excitedly documenting a shopping unboxing—into a larger competitive advantage.

"I think a lot of retailers are scrambling right now, but Target is very well positioned. We're already mentioned over 50,000 times a day in user-generated content, and we're the most-followed warehouse retailer on TikTok," Travis said. "That organic buzz can't be bought. It took us years to build it."

A different crowd

On the other end from Club Target is Target Ambassadors, powered by third-party influencer marketing platform LTK. Target Ambassadors is invite-only and uses a two-tier structure, with the Premiere tier offering richer rewards. The program initially consists of several hundred top LTK creators who regularly post Target content. Creators who qualify for the program and perform well have the opportunity to earn higher commission rates and other perks, such as monthly bonuses and campaign collaboration opportunities.

Target emphasizes that Club Target is not a direct pathway to Target Ambassadors, and that the two programs serve different segments within the increasingly fragmented creator landscape.

"I think you can think of them as two distinct groups of creators," Travis said.