Let’s be blunt: if you’re selling online and not investing in influencer content, you might be leaving serious money on the table.

Influencer marketing isn’t a trend anymore. It’s the engine behind billions in ecommerce growth. The industry is on track to hit $32.5 billion this year. That’s not just hype. It’s happening because it works.

But not all influencer content hits the same.

Some types drive clicks. Others build trust. A few do both (and then some). So let’s break down exactly what works and how to use it to move products fast.

The Most Effective Types of Influencer Content

🎥 Demonstrations and Tutorials

Why they work: They show, not tell. When an influencer uses your product — and shows why it’s awesome — the value becomes crystal clear.

Think: makeup tutorials, gadget demos, fitness gear in action. These walk-throughs don’t just inform — they convert. They give the viewer that “ooh, I could use that” feeling.

📈 Bonus: Products with demo content see up to 73% higher conversion rates.

Pet influencers promoting the Wicked Egg toy on TikTok, such as @buddysmartz, @the_little_sparky, and @chopacorgi, created engaging videos showing the toy in action. 

@tatobearr He’s got his eyes on the prize 👀 Y’all know how much Tato loves treat dispensing toys which was why I had to get him this toy. The @Cheerble wicked egg is just next level! #cheerblepartner #talkingdog #enrichmentfordogs #dogsoftiktok #amazonfinds #dogtoys ♬ The Spark – Kabin Crew

These videos highlight how the product benefits pets, making it appealing to potential buyers. While specific video links are not directly provided here, the campaign is documented in Influencer Marketing for Ecommerce, noting its effectiveness in driving interest.

📦 Unboxing Videos

Unboxing taps into something primal — the anticipation. It’s like opening a gift. The packaging, the first impressions, the honest reactions — it all feels personal.

And personal sells.

62% of people say unboxing videos make them more likely to buy. It’s low-effort, high-reward content that stirs up hype and trust.

YouTube channels like Unbox Therapy (24.2 million subscribers) and Marques Brownlee (MKBHD) specialize in unboxing tech gadgets, relevant to ecommerce. A specific example is Unbox Therapy’s iPhone 14 Pro Unboxing, showcasing the format’s appeal for ecommerce products. Other channels like Dope, iJustine, and Austin Evans also feature unboxing content, as listed in Top 11 YouTube Unboxing Channels.

⭐ Reviews and Testimonials

This is social proof at its finest. When influencers drop real, no-fluff opinions, people listen. Especially when it’s not a hard sell.

These reviews answer the big question: “Should I trust this product?”

Trust skyrockets if the answer feels honest — even if it’s not all glowing.

71% of consumers trust influencer endorsements as much as recommendations from friends.

Brands like oVertone, selling hair colors, use influencers for reviews, with testimonials featured on their blog, such as oVertone’s review page. The myWHY Agency case study oVertone Influencer Marketing Case Study details a campaign with 6 influencers creating 32 pieces of content on TikTok and Instagram, achieving 378k impressions and 254k video views, highlighting review effectiveness.

Another way to get around this is to take written testimonials and generate talking head videos with AI tools to make the reviews more visual.

🔴 Live Streams

Live content = real-time connection. Q&As, product launches, behind-the-scenes — it’s a direct channel to your audience.

And the best part? The unscripted nature builds authenticity and urgency. You’re not watching a sales pitch — you’re part of a moment.

Viewers spend 3x longer watching live videos than pre-recorded ones. That’s time your product is front and center.

Influencers like Gabby Morrison participated in Walmart’s “Spring Shop-Along: Beauty Edition” on TikTok in March 2022, demoing skincare and makeup with direct shopping links. Other examples include Laura Clery’s Facebook Live for Best Fiends, Itsjudytime’s Kohls Black Friday stream, and Nate Wyatt’s Aldo shoes stream, detailed in Top 11 Live Shopping Influencers.

@gabbymorr LIVE TONIGHT! Follow @walmart to shop spring beauty at 6pm PT/9pm ET! #walmartshopalong ♬ original sound – Gabby Morrison

🤳 Social Media Takeovers

Want to borrow trust—fast? Let an influencer take over your account for a day.

You get their voice, their energy, and most importantly, their audience. It’s like a pop-up shop in someone else’s community.

Great for events, product drops, or just shaking things up.

💬 Sponsored Content & Affiliate Links

This is your bread and butter for direct sales. Sponsored content gives structure, affiliate links give trackability.

And when done right? They don’t feel like ads. They feel like recommendations that just happen to come with a link.

Bonus: With affiliate setups, you only pay when you make a sale. That’s ROI you can count on.

Tori Dunlap, a personal-finance influencer, earned over $200,000 in eight months from affiliate links with investing apps like Robinhood, detailed in her strategy article. Other examples include YouTube creators earning from thrifting videos and Instagram creators using affiliate links.

👥 User-Generated Content (UGC)

Real people. Real posts. Real influence.

UGC is gold for ecommerce. It turns happy customers into brand evangelists and gives potential buyers a peek into real-life usage.

And let’s not forget: it scales. Fast.

UGC-driven campaigns see 2x higher conversions than traditional branded content.Customers posting pictures of new clothes on social media, as mentioned in Hootsuite’s UGC Guide. Patagonia uses customer photos on product pages, like in their UGC campaign, showing furniture in real-life settings. Influencers also create UGC, such as oVertone’s campaign with 6 influencers on TikTok.

Influencer Content Strategies That Work

🎯 Nail the Content Style

Your product isn’t boring — your content shouldn’t be either. Match the vibe of the influencer with your brand’s voice. A skincare line? Keep it polished. A streetwear drop? Go raw, go real.

Style sync = content that clicks.

🔥 Run Campaigns With Intent

Single posts are fine. But campaigns? That’s where the magic happens.
Layer it with hashtags, drip-feed content across days or weeks, and build momentum.

Want community participation? Create a hashtag challenge. Want direct sales? Launch a time-sensitive affiliate push. Don’t wing it — plan it.

📱 Pick the Right Platforms

TikTok, Instagram, YouTube, Twitch — they’re not interchangeable.

Each platform has its strengths:

• TikTok: Viral potential and UGC gold, with Spark Ads feature.
  
• Instagram: Lifestyle visuals and carousels that educate with Reels format you can promote.
  
• YouTube: Long-form trust-building and SEO juice.
  
• Twitch: Niche communities and hardcore engagement.
  

Choose the ones your audience lives on. Not just the ones your brand likes.

🎬 Prioritize Video (Seriously)

Video is the content king, queen, and entire royal court.

Short-form reels? Engagement magnets. Carousel videos? Educate while keeping people swiping. Long-form demos? Build deep product understanding.

Viewers retain 95% of a message via video vs. just 10% when reading text. That’s not a gap — that’s a canyon.

Measuring What Matters

Use Tracking Links & Analytics

Gut feeling is cute, but data is better. Use UTM links. Use affiliate codes. Track clicks, traffic, and sales to prove what’s working.

When an influencer campaign crushes it, you’ll know. When it doesn’t? You’ll fix it faster.

💸 Focus on Conversions, Not Just Likes

Vanity metrics don’t pay the bills.

Conversion rates, cart completions, and average order value are what make content effective. Track purchase intent (via add-to-carts, coupon redemptions, etc.) to see the full funnel.

Final Thoughts

Influencer content isn’t just about reach — it’s about resonance. The most effective formats mix emotion, education, and entertainment. They don’t just make noise — they drive action.

Whether it’s unboxings, live streams, or UGC that makes people feel something — that’s what sells.

Want to launch influencer campaigns that actually convert?

📩 Contact Us or check out one of our case studies to see how we help brands scale with style.