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Klarna bets on creators and influencers in new platform launch

Creators are now at the heart of online shopping, according to Klarna, which wants to be also a marketplace for influencer marketing as well as a provider of 'buy now, pay later' loans.

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Klarna has launched a platform aimed at connecting influencers and creators with retail brands. 

The BNPL provider is launching and rolling out its new Creator Platform globally. It will help retailers find creators and allow instant messaging, gifting and commission settings. 

In turn, retailers can track performance metrics in real-time. Retailers can search a pool of over 500,000 creators globally.

The company already has an affiliate marketing business, which it says generates 600 million leads per year for retailers but this new single platform has come from an acquisition - APPRL - Klarna made last year.

“Every minute creators spend on cumbersome admin is valuable time lost that could have been spent on creating engaging content,” said Martin Landen, founder of APPRL and Head of Social Shopping at Klarna.

How does it work?

Retailers connect their e-commerce page to  Klarna. They then choose the products they wish to promote and set how much they are willing to pay out on commission to influencers/creators.

The platform then companies to find specific creators or filter through a global database. 

These people - who Klarna says are ‘vetted’ - can generate affiliate links to use wherever they publish content and then immediately start earning (via a monthly invoice).

“By providing access to affiliate partnerships, brand campaigns and gifting activations with the world’s leading brands, Klarna empowers creators to monetise their influence at scale and turn their attention to producing quality content,” Landen said.

“At the same time, Klarna helps retailers take the guesswork out of influencer collaborations by identifying which talents fit their brand and which channels drive the best results,” he added. 

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