Dallas-Based LTK Launches New App That Lets Consumers 'Watch Creators Near You'

Dallas-based LTK has announced a new consumer app it said goes beyond shopping to deliver a “video-first” experience to watch all content from nearby creators and in major cities across the globe.

“We’ve rebuilt the LTK app from the ground up to deliver on what consumers want and what creators need—connection, discovery, and a seamless way to engage with content,” LTK co-founder and President Amber Venz Box said in a statement. “The creator economy is evolving rapidly, and now is the time to pioneer a new way people experience and connect with their favorite creators. LTK is the creator app—we want it to be the daily destination to watch, discover and engage with creators you want to see and follow.”

LTK, the first and largest creator commerce platform, said the new app gives users control over their feed with the ability to discover creators by interests and location, and, for the first time, users can see and connect with friends on LTK.

For creators, LTK is introducing new content editing tools in the LTK Creator app designed for a more seamless experience.

LTK said that the creator economy is growing rapidly and is expected to be valued at $500 billion by 2027. It said that creators have become the trusted source for entertainment, trends, and products that shape consumer behavior. LTK said that 91% of Gen Z and 78% of millennials turn to their favorite creators to see what’s trending. As creator spaces evolve, social media platforms are adopting interest-based algorithms, leaving 74% of consumers feeling that social media is no longer social.

Connection and community is what people want the most as they seek a destination to connect and curate a feed with the creators they follow, LTK said. Creators, the company added, need a platform that helps them build, nurture, and attract audiences.

Users over algorithms

With the new video-only Watch Tab, app users can find creators near them and around the world, to see what’s trending locally and globally. Since LTK posts no longer require product tags, LTK is a place for all creator content not just shoppable moments.

Users will be able to directly control their feed by filtering the content they want to watch, ranging from fashion and beauty to travel, adventure, fitness, and more.

Unlike traditional algorithm-driven experiences, LTK’s Watch Tab and Home Tab are shaped by the user, giving them control to curate and keep up with their favorite creators’ recent posts. On the Home Tab, LTK said users can click scroll through content only from the creators they follow, click into dedicated creator profiles to watch their channel, or access Daily Drops, an easy and quick way to view the latest video content published in the last 24 hours from the creators they follow.

LTK said its new Profile Tab is a centralized place to manage all things “you”. Users will be able to personalize their profile with their name and image so creators can get to know them, as well as easily see, manage, and shop the user’s favorite posts, products, and creators

The new Activity Tab is a go-to place for the latest updates and messages from creators, products, and brands. And, with Chat, users will be able to see messages from creators you follow and be able to directly engage with reactions.

Content creation and pioneering an industry

LTK said it is evolving the Creator app to give LTK users more creative freedom, and with the new editing suite, content creation has never been more seamless. The built-in and free editing suite will offer new creative tools including, per LTK:

Video editing: easily edit your videos by splicing, trimming, and more
Text overlay: add custom text to highlight key info
Filters: set the perfect vibe for your photos and videos with filters and effects
Stickers: make your content more fun and personal with stickers that add some flair
Voiceover: record and add your own custom voiceover
Music: soon, add custom music to your own videos for more engaging content

Founded in 2011 by Amber and Baxter Box, LTK said its mission is to empower creators to be as economically successful as possible.

The company has more than 70 patent assets for its innovative technology solutions as it has pioneered an industry. According to LTK, premium lifestyle creators in more than 150 countries drive more than $5 billion in annual retail sales through the LTK platform.

LTK said that today, 40 million monthly consumers turn to LTK Creators in the LTK shopping platform to find inspiration and instantly shop the styles recommended by their favorite creators. And more than 8,000 retailers partner with it to gain access to its global creator network for content that converts against cross-channel KPIs. LTK is the connection between creators and brands — driving more than 55,000 brand collaborations annually. LTK operates on five continents.