Driving Brand Awareness & Conversions Through Influencer Marketing

How Tradesy Leveraged UGC & Influencers to Scale Growth on TikTok, YouTube & Instagram

The Challenge

Tradesy, a luxury resale marketplace, sought to expand brand awareness and drive conversions through social media. With rising costs in traditional digital advertising, the team needed a scalable, community-driven strategy that leveraged authentic, high-engagement UGC (User-Generated Content). The goal was to increase site traffic, encourage purchase consideration, and improve conversion rates while maintaining cost efficiency.

Upon analyzing user behavior, we discovered that the average user needed 22 sessions before making a purchase. This highlighted the importance of ongoing engagement and brand recall. We hypothesized that influencers could drive not just awareness but repeated visits to Tradesy’s marketplace, especially by promoting complete outfits under $500—an angle that resonated well with budget-conscious fashion buyers.

The Solution

To execute this strategy effectively, we built a structured influencer program across TikTok, YouTube, Pinterest and Instagram, carefully selecting a mix of micro and macro fashion influencers. Our primary focus was on engagement and authenticity rather than sheer follower count, ensuring that the content resonated with the right audience and drove meaningful interactions.

To refine our approach, we conducted content strategy testing through structured A/B experiments. We analyzed different content formats, including haul videos, styling guides, and thrift flips, to determine which types of posts generated the highest engagement and click-through rates. By testing variations in creative execution, messaging, and video structure, we identified the most compelling formats that encouraged users to take action.

Beyond content selection, we optimized influencer performance using engagement-driven metrics rather than vanity numbers like follower count. Our decisions were guided by data points such as click-through rates, comments, saves, and shares, allowing us to prioritize influencers who consistently delivered high engagement and conversions. This performance-based approach ensured that we partnered with creators who could generate sustained interest in Tradesy’s marketplace rather than just momentary brand exposure.

To amplify visibility and organic virality, we leveraged trending TikTok formats, tapping into viral moments such as "GRWM" and resale challenges. These trends helped us seamlessly integrate Tradesy into relevant fashion conversations, making it easier for users to discover and engage with the brand naturally. By participating in platform-native trends, we increased the chances of influencer content being picked up by TikTok’s algorithm and expanding its reach beyond the initial audience.

A critical part of our approach was full-funnel integration, where we repurposed high-performing influencer-generated content into Tradesy’s paid media campaigns. By using influencer videos and images in social ads, email marketing, and website placements, we extended the lifespan and reach of top-performing creatives. This allowed us to reinforce Tradesy’s brand messaging across multiple touchpoints, keeping potential buyers engaged throughout their journey.

Finally, understanding that purchase intent required repeated exposure, we structured influencer content to encourage multiple site visits. Our data showed that users typically needed 22 sessions before making a purchase, so we worked closely with influencers to create content that kept them coming back. Many influencers promoted the idea of curating a full designer outfit for under $500, inspiring users to search for their own unique finds on Tradesy. This messaging not only aligned with buyer behavior but also positioned Tradesy as a go-to destination for affordable, high-end fashion.

By combining strategic influencer selection, content experimentation, platform-native trends, and a deep understanding of user behavior, we successfully executed a scalable, high-impact influencer marketing program that drove awareness, engagement, and conversions.

The Results

By aligning influencer content with user behavior insights and optimizing performance based on engagement, Tradesy successfully built a scalable, cost-efficient influencer program that strengthened brand awareness, increased site traffic, and contributed to a more engaged and purchase-ready audience.

The influencer marketing strategy generated significant traction, proving that social-driven UGC could amplify Tradesy's growth cost-effectively. Over 6 months, the campaign delivered:

• 3.2M+ Total Views, proving organic amplification beyond paid efforts.

• 427K+ Total Engagements, driving deeper audience interaction.

• 34.6K+ Clicks, increasing direct traffic to Tradesy’s marketplace.