Last week Meredith Corporation announced its acquisition of SwearBy, a digital platform that crowdsources product recommendations from shoppers. The move demonstrates the media company’s further investment in ecommerce and affiliate marketing.
Home to national women’s lifestyle brands including Better Homes & Gardens, REAL SIMPLE, and Parents, Meredith properties already generate significant revenue through commerce content. In 2019, the publisher “drove over $1 billion in sales for its retail partners through its affiliate and shopper marketing efforts,” according to a Jan. 9 company press release.
The integration of SwearBy across Meredith digital properties will allow for more seamless inclusion of product recommendations in content, as well as provide valuable consumer intent data. SwearBy will also continue as a stand-alone property, where users can add their own product picks (a.k.a. “Swears”) and share on social media. The site enables social “influencers” to market products to their followers.
In the following Q&A, Meredith President and Chief Digital Officer Catherine Levene explains why Meredith acquired SwearBy and how it will benefit both readers and marketers.
We’ll be rolling out SwearBy on a brand-by-brand basis as well as a stand-alone service. We’re working on timelines now.
Leah Wynalek is editor-in-chief of BRAND United. She is passionate about creating content that engages audiences across channels – and delivering insights that help others do the same.