The news: Lowe’s launched a home improvement creator network on Tuesday as part of a strategy to reach younger audiences through social media personalities.

• The network, which Lowe’s framed as key to deepening its connection with Gen Z and millennial consumers, features MrBeast as its first high-profile partner. As part of the initiative, MrBeast has a storefront featured on the Lowe’s site and Lowe’s will be the exclusive building partner for the upcoming season of “Beast Games.”
• Through the program, creators can earn commissions, design their own storefronts, and tap into resources including products, training, funding, and sponsorships.
• The network is a multi-tiered platform that supports a range of creators and launched with over 17,000 influencers in its beta phase. Lowe’s plans to link the creator network to its growing retail media network.

Zooming out: Younger generations, especially Gen Z, are increasingly turning to influencers for advice—and as these generations represent the next wave of homeowners, Lowe’s is using the creator studio as a key opportunity to attract an essential growth source.

• Over half of Gen Zers (52%) are more likely to feel a closer connection with creators than with TV personalities and actors, while 45% of millennials are likely to share this sentiment—proving that influencer marketing is reshaping how brands build trust.
• While influencer marketing is effective to some degree across generations, Gen Z’s reliance on influencers is strongest. Fifty-seven percent of Gen Zers are more likely to purchase products mentioned in influencer posts, above posts from companies and brands (54%) and friends (40%).

Our take: Reaching younger generations is crucial for sustained growth, and as influencer marketing surges, Lowe’s strategy could prove effective at bridging the gap with young homeowners—though there are some considerations to keep in mind.

• Retailers who follow in Lowe’s footsteps must remember that not all creators are built alike, and there are key factors when working with creators that will determine long-term success. Influencer collaborations are most likely to be effective when the creator is seen as unbiased and honest, authentic, entertaining, and educational.