Take a moment and think about the product videos we see today on platforms like YouTube, Instagram, and TikTok. Isn’t it hard to believe that these videos evolved from those stiff, overly scripted ads on TV?
Remember those? Overproduced, filled with flashy effects, and starring not-so-convincing actors who are way too excited about vacuum cleaners or coffee makers.
Fast forward to 2005, when YouTube launched, and suddenly product videos felt more relaxed, like hanging out with a friend. Creators would sit in front of a webcam and share their honest opinions in long, unpolished reviews. It was real, relatable, and refreshing.
Then came the rise of affiliate marketing in the early 2010s. YouTubers were no longer just reviewing products for fun—they were making a living off it.
Sponsored content and affiliate links started to polish these videos up a bit—better lighting, catchy intros—but they kept that personal touch. People trusted these influencers more than they ever trusted TV ads.
Everything changed again around 2015, when Facebook and Instagram started hosting product videos. Now, instead of a 10-minute YouTube review, you had influencers sharing quick unboxings and first impressions in just a few seconds through Instagram Stories.
The vibe was still casual and fun, but now it was quicker, easier to digest, and, of course, paired with an affiliate link in the bio.
Then TikTok exploded onto the scene in 2018. Suddenly, influencers could make a product go viral in just 15 seconds.
These weren’t polished, drawn-out reviews; they were playful, spontaneous clips that felt more like a friend saying, “Hey, check this out!” The now famous “TikTok made me buy it” trend speaks volumes about how powerful these short, authentic videos are.
So, where does that leave us?
We’ve gone from TV’s flashy hard-sell ads to YouTube’s long-form reviews, and now to TikTok’s bite-sized, fun clips.
The message? Authenticity is everything.
Today’s influencers build trust through genuine, relatable content, and it works. With affiliate marketing, product videos have become a powerful tool for both creators and brands alike.
But SOMETHING NEW IS BREWING. There’s a trend on the rise that not many people have caught onto yet, but it’s set to shake up e-commerce marketing once again in the next five to ten years.
Here’s what’s happening and will become the new norm soon—Instead of one influencer promoting a product in a video, we’re starting to see multiple influencers collaborating in the same video to promote the same product.
Collaborations, you might say, are nothing new. True—but what’s different now is that these collaborations aren’t between brands and influencers. This is influencers teaming up with other influencers. And until recently, that wasn’t too common.
Why? For one, content creators are protective of their creative control. Bringing another creator into the mix can sometimes mess with the vision or style. Plus, collaborating doesn’t always mean more money—in fact, it might mean less profit for each party.
So, why are we seeing more influencers working together?
A couple of reasons.
First, collaborations help influencers tap into new audiences. Teaming up with another creator means each influencer is exposed to the other’s follower base.
This cross-promotion can lead to a big boost in engagement and new followers, which is getting harder to achieve organically thanks to those ever-changing platform algorithms.
More importantly, brands love it. When two influencers with different styles or audiences come together to promote a product, it feels more authentic and reaches a broader crowd.
Brands are willing to pay more for these joint campaigns because they know the reach is bigger and more dynamic. It’s a win-win for influencers and brands alike.
What does this mean for you as an online seller?
It means opportunity.
As this trend continues to grow, getting your products in front of multiple influencers at once could be a game-changer.
Think about it: when two or three influencers with different audiences collaborate, they’re creating a much bigger marketing net than any one of them could on their own.
For you, this is a golden moment. The trend is still picking up speed, which means now is the perfect time to strategize.
Look for ways to get your products into collaborative influencer campaigns. Whether it’s through group partnerships or joint videos where more than one influencer talks about or uses your product, you’ll be multiplying your exposure—and the trust factor skyrockets when multiple influencers are vouching for the same product.
But don’t wait too long. Once this trend hits full steam, it’ll be harder to get in on the action. Start building relationships with influencers who are open to collaborations now. Work with them to create natural, authentic content that feels true to their audience—and yours.
In the end, being an early adopter of this collaboration trend could give your brand a huge edge. Get your product in front of several creators at once, and you’ll be setting yourself up for success in a big way when this trend fully takes off.