Target is pushing into the influencer marketing space in a major way after hosting its first NewFronts presentation this spring, where it announced a complete rebrand of its in-house media agency, Roundel. (At the same time, Target tapped digital, Vine, and AT&T vet Karyn Spencer to serve as its first-ever director of talent partnerships and influence marketing, overseeing relationships with traditional celebrities and digital creators on the retailer’s behalf.)

Now, on social media in recent days, seven diverse influencers have begun sharing posts with the hashtag #TargetTalent. The posts tease an initiative that has yet to launch in full but hints at a long-term content partnership slated to roll out on a variety of platforms for a variety of Target products and initiatives over the next year. The yearlong timeframe here is important, marking something of a progressive notion given that brands often work with creators on a one-off or single-campaign basis.

Participants include: former Teen Vogue editor and author Elaine Welteroth (394,000 Instagram followers), Vine-turned-YouTube star Lauren Giraldo (775,000 followers), Try Guys star Ned Fulmer (1.3 million followers), Queer Eye host and interior design expert Bobby Berk (2.4 million followers), family-oriented Instagram mom Maya Vorderstrasse (171,000 followers), photographer Laura Izumikawa (who is best known for photographing her daughter in costumes while she naps, garnering 602,000 followers), and comedy creator Parker Kit Hill (529,000 followers).

“I am beyond excited to announce that I am officially partnering with Target,” Fulmer wrote on Instagram. “This is a dream come true! Thank you all for supporting me. I’m freaking out right now. Get excited for more exclusive content all year as part of #TargetTalent.”

It is unclear why Target chose the aforementioned influencers, what the ensuing content will entail, and where it will be distributed.

“We engage with our guests in numerous ways through various digital channels as we’re always looking for creative ways to connect and inspire,” a Target spokesperson told Tubefilter in a statement. “Over the years we’ve collaborated with a range of talented creators to feature relatable content that spans product launches, cultural events and much more.”

To see the latest manifestations of those collaborations, check out the accounts of the talent mentioned above or the #TargetTalent hashtag.

 

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excited to announce my new partnership with @target !!! find me in a candy aisle near you 🎯❤️ #TargetTalent

A post shared by Parker (@parkerkithill) on

 

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If you feel lost and stuck today, I want to encourage you. 3 years ago I was a rather large and advanced pregnant woman roaming the aisles of @Target and dreaming about my uncertain future. There were so many unanswered questions, fears, anxieties and insecurities. After discovering that motherhood was certainly not as easy as social media was portraying at the time, I started telling my personal truths and opening up on Instagram. A community formed, filled with mothers who thought they were alone, but found out that they weren’t. I worked so, so, so hard on my dream of sharing my honest moments of motherhood through blogging. I was discouraged and frustrated many times, but I did not give up. Today, I have the absolute honor of announcing that Target has chosen me to be a part of their first ever #TargetTalent program, a long term partnership, along with 6 other incredibly talented creators! The brand I felt such an intimate connection with for the last decade and I are now working together to spread happiness. Never stop believing in yourself and work hard for your dreams, no matter how unachievable they may seem. Be proud of what makes you unique. You ARE going to make it! GUYS, I AM SO HAPPY!!!!!!!

A post shared by Maya Vorderstrasse (@mayavorderstrasse) on

 

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Pulled up to my favorite festival for my book signing wearing all black on black brands head to toe. Shouts to the beautiful designer @fenoel & my glam fam @alanawrightmakeup @naivashaintl for this lewk that made me feel like somebody’s fly back up dancer. And to @target for carrying all the black-owned beauty brands we used (which I found whilst spying on people buying my book in a nearby aisle😉). We decided to capture all the festival makeup + curly hair product secrets (+ an unexpected clap back on somebody’s anti-feminist friend who stumbled his way into my comment section) on #IGTV. Because, yolo! Watch, enjoy, and lmk if you want more of these.🖤#targettalent

A post shared by Elaine Welteroth (@elainewelteroth) on

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