Social impact

Timing is everything. For social media and creator economy expert Lia Haberman, being in the right place at the right time–and understanding where people actually spend time online—has been a recurring theme.

She’s best known for her newsletter ICYMI with Lia Haberman, now a top-read publication on Substack, that has led to consulting work and speaking engagements with brands like Adobe, Disney and Macy’s. 

Haberman started her career in traditional media with an internship at Seventeen Magazine, then moved to Los Angeles, hoping to work in television, but joined the digital team at E! News instead. Eventually, she found her way into social and influencer marketing and launched ICYMI five years ago on Substack.

Here, she shares how retailers can harness the power of influencers and set themselves up for social media success. 

—Interview by Marcy Medina, edited by Bianca Prieto

How can small-to-medium-sized retailers who may not have the budget to hire an agency or pay big influencers harness the power of digital creators?

Influencer marketing can be expensive, and creators deserve to be paid—they’re small businesses too. But smaller retailers still have great options. If I were running a business, I’d focus on two approaches: Pay creators for work you already need. That could be styling a window display, photographing new arrivals or creating content for your website or email list. Make sure you’re allowed to talk about the collaboration on your own social channels—this builds credibility more than reach.

Or, get creative with partnerships. Beyond gifting, think about experiences you can barter: offering exclusive discounts for their community, or doing a pop-up event that includes a creator-led shopping night. These moments feel special and might perform better than a one-off post.

What are three actionable tips retailers can do today that will set them up for social media success? 

I think about social as platforms, purpose and people. With platforms, where does your target audience actually spend time online? Choose your primary platform based on where your customers already are—and where you feel comfortable showing up consistently. Don’t chase trends for the sake of it.

What I mean by purpose is that social serves two roles. One is emotional—your content should feel like a digital window display that draws people in on vibes alone. The other is practical. Many people now search for local businesses through social platforms and AI tools. Gen Z famously says, “We don’t Google, we TikTok.” Make sure your content clearly communicates who you are, what you offer and where to find you. 

Finally, influencer marketing is ultimately about relationships. Are you following local creators, nano influencers or micro influencers in your space? Are you engaging with their content, supporting their work and showing up to their events? Those relationships matter long before any formal partnership begins.

 What are the biggest pitfalls to be aware of when it comes to social media and working with influencers?  

The biggest mistake is not understanding who you’re getting into business with and what they’re actually good at. Some creators excel at producing beautiful, scroll-stopping content. Others are great at sparking conversation and engagement. Some are strong at driving direct sales. It’s rare to find someone who does all three well—it’s hoping to find a unicorn, and a very expensive one. 

If your goal is sales, make sure you’re working with someone whose audience actually shops—and don’t be disappointed if a beautifully styled post doesn’t immediately convert. Choose creators based on strengths, not follower count.

What are the top social media trends of 2026 that retailers should be aware of?  

One of the most important trends for retailers in 2026 is the continued rise of Employee-Generated Content (EGC). Your best brand advocates are often the people already closest to the business, whether that’s owners or employees. 

We’re seeing this play out in three key ways. You can incubate your own creators. Brands are identifying in-house talent and giving them the tools and support to create content. Dick’s Sporting Goods’ “Varsity Team” program is a great example—it includes both influencers and employees.

Or you can find a creator. Some employees are already creators in their own right. The U.S. Army tapped Tyler Butterworth, a sergeant who was creating content on his own, to help inspire future recruits.

Lastly, you can hire a creator. Brands are also embedding creators directly into their marketing teams. John Deere’s Chief Tractor Officer is a standout example of bringing creator talent in-house.

Thanks for reading this week's edition!

You can reach the newsletter team at theskupe@mynewsletter.co. We enjoy hearing from you. 

Interested in advertising? Email us at newslettersales@mvfglobal.com 

The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.