Content for marketplaces · 28 June 2026 · 6 min read
Influencer advertising for Wildberries and Ozon
Influencer advertising for marketplaces works as external traffic: a creator showcases the product and drives their audience to a Wildberries or Ozon listing. This ramps up impressions and sales, and combined with quality listing content (video, rich content) it increases conversion. For sellers and brands, it's a way to grow a product's ranking and reduce reliance on the platform's internal advertising alone.
Why a seller needs external traffic
Internal advertising on a marketplace is getting more expensive and is limited. External traffic from influencers brings in a "warm" audience, increases the buyout rate and helps the listing rise in the platform's ranking thanks to a surge in orders.
An added benefit is brand awareness beyond the platform.
Which formats work
Reviews and unboxings, usage demonstrations, roundups and "top" product lists, UGC clips in the format of an honest testimonial. TikTok, Reels and Shorts with a direct link/promo code to the listing perform well.
The "influencer + strong listing" combination works best: the traffic arrives, and the listing converts it.
Listing content is decisive
There's no point driving traffic to a weak listing. Before the campaign it's worth strengthening the content: video, rich content and infographics highlighting the product's benefits. We do both influencer promotion and content for marketplaces — connecting both stages.
Frequently asked questions
Does influencer advertising really boost sales on WB/Ozon?
Yes, with the right choice of creators and a strong listing, external traffic increases orders and helps growth in the platform's ranking.
Do I need a promo code or link?
It's advisable — it simplifies the shopper's journey and lets you track the effectiveness of the placements.
Do you handle both content and promotion?
Yes, we prepare listing content and launch influencer advertising — toward the shared goal of growing sales.