In 2013, the Boxes launched LiketoKnow.It, a new platform with a focus on driving sales from social media. Consumers bought $10 million worth of products promoted by its creators. In 2015, they bought $50 million. In 2016, they bought $150 million.

Watson of NYU says LTK has turned into the tool of choice for influencers. Individual social media sites like TikTok have ways to shop within the app but cannot offer creators data on engagement across other platforms. And competitors simply do not have as many brand relationships as LTK, which was early to the space. “They effectively make it a really nice one-stop shop for creators,” he says. “And success begets success. One of the reasons LTK is crushing it is because all influencers hear about from one another is LTK.”