I read an April 28, 2025 report in Morning Brew titled LTK wants to be creators’ post-social platform of choice. I had heard of L DK, but never LTK. Is it new?
Amber Venz Box started as a creator on WordPress, and founded the platform formerly known as LiketoKnow.it and RewardStyle in 2011 as an affiliate platform for bloggers, which is now often cited as one of the original social commerce platforms.
It is apparently not new. Maybe it is niche?
Internal data shows that most LTK affiliate transactions now happen through or within the LTK platform (as opposed to, say, a link from a social post) and around 38% of millennial and Gen Z women in the US are using LTK, Venz Box said.
According to this, many millennial women are using it. I am obviously not a woman, but I have dated myself as a millennial by birth. Nevertheless, I never heard of this supposedly popular platform. Its being focused on affiliate advertising may explain why. I am good at being ignorant of advertising trends and video creators. While I have no opinion on LTK, I do have one take on one opinion of Amber Venz Box, the creator of LTK:
Ultimately, she said, she doesn’t want to see TikTok go away, particularly due to the platform’s power in democratizing who can become a creator.