By Paying Users to Sell on Instagram, Spring Wants to Uplift the 'Creator Middle Class'

As retail and content continue to merge, the ecommerce company is prioritizing authenticity

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


When comedians Tony Baker and Tahir Moore sat down for a YouTube collab, they couldn’t have predicted their conversation would end in a clothing line.

The resulting video was an installment of Moore’s series Wording Is Hard, in which he challenges guests to a word pronunciation game. Viewers were quick to cling onto the duo’s delivery of the words, “yes yes.” The phrase soon became a continuous bit, and after Moore asked fans to help him design merch, it wasn’t long before it became one of the best-selling

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in