Poshmark clothing resellers are becoming Instagram influencers to increase sales and make money from brand sponsorships

  • Poshmark is a social shopping app where users can resell clothing from their own closets or thrift stores. Some sellers earn tens of thousands of dollars in sales.
  • Some Poshmark resellers are using social-media apps like Instagram, YouTube, and TikTok to not only grow their audiences, but also drive sales.
  • “I think I would still be making a part-time income if it wasn’t for Instagram,” said Coco Cohen of Color Resale, a full-time Poshmark reseller and boutique owner from Portland, Oregon.
  • Business Insider spoke with several Poshmark resellers about their social-media accounts and how they are using them to build their brands.
  • Subscribe to Business Insider’s influencer newsletter: Influencer Dashboard.

Influencers often make money advertising the products of other brands. But some Poshmark sellers are using their social-media accounts — especially Instagram — to build their own brand awareness and drive sales.

Poshmark is a social shopping app where users, sometimes referred to as “Poshers,” buy and sell used clothing from their own closets, thrift stores, or other wholesale vendors on the Poshmark app. Some top sellers have turned their side hustles into full-time jobs, earning thousands of dollars each month.

Jack Ermisch is a full-time Poshmark seller (@FlippedThrift) with an Instagram following of over 22,000 and a growing YouTube community of over 5,000 subscribers. He told Business Insider that he earns almost $1,000 in sales each week (after Poshmark takes a 20% cut).

“It’s given me a lot more returning customers,” Ermisch said of his Instagram account. “There are people that specifically buy from me and my boyfriend just because they like our videos and they like our pictures.” Some followers even purchase clothing from Ermisch straight through Instagram.

Color Resale, another Poshmark closet (the app’s term for a shop), has over 21,000 followers on Instagram. Coco Cohen, the owner of the Poshmark account, said she had prioritized building a strong community on social media as she was building her business.  

As Cohen started sharing on Instagram, she realized she had a unique Poshmark story to share as a mother to a toddler. She leaned into this content, sharing tips for time management and helping others resell.

“Then I started noticing that the more authentic I was, and the more I shared about things I didn’t really think had to do with business, the more people started actually shopping from me,” she said. 

Today, her Instagram page has a high engagement rate of 6.4% (the average engagement rate sits around 3%) and Cohen said that nearly 80% of her Poshmark sales are driven through Instagram.

Cohen was previously an early childhood education teacher in Portland, Oregon, and transitioned to reselling on Poshmark full time. Now she’s making more on Poshmark than she did as a teacher, she said. 

“I think I would still be making a part-time income if it wasn’t for Instagram,” she added.

Instagram isn’t the only social network that has proven useful to some Poshmark sellers. TikTok, YouTube, and Pinterest are also popular.

Poshmark recently published a guide for its sellers titled, “How to Get Started on Social Media to Drive Poshmark Sales,” which shares tips with users on how to use social media to drive traffic to their Poshmark closets.

In the guide, the company said users that on average “20% more sales are made when you connect your Poshmark account to Pinterest.” The company declined to comment on numbers for Instagram, TikTok, or YouTube.

Kaitlin Kao Poshmark Seller
Kaitlin Kao packs up sales from her Poshmark Closet
Kaitlin Kao

Poshmark also has its own version of ‘influencer’ programs for resellers

Poshmark also has a few programs that create incentives for resellers to share Poshmark content on social media.

The “Posh Ambassador” is the most accessible one, which provides resellers with the ambassador title, selling tips through a monthly newsletter, and the ability to appear on Poshmark’s “Find People” page.

“It just kind of helps your reputation, but it doesn’t really boost up sales,” said Poshmark seller Kaitlin Kao. Kao is a Posh Ambassador and runs Kao Closet, a popular account that has also gained traction on the short-form video app TikTok.

Resellers can also earn Poshmark store credit through a rewards program called “Posh Affiliate,” if they have least 5,000 followers on their respective social-media accounts and participate in “campaigns” or challenges, such as using hashtags like #FromWhereIPosh.

“The more campaigns they participate in, the more Posh Credit they earn to use on the platform,” a Poshmark representative said. Kao said you get a certain amount of points toward Poshmark credit for actions like posting in a Poshmark social-media campaign and or signing up a new user.

Kao said she participates in these opportunities often, and as a student at UCLA is also part of its college ambassador program called “Posh on Campus.”

She uses both her TikTok and Instagram to take part, adding a link in her bio that offers 10% off for new users, she said. So far, she has recruited over 57 new Poshmark users.

Some Poshers end up partnering with brands for sponsorships

Some Poshmark resellers with large enough followings have also built their own influencer careers and been hired by other brands for sponsorships.

One reseller, Kirsten Russel, owns the boutique Shop Kirsten (which is also her name on Instagram and Poshmark). Her Instagram following has grown to 24,000 since she started in 2017.

“I do not think I would be where I am today without my Instagram,” Russel said. 

Brands started gifting Russel products for reviews and content in 2018, but it wasn’t until 2020 that she started being hired for brand sponsorships.

She said that shifting her account toward lifestyle content and making it more of a personal brand around herself helped land these deals. Now she has booked deals for paid posts with brands like Rollo, a printing services company.

For more stories about influencers and the resale industry, read these recent Business Insider pieces:

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