Hi, my name is Leah Hammer and I am a Senior at The University of Delaware and a Social Media Manager Intern this semester. This is my first blog post for Sircle Media and I chose to write about Amazon’s influencer platform. I hope you enjoy it!
There’s no doubt that influencers have become a key component in promoting products in the digital realm. Brands have long been searching for well-known, reputable influencers to advocate for and promote their products, and for good reason. According to an article by David Bloom at Forbes, a recent study showed that 13 million influencers generated $7 billion in revenue last year. Staggering numbers!
Instagram has seen the most action with these influencers, with 93% of all influencer campaigns happening on their platform. Bigger influencers are typically paid anywhere between $3,000-$5,000 per post, and sometimes even more per campaign.
About a year ago, Amazon created their own influencer program which offers a link for those who participate to publicize on other social media sites. The link then directs to a user profile made up of personalized “lists”, where influencers showcase their favorite products. With every purchase bought from an influencers link, the influencer can receive up to 10% of that sale. This hybrid affiliate program is very smart and will allow all parties to win financially.
Amazon accounts for more than 50% of e-commerce in the United States. With ferocious price wars, consumers are looking to Amazon for the best possible prices. “That’s helping drive Amazon’s growing share of the U.S. advertising business, and now third behind the Duopoly,” says Bloom. Marketers are now predicting that Amazon will gain almost 9% of 2019’s digital ad market. Amazon has already experienced meteoric growth in the marketing space and can go even further, faster by incorporating influencers.
Influencers with a large following will be essential in the new program’s success, but so will micro-influencers. Many brands have looked to these power users because of their devoted fans and followers. Micro-influencers have between 1,000-100,000 followers and are typically more approachable and affordable in comparison to those who might only have a limited number of partnerships available. Because micro-influencers have smaller, more intimate fanbases, they are often seen as more real, approachable and sincere, which makes them more credible to their followers. Finding the right micro-influencers within Amazon’s ecosystem will create a whole new opportunity for businesses, and influencers too.
When searching for the best possible influencer to promote your product, it’s important to search through the ‘explore’ page on Amazon. This page will lead you to popular and commonly viewed lists. Through these lists, you can find influencers who are part of Amazon’s influencer program and willing to work with brands. When searching for the right influencer for your product, remember to keep in mind your audience and target demo and then check to see if the influencer has endorsed competitors in the past.
As an example, for one of our clients, Modern Oats, who creates on the go, organic oatmeal, we could perhaps choose to reach out to Laura Fuentes, an Instagram influencer with 14.2K followers. She is a mother who loves to travel and share her favorite foods. Laura recently joined Amazon’s influencer program and has already created lists of her favorite products.
As influencer marketing continues to take over the digital realm, taking advantage of Amazon’s new influencer program will be essential in increasing those e-commerce sales. Get in the game and try it for yourself. If you have any positive or negative experiences on the platform, be sure to let us know. We would love to hear some real-life feedback
See you out on the field!