Amazon is more like a social media platform. Here’s how brands can benefit.

0

If you have visited Amazon
AMZN
.com or its app lately, you might have noticed how real estate has become dedicated to video content, lifestyle content, and influencer content.

It was recently reported that Amazon even tested its own version of TikTok with its employees. Amazon is starting to look more like a social media app than ever, aiming to keep pace with apps like TikTok in a battle for our eyeballs and our wallets.

The battle of wallet sharing is something easy to understand. Amazon is, after all, on its way to becoming the largest retailer in the world. But the battle for eyeballs is arguably more important for Amazon. More eyeballs means more first-party data: an understanding of what we’ve researched, bought and researched. Brands selling on Amazon, as well as non-endemic brands like automakers and insurance companies, can leverage this audience targeting data to get in front of their ideal customer rather than wasting budgets on media campaigns with a lot of waste.

In this way, Amazon’s foray into creating a more immersive, social media-like shopping experience is beneficial for brand advertisers. Here’s how Amazon is adapting its interface and how brands can take advantage of these changes to engage their own shoppers.

Influencer Content on Amazon

Over the past two months, I’ve noticed huge media buys from Amazon on Pinterest and Instagram, using influencer video content to lead me to said influencer’s Amazon showcase page, where I can buy a selection organized that the influencer has compiled.

These influencers are often part of the Amazon Associates program – earning commissions on the products they successfully sell.

Interest-Based Content

On the Amazon app, shoppers receive articles and content based on hobbies and interests. Recently I received “outdoor enthusiast” content on the Amazon app and was asked to add my other interests from a selection of about 20 areas of interest like camping, baking, characters marvel etc This will allow Amazon (and brand advertisers) to further refine the products and content shown to me.

On the “outdoor enthusiasts” interest page, I saw products from Wilson, Columbia, and Streamlight. Some were promoted placements, but others seemed like guaranteed organic placements simply by being a popular product among this cohort.

Developing and curating content around hobbies and interests could be a boon to Amazon’s “discovery” ambitions. If outdoor enthusiasts spend more time checking out gear on Amazon than on Instagram, it not only increases Amazon’s chances of a sale, but also their ability to get more advertising dollars from outdoor gear brands. air.

I was surprised to see no interest in beauty and fashion – important categories that Amazon is trying to get a foothold in, and in the case of beauty in particular, high repeat orders.

Live Video

Amazon launched live video on the platform a few years ago. But the results for brands have been mixed. When browsing Amazon’s live video page, it’s not uncommon to see “Most Viewed Videos” only have a few hundred live viewers at a time. This could cause many brands to pass up this opportunity. But brands that invest in live placements with beloved celebrities or influencers can see great results. An influencer I spoke with said that some items they promoted in their videos sold hundreds of units within minutes.

But brands that stream their own live videos often get disappointing results. Videos need an element of star-power, or high follower count – and preferably both. Most brands don’t have either of these, so live videos fall flat. While it comes at a cost, leveraging an influencer’s own platform solves that problem.

Brand followers

Shoppers have the ability to “follow” brands on Amazon. Until recently, the benefits to the buyer or brand of taking this action were unclear. But now the use case is emerging.

Once a shopper “follows” a brand, they begin to see content from that brand when browsing Amazon.com or the app. This content can be brand-created posts, product offers, and live videos. There is also a burgeoning ability to email new offers and product announcements to brand subscribers – a possibility most brands could only dream of until recently. This program, with the awkward name of “Manage your customer engagement”, is still a bit buggy and under-optimized. And the emails sent to the customer (pictured) aren’t customizable or particularly engaging. But new features are being actively rolled out, and the potential of this program has created a great incentive for brands to grow their follower base.

How brands can take advantage of these changes

As Amazon rolls out these changes to cover more of the buying journey, especially the “discovery” segment of the upper funnel. And that creates huge opportunities for brands that don’t just view Amazon as a distribution channel, but as a marketing channel.

  1. DSP from Amazon. Amazon’s programmatic advertising solution gives brands many sophisticated targeting options, particularly around purchase intent, lifecycle, and interest groups. A maternal care brand might target shoppers who have recently purchased prenatal vitamins, for example. Or shoppers who visited competitors’ product pages. As Amazon continues to develop each shopper’s demographic, interest, and purchase profiles, audience targeting options are more finely tuned.
  2. Increase “followers”. Enter an emerging ecosystem of “brand followers” ​​early on. Shoppers who follow your brand will start seeing your Amazon posts, and you can also start sending them new product announcements and offers through Manage Your Customer Engagement. To increase the number of followers, some brands promote their “Follow” button on their store page.
  3. Integrate Amazon into influencer programs. Brands experimenting with sending paid or organic traffic to Amazon are seeing impressive results, especially from TikTok. This may not be coming from immediate conversions, but from increased branded search volume. Make sure you have adequate tracking mechanisms in place to measure results.
  4. Improve organic content on product pages. There are far more options for enhanced content on Amazon product detail pages today than most brands take advantage of. Many brands are now eligible to add “A+ Premium” content to their product pages and create an immersive experience for shoppers. Study the top performers and come up with a plan to upgrade your visual assets and copy.
  5. Sponsored Brand Video Ads. This type of ad, which shows up in search results for a given term, now allows for much more inventive and immersive content from brands. With the emergence of video content on TikTok and Instagram Reels, consumers are interacting with video content more regularly.

Amazon is not a company that stands still. Staying relevant to consumers and advertisers requires constant evolution. Monitoring these changes and testing ways to engage with them is one way for brands to continue to evolve.

Share.

Comments are closed.