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Ready to Engage in Influencer Marketing?

Influencer Marketing Overview 

Amazon influencers are not typically celebrities or subject matter experts with millions of followers (although some might be), as many mistakenly believe. The role is more about having an online presence, being a trusted source of information or entertainment with an engaged audience, and it continues to evolve.   

Influencer marketing begins with a collaboration with an influencer. An influencer engages with an audience in a social media platform or channel, sharing content the follower may need, want, or find entertaining. For example, an influencer could be writing blog posts that include lists of Top 10 Birthday Gift Ideas for Toddlers with product recommendations that may be sponsored content. Or, they may be sharing short video clips or photographs regarding solutions to problems by using a particular kitchen gadget – this too is likely a paid post. Others may compound their exposure by promoting items through recommendations in their very own Amazon storefront. 

Amazon Influencer Storefronts 

Just as a brand may have an e-commerce storefront on Amazon that allows them to sell their products, an influencer creates a storefront promoting and highlighting the ASINs they recommend.  

This additional online presence can be compared to having a dedicated flagship storefront via your brand’s channel plus shelf space in a promoted location. 

An influencer is dually vested to grow your business because,  

  1. Promoting their storefront as a whole and directing consumers to your brand increases their bottom line. 
  2. Driving new customers to your product proves their value enabling them to command a higher fee. 

 

Confirming the need for Influencer Marketing 

Why does influencer marketing continue to grow? Simply put, it is impactful and effective. Influencer marketing raises brand and product awareness before a customer reaches Amazon’s website and searches for a product.   

Influencers understand the changes in consumer behavior – that they scroll to be entertained or to solve a problem. In turn, the influencer generates content with these behaviors in mind in the form of holiday gift guides or posts targeting a specific audience featuring product lists ideal for a hobby or activity.

Amazon vets and supports their influencers 

Content creators with a “meaningful” social media presence may apply to become an Amazon Influencer. To learn more about the approval process and the path to becoming an Amazon Influencer click here.   

Amazon pays influencers a commission based on their ability to drive sales to specific products (either through links or on their storefront). They are also encouraged to further grow their business by utilizing the Amazon education hub

Increase Sales + Ancillary Benefits 

The goal of an influencer associated with Amazon is to drive sales. They share this primary focus with you. They are paid based on the performance of the unique URLs used to direct customers to your product. 

In addition, influencer marketing:  

  • moves your company ahead of the competition in Amazon product searches  
  • results in more Amazon reviews by engaged customers 
  • improves Google search results 
  • reduces Amazon ACoS  
  • raises PPC ad visibility  
  • increases your product’s visibility when available in an influencer’s storefront 

Costs  

Utilizing an Amazon-approved influencer who receives commission payments directly from Amazon based on the type of product listed and sold does not pass along any expense to you. Additionally, a brief online search quickly reveals the accepted practice of gifting the influencer with a product plus another to be used as a potential giveaway which may be a minimal cost. 

Have a thorough consultation with an influencer to determine any charges they bill above their paid commission. Many utilize a formula based on their follower count and engagement level resulting in fees ranging from $100 to a few thousand. According to Business Insider, the equation often begins with $100/10,000 followers with additional costs per post and type of post before determining a final rate. 

How to begin  

Before engaging in a search for an influencer, be sure to have a brief prepared with as much detailed information as possible. Identify the product(s), marketing campaign goals, who will control the imagery and copy, exclusivity or if other competing brands can be represented, and anticipated return. Compiling as much information as possible before beginning the search, either on your own or through a professional, will help identify the right influencer while assisting in the vetting process. 

1 – Finding the right influencer   

The Do-It-Yourself Version may begin with an Amazon search for #FounditonAmazon. Also, search hashtags on various social media platforms. Try phrases like #amazoninfluencer, #amazonfinds, or #amazonambassador. Find content that matches your product, look at the influencer’s postings to see if they match your brand, then visit their profile page and review the insights to determine if they are a good fit.  

If you find a potential influencer, consider hiring an outside agency to conduct the vetting process. This service is well worth the fee. Vetting an influencer encompasses: 

  • detailed evaluation of their engagement rate 
  • reviewing the quality of engagement 
  • determining their audience demographics 
  • confirming consistent content and if it relates to your brand 
  • verifying their follower rate has not been manipulated 

When hiring a professional to search for an influencer, identify the type of influencer your brand identifies with based on their profile. It may be productive to point out the styles or types that are not right to narrow the field quickly. Confirm they will be conducting the vetting process as outlined above.  

Once you begin to identify a few potential matches, remember the influencer with the largest following may not be the best fit for you and your brand. A smaller, more active, and engaging niche influencer oftentimes delivers measurable results through higher conversion rates and ultimately — sales!  

2 – Making contact   

Next, if you are doing the leg work, reach out to the prospective influencer. A few initial questions to ask include:   

  • Are they interested in developing a new business relationship?  
  • What is their typical strategy for promoting a brand?  
  • How have they successfully promoted other products similar to yours?   
  • Do they use coupon codes and promotions in their campaigns?  
  • They may have a prepared press kit to share outlining their typical or successful strategies. A breakdown of options can include Instagram or Facebook posts, videos, social media take-overs, contests, stories or reels, caption mentions, or hashtag use mentioning your brand.  

A professional agency will conduct this exchange, knowing what responses are in your acceptable range and quickly reject or move forward with the right candidate. 

3 – Launching 

Following the initial contact with an influencer, the details around the campaign are determined. Will the campaign include newsfeed posts, a video story, a blog post? Which tags and hashtags will be used? And, finally, what is the call to action – to buy a specific product, visit your website, sign up for newsletters?  

Before launch, compile a professional influencer “kit” including your company logo, product images, videos, sell sheet information, awards and certificates received, testimonials or endorsements.   

Ensure your influencer has everything they need to begin and check in with them to confirm. Utilize a specific UTM (Urchin Tracking Module) code attached to a URL, or promotional and coupon codes are an easily tracked and low-risk promotional tool commonly used with influencers. If selling a product is the main focus, what are the details around delivering and shipping? Will orders be FBA or MCF?   

Finally, have a plan in place to track results post-launch. Ensuring sales goals are met based on this campaign, gauging increased brand awareness or other metrics can be measured.  

Now, launch your successful influencer marketing campaign.

Is Influencer Marketing for everyone? 

Here’s a quick checklist to determine if Influencer Marketing is right for you.   

  • Do you have professional quality product images, videos, and other materials as listed above in the professional influencer kit?  
  • Does your product have mass appeal?  
  • Is it easy to find influencers who are already selling products similar to yours?  
  • Have you already seen influencers post content targeting the same audience as your consumer?  

If you answered yes to all of these questions, then influencer marketing is definitely right for you and your brand. If you had 1 or 2 no responses, a professional marketing consultation may be needed before proceeding and if you answered no to all, other marketing strategies may be better suited for your brand. 

Which social media platform are influencers using? 

In addition to Amazon Live, Amazon storefronts, and blog posts, influencers are on most social media platforms with many having a presence on multiple platforms and channels. They may be publishing content on Facebook, Tik Tok, Instagram, YouTube, Twitter, Twitch, or others.   

Facebook has always been the benchmark social media platform and remains a solid choice for some demographics. Now, influencers double up their presence by adding content on Instagram – typically short videos or photos with informational graphics and easily read text.  

Tik Tok once had the reputation of only being for the youngest consumers has now branched out to users of all ages worldwide and continues to grow. Influencers have found great success quickly gaining followers on Tik Tok. Their audience craves the quick bursts of video content and perceives a more intimate connection with the influencer. 

Platform 

Monthly Users  

Worldwide* 

 

Facebook 

2.89 B 

YouTube 

2.29 B 

Instagram 

1.39 B 

Tik Tok 

1.00 B 

Twitter 

463 M 

 *According to Statista Statistics 

 

What performance metrics are available? 

Unique tools for gauging influencer marketing success include:  

  • Usage of coupon and promotional codes provided to the influencer  
  • Blog post views featuring your brand/product  
  • YouTube video views and engagement tied to your campaign  
  • Engagement rates of the social media posts  

Coupon codes and attribution links are valuable for their ability to be shared and quickly grow brand awareness. Consumers who use these links may share them organically if they feel the value is significant, plus these shoppers are more likely to leave reviews. Tracking sales spikes, coupon codes, and attribution links can be meaningful but what is most important for you to measure? Take the time to see what growth happens over six months or a year in addition to the quick turn-around results of a one-off campaign. 

Should you focus on Influencer Marketing or is it best to hire an experienced e-commerce marketing professional? 

It can be a lengthy process to start from scratch to find the right influencer, develop a relationship and confirm if they are the right fit for your brand. How much time can you afford to be away from other critical business tasks while taking on this additional marketing role? Contact the team of experienced professionals at Witz Group and learn how they will streamline the process for you, deliver results, and keep you focused on growing your business.   

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