A great way to reach a new audience on Amazon is through the Amazon Live influencer program. But finding the right talent, structuring an agreement and coordinating the stream can be complicated and time consuming.
As Amazon Advertisers, we recognize the importance of this growing channel and have curated an exclusive network of Amazon Live influencers that we have hand selected. Our process is to match them up to our client’s brands, based on their category.
Amazon Live is part of Amazon’s suite of brand content solutions for helping brands drive discovery and connect with shoppers, also known as mid-funnel marketing or consideration advertising.
Brand marketers that are interested in new ways to highlight their products on Amazon should include livestreaming as part of the strategy. It works well for exposing new audiences to your business and should be used in tandem with other features for brands including Stores, Posts, and advertising with Sponsored Products and Brands.
Many Influencers focus on particular segments like home goods, health and beauty, consumer electronics, outdoor gear, etc. So matching the brand to the right influencer is essential for not only success on Amazon, but to also take advantage of off-Amazon promotion on their channels.
We recently worked with an influencer in the consumer electronics space to help promote a new product launch for one of our clients. Here is a breakdown of the experience and everything a brand marketer needs to know about engaging an Amazon Live influencer for product promotion.
According to Amazon, Live is “designed to inspire, educate, and entertain customers in a format that allows real-time brand interaction. Amazon Live helps give customers confidence to consider new brands and make purchase decisions.”
Now to be clear, brands can create their own Amazon Live streams, and many do, but the benefits of utilizing a third-party Amazon Influencer are plentiful. You can tap into a new audience, you have a fresh “outsider” perspective on your brand and products, so it doesn’t appear like just an advertisement, and you can also potentially have your products appear in the Influencer’s Storefront on Amazon.
When you work with an Amazon Live Influencer, brands benefit from the ability to engage with shoppers in real time and drive consideration through interactive, shoppable livestreams.
What is an Influencer?
An influencer is anyone who has a meaningful social media following. Influencers across any category can participate in this program. The current requirements include having a regularly updated YouTube, Instagram, Twitter or Facebook account.
Influencers are able to independently determine whether to recommend a product. Amazon does not modify or edit content, as long as the Influencer complies with the Amazon posting guidelines.
Who is an Amazon Influencer?
Amazon Associates is invite only, so you need to be approved by Amazon to be a part of the program, you can apply through an application process.
The Amazon Influencer Program is an extension of the Amazon Associates Affiliate program that brings product-related content from Influencers onto Amazon to help customers research and discover products.
Amazon accepts content provided by Influencers and surfaces the most relevant for customers during their shopping experience. They are not required to write or discuss only positive things about a product, it needs to at least have the appearance of being authentic.
Influencers are expected to help customers to discover/research products, through critiquing them as well. If an Influencer has a negative comment about a product, it will have no impact on how Amazon shows or promotes that brand or product, it is strictly viewed as their opinion.
It should be noted that content creators participating in the Amazon Influencer Program earn affiliate commissions from Amazon for qualifying purchases that occur as part of their livestream or on their Storefront.
Where Can I Find Amazon Live on Amazon?
The first place you’ll find the channel is at www.amazon.com/live. However, shoppers can discover livestreams in several other locations on Amazon.com and the Amazon.com app as well.
Brand-created livestreams can appear on the detail pages for the products in the livestream, as well as across various placements where Amazon shoppers browse.
Amazon also produces their own livestreams for brands, for a substantial cost. Amazon-produced livestreams appear in prominent placements across Amazon relevant to the content, such as the home page, event pages, and category pages. All livestreams can be found on Amazon.com/Live and in the Amazon mobile app under Amazon Live.
All livestreams display a prominent Follow button, which helps interested shoppers to stay up to date with the influencers, people, brands, and interests they align with on Amazon. A nice benefit for Shoppers includes the ability to follow a brand or influencer because they will be notified when that entity goes live on Amazon.com/live.
Amazon-produced livestreams include Today’s Deals Live, shopping events such as Prime Day, Black Friday, Cyber Monday, and Off to College, holidays such as Mother’s Day, Father’s Day, and Halloween and livestreams that showcase other seasonal events including Holiday Gift Guides and more.
So what are the goals of an Amazon Livestream?
- Drive awareness and consideration
- Help support purchase consideration and conversion by exposing customers to the brand and product
- Educate shoppers
- Inform audiences on product features, benefits, and special offers in an interactive environment with live product demonstrations.
- Connect in real time
- Real-time engagement can help satisfy instant gratification by engaging customers using Live’s chat features, answering questions and providing information in real time to help drive connection.
Amazon-produced livestreams allow you to showcase your products within themed livestreams that appear in prominent placements across Amazon. This can amplify your reach on important shopping days like Prime Day, Black Friday, and Cyber Monday, or seasonal events like Back to School or Off to College.
There is no cost for brands to create their own livestream on Amazon using the Amazon Live Creator app. But there is a minimum cost of $35k to integrate into an Amazon-produced show.
The Amazon Live Creator app is currently only available and optimized for the iPhone. Amazon Live Creator can be used on an iPad, but the experience is not optimized. The app is currently not available for Android devices.
How to Work with an Amazon Live Influencer
The Amazon Live influencer network is not as broad as other social media channels like YouTube, Instragram, Snap and TikTok. When evaluating Facebook, we recommend really understanding that the Facebook audience is older and not as sophisticated when it comes to real-time purchases. Because Facebook has an older audience, purchase consideration can have significant lag time behind other social channels.
So the first step is to find your Influencer by searching for their feed on Live, then cross checking their content on other channels. Many times you can find their branded website with more information on how to reach out to them, some even have a rate card or media kit.
The more sophisticated the Influencer, the more comprehensive their materials will be. Some are represented by outside agencies, but many want to have control over their own channels and so they self-manage their sponsored content agreements.
Negotiation is the first place to start. Understand what you want to achieve with the livestream, and negotiate that into your agreement.
Many times you can request video output, social media shoutouts, promo code promotion and the length of the livestream itself.
You will find that many livestreamers want to be paid upfront before the stream occurs, because they consider their “product” to be ephemeral. When you’re selling an intangible, the logistics and the deliverable can be somewhat ambiguous. So proceed with caution if you are going to be paying up front. You’ll want to ensure your Amazon Livestream talent is reputable, has worked with similar or larger brands, and that you have some sort of recourse should they not deliver as expected.
We encourage you to pursue a 50% up front payment and 50% upon completion, since that ensures you have leverage and that both parties are on the same page with the expectations and deliverables of the Amazon Live agreement.
The Logistics of an Amazon Live Production
If you are working with a third-party Amazon Live influencer to produce content on your behalf you’ll want to ensure the details of your contract are clear before moving forward. But once the ink is dry, the next step is to get the influencer your products.
You’ll want to ship your products to them a few weeks in advance so they can have enough time to try them out and dive deeper into the brand and product experience so that they have enough information to fill an hour of talking about it.
Amazon encourages influencers to hold the audience’s attention up to an hour, because people come and go on Amazon and if you’re producing a stream for less than an hour, you may not get enough of an audience to make it worthwhile.
Once the influencer has the products you will also want to ensure they have a creative brief to follow, so that they are aware of the talking points to ensure they are striking on the right product details, performance benefits and features and difference makers of your products and brand. You can’t assume they know everything you know! The last thing you want is to go through all this trouble only to have the Amazon Live influencer not talk about the key features you think they should have highlighted.
You will also want to have your marketing team promote the upcoming live stream on your own social channels to ensure your audience can tap into the stream or get involved with the promotion.
The first thing you will want to do after the stream is quantify the ROI. Remember, you should also negotiate that the Influencer promote your brand, products and the live stream on their own social channels, so asking them for the analytics around impressions and clicks from their channels is an important aspect of the reporting you will want to put together.
Next, go to your own Amazon sales data and see if Influencer promo codes have been redeemed. Look into your sales data around the time of the stream and reconcile your spend on the campaign versus your sales.
The most recent streams we have produced have indeed netted sales and an bonus additional social media halo affect.
Hopefully your Amazon stream is a giant success! If not, consider the influencer you worked with, the audience they were able to attain and if your products really work for this type of medium, or not.
You can negotiate that your Influencer add your products to their catalog, upload their video and also send you an output of the entire video or just a portion.
The DIY Option
Not ready to work with an Influencer? You can do this on behalf of your brand but beware. If you don’t have the right equipment, talent and setup, the stream can look amateurish and not engaging enough to drive sales, which is the point of the production in the first place.
Let Spaceshop Produce Your Amazon Live Stream
If you’re ready to take the next step with Amazon Live, but want a team of experts managing your production, consider talking with our Amazon Live team by contacting us at [email protected]
We will take a white glove approach to managing everything from Influencer selection and vetting to logistics to creative, execution and in depth analytics. We will put together a success deck that you can share with your leadership teams to validate the investment and ROI on your Amazon Live production.
We look forward to working with you and your brand marketing team on the successful launch of your Amazon Live stream. For any questions, don’t hesitate to reach out to our Amazon Experts at 888-651-1554 to talk to a human who understands your goals.