Amazon wants to influence social platforms
Amazon wants to influence social platforms


For three days in May, Amazon gathered dozens of stars from Instagram, YouTube and TikTok in the Mexican coastal city of Todos Santos, enjoying the lavish weekend that internet influencers had come to expect from the growing number of companies trying to cash in on their online reputation. .

The online retail giant has taken over the luxury resort of Paradero and renamed it the Amazon Resort. The post was aimed at members of Amazon's influencer program, launched five years ago, which allows content creators to earn money by recommending the company's products through their social media accounts.

Amazon held events in New York and Los Angeles earlier this year. The company is trying to break into the influencer marketing industry, which has grown from about $1.7 billion in 2016 to about $13.8 billion in 2021.

It is expected to reach $16.4 billion this year. This reflects how much companies are spending on marketing channels that are becoming increasingly popular.

Influencers are key makers, helping companies reach specific demographics, and they often have a following that engages. Many social media stars are now getting lucrative deals from major brands.

In addition to the amazing food and spa offerings at Amazon resorts, the hosting company is hosting a workshop to help developers create their Amazon storefront, a dedicated page where they post shoppable videos and a curated selection of their hottest products to be commissioned. .

Participants can also tour some of the pop-up stores that sell merchandise on Amazon. One of the participants, Ray Boyce, has been on the company's influencer program for about a year.

She said she joined the show after regularly hosting makeup lessons on the company's streaming service, Amazon Live, which provided her with extra income.

Amazon Attracts Online Influencers To Its Program

Boyce turned what was considered a hobby a decade ago into a full-time job. His YouTube and Instagram accounts have more than 1 million subscribers.

“I now work with Amazon to earn commissions on products that people usually buy themselves,” Boyce said. I can make money from this, like brand deals, YouTube, Tik Tok and everything else.

Amazon isn't the first company to let social media influencers go on luxury trips. As social media creators have proven themselves over the past few years, brands have taken them on paid journeys, often to promote their latest products, post content that can go viral, and persuade other influencers to join them.

For Amazon, influencers act as informal marketers for its online store, which is the company's largest source of revenue. Influencers must apply to participate in the program, and Amazon is screening metrics like B. How many followers do they have before they get accepted.

“Content producers today are decentralized media companies,” says Ryan Dirt, CEO of influencer marketing company Influential. They can direct viewers wherever they want via their YouTube, Tik Tok and Instagram channels.

Amazon pays influencers a commission every time a customer buys an item they recommend. Payments vary by product type.

But influencers earn more by promoting games and beauty products from Amazon, which offers 20% and 10% commissions respectively.

Amazon clarified that influencers are not required to post content at the Mexico event. But many do, including designer Kirsten Titus, who posted a YouTube video detailing her experience.

“These events reinforce a sense of community among our creators,” said Amazon Creative Growth Director. These events are designed to inform, inspire, and thank them for being a part of our programme.


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