How can brands selling on Amazon use influencers? | Intellifluence | Open Mic

How can brands selling on Amazon use influencers? | Intellifluence | Open Mic
Written by publishing team

Several years ago, I wrote a short article about how Amazon started taking a tougher stance on motivated reviews, as long as those motivated reviews weren’t through its internal platform. In the past five years, the demand for brands selling on Amazon to work more closely with reviewers hasn’t diminished. Amazon’s periodic purges of reviews still exist, and the old strategy of getting incentivized external reviews is more risky than soliciting platforms more open to influencers’ business.

Here, I discuss some of the ways you can effectively increase sales on Amazon using a unique mix of influencers and bloggers, while minimizing risk.

Amazon Internal Vine Voices

Before focusing on external platforms, let’s take a look at Amazon’s own platforms: Amazon Vine Voices. This is a closed, invite-only influencer network that brings together select influencers and brands willing to pay for the franchise. As it is an extension of off-platform advertising, the registration fee for trademarks is, at present, about $200 per unique product listing (referred to as the Amazon Standard Identification Number, or ASIN), plus the cost of the product.

Is Amazon Vine Voices Worth It For A Brand?

I think almost every program is worth testing and Vine Voices is no exception to that philosophy. If you’re brand new to sell on Amazon and use Fulfilled by Amazon (FBA), it might be worth it. Keep in mind that Amazon has several restrictions on using the software. For example, your product may already have no more than 30 reviews, you cannot receive more than 30 product reviews while using Vine, and you can only promote five products at a time in this way. The reason for putting these restrictions in place may not make sense, especially for those working in highly competitive categories, but as a precursor to starting reviews, it can be useful.

What about when more reviews are needed?

This is where brands should be aware of the risks, as Amazon reserves the right to remove reviews and products at will and with little recourse. For brands selling on Amazon, one needs to know who owns the playing field in this case.

The least risky way is to not try to circumvent Amazon’s review policy in any way, but instead use Amazon as a fulfillment of your other influencer strategies.

Don’t overlook Instagram

The most popular influencer strategy includes Instagram. Already known as the top influencer marketing strategy for brands looking to sell online, there are some ups and downs when the goal is also to improve product term rankings on Amazon.

In this case, the first method is to identify a group of influencers who want to review the product in question and the compensation expected for them. Once the presentation is defined, it should be tailored to the specific market in which the influencer operates. Some strategies include using an influencer’s 100% discount coupon to get the product or buying the influencer on their own and using the influencer’s contact contract or network to ensure compensation occurs afterwards.

For this specific strategy, you shouldn’t bother with the review itself on Amazon; If it occurs, it is accidental. Instead, the focus should be on creating the most appropriate type of content to drive sales to your Instagram product page. This usually happens with a static post with a vital link holding for a while and then a permanent comment that directs the audience to where to buy the product on Amazon.

What you’ll get here, apart from obvious sales, is searchable volume and intent. The total volume of sales that may occur from a profile link is an indication of the Amazon product rating, as is a random user who specifically searches for the product and searches for the specific brand in question. Provided the product is of high quality, a certain percentage of purchases will result in a review on Amazon as well; Depending on the influence the influencer has on his or her audience, this can be dictated by a simple directive “If you like it, let the world know.”

YouTube can play a role too

Similar to Instagram, we have YouTube, which is where a lot of Amazon Vine Voices come from. Product reviews on YouTube have more variety and are ideal for attracting trusted voices as a mechanism for creating expert-level recommendations for brand products on Amazon. A strategy that works this way starts with influencer identification and promotion as with Instagram, but expect to pay more because the categorical experts are well worth the hours of effort they put into their meticulously crafted videos.

Once the compensation is settled, focus on presenting the product as a solution to a problem rather than as a blatant advertisement; How-to videos are a major source of YouTube inquiries, and including them as a solution to a problem will generate significant sales. What’s better about YouTube than Instagram is that the product URL can be inserted into the description for those looking to buy, resulting in easier sales conversions.

Advanced strategies on YouTube for Amazon include creating lesser-known influencer feedback videos that point to the original expert’s video and have other influencers try to recreate the problem into a solution path. This has a positive cumulative effect not only in the total sales volume required to create the videos, but also in the brand’s share of mindfulness for both the product category as well as the mind’s share of problem to solution.

What about blogging?

Building on YouTube’s strategy, we’ve introduced some more advanced approaches a brand can engage in while still staying true to Amazon’s reviewer guidelines. YouTube videos are Google’s favorite, and given the desire for the result to be the answer to “how-to” queries on the YouTube search engine, the same goes for Google itself. With both, the goal is to engage influencers in their blog posts.

If YouTube videos are not pre-authorised, the approach will be quite similar to branding when dealing with YouTubers: Look to create an expert-level blog post explaining the problem encountered and the product as a solution to the problem, as well as providing links to the Amazon product page. Usually, this can be compensated doubly if the blogger also uses the Amazon affiliate program to earn additional revenue beyond the brand’s offering.

The most interesting version, though, includes embedding a YouTube video review in a blog post while also linking to the product page on Amazon. This method is more interesting because it increases views, links to YouTube video in favor of Google search, and of course preserves all direct selling capabilities of having a direct product link present in the blog post. As a final advantage of this strategy, more novice bloggers can be used to embed the video and then share their own experience, similar to how there are interactive videos on YouTube.

Just getting opinions

The last method that we won’t go into too much detail has the most risk. Amazon publishes lists of top reviewers and the best products in each category. There may be thousands of reviews associated with people with publicly discoverable profiles, and of course there are networks of tens of thousands of reviewers with valid Amazon reviewer profiles. Brands can, and do, search for these reviewers through a combination of these sources.

The simple advice that one cannot stress enough is not to insist on a certain degree of evaluation; Nothing will stop the reviewer further and increase the likelihood that your product will be removed. Insist on honesty in your reviews and rely on the quality of your product and the expertise of your influencers to help determine why it’s the perfect choice among a sea of ​​possibilities.

About the author

publishing team