Amazon bets on influencers to drive sales for Prime Day
https://techcrunch.com/2022/07/07/amazon-live-prime-day-influencers-creators/
Amazon is using influencers to help it ensure a successful sales event at a time when shoppers are fearful of a potential recession and are more conservative with their spending during a time of inflation.
what interests me most about this article is the commentary on Gen Z. This generation is humanity's first "digiital natives" and that is such a big deal. According to the article, Gen Z makes up 40% of influencer-oriented shoppers . And, 92% of all Gen Z adults (ages 18-25) have purchased an item based on a social media influencer’s recommendations. So Gen Z seems to really trust someone with a decent social media presence. I wonder how this generation of digital natives will continue to change the way we buy things, and how quick companies will be to catch on.
Totally agree! Gen Z is changing the game. Not necessarily sure for the better. But they're changing it.
Seeing lots of chatter around the struggling creator economy. Several creator economy startups have announced significant layoffs, creators' earnings on platforms like TikTok aren't worth much.
Amazon's move here is to attract Gen Z shoppers with live video content as well as influencers that have deep connections with online shoppers. Wondering how much of an impact Amazon alone will have with payments to creators over the next 3-5 years. It makes sense they'd start to use this more and more.
Amazon sold goods worth $11.2 billion during last year’s Prime Day. If they spend even a tiny fraction of that on influencer marketing, Prime Day and other shopping holidays may become even more of a boon for influencers and creators.
Yeah, that strategy makes sense. There's a ton more spending happening on influencer marketing. In 2022, spending is expected to grow to $4.14 billion, compared to 2021’s $3.69 billion.
I feel like Prime Day this year will be a comparable bummer for Amazon. I won't be shopping.