Prime Day is almost upon us! July 11th and 12th officially mark the next edition of the popular shopping holiday, and we're here to showcase how and why top brands are utilizing influencers to maximize their marketing efforts not only right before Prime Day, but all year-round.
Key ways influencers benefit Prime Day programs
There are a few key ways that influencer marketing specifically thrives during Prime Day marketing initiatives which will also even translate to other shopping holidays. Influencer marketing is an amazing strategy for brands looking to:- Build trust and authenticity around your brand
- Drive conversions with influencer videos on buy pages
- Easily scale content for an always-on strategy
Building trust and authenticity
Trust and authenticity are crucial factors in driving consumer purchase decisions. Don't just take it from us, several of our esteemed Generation Influence podcast guests have established that building authentic partnerships is top-of-mind as they develop their strategies.
Take this example from Tiffany Pegues, Head of Search, Social & CRM for Church and Dwight.
Why are influencers so great at the authenticity-building part of consumer engagement? Influencers have built a strong rapport with their followers, who often view them as trusted friends or advisors. When influencers endorse products genuinely and authentically, their followers are more likely to trust and consider those recommendations.,
We dive into this topic in our 2022 social commerce report where we surveyed hundreds of consumers on their Prime Day purchasing habits.
By strategically partnering with influencers who align with their brand values and target audience, businesses can tap into the influencer's credibility and authenticity.
Influencers can provide honest feedback, share personal experiences, and demonstrate the value of the brand's products, making them more relatable and trustworthy in the eyes of their followers. This trust translates into higher engagement, increased conversions, and ultimately, better sales during times like Amazon Prime Day.
Drive conversions with influencer videos on buy pages
Ultimately, the success of any marketing campaign lies in its ability to drive conversions and boost sales. Influencer marketing has consistently proven to be an effective strategy for increasing conversion rates and driving product sales.
With the ability to syndicate influencer-generated content into the product video reviews section of a product buy page, we're able to see conversion lift as the end consumer is in the lowest part of the purchase funnel.
Consumers associate a real-friendly face to the product as they see it used in a real-life scenario, making them more comfortable with their purchase decisions.
Influencers can create engaging content such as product reviews, unboxing videos, or tutorials, showcasing the brand's offerings and highlighting their unique selling points that could then be right next to the "add-to-cart" part of their purchase cycle. By leveraging the influencer's creativity and storytelling abilities, brands can effectively communicate their message and generate buzz around their products in the run-up to Amazon Prime Day.
Easily scale content with an always-on strategy
Too often we see last-minute marketing efforts to capitalize on shopping holidays, but the end consumers will often times already have their purchase decisions locked in from months beforehand. This is why an always-on influencer marketing strategy is highly recommended in order to hit the consumers that are filling their carts way ahead of the holiday.
Throughout the year, brands are encouraged to use influencers to create highly engaging and interactive campaigns that capture the attention of consumers. Influencers have a knack for creating content that resonates with their audience, incorporating storytelling, humor, and creativity into their posts.
It's not easy, especially with a smaller content team, for every brand to scale their content efforts in-house to sustain an always-on strategy, but that's where influencers excel. Brands can collaborate with influencers year-round to develop unique and exciting campaigns that offer product demonstrations, or other ways to with audiences to create an everlasting sense of exclusivity and urgency.