Amazon Stay faucets into the ability of influencers, ecommerce and stay video to ship personalised and interesting livestream buying experiences for the plenty.
Entrepreneurs from Amazon Stay, 23andMe and influencer Nicole Mejia sat down with Adweekâs director of viewers engagement Jess Zafarris throughout our Elevate: Way forward for Purchasing occasion to dive into what stay buying means for the retail panorama and the way this new method of shopping for not solely entertains however educates and engages customers of all ages.
Creating connections by video
Sitting on the intersection of content material, commerce and neighborhood, Zach Johnson, director of monetization at Amazon Stay Shoppable Movies, defined how interactive stay video leads immediately into the Amazon expertise.
âWeâre capable of join clients with manufacturers and creators to coach, entertain and promote the invention of recent merchandise,â he stated. âNow we have a wide range of capabilities, whether or not itâs Amazon-produced content material with celebrities and creators or brand-produced content material.
âGeneral, Amazon Stay sits at this point-of-sale the place itâs an avenue of storytelling, awareness-building, and weâre looking for that line of how we convey probably the most related videoâwhether or not stay or on-demandâto the patron journey.â
Reaching extra customers
Mejia has been working with Amazon Stay for over a yr. She stated she was immediately impressed with the liberty given to creators on the platform, one thing she stated makes Amazon Stay distinctive.
âThatâs one of many predominant issues I really like about it. Coming from a platform like Instagram, the place model offers are, âThat is the product, that is the content material,â thereâs much more freedom as a result of you may characteristic quite a lot of completely different manufacturers and merchandise in the identical context piece, which makes it accessible and related to much more customers,â she defined.
Mejia additionally appreciates the artistic freedom given to Amazon Stay creators.
âI can present up the place I would like. Iâve been on trip and gone stay a number of occasions from my pc,â she stated. âYou get to mess around with the kind of content material youâre providing, from a exercise to a âprepare with me,â to unboxing, and dealing with wonderful manufacturers like 23andMe.â
For Amazon Prime Day this yr, 23andMe promoted its offers by Amazon Stay and in partnership with Mejia.
âOur marketing campaign goal was to spotlight our model and showcase the well being points of 23andMe to inspire clients to take a look at our merchandise,â stated CJ Swenson, director of worldwide advertising and marketing and Amazon for 23andMe.
âWe needed to utilize the completely different stay codecs, together with branded content material integration and sponsorships, and we additionally needed to attempt one thing new and take a look at the waters with an influencer-produced livestream.â
The ability of relevance
The panelists agreed that stay video is a extremely participating device that permits manufacturers to achieve new audiences, however its true energy lies in relevance.
âItâs our function at Amazon to make it possible for video is related,â Johnson stated. âNow we have groups supporting Nicole and the creator neighborhood, groups supporting the model neighborhood to make Amazon Stay and Amazon shoppable movies extra prevalent as part of their total Amazon advertising and marketing technique. Itâs actually tailoring and making that connection to the place customers are, and we imagine video is a very highly effective device to try this.â
