The elements of the marketing framework are actually biased towards operations. This is not a simple selection of products, but a combination of KOLs and crowd positioning to select products. Some honest sellers already have some marketing resource channels and have established deep cooperative relationships with many KOLs before. It is easy to promote products by selecting products based on the characteristics of these KOLs. Here we focus on KOLs and the Amazon Influencer Program, both of which can increase sales. KOLs can help sellers attract consumers’ attention to new products or increase brand awareness. 82% of consumers say they will follow the advice of influencers, so KOLs will have a huge impact on profits.
As an extension of the Amazon Partner Program, the Amazon Influencer Program incentivizes influencers to share product-related content to inspire customers to buy products. Most of these products appear in live broadcasts, and importantly, there is strong customer engagement. This feature was launched in 2017 and will meet the needs of influencers more than ever before. Amazon provides influencers and brands with a variety of ways to earn commissions. In the Amazon Influencer Program, every purchase promoted by an Amazon influencer will earn a commission through an affiliate link.
Applying for Amazon influencers requires an account on YouTube, Instagram or Facebook. Based on various engagement metrics and the number of followers, Amazon will approve creators to become influencers in the Amazon Affiliate Program. Influencers can set up their own storefronts and make money through personal URLs. If the storefront is also shown to Amazon’s old customers, the number of followers and income will increase. If a brand is considering working with an Amazon influencer, the first choice is Amazon influencers. Of course, whether it is an influencer or a KOL, don’t blindly believe in the influence of the creator, but find someone whose content, style and values are suitable for the brand. Sellers need to research potential influencers and determine whether their content and goals are truly consistent with the brand’s philosophy and the goals they pursue.
Influencers are often active on social media channels such as Instagram, YouTube or TikTok, and KOLs usually create longer-format media files to provide insights and analysis rather than entertainment. Although the main source of income for influencers is social media content, many KOLs have full-time jobs such as writers, consultants, entrepreneurs, etc. Businesses can use KOLs to influence customers and increase sales.
If a seller has accumulated a large number of KOL marketing resources, then his product or brand will naturally have an advantage over other products. This approach is also helpful for developing new products. If a new product is released, it can be produced in small batches, such as 100 to 200, and distributed to KOLs or influencers to let them evaluate the product. If they have enough confidence to promote or share, then this product can basically be confirmed to be recognized by a part of the market before it is launched on the market, and the product is more likely to succeed.