Amplifying Prime Day Success: Embracing Amazon Live Shopping and Brand Affinity
The much-anticipated second Prime Day of the year is on October 10-11. Just a few months ago, Prime Day led to a rise in sales, hitting an estimated global total of $20.5 billion. This blog post will explore the influence of live shopping and highlight some of Amazon Live’s top creators, whose audience’s brand affinity has been a critical factor in their success.
Past Prime Days: A Glimpse into Success
Previous Prime Days, have resulted in a remarkable surge in engagement from top creators and influencers and we expect for the same to hold true next week.
During the lead-up to Prime Day 2022, the top 5% of:
– Creators generated on average 32 new links per day.
– Influencers created on average 2 Idea Lists per week.
– Video creators generated on average 2 videos per week.
During Prime Day 2022, the top 5% of creators:
– Generated on average 76 links per day (2.5x more than their daily average during the rest of the year).
– Generated earnings on an average of 30+ products that they linked to directly.
Live Shopping: A Game-Changer
One standout feature that has revolutionized Prime Day is live shopping. Through live product demonstrations, creators and influencers empower shoppers with in-depth knowledge about product features, benefits, and special offers. Viewers can also use a real-time chat feature and follow creators to view future streams. Shoppers who follow a creator on Amazon receive reminders whenever a live session begins, leading to heightened engagement and increased conversions.
Using the Captiv8 platform, we dove into the accounts of 10 of the top Amazon Live Creators and analyzed their total following across all platforms, monthly engagements, average daily engagement rate, and audience brand affinity for Amazon. All 10 creators displayed a strong audience brand affinity for Amazon, with over 60% exhibiting a positive response to Amazon content. Notably, 7 out of 10 creators had a brand affinity score of 85% or higher, showcasing a deep connection between the creator, Amazon, and their audience.
What is Brand Affinity?
Brand Affinity, a crucial metric in evaluating the effectiveness of creator-brand collaborations, focuses on the positivity of the audience’s response to branded content. This sentiment analysis model looks at the language employed in engagement, assigning a positivity score based on the sentiment expressed. While Brand Affinity does not factor in engagement rate, it remains a vital indicator of the resonance between the creator and the brand.
How Is Brand Affinity Measured?
Captiv8 measures Brand Affinity by detecting when a creator mentions a brand in the post. Our machine learning algorithm picks up the brand name, and analyzes all of the comments that are associated with that post. It will assign a brand affinity metric for the creator and the brand mentioned.
For example, if a creator posts about Amazon and the audience leaves comments like these:
– I love Amazon
– Just ordered something from Amazon
– Amazon Prime is the BEST
Our machine learning models analyze the sentiment of these comments and assign it a positivity score. In this example, these 3/3 positive comments from the audience would have a Brand Affinity of +1.
Brand Affinity as a Sales Driver
The strong correlation between higher Amazon brand affinity and increased audience engagement rates presents a significant opportunity for driving sales. When content creators and brands cultivate a genuine connection with the Amazon brand, their audience becomes more receptive and engaged with the content they produce.
As Prime Day approaches, leveraging the power of live shopping and understanding brand affinity proves to be pivotal for a successful campaign. With Captiv8’s comprehensive suite of tools, making informed casting decisions becomes a breeze. Dive into in-depth profiles to gain valuable insights into creator interests, ensuring a seamless alignment with your brand’s values. With Captiv8, you have the capabilities to maximize the impact of your next campaign. Interested in learning more? Take a platform tour today!
