October 3, 2019Amazon is at it again! They are bringing brand curated content posts into their customer experience. Why not? It's been shown that UGC highly influences consumers and they believe it to be the most authentic type of content. To support that with some stats, the following Bazaarvoice "Annual Shopper Experience Index" shows influence of user-generated content on omnichannel shopping and cites mobile and social commerce as areas of focus:
- Mobile Matters, UGC Ignites the Experience - 57% of all page views across the Bazaarvoice Network came from mobile in 2018, and; when shoppers engage with UGC on mobile, the conversion lift is 136%, slightly higher than it is for desktop shoppers
- Social Commerce Sees Investment from Brands - Nearly half of Bazaarvoice clients said integrating social media and online shopping experiences will be a top priority or increased area of focus over the next 12-18 months
- Visual Content is Table Stakes Today - More than half (59%) of brands and retailers said that featuring photos and videos from customers throughout the shopping experience is standard in e-commerce
Let's take a look at how Amazon describes their new "Posts" feature:
Posts is a new browse and discovery experience on Amazon focused on brand-shopping. Posts help shoppers discover new products and see what’s new from brands by browsing feeds of brand-curated content. Posts link to product detail pages, making each post in a feed shoppable, and each post includes category tags so shoppers can continue exploring posts in related categories.
So basically the same experience you've grown to love on platforms like Instagram, Facebook, Pinterest and more; you'll now get on Amazon. So ideally all of the social media content production you're doing today, can pay off inside Amazon's walls as well, without creating a whole other platform to manage on its own. Will it be more work? Yes of course. But it the data shows that the investment should pay off. Inside Amazon Posts program, you also should know that you'll get Engagement Metrics (views, clicks and click through rates) and the best part is that it's FREE to participate in.