Introduction
In a bid to boost its ‘Inspire’ shopping feed, Amazon is offering influencers $25 per video. However, the low rate has not gone unnoticed by creators, with some taking to social media to express their discontent.
The Offer
Amazon sent out an email to select influencers asking them to submit videos featuring two or more Amazon products in the same category. The company is offering a maximum of 500 videos for $12,500, which translates to $25 per qualifying video.
According to a screenshot shared online, the initiative aims to cap at 35,000 videos, with an estimated cost of $875,000 for the company. Amazon’s email outlined the types of videos it is looking for, including product reviews, comparisons, and gift inspiration featuring multiple products.
Creators React
Some influencers have taken to social media to mock Amazon’s offering, labeling the payment as low and unappealing. One creator jokingly stated, "25$ per job lol Amazon can go find someone else to play that game." Another influencer commented, "500 videos !! Damn thats a full time JOB haha," while another simply said "Sooo Up To $25 / video LOL no thanks."
Context
Amazon debuted the Inspire feed in December 2022, introducing a new short-form video and photo feed that allows consumers to explore products and ideas. The goal behind the launch was likely to draw consumers’ attention away from apps like TikTok, where brands can directly market to consumers.
To keep users engaged with the feed, Amazon needs to present a steady stream of new and interesting videos. However, the rate offered by Amazon is considerably lower than what influencers usually make per image or video.
Influencer Rates
According to Brands Meet Creators, an industry consulting firm, influencers normally charge $212 for the type of content that Amazon is asking for. Of course, rates vary depending on the creator, with some making even more per post.
Given these factors, it will likely be difficult for Amazon to court creators with a fraction of the money they typically make.
Timing
The timing of Amazon’s initiative is not surprising, given TikTok’s expansion into e-commerce offerings. TikTok has been testing its ‘TikTok Shop’ feature in the U.S., allowing companies to sell their goods directly on the app with a full checkout experience.
Competition
As TikTok looks to take on Amazon and Shein, Amazon is looking to build out and promote its TikTok-style Inspire feed. The competition between these e-commerce giants will likely continue to intensify in the coming months.
Conclusion
Amazon’s low-paying influencer initiative for its Inspire feed has sparked backlash from creators who are taking to social media to express their discontent with the offer. While Amazon may be looking to boost engagement on its platform, it remains to be seen whether this strategy will ultimately pay off.
Related Topics:
- Amazon
- Amazon Inspire
- Apps
- Commerce
About the Author
Aisha Malik is a consumer news reporter at TechCrunch. Prior to joining the publication in 2021, she was a telecom reporter at MobileSyrup. Aisha holds an honors bachelor’s degree from University of Toronto and a master’s degree in journalism from Western University.
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