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Amazon is trying to enhance its TikTok-style “Encourage” buying feed and is providing to pay influencers $25 a video, however some creators are mocking the low price. The corporate despatched out an electronic mail to pick out influencers asking them to submit movies that includes two or extra Amazon merchandise in the identical class.
The corporate is providing $12,500 for a most of 500 movies, or $25 per qualifying video, according to a screenshot of the e-mail shared on-line. The information was first reported by Bloomberg.
Amazon plans to cap the initiative at 35,000 movies, which is able to price the corporate $875,000, in keeping with the screenshot. The corporate is searching for movies that “could possibly be a product evaluation of two or extra merchandise, a product comparability video, a rating video itemizing the very best merchandise in a sure class, and even reward inspiration that includes a number of merchandise,” the e-mail reads.
Some creators have reacted to Amazon’s providing and mocked the low cost on social media.
“25$ per job lol Amazon can go discover another person to play that recreation,” stated one creator in a submit on X (previously Twitter). One creator wrote: “500 movies !! Rattling thats a full time JOB haha,” whereas another said “SOOOOO Up To $25 / video LOL no thanks.”
Amazon didn’t reply to TechCrunch’s request for remark.
The web retail large debuted the Encourage feed final December, introducing a brand new short-form video and photograph feed that enables shoppers to discover merchandise and concepts and store from content material created by influencers, manufacturers and different clients. The aim behind the launch was seemingly to attract shoppers’ consideration away from apps like TikTok, the place manufacturers can immediately market to shoppers, to be able to drive gross sales on Amazon.
As a way to hold customers engaged with the feed, Amazon must current a gentle stream of latest and attention-grabbing movies, which is why the corporate is trying to entice influencers with a money provide. However, the speed that it’s providing is significantly decrease than what influencers often make per picture or video.
In keeping with Brands Meet Creators, an business consulting agency, influencers usually cost $212 for the kind of content material that Amazon is asking for. In fact, charges fluctuate relying on the creator, so some make much more per submit. Given these components, it would seemingly be troublesome for Amazon to courtroom creators with a fraction of the cash that they usually make.
As famous by Bloomberg, the timing of Amazon’s initiative isn’t a surprise, as TikTok has spent the previous a number of months increasing its e-commerce choices. The corporate started testing TikTok Store within the U.S. final November, letting firms promote their items immediately on the app with a full checkout expertise.
TikTok can also be stated to be testing a brand new in-app “Fashionable Beat” buying part the place it’s providing merchandise on the market which might be shipped and bought by a subsidiary of its mother or father firm, ByteDance. The brand new mannequin sees TikTok working an e-commerce mannequin that’s just like how Amazon Fundamentals and Shein promote and promote their very own bestselling merchandise. So, as TikTok appears to tackle Amazon and Shein, Amazon is trying to construct out and promote its TikTok-style Encourage feed.
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