fbpx

The Future of Amazon Influencer Marketing: Insights from Mae Karwowski

In a lively episode of “On the Horizons,” founder and CEO of Envision Horizons, Laura Meyer, sat down with Mae Karwowski, CEO of Obviously, a leading influencer agency. Recorded live from Amazon Port at the Cannes Lions Festival, this interview explores the dynamic landscape of influencer marketing and the strategic integration of influencers into Amazon’s […]
Written By Tristan Williams
Published on July 3, 2024   |4 minute read

In a lively episode of “On the Horizons,” founder and CEO of Envision Horizons, Laura Meyer, sat down with Mae Karwowski, CEO of Obviously, a leading influencer agency. Recorded live from Amazon Port at the Cannes Lions Festival, this interview explores the dynamic landscape of influencer marketing and the strategic integration of influencers into Amazon’s ecosystem. Mae shares her journey, the challenges of scaling influencer strategies, and the future of live shopping and content creation.

Watch The Full Interview: The Future of Amazon Influencer Marketing

We’re diving into five key insights from the episode…

1. The Power of Scale and Streamlined Processes for Amazon Influencer Marketing

One of the most critical elements of Obviously’s strategy, as Mae highlights, is the sheer scale and automation in influencer campaigns.

Mae explains, “We really saw an opportunity to build relationships with thousands of influencers and leverage their audiences for our clients. Our vision from the beginning was all about scale.” This approach allows brands to test various influencers efficiently, generating a more comprehensive understanding of what works and what doesn’t.

The automation of processes allows Mae’s team to focus on nurturing genuine relationships with influencers. By creating streamlined communication channels for logistical elements, Obviously ensures that the essential conversations revolve around relationship-building and strategic growth.

2. Creative Community and Content Strategy

In today’s digital landscape, content quality and creator authenticity play crucial roles in successful influencer marketing campaigns. Mae discusses how Obviously leverages Amazon’s platform: “We have hundreds of thousands of creators who are Amazon creators, and we track what’s driving traffic and sales.”

The emphasis is on authentic content that resonates with audiences rather than just polished, commercial-level media. Content generation strategies include leveraging Amazon influencer storefronts, where even those with smaller social media followings can impact sales significantly.

“We see a lot of success with creators featuring products prominently in their storefronts, which is easy and cost-efficient for brands,” Mae points out. Brands must recognize that the key lies in relatable, authentic communication that aligns with audience expectations.

3. Unlocking the Potential of Live Shopping

Live shopping is emerging as a powerful tool in the influencer marketing arsenal. Mae is enthusiastic about this potential, having witnessed significant spikes in sales following Amazon live events: “Every time we do an Amazon live with a creator, there’s a significant spike in sales.”

Mae envisions a future where more brands adopt advanced strategies for live shopping, akin to the bustling market in China. As brands become more familiar with platforms like Amazon Live and TikTok Live, the opportunity for real-time consumer engagement and immediate sales lift is immense.

4. Navigating the Future of Content: AI vs. Human Touch

The rise of AI-generated content is an exciting and somewhat controversial topic in the marketing world. Mae differentiates between user-generated content (UGC), creator-generated content (CGC), and professionally produced media, emphasizing the importance of CGC:

“I think it’s in the nuanced difference. Creators know how to make elevated content that feels raw and real without it being too commercial. This kind of content often performs better than standard UGC or overly polished professional ads.”

Mae’s perspective on AI is cautiously optimistic, noting the current limitations in quality: “You can tell bad AI-generated content. It sounds different and isn’t engaging.” While AI holds promise for the future, for now, the human touch and authenticity brought by creators remain indispensable.

5. Evolving with In-Person and Digital Interactions

Post-pandemic trends show a growing demand for in-person interactions, even in the influencer marketing world. Mae highlights the significance of real-life activations: “A lot of things are done in real life that then are translated online and that kind of performs really well.”

Drawing from recent experiences, Mae observes an increase in smaller, more intimate events that foster deeper relationships between brands and influencers. These gatherings often translate into powerful online content, creating a compelling hybrid of physical and digital marketing tactics.

Conclusion: Building Future-Proof Strategies

By leveraging automation for scale, focusing on authentic content creation, embracing live shopping, balancing AI advancements with human creativity, and emphasizing real-life relationships, brands can craft comprehensive, effective marketing campaigns.

As Mae eloquently puts it, “Life is moving so quickly, everything on these platforms is moving so quickly… There’s a place for everything, but we have to be agile and responsive to seize the opportunities.”

Stay tuned to “On the Horizons” for more insightful interviews and discussions with industry leaders paving the way in the dynamic world of marketing and e-Commerce.

80+ Amazon Reports in One Platform

No more manual work. No more guesswork. All 80+ Amazon reports are parsed in an easy-to-understand, visually-rich report.

Start your 30-day, full-access and no-obligation trial today!

Follow Us

LATEST FROM ENVISION HORIZONS

7 E-commerce Trends to Expect in 2024

7 E-commerce Trends to Expect in 2024

The e-commerce world is set to undergo significant transformations, propelled by cutting-edge technology and shifting consumer preferences. For those in the e-commerce industry, it's not just about keeping up; it’s about leading the way. In this article, we'll...

read more

Get your Amazon news from industry experts

At Envision Horizons, we believe big picture thinking is the key to driving growth on Amazon. 

Share This