How Amazon, Instagram Influencer Content Changes Search

Instagram has created a tool that turns influencer-produced organic branded content into advertisements that run through feeds using tools available on Facebook’s ad platform.

The ads are similar to native ads or organic content in search query results that appear with a “sponsored” label. In this instance, when the ads serve up in the feed, Instagram users will see the label “Paid partnership with” alongside the brand name on each post. Creators need to give bands permission to tag the posts.

Some 68% of people say they come to Instagram to interact with creators, according to Instagram, which has published guidelines for the branded content ads.

“One of the biggest requests from brands to date is the ability to incorporate branded content posts into their advertising strategies,” the company wrote in a blog post.



Organic content -- whether in Instagram, Facebook, Amazon or other platforms -- creates searches in Google, Bing and other engines.

Apparently, organic content from influences are back in vogue, and they are designing clothes for Amazon, which will use the collections to create flash sales.

The marketplace on Wednesday launched a fashion collection with Paola Alberdi of Blank Itinerary as the first fashion influencer to design and release a limited-edition collection clothing line from Amazon -- The Drop, limited-edition fashion lines designated by global influencers. The clothes are made on demand and the sale of each clothing line last for 30 hours and then disappear.

The collections will launch every few weeks. Prime members receive free shipping. Amazon says consumers can expect to see future collections from Emi Suzuki, Sierra Furtado, Leonie Hanne, and Patricia Bright, among others. The collections are only available through Amazon’s app or mobile browser.

Along with limited-edition clothing lines from influencers, Amazon will launch Staples by The Drop, a section of basics that will become available at all times.

I could see creating a hybrid performance-based advertising model, where the advertiser only pays the influencer when products are sold and there’ are measurable results.

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