Amazon Stay faucets into the facility of influencers, ecommerce and dwell video to ship customized and interesting livestream buying experiences for the lots.

Entrepreneurs from Amazon Stay, 23andMe and influencer Nicole Mejia sat down with Adweek’s director of viewers engagement Jess Zafarris throughout our Elevate: Way forward for Procuring occasion to dive into what dwell buying means for the retail panorama and the way this new manner of shopping for not solely entertains however educates and engages shoppers of all ages.

Creating connections by way of video

Sitting on the intersection of content material, commerce and neighborhood, Zach Johnson, director of monetization at Amazon Stay Shoppable Movies, defined how interactive dwell video leads instantly into the Amazon expertise.

“We’re capable of join prospects with manufacturers and creators to teach, entertain and promote the invention of recent merchandise,” he stated. “We’ve a wide range of capabilities, whether or not it’s Amazon-produced content material with celebrities and creators or brand-produced content material.

“Total, Amazon Stay sits at this point-of-sale the place it’s an avenue of storytelling, awareness-building, and we’re looking for that line of how we convey essentially the most related video—whether or not dwell or on-demand—to the patron journey.”

Reaching extra shoppers

Mejia has been working with Amazon Stay for over a 12 months. She stated she was immediately impressed with the liberty given to creators on the platform, one thing she stated makes Amazon Stay distinctive.

“That’s one of many predominant issues I like about it. Coming from a platform like Instagram, the place model offers are, ‘That is the product, that is the content material,’ there’s much more freedom as a result of you possibly can characteristic various completely different manufacturers and merchandise in the identical context piece, which makes it accessible and related to much more shoppers,” she defined.

Mejia additionally appreciates the artistic freedom given to Amazon Stay creators.

“I can present up the place I need. I’ve been on trip and gone dwell just a few occasions from my pc,” she stated. “You get to mess around with the kind of content material you’re providing, from a exercise to a ‘prepare with me,’ to unboxing, and dealing with superb manufacturers like 23andMe.”

For Amazon Prime Day this 12 months, 23andMe promoted its offers by way of Amazon Stay and in partnership with Mejia.

“Our marketing campaign goal was to spotlight our model and showcase the well being features of 23andMe to inspire prospects to take a look at our merchandise,” stated CJ Swenson, director of worldwide advertising and Amazon for 23andMe.

“We needed to utilize the completely different dwell codecs, together with branded content material integration and sponsorships, and we additionally needed to strive one thing new and take a look at the waters with an influencer-produced livestream.”

The ability of relevance

The panelists agreed that dwell video is a extremely partaking device that enables manufacturers to achieve new audiences, however its true energy lies in relevance.

“It’s our position at Amazon to ensure that video is related,” Johnson stated. “We’ve groups supporting Nicole and the creator neighborhood, groups supporting the model neighborhood to make Amazon Stay and Amazon shoppable movies extra prevalent as part of their total Amazon advertising technique. It’s actually tailoring and making that connection to the place shoppers are, and we consider video is a very highly effective device to try this.”