To say the world of digital media has come a long way since 2005 is an understatement.
If you can’t remember that far back, that was the year Myspace was first launched to the public, inaugurating a fundamental shift in public perceptions and social interaction. There may have been social media platforms prior to Myspace; in fact, it can be argued that the very nature of online interaction is inherently social. But none of them had as significant an impact on communication as Myspace up until that point. And we probably don’t have to tell you that communication is one of the chief drivers of consumer purchasing habits.
At its peak, Myspace reportedly garnered some 100 million users. But it’s 2020. Myspace may be all but dead, but social media is still firmly ingrained as one of the most dominant forms of communication in the 21st century—for better or worse. It’s been estimated that there are over 3.80 billion social media users in the world right now. That’s close to half of the global population. And chances are, you’re probably already leveraging at least one social media platform as part of your marketing campaign. But how does it impact your Amazon rank? And how can you achieve greater visibility on Amazon with social media?
How Does Social Media Affect My Amazon Rank?
One of the most commonly overlooked facets of Amazon’s A9 algorithm (one which we never fail to remind people of) is that it’s a search engine. And just like Google, your ranking on A9 can be influenced by any number of factors, from popularity to search term relevance. There’s just one difference. Your ranking on A9 only affects your Amazon profile. Not your website. Not your Facebook page. Just your seller page.
So if A9 only redirects internally to Amazon, how can outside social media influence help your rank?
Amazon Ranking And Your Social Media Campaign
It’s been estimated that the average user spends over two hours each day engaging with social media. And according to a 2020 survey from GlobalWebIndex, 27 percent of respondents indicated they discovered new products as a result of paid social media ads, with 46 percent reporting they currently use social media as a tool when researching a product. That alone should convince you of the ultimate value of any well-crafted social media campaign.
But here’s the reality of social media’s impact on your Amazon rank. It’s not very dramatic. That doesn’t mean it’s ineffective. On the contrary, traffic and popularity can have a cumulative effect on your search ranking in A9. And if a link to your Amazon product listing happens to come from either followers or influencers, the organic traffic will have a definitive impact on your ranking. But organic traffic is just one factor of top ranking in A9. And we may be going out on a limb by saying this, but social media is only a fraction of any successful marketing campaign.
Pay To Play And A9 : Is It Worth The Investment?
Google has estimated that AdWords can bring in an average ROI of 200 percent. That’s an impressive number, and we’re not about to argue. But paid advertising actually plays a very minor role in your search rankings on Google. That’s because more people are using Google as a source for general information, not product-specific information.
Amazon, on the other hand, is a marketplace. And Amazon serves themselves as much as they serve their customers. What that means to your visibility is that paid advertising can and will be given a particular level of priority in your A9 ranking. That doesn’t mean keyword targeting and image optimization aren’t fundamental to your Amazon strategy. What that means is that you’re going to have a much easier time driving sales by optimizing sponsored brands, PPC and other paid advertising in conjunction with organic traffic strategies.
Does this contradict Amazon’s boast of being the most customer-centric company on Earth? Not necessarily.
Face Value : Does Anything Go In Social Media Advertising?
Amazon relies on their customers to make informed choices based on neutral and objective reviews of your brand. That neutrality extends to your product listings, as well. It’s one of the reasons why allowing unverified, misleading and highly subjective product descriptions can result in penalization. With Amazon, it’s just the facts and nothing but the facts.
Most social media platforms don’t have that protocol in place. That doesn’t mean libelous or fraudulent statements will be permitted. What that means is that the typical Facebook ad can contain any number of dubious and highly subjective claims because no policy is in place to verify your statements. You can claim to be a personal investment guru despite having three months experience in the industry. Or provide a scientifically proven state-of-the-art hamster bedding solution. Users will take you at your word.
Or will they? Consumers have grown significantly more savvy over the past few decades. They can recognize a hard sell when they see one and they’re not necessarily appreciative of it. Nor are they likely to be receptive. Transparency is the engine of any successful eCommerce marketing, and consumers can spot an empty boast from a mile away.
With Amazon Advertising, it’s your product that constitutes your success. Not cheap slogans or empty promises. And at the end of the day, that’s what your business is about. The integrity of your product.
It’s the journey that’s turbulent.
Color More Lines provides white glove, global account management of your ecommerce platforms so mission-driven companies can focus on new product development, branding and growth strategies. Find out more at Color More Lines.