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Note: This feature is currently available in the US, Canada, UK, Germany and other European regions.
If you are an existing Perpetua user, you are probably already used to starting advertising campaigns by launching goals through our app. We are now expanding our offering to social media!
Our platform now offers advertisers the opportunity to access and connect with a network of over 30,000+ content creators (ie. influencers) across TikTok and Instagram to help further promote products sold on Amazon by driving more traffic and potential shoppers to your Amazon Listing or Preferred Storefront. It also will increase brand awareness, sales and a boost in organic rank!
By launching a goal using our Influencer Marketing solution in Perpetua, users can connect with the right people without extensive networking. You can choose the social media content creators that you want to work with and easily find the perfect persona to represent your brand. These influencers have large followings and their videos will direct potential shoppers to your Amazon product listing. You can also then track performance of these advertising campaigns on Perpetua to measure the overall impact and campaign success through various metrics. If you also use Perpetua to run advertisements on Amazon, Walmart or Instacart, you now have the added benefit of viewing performance data consolidated in our app.
For US sellers with brand registry, you also take advantage of Amazon's BRB Program. The Brand Referral Bonus Program allows sellers to earn bonuses from traffic driven to Amazon as a reward for their non-Amazon marketing efforts.
The Perpetua Influencers dashboard will look similar to our existing dashboard: 4 metric tiles on top, a graph, and a table. It can be accessed through the Influencers tab available on the menu. Since this is a premium feature, it will cost $500 USD per month with a 3 month commitment to get access.
How to Get Access
If you’re an existing Perpetua customer, and are interested in Influencer Marketing, you can simply Log in into the Perpetua app and click on the “Influencers” Tab on the left navigation pane followed by the “Get Started” button, and one of our sales/account managers will reach out shortly with next steps so you can get started!
How to Connect my Amazon Account?
Before you get started with creating an influencer campaign, you need to make sure your Amazon account is connected to Perpetua. This is important because it will pull in ASIN data & insightful metrics and give us the ability to create attribution links for your campaign. For full instructions, check out this article.
What is a Goal?
A goal is also known as a Campaign. When you’re ready to launch a social media campaign, you will need to create a goal in Perpetua. You can create one goal or multiple goals. Use one ASIN per goal.
How to Launch an Influencers Goal
To create a Goal, click on Influencers on the left navigation pane.
Click New Goal.
3. 🔘 Select the Amazon product that you want to advertise. It is advised to use one ASIN per Goal.
4. Scroll down and fill out the Creative Brief section by answering the questions. You can select an existing video template or upload your own video examples, and with each option you will clearly explain video requirements.
If you selected an existing template, a section will appear for you to give the influencer instructions on how to best present the product, and specify any preferred styles or actions. Decide on the messaging and list out everything that you want included in the script.
If you need more guidance on how to write a Creative Brief, check out this article.
5. For Additional Notes, you can add any other details or guideline for the creator to follow when creating video content. Suggested information to add:
What should the creator do - can share talking points or content ideas
Product Overview/Description of the Product
Technical Requirements such as video length, music choice, trending sound (if applicable). You may also want to include if you want close-ups of the product, or subtitles.
What should the creator avoid - describe anything that should not be in the video. For example, if you do not want the influencer to mention competitor products
Also consider providing caption details, which can be a short sentence that highlights the main talking points. This allows you to add a bit of flair and personality, or hop on some popular trends or lingo.
6. For #Hashtags, list out some Hashtags you want the influencer to include in the post to help the video become discoverable when viewers search for content by topic/hashtag.
7. Under @Mentions, add the social media handle for your brand to allow interested viewers click through to your brand's profile page right away.
8. Next, on the right side configuration panel, complete the following fields.
Select the social platform using the drop-down menu. (Ex. Instagram, Tiktok, etc...)
Enter your Goal Name - we recommend adding the name of your product
Enter your Budget - this is the total budget you're willing to spend for the entire campaign
Enter the Amazon search term
Add the number of influencers that you want to promote the product within this campaign
9. Once everything is filled out, click Launch Goal.
What Happens After I Launch a Goal?
Once you launch your goal(s), in approx. 2-3 business days, you will see Influencer applications begin to populate in the app under "New Creators" tab after you click your selected goal.
You can then Approve or Reject creators on the list. Be sure to note that if you reject a creator, this cannot be undone. Once creators are approved and hired, they will be responsible to buy the product and create the video for the campaign. Our team will ensure that the video meets the guidelines you specified in the Creative Brief that was completed when the goal was launched. You will also have time to give feedback and suggest improvements if required. Your approval is required before content goes live.
Influencers are paid a one-time fee for the video they create. They are also reimbursed for the product that they have to purchase. Payment to influencers is done by Perpetua. We pay the influencers and then we invoice you.
Once the influencer posts the video, you will be able to see key metrics such as impressions, clicks, and conversions generated by each influencer for that campaign on the dashboard.
Expected Campaign Timeline:
How to Pick an Influencer
Here are some Best Practices for when choosing an influencer to join your Campaign:
Make sure the creator's following matches your target audience. Their background should be appropriate for your brand.
Influencers are experts at content creation. They have a personality of their own and know how to interact with their audience best. You might get the best value from giving them creative freedom to showcase their strengths.
Those with a large following are generally more expensive to hire - a celebrity will cost way more than a micro-influencer!
The lowest cost influencer is not always the right fit. If you're willing to spend more, you'll get better quality content.
If there is a specific video that makes you pick an influencer, send that video to your Creator Ops Strategist so they can guide the influencer to produce the content you like.
What are Spark Ads?
Spark Ads by TikTok are a native ad format designed to help brands leverage and boost organic TikTok posts that are trending into Ads. They are displayed between content in the For You Page (FYP), labeled as “Sponsored” and will include a CTA to a landing page of your choice.
Brands have two options when publishing ads. The first is using their own TikTok account's content, and the other is through Influencer Campaigns/Collaborations where you can obtain permission from the creator to boost their content.
What makes these ads so unique is its targeting capabilities. Brands can specify the age, location, and interests of the audience they want to target, and TikTok will serve the Spark Ad accordingly. Hence, Spark Ads are super effective in helping to attract new audiences and re-engage existing followers, drive brand awareness, and increase engagement and conversion rates. Ultimately, it's a strategic ad option that brands should highly consider launching in order to achieve their marketing goals!
Fore more information on Spark Ads, check out this article.
Article last updated March 9, 2023. If you find this information to be out of date, please contact firstname.lastname@example.org.