Amazon sellers are trying to diversify revenue away from the e-commerce giant.
Influencer agency Stack Influence specializes in working with e-commerce brands that are wary of betting their businesses on Amazon and are increasingly looking for new distribution channels like social media.
Stack Influence is a 1-year-old agency that matches influencers with small e-commerce sellers. The company has access to more than 10 million so-called"micro influencers" that have between 800 and 20,000 social media followers. Because each influencers' reach is small, a brand might work with as many as a few hundred influencers on a single campaign.
While the influencers' social posts can still link to Amazon, the idea is to equip small merchants with marketing and content that they use off of Amazon to build a social media following, publish it on a website or distribute it in email marketing.Amazon is now paying influencers big commissions to sell its products. We got a leaked document that shows how it all works.
Stack Influence charges brands to handle the logistics of the campaign and tracking the performance of campaigns. These fees run between $7,000 and $10,000 per campaign and can go up to $50,000 for brands with monthly campaigns that cycle through different influencers. A high-paying advertiser might work with 200 different influencers a month over six months, for example.
Most of Stack Influence's influencers are paid in products in exchange for creating social content for brands. If an influencer is picked to work on a campaign, Stack Influence asks influencers to buy the product and post a piece of sponsored content to their social media accounts, primarily Instagram. Gasner said influencers get an average of $30 in free products per campaign.
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