Increasing Reach, Engagements, and Followers with Amazon Posts
What we’re celebrating:
A strategy utilizing Amazon Posts boosted a Grocery client’s followers by +99%.
Within the past year, our client experienced 138,749 viewable impressions, 3,945 engagements, and 905 product clicks through their Posts, and these are metrics we wouldn’t have seen without utilizing the tool.
Overview:
Global Overview works with a Grocery client who was interested in finding new ways to drive traffic beyond their already-existing customer base. This was challenging because the brand did not have an additional budget to allocate to upper funnel tactics like Streaming TV or DSP prospecting campaigns.
To bring in more new consumers without breaking the bank, we decided to launch Amazon Posts for our client. We implemented Posts because they are free, they help us gain wider visibility across the Amazon platform, they allow us to showcase the delicious nature of our client’s products, and they enable us to stay toe-to-toe with competitors who were already using the tool. Thanks to our Posts strategy, we increased our client’s brand followers as well as helped them acquire incremental impressions and engagements.
The Challenges:
The brand wanted to introduce new consumers to their products but they didn’t have the budget to utilize paid awareness-building tactics.
Many direct competitors were already using Posts to drive greater visibility and new traffic, meaning our client was behind the eight ball.
The Strategy:
To drive the additional traffic our client was looking for without stretching their budget too thin, we decided to help them implement Amazon Posts. We knew Posts were the right strategy for them because:
It’s a free way to show up on competitor pages and circulate a brand’s image throughout Amazon’s site.
Posts are very popular in the Grocery vertical – most brands use lifestyle imagery in their Posts to showcase how delicious their products are, and our client had plenty of food imagery at their disposal.
Competitors were already running Posts, meaning our client needed to catch up to acquire those extra engagements and impressions.
Before launching this strategy, we first taught our client what Posts are, why they are beneficial, and what the process of sharing them is like. After this educational period, the client agreed that Posts were the right strategy moving forward and enlisted their social media team to execute them.
In mid-March 2022, our client began sharing Posts and we encouraged them to maintain a steady cadence of approximately one Post every two days. The more you Post, the more Amazon rewards you with impressions, so we concluded that one Post every two days was the right cadence to receive that benefit without stretching our client’s bandwidth too thin.
Additionally, because lifestyle creatives are an engagement driver in the Grocery category, we collaborated with our client to make sure they shared enticing, delectable-looking food imagery. We also instructed them to pair that imagery with written copy that talked about the products’ nutritional benefits and highlighted how customers could incorporate the products into other recipes and within their everyday lives.
The Results:
We saw immediate results when we first implemented Posts.
When comparing 30 days pre-Amazon Posts launch to 30 days post-Amazon Posts launch, the brand saw a +375% increase in the number of new Followers they were gaining per week (1 per week vs. ~4.75 per week).
Also, when comparing pre-Amazon Posts to Present Day (May 2023), our client’s # of Followers has increased by +99%.
And it wasn’t just the brand’s Followers that improved due to the utilization of this tool. Over the last year (May 2022 – May 2023), their Posts saw:
138,749 Viewable Impressions
3,945 Engagements
905 Product Clicks
These are metrics the brand wouldn’t have seen if we never implemented Posts.
Thanks to these strong results, our client continues to run Posts to this day!
Need help adding Amazon Posts to your strategy?
Amazon Posts are an extremely beneficial tool that can help you connect with additional audiences at an extremely low cost. However, Posts can be tricky to add to your strategy if you have bandwidth issues or aren’t aware of the types of copy or creatives you need to utilize. But don’t worry. We’ve got you covered. Our team has the experience and the know-how to successfully manage Amazon Posts for your brand.