Holiday Shopping Influencer Marketing: Amazon

Dec 3, 2018 | Insights

First a brief introduction to what is to be a series of entries. (We’ll be rolling the whole series out over the next few days, but do visit the full-blog as — whenever you’re reading this — other holiday influencer entries will be there for the reading.)

Black Friday and Cyber Monday have come and gone, but most of us still have a whole heck of a lot of our holiday shopping ahead of us. As we post this, most of us are knee deep in the gift-giving season. The many who sing for their suppers via retail have been prepping all year for this. In their world, this is game time.

Retail is always a big part of life in America, but now that time of year has arrived when most of us regard it in a very conscious way. It’s as competitive a space as exists, of course, and one rife with sub-sectors catering to everything from the basic needs a vendor fulfills, or the goods and/or services they offer, to the varying degrees to which the goods and services available are affordable to one consumer or another.

We felt compelled to join in the celebration of this essential and intrinsic aspect of both our culture (and many others, of course) — the time of year when families and friends pause for a moment to remember and remind one another of the love they share — and our economy. With this entry, we’ve put our StatSocial social media audience analytics engine to work determining who the top influencers are (an area of interest always near and dear to our hearts) among the most dedicated customers of the biggest names in retail.

The takeaway here for brands, agencies, and marketers of all stripes is that while with these entries we’re looking only at top-line results, our reporting goes much deeper, and gets vastly more granular. The fact is that there is simply no tool that even comes close to the capabilities of StatSocial for pairing brands with the influencers best suited to communicating their messages to the audiences they most want to reach. Reach out to us for a demonstration, and we’ll happily back up this assertion in a more thorough fashion.

An Explanation of the Insights Contained Within this Series:

The insights featured here are sorted according to our index score. The score shows, at-a-glance, the degree to which the corresponding demographics, behaviors, and/or affinities of the audience being analyzed either exceed, are in line with, or fall short of the baseline.

Our platform allows tremendous flexibility in terms of what baseline you may use to give your statistics context, but for this piece we’re going with the average American social media audience.

For a deeper explanation of how presenting our statistics through this lens provides a far truer look into an audience’s heart and soul than just regarding them as raw numbers (which we, of course, recommend you do as well), please visit this entry here.

Now, let’s dig into our first ‘Holiday Shopping Influencer Marketing Review.’ We start with a bona fide behemoth.


11.26% of Amazon’s top customers are fans of Elon Musk

Bear with us a moment, as we use this space to better clarify both this entry and the remainder of this series. We are utterly agnostic on the matter of whether people do their holiday shopping via brick and mortar establishments or via cyber retailers.

While on such topics, we’d also like to add that we see the virtues in both major chains and mom and pop establishments. We deal in statistics, facts, and have no agenda whatsoever.

StatSocial supports small business, of course. We, in fact, will take this opportunity to note that our statistics can be an essential tool for facilitating the growth of many small and mid-size businesses and start-ups; to learn more about this, click on through here and request a demo.

Why this aside? Well, we believe many here have seen this image.

20-odd years ago, the gentleman who is now the richest in the world (if you are somehow coming to this blog after many years under a rock, first of all welcome, and second of all that man’s name is Jeff Bezos) was hustling to make a name for his online bookstore. As some reading may remember, and many more may just know, internet companies such as Amazon — not long at all after the image above was captured — quickly came to be valued highly, with their stocks trading at what hindsight tells us were massively inflated prices. This happened before most of these businesses had made a single dollar in profit, or even had a plan in place for how they might go about doing that.

Sparing the choir any further history lessons, the outcome was a massive bubble burst, with only a scant handful of the dot com boom’s most prominent names remaining after all was said and done. One of the companies still standing when the smoke cleared was

In 1999, Jeff Bezos was not a household name. Time Magazine, however, recognized precisely the revolution that Amazon’s success represented, and made the company’s CEO their Person of the Year.

StatSocial’s CEO — our fearless leader (Matt Quigley, this entry’s author, is adding this entirely voluntarily, just so no one thinks Mike asked for this) — was just starting out down his own entrepreneurial path at this time. Had he been born earlier, perhaps more of the businesses in that initial dot com gold rush would have been able to stay in the game. Maybe, just maybe, more of those businesses would have been profitable in the first place, and the bubble burst would not have been so dramatic at all.

Oh, “what if?” scenarios. Wherever would we be without them?

While perhaps the data available in 1999 was not quite so robust as what exists now, what was there was not being harnessed, analyzed, and made comprehensible and available to businesses to help them gain the competitive edge. Not in any significant way, really, and surely not in a manner as thorough and essential as the reporting StatSocial provides.

We won’t use this space to break down Amazon’s business model and practices, nor tell the tale of how they prevailed. That’s all been done extensively elsewhere. The fact is, Amazon did prevail, and as we sit here today they’ve done quite a lot more than that.

Many of us — for one reason or another — will simply not get through this time of year entirely avoiding at least one day spent standing on very long lines, in very crowded stores, while harried cashiers do their best to keep things moving, and a soundtrack of festive tunes gives the whole thing a slight air of irony. As a fan of the season, myself, I actually sort of enjoy that experience (in moderation). Amazon, however, has seen to it that holiday shopping can have a more calm, measured, and carefully considered component.

While many of the businesses on this list are regarded as brick and mortar chains, all without exception have significant online presences, and e-commerce businesses that are crucial to their overall bottom lines. For some, mail order catalogs had been a huge portion of their businesses for decades. Not all of these chains — with massive mail order apparatuses already in place — were so quick to seize upon the opportunities digital media presented.

Amazon’s role in making it a necessity that nearly all retailers have an e-commerce arm cannot be overstated. Just to keep things interesting, Amazon has in recent years entered the brick and mortar sector.

Now onto the influencer!

With a net worth of a mere $23 billion, the top influencer among Amazon’s most dedicated customers is but a pauper when compared to Mr. Bezos.

As you’ll see on the list posted above — Serial tech entrepreneur, engineer, and investor — co-founder of PayPal, and co-founder and CEO of SpaceX, Tesla, Inc., Neuralink, and a dude involved with a whole bunch of other things — Elon Musk is the top influencer among the Amazon crowd. Musk’s fans can be found among Amazon’s most ardent supporters to a degree exceeding the average American social media audience by what’s approaching two-and-three-fifths times.

Even the irrefutable star power of Leonardo DiCaprio — himself finding affinity among the Amazon set to a degree exceeding the baseline by what’s inching up on two-and-one-third times — can’t match the musky allure of the South African born entrepreneur. Sure, you can purchase and/or stream pretty much the entirety of Leo’s filmography through Amazon, but you can also get yourself one of these.

Keep clicking around the StatSocial blog, as this is just the first of what will be many entries in this series.

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