A will of Prime Video to advertise?
It’s important to know that the platform, which has the habit of being very secretive about its strategies, has obviously not communicated yet about its advertising development. But Amazon seems to be rather gifted since Prime Video is making its introduction notably on one of the trendiest social networks of the moment Tiktok.
Indeed, it is in August 2020 that Prime Video launched its account on Tiktok, a little after the explosion of this social network during the 1st confinement in March a few months earlier. In view of an innovative and youthful strategy, Amazon Prime Video then inflates its social network budget, especially Tiktok, and confirms its role of content creator.
We understand then that Prime Video enters in a will to stick to the codes and uses of the platform, which becomes a real playground. An extremely representative example of this strategy: the creation of the « Cités » series, known as « 100% Tiktok », a Tiktok series but produced by Prime Video. Isn’t that great?
Here, the platform is so much a part of this social network that even the casting of the series is done on Tiktok, meaning that a call for applications was set up to target all Tiktok talents. To sum up the impact, this series has gathered more than 45,000 participants to the casting, about +50K followers on the account and we imagine many new subscribers to the platform, so not bad for an entry on a social network, no?
To go further in the illustration, we also noticed on Instagram, always in the Brand management via the social networks, a will of Prime Video to interact with its community.
For example, here is the type of « Instagram stories » that can be found on the platform’s account.
Another recent example, in order to promote the release of the series « Celebrity Hunted », Prime Video staged a manhunt, which refers to the series, but virtually via its networks. Another good way for the platform to interact with its community and keep it alive!
What impact on Tiktok and Instagram followers?
So to try and see if this increasingly obvious presence of Prime Video on social networks has an impact on their users, we interviewed some of their subscribers who agreed to answer our questions.
Our questionnaire aimed to find out if Tiktok and Instagram subscribers have actually signed up for Prime Video by understanding the influence of SRs in this choice as well as their opinions on the platform. We obtained 25 subscriber returns.
The first question was to know if the subscribers of the social networks are also subscribers of the Prime Video platform.
According to our analysis, we can conclude that most of them do. Almost 70% of the people who follow Prime Video on social networks have subscribed. And it is important to consider the 20% of people who are thinking about subscribing in the near future.
For the remaining 12% who do not have a subscription, we tried to find out why they are not subscribed.
From our analysis, we deduce that for most of them, it is because they already have a subscription on another platform. Only a few of them don’t know or understand very well how Prime Video works.
So, it seems that a part of the streaming platform users prefer to have a single subscription to a single platform.
For those who have subscribed to Prime Video, as the platform is getting more and more popular in France, we tried to find out since when they subscribed.
For the remaining 12% who do not have a subscription, we tried to find out why they are not subscribed.
Almost a majority (41.2%) subscribed to Prime Video less than 6 months ago, which confirms the recent rise of the platform in France. 17.6% of them subscribed to the platform less than 3 months ago, which we believe is probably the impact of the recently obtained broadcasting rights of the Ligue 1.
We can also deduce that in 1 year, Prime Video has developed well in France and conquered more and more users.
Then, we tried to know if social networks had influenced their decision to subscribe to Prime Video, or if they had already subscribed before following Prime Video on social networks.
So, it seems that a part of the streaming platform users prefer to have a single subscription to a single platform.
For those who have subscribed to Prime Video, as the platform is getting more and more popular in France, we tried to find out since when they subscribed.
For the remaining 12% who do not have a subscription, we tried to find out why they are not subscribed.
We can see that almost half of the people who follow Prime Video on social networks say they were influenced by social networks to subscribe to Prime Video. So, it’s that the influence marketing campaigns on social networks are paying off! Many users decide to subscribe to Prime Video after being influenced by content posted on social networks.
To continue this analysis, we wanted to know on which social networks respondents follow Prime Video the most.
And it is without hesitation on Tiktok and Instagram, followed by Twitter and Facebook.
Next, we wanted to understand why respondents follow Prime Video on social networks.
Almost all the respondents say they follow Prime Video on their networks to find out about the content offered on the platform. But still 60% of them follow the page because they say they have an interest in the brand! This shows that Prime Video succeeds through social networks in creating a deeper customer relationship by making consumers interested and even passionate about the brand and its activity. We can see that 36% of the people surveyed follow the page on social networks because the content is funny! Here Prime Video is creating a real community around its platform through social networks.
Next, we looked at whether respondents were influenced in their use of Prime Video by what they see on social networks.
Here the answer is really a majority, 92% of the respondents admit that they use Prime Video according to what they go to see on social networks. So, when Prime Video promotes a movie or a series, it impacts the number of views of the latter because this promotion will push people to go and see this movie whereas they might not have watched it in the opposite case.
Then we tried to find out if the people interviewed use, in addition to Prime Video, another streaming platform.
And here again the answer is a majority, 92% of the respondents answer yes. This means that Prime Video has formidable competitors that it must face and maintain the loyalty of its subscribers.
So, to finish and to go further, we wanted to ask to the interviewees the aspects they liked the least on Prime Video, the things they would like to see improved.
And we see that 64% of them would like to see the Prime Video interface improved. This means that they feel that when they use the platform, the content offered is not always what they like, or it is difficult to find what they are looking for.
Also, 44% of them would like to see more content available on the platform, and 40% more recent content. So, this is an area where Prime Video can still improve, meaning expanding and renewing its catalogue regularly. And yes, not everything can be perfect!
To conclude, we deduce from this analysis that Prime Video’s social network marketing work has a real impact and generates many new subscribers or even an increase in the time spent per user on the platform. Thanks to social networks, Prime Video creates significant relationships with its users, which allows it to further increase its notoriety.
____________ Agathe DELACROIX
Word count: 1234
Work Cited –
Rodriguez, C. (2021, 29 octobre). « Celebrity Hunted » : Huit stars jouent à cache-cache dans la France entière. 20 minutes. https://www.20minutes.fr/arts-stars/web/3160307-20211029-celebrity-hunted-huit-stars-jouent-cache-cache-france-entiere
- (2021, 22 février). Prime Video France présente CITÉS, la première série 100% TikTok. Newsroom | TikTok. https://newsroom.tiktok.com/fr-fr/amazon-prime-serie-cites
Turcan, M. (2020, 17 février). Amazon Prime Video a presque autant d’ ; abonnés que Netflix, mais pourquoi personne n’ ; en parle ? Numerama. https://www.numerama.com/business/602990-amazon-prime-video-a-presque-autant-dabonnes-que-netflix-mais-pourquoi-personne-nen-parle.html
Wessbecher, L. (2016, 14 décembre). Amazon Prime Video arrive en France avec un catalogue à compléter et à franciser. France 24. https://www.france24.com/fr/20161214-amazon-prime-video-arrive-france-catalogue-a-completer-a-franciser
Wessbecher, L. (2016, 14 décembre). Amazon Prime Video arrive en France avec un catalogue à compléter et à franciser. France 24. https://www.france24.com/fr/20161214-amazon-prime-video-arrive-france-catalogue-a-completer-a-franciser
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