Despite TikTok being the fastest growing social media platform of the decade, Amazon Prime has only just created a TikTok brand profile. This is the first official Prime dedicated account, but @primevideo has enjoyed a well-established presence on the social media site since 2021. Considering the relative success of this account, which currently has over 11m followers, it was surprising that it took so long for Amazon’s marketing department to create a dedicated TikTok account for their incredibly popular Prime delivery service.
“Nevertheless, Amazon is one of the world’s most valuable brands and their involvement on TikTok is significant. By creating a dedicated Amazon Prime account on the disruptive social media platform, they further solidify TikTok’s status as a must-have channel in the marketing world.”
Amazon’s spokesperson explained that their new brand account @prime will “streamline the brand voice into one cohesive social feed.” And to help them get to where they want to go on TikTok, Amazon has enlisted the help of big brand marketing agency Big Spaceship. With previous clients including Google, Sony, and Starbucks, Amazon has brought in a marketing heavy-hitter to optimise their TikTok performance.
“Quick to Deliver, Slow to TikTok”
With a sprinkle of self-effacing irony, Prime’s TikTok brand profile tagline makes a dig at their own latecomer status on the app. Nevertheless, Amazon is one of the world’s most valuable brands and its involvement with TikTok is significant. By creating a dedicated Amazon Prime account on the disruptive social media platform, they further solidify TikTok’s status as a must-have channel in the marketing world. Prime might have been slow to join, but they have been quick to deliver on providing engaging content. They have already released an array of videos that perfectly epitomise TikTok’s unique humour and vibe. At the time of writing, their account has 66.4K followers and 165.7K likes. Their very first video accrued over 29m likes — not too shabby for a first-timer!
Amazon Prime’s first TikTok video features American multi-platinum singer/ songwriter Jason Derulo. In it, he’s showcasing every popular TikTok filter in 56 seconds. Towards the end, he carries his Prime packages into his house, while a surreal filter distorts the door. This quirky video was a smart move from Amazon. It sends a message that they understand the vibe and they’re here to have fun. It also doesn’t hurt that Jason Derulo is a huge star with over 52m followers on TikTok. This, no doubt, helped Amazon Prime’s video to go viral. Amazon’s videos since then have been a mix of funny content. They’ve featured common TikTok memes like “POV” and popular audio clips. And it’s all tied together with one central theme — the joy of receiving a new Amazon package.
@prime Oh hey TikTok. We’re new here. @Jason Derulo ♬ original sound – prime
What Can Amazon Prime Get Out Of TikTok?
What remains to be seen is how Amazon will integrate TikTok into their wider social media and marketing mix. Will they use it to run ads or engage with influencers? Or will they simply use it as another way to build their brand? Either way, Amazon stands to gain a lot from their involvement on TikTok. With a colossal 1 billion global monthly active users, there is huge potential for Amazon to reach new customers and increase engagement amongst TikTok’s younger user base.
Estimates show that Gen Z’s buying power totals $44 billion in the US alone. Amazon would be wise to use TikTok as a way to connect with this audience on a deeper level. And while Amazon might be the world’s biggest online retailer at the moment, its future success hinges on continual use amongst this emerging demographic. With their recent bad press, Amazon Prime would be mistaken to take their custom for granted. Gen Z as a whole is very aware of social injustice, and they value brands that share their ethical principles.
76% of Gen Zers are concerned with humanity’s impact on the environment and 55% of them deliberately choose eco-friendly and socially responsible brands. Unfortunately for Amazon, they have been embroiled in a number of controversies recently. These issues extend from their tax practices to their working conditions. But TikTok provides Amazon with an opportunity to start rebuilding its reputation amongst young people. Where better to show the generation of tomorrow that you’re not only listening to their concerns but hearing them and taking action?