"We firmly believe that creators and their content play a pivotal role in driving various business objectives," said Nidhi Thakkar, Head - Creator Program, Amazon India about the role of content creators and their significance for the streaming giant. In this interview, Thakkar dives into the process of Amazon’s collaboration with influencers to create content, how the company uses strategic insights to craft content that resonates with customers and more.
Creativity can be abstract and very objective. In this sense, what is the challenge to ensure that the content remains relevant and clicks with an audience whose attention span is limited?
Understanding the delicate balance between creativity and relevance, particularly in today's world where attention spans are fleeting poses an exciting challenge I eagerly take on, striving to captivate and deeply connect with our audience. To tackle any challenge, we focus on a comprehensive approach. We dive deep into understanding our audience basis their preferences, behaviors, and consumption habits and we craft content that aligns perfectly with their tastes and expectations, driving engagement and fostering meaningful connections. Creating content that truly resonates with our audience is my top priority. I'm constantly immersed in exploring products, ideas, and influencers that our audience connects with, inspiring them not just to make purchases but also to learn from their favorite influencers and stay updated on trends.
How do you ensure seamless and consistent communication across platforms?
Customer obsession is deeply ingrained in Amazon's culture, serving as the cornerstone of our leadership principles. From my experience, teams often structure their goals around latent or evolving customer needs, reinforcing this principle at every turn. Yet, nothing unites and aligns the company quite like our largest annual event – the Amazon Great Indian Festival. Planning for the Great Indian Festival begins months in advance. From cross-functional teams spanning marketing, events, homepage promotions, category management, creator programs, seller support, operations (shipping, fulfillment, delivery), and various tech and product divisions work seamlessly together. In the fast-paced world of e-commerce, adaptability is key. Teams invest countless hours, sharing insights and continuously refining strategies to meet evolving demands. This collaborative effort ensures that we consistently deliver our best performance at every stage of the campaign and across platforms.
What are the objectives/criteria that you have in place when collaborating with a content creator/influencer?
We maintain open lines of communication with our creators and customers, constantly learning from our global teams and market dynamics. To streamline our workflow, we segment our workstreams into short-term, mid-term, and long-term initiatives. This approach allows us to stay agile and responsive to shifting priorities while also nurturing innovative, forward-thinking projects. Our diverse skill sets ensure we bring a multitude of perspectives to the ever-evolving realm of new age media and creator content that eventually serves our multitude of diverse customers.
What are the biggest challenges?
In the evolving landscape of marketing and commerce, creator-focused strategies are gaining prominence. Rather than seeing it as a challenge, I've found the most fulfilling aspect of my work to be measuring the ongoing impact and incremental business value of long-term creator programs across the sales and marketing funnel. This extends beyond the standard metrics of efficiency and effectiveness typically assessed at the campaign level. As tools on Web2 platforms and our onsite content features continue to evolve, we're continuously immersed in a cycle of experimentation, learning, and strategic scaling.
Our approach transcends mere campaign management; it's about fostering meaningful partnerships with creators, unlocking their creative potential, and leveraging their influence to drive sustained business growth in an ever-evolving digital ecosystem.
Could you highlight the details of what your role entails?
As the Head of Amazon's Creator Program in India, my role is to spearhead strategic initiatives that prioritize content creators, whether through on-site interventions on Amazon.in marketplace or off-site endeavors like the Amazon Influencer Program. Our focus is on enhancing retention, consideration, and conversion rates by recognizing creators as essential partners in driving business objectives. We firmly believe in cultivating a two-sided marketplace where creators thrive alongside customers, contributing to a dynamic ecosystem that continually enriches the shopping experience on Amazon.in.
Leading a diverse team spanning functions such as Business Development, Content and Editorial, Marketing, Monetization, and Program Management, I devote a significant portion of my time to strategic meetings. These sessions involve collaborating with partner teams and stakeholders to advance our shared objectives, conducting regular reviews to track progress, and leveraging insights from data analysis and consumer research to refine our plans and set meaningful milestones. Additionally, preparing for leadership reviews ensures alignment with broader organizational goals and strategies.
How does your role contribute to Amazon's overarching strategy and growth objectives?
At Amazon, creators and their content play a pivotal role in shaping customer engagement and driving sales. By fostering an environment where creators can earn fame, money, and appreciation, we strengthen the bond between creators, their content and Amazon. This symbiotic relationship fuels a positive feedback loop, leading to a richer array of content and a more satisfying experience for customers, thus reinforcing Amazon's position as a premier destination for online shopping and entertainment.
We firmly believe that creators and their content play a pivotal role in driving various business objectives, including raising awareness, enhancing brand recall, shaping imagery, fostering customer retention, influencing consideration, and ultimately driving sales. By cultivating Amazon as a platform where creators can not only earn recognition and financial rewards but also garner genuine affection from their audiences, we create a symbiotic relationship between creators and Amazon. This integration enhances the overall customer experience, leading to increased engagement and spending, thereby fueling a cycle of continuous improvement and innovation in content offerings on Amazon.
