Amazon Audible Campaign Teardown I NeoReach Blog
In an age when you can access anything and everything digitally, Amazon Audible lets millions of users experience thousands of binge-worthy audiobooks, exclusive podcasts, and original audio content online. With its explosive popularity and growth over the years, Amazon Audible quickly became the largest audiobook producer and retailer in the United States, making a name […]

In an age when you can access anything and everything digitally, Amazon Audible lets millions of users experience thousands of binge-worthy audiobooks, exclusive podcasts, and original audio content online. With its explosive popularity and growth over the years, Amazon Audible quickly became the largest audiobook producer and retailer in the United States, making a name for itself on social media, particularly YouTube.

According to MediaKix, Amazon devotes a large portion of its media spending to influencer marketing, partnering with several micro and macro creators to promote Audible. With this in mind, NeoReach conducted our Social intelligence report for the third quarter of 2020 to provide analyzed data from the United States and Canada, taken from over 8,800 YouTube videos, indicating Mark Partnership.

Through this report, it was found that Audible continued to dominate YouTube with sponsored content, sponsoring over 170 videos and putting a large chunk of its marketing strategy in influencer marketing to promote the brand and its services.

Download the full Amazon Audible influencer marketing campaign teardown report AudibleCampaignTeardown_NeoReach_InfluencerMarketingAgency

Amazon Audible

Audible is an online audiobooks and podcast platform owned by Amazon, allowing users to purchase and stream thousands of audiobooks and other forms of audio content. Producing over 10,000 titles per year in the world's largest audiobook store, Amazon Audible has become a undisputed market leader in the production of audio books. Now, Audible continues to grow. The platform currently offers content in over 38 languages ​​and has won 24.5 million unique website visits in the last 6 months. In terms of social content, Audible earns 51.97% of its social traffic from Facebook and 34.49% of its social traffic from YouTube.

The company prides itself on being one of the leading creators and providers of audio entertainment and audiobooks, providing its subscribers with the best content they can stream anytime, anywhere. They bring in a range of talented novelists, journalists, playwrights, screenwriters and comedians to create original works that users can only get through Audible. Wishing to create unique listening experiences, Audible has traditionally partnered with celebrities and famous talents to create content. So far, the brand has worked with stars such as:

  • David Spade
  • Leslie Odom, Jr.
  • Maggie Gyllenhaal
  • Lily collins
  • Trevor Noah

Work with influencers

In order to reach a new audience, Audible decided to invest more in YouTube to strengthen its brand awareness. Audible not only wanted to recruit new users to the site, but the platform also aimed to increase their number of engagements. At the time, the platform's subscribers were listening to nearly 4 billion hours of content and downloading 725 million audios - but Audible was on a mission to increase those numbers. Moreover, knowing that 92% of consumers Trust an influencer more than a traditional advertisement or celebrity endorsement, Audible needed to maintain its rock-solid marketing strategy on YouTube.

Over the years, Audible has worked with hundreds of influencers spanning a variety of niches to ensure they reach as many audiences as they can on all corners of YouTube. That way, each popular creator could take advantage of different viewer demographics to reach a variety of potential new users who would sign up for a plan on Audible.

Top weekly expenses

According to the third quarter report, the tech industry was one of the top spending industries of 2020. With a reach of over 6B on YouTube, video referrals on the platform have consistently shown high returns in as a marketing channel and the main brands of technology. The industry collectively spent more than $ 68 million on influencer marketing in the quarter alone. In our Q3 report, it was noted that the tech industry sponsored 65% more videos and doubled their IMV compared to game industry. Subsequently, tech brands have seen views and engagement more than twice.

As a new addition to our search for quarterly reports, NeoReach added a weekly breakdown of the highest spend on YouTube. From September 7 As of September 21, Audible has established itself as the biggest weekly spender on YouTube, investing thousands of dollars in its online media strategy. Overall, all of the week's top spenders invested a total of $ 37.7 million in sponsored videos.

Looking to kick off an epic YouTube influencer marketing campaign? NeoReach has the best experience in creating viral campaigns that convert on social media. Register here!

Outstanding content and influencers

To encourage their viewers to try Audible, sponsored influencers often share their experiences using Audible and then offer a link or code for new users to get a free 30-day trial. Along with the trial, a YouTuber's direct link or unique code also gave new users free access to a monthly selection of Audible Originals.

As one of the top-spending brands on YouTube, Audible reached out to well-known influencers who they believe will produce content with the most views, reach, and IMVs throughout the campaign. These videos were aimed at audiences of all genders and ages, but spanned multiple categories including ASMR, real crime, beauty, finance, and personal development. This method appeared to be very effective, as influencers attracted millions of views on their sponsored videos.

Check out some of the notable influencers who were sponsored by Audible from July through September:

  1. The Find Guru is from Los Angeles who shares his favorite curly hair tips and tricks with his audience. She also produces videos on her beauty tips, her business advice, her fashion tips and her fitness routines.

  1. If you know Corinne Leigh from ThreadBanger, you're going to love her personal channel. Her videos illustrate her real life, as she films anything that will interest her, such as taking care of her cats or styling her hair.

  1. Kendall Rae is a popular YouTuber and podcast host with over 2 million subscribers on her channel. His videos all focus on topics that intrigue viewers and encourage them to think freely, such as real crime, unsolved mysteries, politics, world travel, space and ocean exploration, history, l astrology, etc.

  1. Matt D'Avella is the filmmaker behind the documentary Minimalism. As you might have guessed, Matt makes weekly videos where he discusses movie making, creativity, and living a minimalist lifestyle.

  1. Charisma on Command is a channel run by Charlie Houpert, a creator whose mission is to help people become more confident in social interactions. His videos focus on anything and everything, from how to make people laugh, to how to be nicer.

Final results

Amazon Audible's marketing methods are working, as its membership has grown by double digits year on year since over a decade. Compared to its competitors including Scribd, Audiobooks and OverDrive, Audible continues to lead the market, generating an estimated $ 2.5 billion in revenue more than Scribd and Audiobooks combined this year.

To put it in perspective, Audible now accounts for 41% of audiobook sales in the United States and their momentum shows no signs of slowing down. As time passes and Amazon Audible continues to market to YouTuber through influencers, their business will experience more substantial growth.

This article was written by Selena pontoon

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