[eMarketer] TikTok's playbook of short-form video and creators friendliness is going beyond social

Amazon is paying influencers to create content for Inspire, its new in-app video feed that hopes to take a page out of TikTok’s playbook by helping users discover products via the popular short-form video format, according to an Insider report.

Launched in December 2022, Inspire shows that Amazon is taking note of TikTok’s exceptional growth, and is feeling pressure to update its stodgy storefront and try to increase the amount of time users spend on its platform.

The habit of buying products on Amazon makes its dominance hard to shake, but discovery is key to capturing Gen Z shoppers and users.

According to eMarketer influencers are an important part of the recipe behind TikTok’s success, but they alone can’t fix Amazon’s discoverability problems. But even if Inspire manages to replicate TikTok’s formula perfectly, Amazon will still have a hard time capturing its share of time spent because of the nature of its platform.

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