Formation of perceptions hinges upon content consumed: Nidhi Thakkar, Creator Program Head, Amazon India

Delhi: In the era of curated feeds dominating the media landscape for Gen Z and millennials, the formation of perceptions and identities hinges upon the content consumed, believes Nidhi Thakkar, Head - Creator Program, Amazon India.

She also expressed her concerns about the creator economy and said, “The creator industry is unique and challenging to standardise due to its blend of objectivity, art, and science. This complexity makes scaling more difficult compared to traditional media platforms.”

In an interview with BuzzInContent.com, Thakkar spoke about the creator program at Amazon, her learnings, emerging trends in the creator economy and the challenges being faced by creators. 

Excerpts:

What is your role as the Head of the Creator Program at Amazon?

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 or off-site endeavours 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. 

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. 

Any specific key learnings you may like to share with the content marketing professionals?

Creator marketing and creator commerce are emerging as significant areas of investment. The role demands dynamism and versatility, blending creativity, strategic thinking, and effective collaboration for success. The primary focus lies in crafting content that deeply resonates with the audience. 

From being constantly immersed in exploring products, ideas, and influencers that the audience connects with, inspiring them not only to discover Amazon’s offerings and make purchases but also to drive long-term business growth for Amazon. 

Key learning has come from focusing on measuring the ongoing, long-term impact and business value of creator programs across the sales and marketing funnel. From exploring new business models and strategies to leveraging insights, we are always experimenting, learning, and scaling at the same time. Balancing creativity and relevance is a constant challenge, particularly in today's fast-paced world, where attention spans are fleeting. Nonetheless, it's a challenge eagerly embraced, striving to captivate and deeply engage the audience.

What should brands keep in mind when collaborating with creators? To what extent is creative freedom for creators justified?

Selecting creators who resonate with your brand is pivotal, akin to choosing the right business partner. 

Once the creators are chosen, it's essential to empower them, acknowledging their deep understanding of their audience and unique voice. Prefer maintaining an open brief, inviting their interpretation while ensuring clarity on business objectives, brand attributes, and guidelines. A preliminary alignment before production ensures everyone is on the same page, allowing for brand inputs and edits.

Post-production feedback should ideally be minimal, with room for minor adjustments, especially for crucial partnerships. Clear agreements on rights usage from the outset are paramount for a smooth collaboration process.

What are a few standout trends in the creators’ space for you?

In the era of curated feeds dominating the media landscape for Gen Z and millennials, the formation of perceptions and identities hinges upon the content consumed. 

Selectivity in choosing whom to follow characterizes this age of passive attention and information overload, with individuals gravitating towards voices that resonate with their own beliefs and experiences. 

As internet access expands in India, there's a burgeoning optimism for nano and micro creators and hyper-personalisation. 

The blurring boundary between consumer and creator fosters a trend where people seek out creators who mirror their perspectives and lifestyles, paving the way for more creator-driven business models. 

Whether it's selling digital goods or launching niche labels, individuals across various fields, from yoga practitioners to career counsellors, are finding their niche in the creator economy, reflecting the diversity and dynamism of tomorrow's digital landscape.

Any specific concerns about the future of content creators in India?

The journey of a content creator can be a challenging one, particularly for those who have committed to it full-time. 

Unlike years past, gaining recognition today often requires more time and effort. With limited feedback signals available, creators must continually refine their content in search of their niche, akin to a startup seeking product-market fit. Putting oneself in the public eye invites a constant need for validation, leading to frequent pivoting and analysis of analytics. 

The creator industry is unique and challenging to standardise due to its blend of objectivity, art, and science. This complexity makes scaling more difficult compared to traditional media platforms. Nevertheless, with increased investments in ad-tech tailored for the creator economy, there's optimism for the flourishing of the creator economy in India. It's expected to continue garnering the trust of Indian consumers.