The Creator Connections brand messaging system has been a game-changer for Amazon influencers looking to get collaboration samples. But there are signs that this system may be heading toward a tipping point. In this article, we’ll look at the trends suggesting that brand messaging effectiveness is declining, why it matters, and what you should be doing now to prepare for a future where getting products through messaging becomes significantly harder.
Table of Contents
- Brands Are Already Overwhelmed
- We Are Still in Early Adoption
- Approval Numbers Are Dropping
- More Influencers Are Coming
- What This Means for Your Strategy
- Alternative Product Sourcing Ideas
- The Silver Lining
- Watch the Full Video
Brands Are Already Overwhelmed
Conversations with brands on Creator Connections are revealing a troubling trend: many are becoming overwhelmed by the sheer volume of messages they’re receiving. Some brands have simply stopped checking their messages altogether. Others are responding with variations of “Sorry, we’re getting too many messages and can’t send samples out.” This is happening despite the fact that brand messaging adoption among Amazon influencers is still relatively early.
We Are Still in Early Adoption
Here’s what makes this particularly concerning: a large number of people currently in the Amazon influencer program aren’t even using the brand messaging system yet. Those who are using it are actually in a unique position — they’re early adopters who are already starting to see the effects of overcrowding. As more influencers discover and adopt the messaging system, and as tools like Oink and other extensions make it more accessible to message brands at volume, the problem will only intensify.
Approval Numbers Are Dropping
Multiple high-level influencers who have been doing brand messaging consistently are reporting that their approval rates are starting to decline. This isn’t because their messages have changed or their quality has dropped. It’s simply because as more influencers send more messages, each individual message becomes a smaller fish in an increasingly large pond. Brands who are already overwhelmed and not able to see every message are only going to receive more as time goes on.
More Influencers Are Coming
Amazon continues to actively promote the influencer program, particularly through TikTok ads. They’re still inviting large numbers of new people into the program. As the messaging system becomes more commonplace and more adopted by existing influencers, and as new influencers enter the program with messaging already being an established practice, the volume of messages brands receive will continue to grow.
With Creator Connections now at around 400,000 campaigns — and potentially heading toward half a million by Q2 — there’s growth on both sides. But the question is whether the growth in campaigns can outpace the growth in influencer messages. Current trends suggest it may not.
What This Means for Your Strategy
If you’re someone who has relied heavily on Creator Connections brand messaging to get products, this trend should be a wake-up call. It doesn’t mean you should stop messaging brands — far from it. But it does mean you should start diversifying your product sourcing strategy now, while messaging is still relatively effective, rather than waiting until it becomes significantly harder.
Alternative Product Sourcing Ideas
Start thinking outside the Creator Connections box. Consider filming products at friends’ and family members’ houses. Look into Amazon pallets for bulk product sourcing. Explore Airbnb properties for unique products to review. Visit Goodwill stores, yard sales, and thrift shops for Amazon-listed products. The key is to develop multiple pathways for getting products into your pipeline so that you’re not overly dependent on any single source.
Even if brand messaging remains viable, having multiple product sourcing strategies only helps you. More products mean more videos, more videos mean more commissions. And if messaging does become less effective over the next three to six months, you’ll already have alternative systems in place.
The Silver Lining
There’s an optimistic scenario here too. If Amazon doubles the Creator Connections campaigns to a million by Q2, the increased number of brands could offset the growing number of influencer messages. And even if the worst-case scenario plays out, starting to build alternative product sourcing strategies now means you’re either creating new pathways for more content regardless, or you’re preparing yourself for a transition away from messaging dependence. Either way, you come out ahead.
Watch the Full Video
Watch the original video from Oink for Influencers on YouTube:
