eCommerce and Amazon heavily rely on text and photography to showcase and explain what their product is all about to customers. But with video, you can relay the same information in a fraction of the time, and with much less effort on the buyer’s part too. This is what the customers expect in 2023; a quick and easy shopping experience. And when buyers are happy, they buy, which is what all brands want.
So how do you go about adding, making, and creating these sparkling cherries on top? In today’s article, we’re going to shed some light on the stage that is the Amazon product video.
The Power of Amazon Product Videos
Let’s be honest, being able to shop for anything from the comfort of your home, on your sofa, in your cosiest loungewear, is peak living. But, the beauty of shopping online is also its greatest setback – It’s online, and not in real life.
Amazon product videos enhance the customer purchasing experience by bridging the gap between static product listings and dynamic consumer engagement.
Videos provide an in-depth demonstration of a product, allowing potential customers to visualise the features, size, and functioning in ways that images cannot. Beyond that, videos have the ability to create an emotional connection by adding music, voiceovers, and demonstrating actual-life situations that develop trust and transparency.
Instead of scrolling through pages of text, videos filter complex or technical information into easily digestible snippets which makes purchase decisions easier. When the customer is well-informed they not only increase conversions, they also establish clear expectations, which can prevent returns and negative reviews.
Furthermore, a product video can help establish your brand by accurately displaying your culture and tone of voice. This builds stronger rapport between not just the buyer and the product, but the buyer and the brand which may result in returning customers.
So what different types of video are there, and how do they benefit the user?
Product highlights video – Use a product highlights video to highlight your product’s essential features, uses, and benefits, in a quick and simple manner.
Comparison video – This video type compares your product to competitors in a subtle way, using terms like “ours vs. theirs.” It works especially well if your product addresses a problem that competitors’ products cannot.
Lifestyle video – Shows your product in action, allowing potential customers to visualise themselves using it. It’s crucial to understand your target audience and create a video that speaks to their wants and desires.
How-to videos – Video tutorials offering step-by-step instructions on assembling, setting up, or using the product.
360 View – A simple clip of your product rotating which allows the customer to see the product from all angles.
79% of online shoppers would rather see a video to get information about a product than read the text on a page.
Creating Effective Amazon Product Videos
You have two options here, those being to create the videos yourself, aka in-house, or having someone do the work for you via a production company. Depending on your level of skill, the type of video, and the style you’re going for will factor in which route is best for you.
If you opt to do the work yourself you’ll have total control over the procedure and the final product, but you will have to fork out for all the supplies and equipment as well as dedicate time and space. Alternatively, a production company will be fully prepared with the gear and expertise in order to create your masterpiece, though at a price and possibly some creative differences.
In terms of actual production costs however, high-end videos are cheaper than they ever have been. Thanks to access and availability in acquiring the technology, and advances made in the technology itself, ultimately renders video production a cost-effective option to your content.
However, in this instance let’s pursue the goal of creating your own video. Here’s a list of elements you need to consider throughout your production process.
- Your brand’s positioning. How will your video present your brand through the video, and your audience’s perceptions afterwards. Is it a high-end item or a mass-market item?
- The features of the product, and how the customer will benefit from purchasing it to solve their problems.
- What approach do you take to help customers understand your product and create a desire to purchase it?
- How do you go about delivering responses to customers’ frequently asked questions within the video format?
Your video can be anywhere from a few seconds to a few minutes, but do remember the user experience, and the user. By each passing day society demands faster, easier to consume information, and every brand is throwing themselves out there, fighting for attention. Your video needs to be long enough so that it’s informative, engaging to keep the viewer captivated, short enough that the viewer doesn’t lose interest, and impactful that it’s remembered . We say 30 – 45 seconds should do the trick, but as a rule of thumb: the shorter, the better.
If your video requires a voice-over you’ll need a script written, as well as someone to recite the words. Don’t forget that tone of voice, figuratively and literally! That’s your brand’s tone and for regional accents, for clarification. To make your video fully accessible, the addition of subtitles is a must for shoppers with hearing impairments.
And then there’s sound and music. Do not use copyrighted music without permission. There are plenty of websites that specialise in affordable music for video soundtracks. Look for royalty-free music, but keep in mind that royalty-free does not mean completely free. Be sure to get the highest quality file available. Even the best looking videos can be ruined by terrible audio. Likewise a poor video can tarnish even the polished of product listings.
Tip: more than ⅔ customers have their sound off/muted
Here are 3 examples of successful product videos. Can you identify which type of video the video is built around?
Amazon Video Guidelines and Requirements
For brands to feature video on their listings they must meet certain criteria. It is available for Vendors and Sellers with egistered and non-registered brands, that have been selling for three months or more.
Marketplace sellers adding a product video to your listing or storefront is free, and can be accessed through:
- A+ content within Seller Central, if the video is added to A+ Content.
- “Catalogue” > “Upload & Manage Videos”, if the video is added to the images section of the product detail page.
- The Store Builder, if the video is to be added to the storefront.
But, it’s not as simple as that, oh no.
Product videos must adhere to rules and guidelines set by Amazon, and there are many ways in which a video can violate the Video Content Policy. These violations include, but are not limited to:
- Unsupported claims
- Competitor remarks
- Company references
- Pricing and promotions
- Warranty information
- Customer reviews
- Weight loss claims
- Web links & redirection
- Endorsements & IP
- Controversial topics
Stick to the rules and your video will be golden.
Uploading and Optimizing Amazon Product Videos
Before logging into seller/vendor central, make sure your video file format is saved as either .MP4 or .MOV, is of the highest available quality, and a file size under 5GB. Now your video is ready to be uploaded.
Just like with optimising your product listing, make sure the video title, description, and any related metadata are optimised with relevant keywords for SEO. This enables Amazon’s A10 algorithm to associate the video with relevant search searches.
To make your thumbnail image look its best, use a .JPEG or .PNG format with a 16:9 aspect ratio. Ideally, the dimensions should be 1920 x 1080 pixels, though 1280 x 720 pixels is acceptable. Amazon will create a default thumbnail for your product video that you’re free to use, providing it meets your expectations. However, if you wish to change it you can upload your own high-resolution .PNG or .JPEG image to use in its place.
What more can be done to create the best, or optimised, product video? Here’s a few additional tips.
Film your product with great lighting – you might think a great video is all down to the camera. Well you’re only part way there. The camera is the medium in which the video is captured. The lighting is what sets the scene. Editing and post-production enhancements can only go so far. So from crisp and clear to moody and atmospheric clips, invest in decent lighting.
Listings use infographics to highlight key features in an image, and the same can be done in video with animation. Using on-screen graphics to display vital information to buyers gives them the knowledge they desire faster, in a more engaging way, that also saves them the trouble of having to scroll through pages of text.
Example of on-screen graphics
Not everyone uses the same language, or understands all the terminology that you as a brand might deem as common knowledge. This is why it’s important to avoid using jargon and acronyms in your videos. Use clear and concise language so as not to alienate customers, because a customer that doesn’t understand your product, won’t be inclined to purchase your product. Remember, it’s all about the user experience!
Mobile view vs Desktop view. Which orientation is your video displaying at? You’ll want to know who your customer is and how they view your product to decide which ratio would be best for you. You can also check our article on how to optimise product listings for mobile on Amazon.
Video is going to be a key aspect of Amazon’s strategy in the coming years. Social media giants like TikTok, and Instagram with their Reels feature, are paving the way for Social Commerce. With hundreds of millions of people watching this content every day, it’s no surprise Amazon will want to venture into this type of format and create a presence.
Furthermore, the benefits don’t stop at Amazon; captivating videos are ideal for social media sharing, further expanding a product’s reach. Something to consider, especially with the virality opportunities presented by social media.
The prospects video has over photography and text are insurmountable, and although not quite the prominent feature on Amazon as it currently stands, brand’s that adapt and apply this element early have an edge over their competitors that don’t.