96% of all consumers find videos helpful when making purchase decisions online. Therefore it goes without saying that when it comes to your brand’s e-commerce marketing strategy, video content is no longer a nice to have but a necessity.
Amazon Video is a relatively new feature, but it’s becoming predominantly more important. With the rise of TikTok over the past two years, all social media platforms & advertising platforms have been prioritising this feature as consumers are preferring to obtain information through short videos rather than reading text.
Currently, having or not having a video doesn’t impact your brand’s ranking, however, we expect this to change in the near future. The Amazon algorithm does, however, combine over 23 factors that assess a product’s best-seller ranking. Content plays a key role in this equation, with video being a factor.
At the moment, brands should see having video as part of their Amazon marketing strategy as giving their business an edge. You can add video to your product listing, sponsored ads and brand store and it is the easiest way to develop an emotional connection with consumers, to help them picture the product in real life and how it will benefit them.
Premium products require a focus on video to show the trade-up value of the product from an average competitor. Video shows better angles and perspectives of the product. By bringing the product to life in its most real form digitally, it gives a consumer a clear visual of product expectations, which actually can help avoid negative reviews.
Uploading a video is free for brand owners set up in Brand Registry and there are three main ways you can use video within your brand’s content on the platform:
Product Detail Page: brands can upload a video to the listing image section of a product detail page, which can be an in-use or lifestyle video. Video used cannot be an advert and it must positively enhance the customer experience of the page and focus on the features of the product.
Brand Store: stores have options to add a video to every page to help tell your brand’s unique story, reinforce your brand image and show the faces behind your brand to establish trust.
Sponsored Brand: this video will appear in search results. The ads are keyword targeted, cost-per-click and link customers directly to the product detail page where they can learn more and purchase.
Before you rush off to add a video to your product listing, there are a number of guidelines and rules from Amazon which you can find here. We have also put together a list of best practices to ensure you are getting the most out of your use of video.
Consistency is key when you are building your brand’s identity. There are a few options depending on your brand’s budget to ensure consistency:
- Create a range video with multiple products and add it to all applicable ASINs
- Create a product video template and roll it out to all the ASINS
- Focus on the brand rather than the product and apply it to all ASINs
If using voice-over, use subtitles
67% of customers listen with the sound off/muted
- If using a voiceover, ensure this is in the ‘tone of voice’ of the geographical market. For example, if launching in America, ensure that the voiceover is American.
Get straight into the product video to ‘hook’ the customer.
Short Yet Informative
Keep the video to under 90 seconds
- When creating creative briefs for video, think of ways that one longer video could be shot so that it could be cut and used in multiple ways.
- Create variations of the product in-use video to upload a short version on the product page & a longer version on the Brand Store
Have A Key Takeaway
Does the product explain its purpose, how to use it, and its benefits? The video should contain the same information you include in your product listing bullet points. If the video is the only thing the consumer looks at on your listing, make sure all the information they need to purchase is in there!
Do you already have video content within your e-commerce marketing strategy but not sure where to start on Amazon? Let us help you!