We all know those product showcase images are crucial for communicating your product's benefits. But did you know that fewer than 50% of brands leverage the power of video in their Amazon listings? Could it be because sellers have yet to realize the impact video has on consumers despite the explosion of video content on social media?
In this article, we'll share data, discuss the importance of video in your marketing strategy, and explore video types to use within Amazon. You might miss significant sales if you still need to include videos in your listings. Don't worry, though! We at Salto Innovation can help you develop a content strategy that aligns perfectly with your brand.
Increased Sales Potential
Adding a video to your product gallery could generate up to a 9.5% increase in sales. Think about it! When you present a video showcasing your product's attributes, you're making it easier for potential customers to understand its advantages, features, and even see it in action before they buy.
Unlike physical stores, online shoppers can't touch or interact with products. They rely heavily on descriptions, images, and A+ content. But what if, in addition to that, you created a captivating video that zooms in on key features and shows people using the product? This video gives them a much clearer idea of what your product is, what it does, and if it's the right fit for them. Essentially, it helps them make that crucial buying decision – yes or no?
Video helps build trust – a key factor in online purchases. Why not show the product's advantages playfully and creatively, helping them feel confident about clicking "Add to Cart"?
Stand Out From the Crowd
Amazon is a titan of marketplaces, and a search can throw back thousands of similar or identical products. You need to find a way to make yours shine and say, "Mine is better because of this, this, and this!"
Consumers have their preferred brands, just like Coke vs. Pepsi. While everyone loves delicious, sugary drinks, there's a reason people choose their favorites. The beauty of buying and selling lies in finding those who will love your product and become loyal customers.
The Power of Video
When creating a video, ensure it has excellent resolution and clearly describes the product. After all, studies show that 51% of marketing professionals worldwide name video as the content with the best ROI. This holds true for Amazon listings as well.
Imagine creating a video that anticipates everything your customer is looking for, making them say, "This is what I needed!" Anticipation is key in both infographics and video, but video allows you to score big points at the decisive moment of purchase. Here's a fact to chew on: 80% of internet traffic is video. If one picture is worth a thousand words, videos are like libraries.
Often, even the best images can only tell part of the story. Knowing your product well is crucial – does it have variations, packages, sizes, etc.? Explaining all this in a few photos might not be enough to highlight your competitive edge. A 30-second video perfectly complements your image gallery, showcasing everything in action.
For several years, Amazon has encouraged sellers to use more creativity to achieve better sales. Enhanced galleries, A+ content options, and a growing emphasis on video all point towards this. Amazon wants to promote videos – that much is clear.
Here's another statistic: 94% of people watch explainer videos to understand a product or brand. And 81% of marketers feel video has a direct positive impact on sales (source: Hotspot).
Beyond Product Listings
Have you considered using videos to promote your product on the Amazon homepage or even on your competitor's listings? These resources offer excellent opportunities to reach new customers.
Types of Amazon Videos
Amazon has different video types you can use, even mix and match, but generally, the best choice depends on your specific product. Here are some options:
How To Video: Shows online shoppers how to use the product and highlights its various features. It’s a way to show potential customers can see why they need it. How-To Video Example
Video Highlight: Also known as product showcase, describes the benefits and features of your product, where to use it, and how to use it. For best practices consider using a white background, adding text, trying a 360º and use of motion graphics to grab customer’s attention. Video Highlight Example
Lifestyle Video: Describes more than just your product, it subtly tells a story about your brand. It makes customers picture how it would feel to have it and how they would use it. Show how your product is being used by real people. Think about how your product will help your customers, what major problem is solving? Lifestyle Video Example
Customer Experience Video or UGC (User-Generated Content): One main characteristic of people is looking for validation, we love social proof. As an Amazon Vendor, can show your product in a very natural way getting a customer to provide feedback on your product on video. This turns into seeing regular people using your products and makes people picture themselves using them, it is a great way to show authenticity. Customer Experience Video Example
Unboxing/Demo Video: It shows people opening up a product and sharing their experience on screen. They’ve become really popular over the years with millions of views across different social media platforms. See the Unboxing Video Example. To create an engaging unboxing video, you will need to:
Place your products in such a way that viewers can see them
Add a personalized touch
Leverage storytelling
Comparison Content: Essentially, you can decide to compare your product to your competitors or make a “before and after” video. Keep in mind that Amazon has strict rules so you have to be aligned with all the requirements before making a comparison video. Showing before using your product and after they begin using it is a great way to encourage customers to try it. Comparison Video Example
Where to Use Videos
Product Gallery Image: Reinforce product advantages and influence purchase decisions.
A+ Premium Content: Integrate video to navigate features or showcase a lifestyle connection with your brand.
Amazon Storefront: Highlight what makes your brand special and connect with potential customers. Video is the perfect storytelling medium for this.
Sponsor Brand Video Ads: These highly valuable placements take up significant real estate on search results pages and are currently underpriced due to low competition.
Let’s see some examples:
The Secret to Success
Pre-production and planning are key to successful video creation. Here are some additional tips to keep in mind:
Hook viewers in the first few seconds! Use a strong statement or visuals to capture their attention.
Keep it concise. Aim for videos under one minute on Amazon, and even shorter (under 45 seconds) for Sponsor Brand Video Ads.
Focus on benefits, not just features. When writing your script, ask yourself: What problem does my product solve?
Audio quality, lighting, on-screen text, and background music matter. Invest in creating professional-looking videos.
Avoid promotions or discount offers. Amazon will reject videos containing these elements.
Make it short, sweet, and fun! Think about what would grab your attention as a consumer.
Optimize for search:
Create a title with some of your product's main keywords.
Use a clear and captivating thumbnail image.
Remember to add videos because: video boost Amazon sales.
Why You Should Be Doing Video Marketing
Video marketing offers several advantages:
Gain an edge over competitors. Stand out from the crowd – 60-70% of sellers are missing this opportunity!
Bring your product to life. Go beyond static images and engage viewers with a dynamic experience.
Increase conversions. Videos help customers understand your product better, leading to more sales.
Improve brand understanding. Connect with your audience on a deeper level and build trust.
Video marketing is a powerful resource that can significantly impact your Amazon sales. Use it wisely to see a difference in your numbers!
Ready to Take Your Amazon Listings to the Next Level?
At Salto Innovation, we are focused on helping Amazon sellers like you create high-quality videos that showcase the best of your products while converting browsers into buyers. We can help you develop videos that align with your brand and goals. Contact us at www.saltoinnovation.com today to learn more!