According to Amazon experience data, shoppers who watch videos on a product listing are 3.6 times more likely to buy the product. When developing your Amazon marketing strategy, video is now a must-have for brands and sellers. Video is the best and easiest way to tell your product’s story, and it’s the closest thing a potential buyer has to physically interacting with your product before making a purchase.
Amazon now prioritizes videos over photography on listings and has embraced Sponsored Brands Video ads and OTT advertising, in addition to rolling out Amazon Live, which allows customers to shop via livestream with influencers. Seeing a product in action is a crucial part of the buyer’s journey on Amazon now, as video legitimizes your product and brand amidst a sea of untrustable and unauthorized sellers.
SupplyKick has embraced video as our best practice, and it’s one of our six most important marketing tactics you should employ in 2022.
From a potential ROI standpoint, an Amazon listing video is second to none. We’ve found that 40% of shoppers will click on a listing’s video, and of those shoppers, almost 80% will watch the whole thing. Couple that with the fact that those shoppers are 3.6x more likely to buy, and you have a recipe for sales success.
So, where should you put your video? The answer: almost anywhere. Videos have the benefit of being extremely omnichannel—you can leverage product video on Amazon and your D2C website, as well as across your social channels and ads, too. The beauty of video is that you can create a few videos and have all your bases covered, from Amazon to your website, and everywhere in-between. We recommend that you build something in the longest form you need, and then chop it down for use across different channels.
There are two main types of video that you can leverage for your Amazon listings: animated and lifestyle. Though Amazon allows up to six videos to be uploaded to a listing, we recommend limiting your uploads to no more than three per listing.
At SupplyKick, we’ve found that investing in one high-quality piece of video content gives you the most bang for your buck, and can serve as the “hero” of your listing. Additional videos may be helpful if you can clearly differentiate between the video's purpose for your customer. For example, if your hero video is all about selling the product with marketing messaging, then a second video diving into installation, assembly, and/or setup may be beneficial.
First impressions can make or break a sale, so be sure to choose a method that works for your product, branding, and is as cohesive and straightforward for the customer as possible.
30-60 second animated videos are a highly effective way to provide an interactive experience showing off the utility and value of your product. If you are brand registered, be sure to feature product videos on your Storefront and in Video Ads, too. Here’s an example of an animated video we created for our partner Probonix:
Lifestyle videos use real-world visuals and action shots to communicate how your product works and how it will fit into your target customer’s daily routine. We’ve found that lifestyle videos, typically 30-60 seconds in length, have a 30% higher click-through rate than animated formats. Here’s an example of a lifestyle video that was placed on Necklet’s Storefront:
Amazon Sponsored Brands Video ads play automatically when 50% of the video is on screen. They link directly to the product detail page where customers can learn more and purchase. Video Ads help to build trust, show your product in action, and break up the monotony of static text and images customers see while scrolling Amazon. The optimum length for a Video Ad is between 15-30 seconds and keeps mobile in mind (make sure the product and any text doesn’t appear too small in mobile view).
Within your Sponsored Brands Video ads, keep your customer’s attention by:
In terms of ROI, we’ve found that an effective Amazon PPC management strategy can increase sales up to 50% on average. Check out our helpful guide to paid ads here to learn more about best practices for your Amazon Ads.
An effective video strategy (organic and paid) is one of our best ways (if not THE best way) to thrive on Amazon right now. SupplyKick can create visually compelling, high-converting videos for your team and employ all of the above video marketing tactics on your product listings and Amazon ads.
Want to take the guesswork out of your Amazon video strategy? Connect with our team.
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