If your brand is registered in the Amazon “brand registry,” you have access to Enhanced Brand Content (EBC) that Amazon has deployed in recent years. EBC includes more space for merchants: additional images, more text, and the ability to include video. You can even add a video in the space dedicated to the product image. In this way, you place the video above the fold, to attract the attention of Internet users.
Why is video essential in e-commerce?
The rise of video has been facilitated by the improvement of Internet speed and the use of mobile. The other real reason why video works so well with internet users is that it is much easier to “consume”. When it comes to marketing messages, consumers simply prefer video. According to Wyzowl, on web pages where both text and video are available, 69% of buyers prefer to watch the video rather than read. More importantly, the same survey found that 74% of users who watched an explanatory video purchased the product.
This is why Amazon introduces video!
Different types of videos on Amazon
Different types of video are effective on Amazon for different products. You can create one of the following types of video depending on your product and your customers.
This format allows the buyer to have an overview of your product. However, be careful, you will need to hire experts in the field to get it right.
True hybrid media, 360 ° images are built from a series of photos taken from all sides. The buyer can then manipulate or “rotate” the image to obtain a 360 ° view of your product.
Tutorials or practical videos
This video format makes consumers aware of your product by adopting a very educational aspect that they particularly appreciate. This makes people more likely to buy.
This type of video is useful if you are selling a product that some users may not be able to use. Not only can you teach buyers how to use your product, but you can also demonstrate its features and functionality. Customers buy what they understand. Use a video tutorial as an opportunity to differentiate your product from those of competitors and as an opportunity to showcase its unique features.
The idea of this type of video is to make sure to integrate your product into the daily life of the user. The disadvantage concerns the realization. Indeed, planning and coordinating filming take time. You may also have to think of several filming locations.
Show buyers what the product will look like when it becomes part of their daily lives. If your product is a knife, you can register someone who cuts vegetables in a beautiful kitchen. If it’s a dress, you could film a woman walking down the street with it. Lifestyle videos help the buyer to consider wearing or using the product. Be creative and really show your product in everyday and unique situations.
This format is certainly less expensive than live video.
High-quality animations may work in some cases. But be careful to use this tactic sparingly. Animations can for example show how the water-resistant coating is added to a car cover to make it waterproof.
Amazon has launched a beta version of Livestream, in line with social media. This Amazon innovation deploys slowly and is offered to a selection of sellers before making it available to everyone.
Livestream allows sellers to shoot videos and broadcast them live to buyers. When brands choose to participate, Amazon creates a separate Amazon page and URL to host all of their live streams. Brands can also be streamed whenever they want in their “store”.
In some cases, brands may also be able to stream to related product detail pages, thank you pages, living room devices like Fire TV or the Amazon app on Apple TV, Amazon category pages, etc. All of these streaming sites are subject to Amazon’s prior approval and are reviewed on a case-by-case basis.
While live streaming is an exciting idea, it only really works if you promote it a lot outside of Amazon. Indeed, it is unlikely that Internet users will just hang out on Amazon as they do on social media and therefore the discovery “organic” or “natural” is low.
Remember to let your customers know in advance that you plan to be live.
Live video: what to show?
While viewers tend to be more forgiving of live video, they still want to be entertained. Offer visual demonstrations with multiple presenters. Livestream works best when you have several people on the screen to talk about and handle the product. This creates a more natural feeling by allowing a casual conversation about the product. To inspire you, consider the teleshopping network. They often have at least two people on the screen at a time talking about and handling the product.
Although you are filming a live video, a replay will remain on your live streaming page indefinitely. So avoid mentioning promotions, limited editions, etc. Make sure that what you discuss will remain relevant throughout the product life cycle.
Amazon Video Guidelines
To protect both consumers and brands, Amazon has released a list of video guidelines. If your video does not meet these guidelines, it may not be approved by Amazon. Some of the guidelines are pretty obvious: no copyright infringement and no illegal activities, for example. Others may be more surprising. For example, you cannot mention the seller’s permissions or use words like “cheap”, “affordable” or “bestseller”.
To conclude, the length of your video is very important. Over 55% of viewers will watch a video until the end only if it lasts less than 90 seconds. So limit your videos to 180 seconds or less. The shorter it is, the better.