Everything You Need to Know About the 3 Amazon Video Types
For brands on Amazon that want to fill a listing, educate shoppers about their brand or a certain product, or convert shoppers to buyers, video is vital. According to Wyzowl’s State of Video Marketing 2021 report, when it comes to learning about products online, 69% of U.S. customers prefer watching video to any other form of information delivery.
That stat shouldn’t surprise anyone. Attention spans are short, and a good video accommodates that fact. To compete in today’s business world, all brands must participate in video, especially if they’re selling on Amazon. But how do you create a video that will work best on the platform?
The first step is understanding the three types of Amazon videos you can create:
Sponsored brand video
Listing video
Brand store video
1 - SPONSORED BRAND VIDEO
Want to stand out against the competition? Then it’s time to create a sponsored brand video (SBV), which autoplays on the search page as a shopper scrolls by, as with the Leatherman “Accessing The Knife Blade” video here:
Various ad strategies may be used for SBV, from branded targeting so the ad appears when shoppers search your product or brand name (often used to push competitor ads out of this space or merchandise a particular product in search) to non-branded terms when shoppers are browsing the category for, say, “natural sleep aids with l-theanine”. As for what else you should know:
Although you’re allowed a 45-second SBV, it’s better to make your case for your product in 15-30 seconds. (Short attention spans, remember.) A fast shot of the product moving or in use, overlaid with text that communicates the key point you want to make, can be enough.
The ad will always show next to the product image, title, price and rating, so make sure you don’t repeat in the video what is already in the image and title.
Letterbox/pillarbox formats that you might find on social media are not allowed by Amazon, nor are black bars running down the sides.
The video autoplays muted, and the sound only turns on if the shopper interacts with it. So, avoid voiceovers, and always include on-screen text to convey your message.
Uploading Sponsored Brand Video: SBVs are an ad type that you can use when creating a new campaign under Sponsored Brands. Select “Video” as your ad format and it will give you the option to choose a listing or brand store as the landing page for the campaign.
2 - LISTING VIDEO
A listing video allows you to occupy two pieces of real estate on a product listing page: an area at the top, just after the image stack; and an area farther down, just above the “Important information” section:
As you can see with the second location, the video sits alongside user-generated review videos or other styles of video that shoppers upload. By having video here, you claim at least some ownership of that space.
You may upload up to six videos to an ASIN, but keep in mind, only the first upload will appear below the image stack. To see the remaining videos, a shopper must click on the first upload (directly below) to open a new pop-up (directly following):
As with a sponsored brand video, product-specific messaging performs best—but it can be helpful to mix it up and add a brand-wide video as well. No matter what, make sure all listing videos are up to date, and that you add all the applicable ones you have to Amazon. And of course, just like any other content you publish, always look at how the videos are performing. Check total views and percentage of customers who viewed your videos through the Amazon video loader and update older ones that are getting low engagement with more relevant content.
Uploading Listing Video: Listing videos are uploaded through the Seller Central video loader (Catalog > Upload and Manage Videos; see screenshot directly below) and through the Vendor Central video loader (Items > Upload and Manage Videos), which is also where you can find some data on your video's performance, such as date of upload, live status, number of views, and which ASINs the video was applied to.
3 - BRAND STORE VIDEO
The brand store is the best place to put longer or brand-wide videos that tell your company’s story, showcase your founders, or provide detailed education on technology, product development or quality that you don’t have space for on your product listings.
Got a new product? It’s helpful to include a catchy video on the homepage of your store (as Host Defense has done with its “Why Mycelium?” video, above) that introduces the product and puts it in front of more organic traffic that already knows about your brand.
You can also create a background video on the store. These videos, which are typically 2-20 seconds long as well as silent and looping, can be a great way to capture attention and convey the spirit of your brand.
MAXIMIZING CONTENT FOR MULTIPLE VIDEO TYPES
Before you get started on creating any kind of video, it’s important to consider all the possible channels you might want video to live. For Amazon, this could mean creating a longer version for your brand store and shorter cuts for the sponsored brand video or listing placements. Here are some tips when multi-purposing content for Amazon and other platforms:
Keep the constraints of the sponsored brand video in mind for your longer-form video so that editing is quick and easy for other spec requirements;
Use the assets you already have to save on the cost of production;
Animate infographics or use lifestyle images with text animation; and
Unless you plan to use the videos elsewhere, avoid hiring models or actors; instead, focus on addressing the features, materials, benefits, and solutions the product provides.
Need help creating video that will engage and inspire shoppers on Amazon? Netrush has its very own studio, which specializes in the development of premium photo and video content. Learn more about our creative services, then contact us to get started.
ABOUT kathleen burckhardtKathleen leads content strategy for Netrush’s brand partners and manages the editorial and strategic direction of creative on its studio team. She is the company’s in-house expert on content opportunities and limitations on Amazon, and possesses international experience in ecommerce strategy and cross-cultural communication—making the Swiss-American-Canadian a key member of the Netrush family. Connect with Kathleen.