One might think Amazon Product Videos are pretty self-explanatory. You add them to your Amazon account and watch the money come in. What else is there to know, right? It turns out – there’s quite a bit.
We don’t know about you, but we’ve got a feeling this whole “video” thing is going to be big.
Like game-changing big.
Ever hear of YouTube? It’s really catching on in some circles. It’s this cool place where someone can watch someone else play a video game, put on some makeup, or open a box—very exciting stuff.
You heard it here first: Watching things online is going to be huge.
Best of all?
People like to buy things after they watch videos.
Yep. It’s true.
Videos = Profits.
You share a video, and people buy things from you.
What a wonderful world we do business in.
Video is one of the best ways to amplify your digital marketing right now… for so many reasons, and in so many ways.
But if you’re a seller or vendor on Amazon, creating videos for your products is especially important.
So to help you sell better on Amazon, we present to you Titan Growth’s All-Inclusive Guide to Amazon Product Videos.
Here’s what we’ll cover.
- Why You Should Use Amazon Product Videos
- Who Can Upload Videos
- What a Great Amazon Product Video Looks Like
- The Different Types of Product Videos
- How to Create Professional-Looking Product Video
- How to Add Product Videos to Amazon
- Product Video Best Practices
Let’s see what this whole “video” thing is about.
Why You Should Use Amazon Product Videos
We could hurl a bunch more videos-are-lucrative stats at you, but you already know all of that.
So instead, we’ll do you one better and list some super convincing reasons why you should use Amazon product videos.
Reason #1 to Use Amazon Product Videos: ALO
Video is a key component of Amazon Listing Optimization (aka ALO). You know, that incredibly important process that increases the visibility of your products on Amazon.
Reason #2 to Use Amazon Product Videos: They Move
You know what doesn’t move? Things that aren’t videos.
Reason #3 to Use Amazon Product Videos: Attention Spans
Consumers have short attention spans. Like dog-sees-squirrel short. They don’t want to spend time reading text on a page. They want to watch a video that tells them everything they need to know. So give it to them.
Reason #4 to Use Amazon Product Videos: Be a Pro
Nothing screams amateur like an Amazon product page without a video. If you want to roll like a pro, grab an HD camera, and shoot some attractive videos of your product, preferably in front of some trees. Consumers love trees.
Reason #5 to Use Amazon Product Videos: Because it’s a No Brainer.
Do you really need convincing to use Amazon product videos? They promote your products. Inform consumers. Increase sales. Build brand affinity. Case closed. You can never have enough things that do that.
Oh yeah, and they help reduce negative reviews.
A well-made product video sets expectations, leaving less room for someone to buy a product that doesn’t meet their needs and then write a review that ruins everything. Like this one:
No brand wants to get a review like that.
So, in summary: Amazon product videos boost sales, prevent bad reviews, move, can feature trees, optimize your listings, combat attention deficit disorder, and are simply awesome.
What more of a reason do you need?
Who Can Use Product Videos on Amazon
Before you get your camera and start creating product videos, it’s probably a good idea to figure out if you can use product videos.
That’s because product videos are not available to everyone on Amazon.
Here’s who can use them:
- Sellers Who Register Their Brand
A brand-registered seller can upload a video to the top of their product detail page (we’ll show how to do this below). Vendors, in addition to this, can add product videos as A+ Content.
If you aren’t a vendor or are an unregistered seller, the only way a video can appear on your product details page is if a customer posts a video in their review.
And you know those aren’t going to look good. Informative? Maybe. High quality? Definitely not.
So it falls to you to create a good looking product video for your Amazon listing.
What Does a Good, Neigh, Great Amazon Product Video Look Like
Of course, anyone can make a product video. But just because you have hopes and dreams doesn’t mean you’re the next Steven Spielberg.
So if you’re going to spend the time and money to create a product video, do it right.
A great product video on Amazon should:
- Have really good lighting and audio.
- Highlight product features and benefits.
- Show your product in use.
- Strike an emotional chord.
- Convey your product’s unique selling proposition.
- Include branding.
- Have a tree in it.
Here’s a great example:
Spielberg would be proud.
Also, strive to keep your video short. (Because of attention spans.)
An Amazon product video under one minute is an ideal length. Every word and image should count. Shorter videos keep you honest and on point.
Like this one:
Now that’s a great Amazon product video (and it doesn’t even have a tree)! Who knew water could be so cool.
There are exceptions to the video length rule. Those depend on the type of video you create for your product. For instance, an explainer video may be several minutes long, especially if you’re selling a complex product with lots of features. Similarly, a comparison video will also likely be longer. Sometimes as long as 5 minutes.
But enough talk of hypotheticals.
Right about now, you’re probably chomping at the bit to film your products.
But let’s play it smart.
And get strategic.
Before you put a product to digital celluloid, let’s first figure out which type of product videos you should use.
Here are some product video examples to inspire greatness.
The Different Types of Amazon Product Videos
When brainstorming your Amazon video, think outside the iFrame, and come up with the type that works best for your product, brand, and audience.
Product Highlight Video
The product highlight video is the most common type you’ll find on Amazon. As you might have guessed, it’s all about the product.
It is a clean, simple, laser-focused video showcasing a product’s MVP features and benefits.
Here’s an example from Hygiene Hand:
OH YEAH! Sign us up for an anti-germ brass knuckle.
As you just saw, a product highlight video can include a voiceover. Or it can just have music. Or no music. It can show the product with close-ups and various shots in various settings. Or just show a single shot on a white background. Like this 360° from Under Armour:
Ultimately, there are two experiences to convey in your product highlight videos:
- Real-world experience – Show how someone would use the product in the real-word.
- In-store experience – Show how someone would interact with the product in a physical store.
You can feature one or the other. Or both.
Someone might check out running sneakers from every angle in the store, examining how they are made. Then after purchase, go out and put them to the test by running around. Think of it as the before and after experiences of purchasing your product… in a single video.
With an end result of:
Customer Experience Video
If the product highlight video is all about the product, the “customer experience video” is all about — you guessed it — the customer.
You’ll notice in that video from Smart Globe that over half the video focuses on people’s faces and their reactions to using the product.
Customer experience videos double down on striking an emotional chord, showing would-be buyers what the product can do for them and how they will feel using it.
An explainer video shows in-depth how a product works. As shown in this video from Instant Pot:
(Is it just us or has slow cooking never been so sensual?)
If it’s not clear from a single photo what your product does or how to use it, then this type of video is for you.
Explainer videos can be a formal walkthrough like Insta Pot’s video user manual above, or serve up a more informal, friendly tutorial, like this one from Progressive that was apparently shot in the early 90’s on VHS:
The overall goal is to show exactly how someone can get the most value out of your product.
Social proof can go a long way these days. Amazon is one of the best examples of this. Just think about how rarely you buy a product without reading the reviews first. Almost never, right?
Well, the review video adds an extra layer of clout.
The Kraus roll-up dish drying rack gets it.
The overall goal is to entice a purchase with social proof.
The comparison video showcases what your product can do compared to the competition.
Case in point, this product video for the Sonos Smart Speaker, which cleverly does a comparison video with its own products:
Comparison videos can work wonders in these scenarios:
- There are a lot of similar products on the market.
- There are similarities in the products that you offer.
- Your product solves a key problem that your direct competitor does not.
A FAQ video answers commonly asked questions or addresses common concerns regarding a product. They are a great way to prevent negative reviews by getting ahead of a customer-perceived issue.
Here’s an example from the Waterdrop Chubby. Great name. Great FAQ video.
Hybrid videos combine one or more of the other types of video.
FAQ videos are technically a hybrid in that they answer a customer concern but also highlight product features. Customer experience videos, like the one from Smart Globe above, focus on the customer while also highlighting the product.
This product video from Anti Fatigue combines a review video and product highlight video.
So as you can see, the options are ample for your product videos on Amazon. So choosing the type of video to feature on your product listing is the easy part.
The hard part comes next — creating it.
How to Create a Spielberg-Esque Amazon Product Video
Without a doubt, your product videos must look professional.
A cheap video equates to a cheap product.
The best way to ensure your video won’t be up for a Razzie is to plan ahead and execute with purpose. (This means don’t just grab your iPhone and shoot a friend playing loosey-goosey with your product. No amount of trees will save you.)
It’s the #Oscars and Hollywood’s biggest night!
So let me go ahead and take this “L” right on the chin for Baywatch.
Win some, lose some.. but hey, that’s the way love goes. @RazzieAwards #Baywatch💩🥪 #AndTheWinnerLosesOn pic.twitter.com/2ICyzfVHSV
— Dwayne Johnson (@TheRock) March 4, 2018
This video gives a good overview of what’s involved in creating an amazing video.
More specifically, here’s a step-by-step for creating high-quality, high-converting product videos:
- Follow the Rules.
First and foremost, you must ensure that your product video meets Amazon’s technical requirements. So plan a video that adheres to their Video Content Policy.
- Perform Pre-Production.
Every award-winning and sales-worthy video begins in pre-production, whether you’re making a superhero movie or selling crayons. This includes:
- Scriptwriting: Will there be narration in your video? Will it be an on-screen or off-screen voiceover? Write it all out. You should include references to any images, text, and graphics that will appear on-screen, noting when they should sync with narration. If there is no narration, still script everything out.
- Storyboarding: Map out the shots and angles as they correspond to on-screen text and or narration. Trust us. This saves a lot of time when you’re shooting and editing.
- Set Design: Whether you’re outside or inside, you can always control the environment. If you can’t, then you’re filming in the wrong place. Make sure there’s nothing distracting around. Add elements that don’t visually deter from your product but add interest.
- Equipment: A film camera. Lights. Reflector. A tripod. A drone. Mics (lavalier, boom, or otherwise). While you can improve video and sound to a degree in editing, the equipment you use to film will always determine quality. DSLR cameras that shoot 1080 work well. Smartphones come with some pretty amazing cameras these days too, and can even shoot in 4K, making videography super accessible to everyone. Just be sure to follow phone filming best practices.
- Product: Do whatever you need to do to make your product look the best it has ever looked. After all, it’s the star of the show.
To see how much planning can go into pre-production, here’s a video on preparing a simple product shoot. And that doesn’t even cover scripting!
- Shoot Your Product Video.
This step is pretty self-explanatory. If you’ve done the work in pre-production, filming should be a breeze. When shooting product videos, opt for:
- Resolution: 1080 HD or 4K
- Frame Rate: 30fps or 60fps
(If you want slow motion, shoot at a higher frame rate, like 120fps.)
Which resolution and frame rate you go with depends on your storage capacity and computer performance. A video shot in 4K at 60fps will take up a lot more room and require a higher-performing computer to edit than one shot in 1080 at 30fps.
For some additional help filming, here are basic tips for product shoots.
- Edit Your Video.
This is where it all comes together. Most computers come with free editing software, or you can buy something like Adobe Premiere. At this stage, you might:
- Pick your music.
- Add sound effects.
- Create logos and graphics.
This all depends on the type of product video you are creating.
Music, in particular, is a key component of product videos. Bad music can ruin even the best videos. Music should be complementary to your narration, visuals, branding, and tone. And most important of all, it either needs to be created by you, owned by you or fall under creative commons.
If creating a product video by yourself seems overwhelming, you could hire a production agency to create one for you. This decision comes down to budget, time constraints, and the expertise of your in-house team. You can also choose to outsource parts of the process, like video editing.
How to Add Amazon Product Videos
Once you have your awesome product video in the can, it’s time to release it out into the world.
The process of adding your video to Amazon is incredibly complicated and complex. So pay very close attention.
- Step 1: Go to Upload & Manage Videos in Amazon Seller Central.
- Step 2: Upload your video.
Hope you wrote that down.
For additional info, check out Amazon’s resource on how to manage your video uploads.
Once your video is uploaded, it will be found at the bottom of the images section of your product details page.
Select its thumbnail to play the video, and watch all your hard work pay off.
Product Video Best Practices
Video is and will continue to be one of the most effective marketing tools the universe has ever known.
Right behind George Clooney.
There’s no better way to capture someone’s attention.
So make sure you use it (Video. Not George Clooney.) and use it well on Amazon.
Here are some best practices to keep in mind while doing so:
- Keep your videos short and sweet. If your video doesn’t suck your audience in within the first 8 seconds, you’ve probably lost them. Again, attention spans.
- Don’t limit yourself to just one product video. There are many different types of product videos. Use them to your advantage.
- Avoid being too commercially. Or worse, too infomercially. Product videos are meant to be informative, useful, and highlight a product’s features. Stay authentic and avoid excessive marketing-speak.
- Consider working with a professional. Whether you want help creating your product video or want help strategizing your product video, consulting with an Amazon video expert can help you stand out from the competition.
And with that, you now know everything you need to increase sales with Amazon Product Videos.
But before we go, we have a disclaimer to make:
We do not endorse any of the products shown above. They are presented here merely for educational purposes.
Except for that anti-germ brass knuckle.
You should probably get one of those immediately.