Video is nothing new. Movies have been around for more than 100 years and television (and its commercials) for more than 80 years. And, more than 40 years ago, video even killed the radio star (if you don’t get the reference, click here).
eCommerce video ads are more common and beginning to spread to new channels, like over-the-top (OTT) or streaming media services. Some brands and retailers are starting to experiment with selling on live video streams, and there are other uses for video content that brands should not overlook. From showcasing new products to highlighting features and benefits, video is a powerful tool to capture consumer attention.
In this blog post, Senior Account Manager Brian Pflaum and Julia Flood, Managing Director of Digital & Creative, share their perspective on how brands can successfully use video, and specifically video on product detail pages (PDPs), on Amazon. Keep in mind that although this post focuses Amazon, video is becoming an essential tool across nearly all eCommerce platforms. Even if the specifics are different, much of the information covered in this post can be broadly applied to other retailers.
SAY “YES!” TO VIDEO
Whenever clients ask if video should be part of their Amazon strategy, we have a simple answer: yes! Currently, video content on Amazon primarily takes the form of either Sponsored Brand video ads or product videos, both of which have a role to play in a successful eCommerce strategy.
While it may be tempting to simply reuse video content across ads and PDPs, we strongly recommend against doing so. Not only does each type of video have its own guidelines, but each video serves a distinct purpose and are viewed differently by consumers on Amazon. Although we encourage every brand to use video, we believe a mindful, considerate approach ensures brands get the most value out of their video content.
WHY USE PRODUCT VIDEOS ON YOUR PDP?
There are real, tangible benefits to including video on a PDP. Video is a great tool to share brand and product information without requiring a significant time investment from consumers. We know that many consumers only spend seconds before making a purchase, so incorporating video may help positively influence their buying decision. When the video is added to a PDP, it takes the place of the seventh image in the image carousel. This prominent placement makes it easy for consumers to find and watch the video while reviewing the PDP.
