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Power of Product Videos in Amazon Ads: Why Every Brand Needs Them

In today's digital age, capturing the attention of potential customers can be a challenging task. With countless products vying for consumer attention, and attention span getting shorter and shorter (Gen Z is 1.3 seconds(!), according to Insider Intelligence) businesses need to employ innovative strategies to stand out from the crowd. 

One highly effective way to do this is by incorporating product videos into advertisements and on platforms like Amazon. Product videos can be added to your Product Detail Page, or used in advertising efforts such as Sponsored Brand Video campaigns. While video production can be a costly undertaking, for many brands, it can deliver impressive results, making it a must-have tactic. In this blog, we will explore the top reasons why product videos are a must for your Amazon Advertising strategy, focusing on how they build trust and engagement with consumers.

Visual Appeal 

Humans are inherently visual creatures. Product videos provide a dynamic and engaging way to showcase your products. Videos bring products to life, allowing potential customers to see it from various angles, understand how it works, and visualize it in action. This visual appeal significantly enhances the overall shopping experience, making customers more likely to engage with your brand. We see these ads work particularly well in categories where consumers do a good amount of product comparison or research, such as when shopping for baby products, or kitchen and household appliances.

Demonstration and Explanation

One of the key advantages of product videos is the ability to demonstrate how a product works or how it can solve a problem. A well-crafted video can provide a step-by-step tutorial, highlight unique features, and answer common customer questions. This helps potential buyers make more informed purchasing decisions, reducing the likelihood of post-purchase dissatisfaction and returns. If you have a product that requires a bit of education, this will help your conversion rates.

Building Trust

Trust is a crucial element in any customer-business relationship. Product videos play a vital role in building trust because they allow customers to see the product in action and judge its quality for themselves. When customers can see a product being used, they are more likely to trust that it will perform as advertised.

Increased Engagement

Videos are inherently more engaging than static ads on the SERP. They captivate viewers' attention and hold it for a longer duration. On platforms like Amazon, where competition is fierce, Sponsored Brand Videos can make your listing more attractive and encourage potential customers to spend more time exploring your product. This increased engagement can ultimately lead to higher conversion rates. In fact, Advertisers who used the Sponsored Brands video ad format saw a 108.1% increase in click-through rate (CTR) compared to advertisers only using the Sponsored Brands product collection ad format.

Better Understanding

Sometimes, products have complex features or functions that are challenging to convey through text alone. Product videos allow you to break down these complexities and present them in a clear and easily digestible manner. This not only helps customers understand the product better but also reduces the likelihood of confusion or misinterpretation.

Emotional Connection

Videos have the unique ability to evoke emotions. By creating compelling product videos, you can tap into the emotional aspect of buying decisions. You can showcase how your product can improve customers' lives, solve their problems, or make them happier. Emotional connections with products are powerful drivers of purchase decisions.

Before you upload your video and get started with Sponsored Brand Video, make sure it meets Amazon’s requirements:

File resolution: 1920 x 1080px, 1280 x 720px, or 3840 x 2160px

File size: Smaller than 500MB

File format: MP4 or MOV

Display aspect ratio: 16:9

Video duration: 6-30 seconds long

Minimum audio bit rate: 96 kbps

Product videos are a powerful tool for building trust and engagement in advertisements on Amazon. They offer a more immersive and persuasive way to showcase your products, making them an essential component of any strategy. By harnessing the visual appeal, demonstration capabilities, and emotional connection potential of product videos, businesses can set themselves apart in a crowded marketplace, earning the trust and loyalty of their customers. 

So, if you haven't already, it's time to start leveraging the power of videos to boost your brand's success on Amazon. If you could use a strategic partner to help, contact us today.