Many articles are debating the effectiveness of Amazon product videos for listings. Some say they help boost conversion rates, while others feel they are not worth it because they take so much time to produce.
Which side is right? Is there a middle ground? We will explore these questions in this blog post.
What Are Amazon Product Videos?
Amazon product videos are short videos that show your product in use. They can be used to demonstrate your product’s features or show how it works.
You can use them on your Amazon listing page to help persuade buyers to add your product to their shopping cart. Also, Amazon has started using product videos in its sponsored product ads.
Why Do People Use Amazon Product Videos?
74% of marketers see a better ROI with video compared to static imagery ( Video Marketing Survey, Biteable.
72% of customers would rather learn about a product or service via video
90% of customers say videos help them make buying decisions and conversion rates on landing pages with video increase by 80%.
The right product video can increase conversions by over 80%.
There Are Reasons Why People Use Product Videos
To Show How the Product Works
Some people might not understand how your product works or what it can do, so they need you to show them.
So if you are selling a new type of ice cream scoop, for example, you might want to create a video showing how easy it is to use and why buyers should add the product to their cart.
To Illustrate Features
You might be selling a product with some unique features, but potential buyers don’t know what these features are before adding the product to their cart.
Imagine you’re selling a pair of noise-canceling headphones. You have an impressive list of features on your Amazon listing page explaining its noise-canceling capabilities and how it reduces outside noise.
However, potential buyers might not fully understand what this means, so it would be helpful to create an Amazon product video showing how these features work and why they are essential.
To Show How The Product Is Made
If you manufacture your products, creating a video of the production process can help show potential buyers how their orders will be made.
This is especially important for products explicitly made or with certain materials.
To Answer Buyer Questions
If you’re selling a complex product, you might have to answer buyers’ questions before adding the product to their cart.
A video can be a great way to do this because it can show potential buyers how the product works without asking you a question.
Are Amazon Product Videos Worth It?
Since online videos increase traffic, are a proven traffic source, and can detail the product’s features very well, the short answer is yes.
It also depends on your products and your goals for using videos. However, there are a few things to consider before you decide whether or not to create Amazon product videos:
The Time It Takes To Produce Them
Creating a video takes time and resources, so you need to make sure it is worth the investment.
If you’re not sure whether or not your product videos are compelling, then you might want to start with a shorter video that demonstrates the essential features of your product.
Likewise, if you spend too much time creating product videos, you might want to opt for a different solution.
If They Are Effective, Then You’ll Get Positive Results
Remember that Amazon product videos can boost your conversion rates. If you upload your video and its worth it, then you will see results.
But if you aren’t getting results and still feel like the time and money you’re spending on videos could be better spent elsewhere, then it might be worth reconsidering your video strategy.
The Cost Of Producing Them
Video production is not cheap. If you are selling a mass-market product on vendor central, product videos might be too expensive for your business model.
However, if your product is unique or you only need to make a few videos, this consideration may not apply.
Also, if you are offering a high quality product that requires a lot of copy because it has several features, benefits, and other things to consider, creating a video or image block might be cheaper than writing an Amazon listing with all the essential information.
If You Are Selling In Certain Markets Or Countries
For example, let’s say that you make custom-made furniture and only sell in the United States.
In this case, it might not be worth your time to create Amazon product videos because a large enough audience will not see them.
However, if you are selling in other countries where people may not be as familiar with your product, videos could be a great way to introduce it to a broader audience.
If You Have The Resources To Produce Product Videos
This is an important consideration, especially if you start with product videos. Unless you have a team of people who can help you produce and edit your videos, it might not be easy to get them done in-house.
If this is the case, you might want to consider outsourcing your video production or using a video creation tool like Animoto.
Benefits Of Using Videos On Your Products
Your Amazon product videos can do more than increase your conversion rates. If you are using them effectively, then it is possible for them to also lead to other benefits, including:
Video Marketing
Your product videos could be used as part of a more comprehensive video marketing campaign if done correctly.
By creating an entire series of related videos on the detail page that build on one another, you can make a channel that helps people learn about your products and how they work.
You can also use videos on seller central to drive traffic to your website or other online properties. They can even create a brand and help people remember who you are.
Increased Engagement On Amazon
Your videos can also help to increase customer experience and engagement on your Amazon page.
This is because they can help keep people on your page for longer, which can lead to more conversions.
Additionally, if you include a video on your product detail pages and other places on your Amazon account, it will increase the number of views you receive.
Product Research
One benefit that might be less obvious is using videos to perform research. If you are trying out a new video style or format, creating a few product videos can help you figure out what works and what doesn’t.
By looking at how people interact with your videos, you can better understand what they like and don’t like. This information can then be used to improve your video marketing strategy.
Brand Awareness
Product videos can also help you build awareness for your brand. When people see your logo or hear your name associated with a product, it can help them remember the brand.
If you are constantly producing videos with your products, your branding efforts will likely increase over time.
Increased Traffic To Your Website
If you include links in your product videos or on the video itself, this can help drive traffic to your website.
This is especially true if you promote important pages during the video or use an annotation to link to them. By getting people to visit your website, you can increase the chances of converting into customers.
Lower ACOS
Product videos can also help reduce your ACOS. This is because more of the sales for your brand registered products will likely come from relevant searches rather than less targeted traffic.
In some cases, this could even lead to lower PPC costs moving forward because you’ll be able to capture more revenue with fewer clicks overall. ACOS is a metric that Amazon sellers should always be looking to improve.
You Can Use Videos On All Of Your Amazon Product Pages
You can use explainer videos on all of your Amazon product pages if you want. This is a great way to ensure that as many people as possible see your videos and have the opportunity to buy your products.
Additionally, if you are using different videos for each product, it can help show off the diversity of your product line on Amazon brands.
Drawbacks of Using Videos On Your Products
Even though there are many benefits to using Amazon product videos, they aren’t without their drawbacks.
Video Sourcing Can Be Difficult
If you want to use a video on your product listing, you have to make sure that the video comes from a good source.
If it doesn’t look professional or is difficult for people to watch, it could hurt your conversions. Additionally, it would be best to make sure that the video is correctly formatted for Amazon.
This can be a time-consuming process if you’re not familiar with how to do it.
Not Everyone Likes Watching Videos
While most people do enjoy watching amazon videos, there are still some who don’t. If you target a market that doesn’t like videos, you might want to avoid using them on your Amazon product pages.
This could lead to lost sales, negative reviews, and decreased engagement overall.
Video Production Can Be Expensive
If you want high-quality videos, then the production process can be expensive. This is especially true if you need to hire a professional video production company to upload product videos for you.
Additionally, there might be some ongoing costs if you want the video content to be updated regularly or need copyright permissions from other parties.
Video Marketing Can Be Difficult With Amazon
Amazon is not specifically optimized for video marketing like YouTube is. This means that your videos can get lost in the shuffle and become challenging to find.
Additionally, you can’t place ads on your videos like you can on YouTube, which could lead to fewer views and less revenue.
Won’t Necessarily Increase Sales
Just because you have a video on your Amazon product pages doesn’t mean sales will automatically increase.
You still need to create a good video that showcases your products in the best light possible. If it’s poorly made or doesn’t provide any value to potential customers, then it could hurt your sales.
And even if you create such a good video, if no one watches it, or if it’s not relevant to search terms, then you’ll still have issues.
So, Should You Use a Video For Your Product?
Overall, using a video for your Amazon product can be a great way to increase sales and traffic. However, it would be best to make sure that the video was high-quality and from a good source.
Additionally, you need to ensure that your target market enjoys watching videos. If you can do all of this, then using a video for your Amazon product can be a powerful way to increase conversions over time.
