In 2018, Amazon launched its first future treasure that can help you cope with the branded shopping trend - the brand promotion video feature. With this feature, you can create a 6-45 second video for your product.
When consumers search for relevant keywords on Amazon mobile devices, your video will be displayed below the search results, attracting consumers to click and enter your product details page.
What are the benefits of the Sponsored Brands video feature?
1. Attractive articles can attract 15% of consumers; research shows that 1 in 5 Amazon visitors will buy related products after watching a brand or product video. 68% of consumers like to get brand information through short videos. To increase brand awareness, it is necessary to show relevant advertisements to each consumer 5-9 times.
2. Strong product relevance: This function is delivered through keywords, so the buyers displayed are all high-intent buyers, who are more likely to promote consumption, resulting in a higher conversion rate, which is very helpful for the ranking of the entire listing. Especially in the new product period, the high conversion rate brought by the video promotion function can bring you more natural traffic.
3. Good seller experience. The product video can be directly integrated into daily promotional activities. One video can be used in different advertising activities, reducing promotion costs and making operations easier. Overall, this feature is indeed very exciting, so how do we operate it? How does the brand promotion video feature work? First, create a new brand promotion campaign and set the campaign name, start date, and daily budget according to your actual situation. Then select Video from the creative formats, select the product you want to link to and upload the video. Finally, select the keywords you need to trigger and submit for interactive review. Amazon’s future promotion activities will become more and more perfect, just as Amazon has planned, providing more promotion support for brand sellers. What we need to do is to clearly understand our target audience, optimize our listings and promotional materials to the best state, improve our accuracy rate, and bring better buying experience to customers.
Analysis of short video marketing methods and popular content
1. Recording life, knowledge and skills, and excellent advertising are popular, and customized story short plays have strong interaction. Among the popular e-commerce videos, videos recording life, knowledge and skills, excellent advertising, and related traffic stars are the most popular and have attracted widespread attention. Customized story skits are outstanding in terms of fun, emotion, and depth, and are easy to arouse users' interest and sharing; life records, hot content, and knowledge and skills are closer to users' lives, and are more likely to resonate with users, get their recognition, and interact with them, and the video interaction effect is eye-catching.
2. Real beauty, practical knowledge, and novel creativity are more likely to capture the minds of users. Videos that record life, such as anecdotes, cute pets, and food, show real beauty, meet users' needs for rich perception, and are more likely to attract attention. Practical content such as tutorial tips, evaluation experiences, etc. have attracted much attention, and users are eager to obtain professional and useful knowledge through short videos. In excellent advertisements, creative and curious content brings surprises, event records and stories of ordinary people are more authentic, and they are more likely to capture consumers' hearts while attracting attention.
3. Consumer focus trends: appearance, healthy living, and category upgrades. The consumer demand for beauty is becoming increasingly strong, and the meaning of beauty is constantly broadening. The categories of focus range from clothing, shoes and hats, skin care and cosmetics to hairdressing and manicure, and the pursuit of an overall "image beauty". At the same time, consumers' health awareness is gradually enhanced, the popularity of fresh fruits and vegetables continues to rise, and ready-to-eat seafood is gradually becoming popular in the market among snacks. Durable goods such as mobile phones and home furnishings have also attracted much attention, and consumers' demand for upgraded product categories and quality has become increasingly prominent.
In summary, Amazon’s future promotion activities will become more and more perfect, just as Amazon has planned, providing more promotion support for brand sellers. What we need to do is to clearly understand our target audience, optimize our listings and promotional materials to the best state, improve our accuracy rate, and bring better buying experience to customers. Sellers who haven’t made short videos for years are finally following suit.
