Promotional videos for brands on Amazon is a great way to stand out in the competitive marketplace and get more attention to your products.
The reason is simple, and it’s hidden in the content form itself.
Video has become an increasingly popular form of communication for businesses in most digital marketing platforms – not only Amazon, also social networks, email marketing, webpages, and more.
Most social platforms push video as a main content form in their algorithms, because it’s the most engaging of all.
So, less and less people can argue why this form of communication is not important.
However, there are still many myths and misconceptions that we have noticed a lot of people have about promotional videos on Amazon listings.
Those myths make businesspeople not use videos on their Amazon FBA at all, or make some mistakes dusring the creation process that make the video less successful.
That’s why in this article, we’ll explore nine common myths about promotional videos for brands on Amazon.
If you’re interested – scroll further to learn more and make more informed decisions about brand and product videos on the world’s largest online marketplace.
Let’s dive in and debunk some of these myths about promotional videos on Amazon!
Here are 9 common myths about promotional videos on Amazon listings:
Myth No.1: Promotional videos are not necessary if you have good product images
Yes, product images are important. They give the first impression of the product, and you can communicate a lot of important information about your product and brand with photos.
At the same time, videos can provide additional information and demonstrate product features in a way that photos simply cannot.
A good product listing video on Amazon gives clarity, demonstrates the product in action, creates an emotional bond, and makes the customer more engaged with your brand and product, therefore, more likely to buy your product.
Myth No.2: Promotional videos are only for new products
Promotional videos for brands on Amazon can be used for both new and existing products to increase sales and customer engagement.
It would be especially useful to create a video for a product that has a fierce or growing competition. No matter how long it already has been in your Amazon brand store.
Because, as we wrote before, it helps stand out from competitors and can successfully raise your conversion rates.
Another great way to use promo videos for products that are not new in your brand store – create a seasonal promo video!
Like this:
Myth No.3: Promotional videos on Amazon have to be long
Or, a variation – that the intro of the video has to be “intriguing”, and you’re saving the main point to the end of the video.
In reality, the sooner you communicate the benefits of the product, the better. The attention span of humans has shortened to the maximum because of Reel and Tik-Tok type videos.
Get to the main point in the first seconds, and keep the videos short – up to 1,5 minutes.
Myth No.4: Promotional videos or brands on Amazon have to be creative and crazy
This myth comes from the times when TV ads were dominating the advertising market. Also, TV series like “Mad Man” and stories about advertising geniuses make us think that promotional videos need to be “clever” in a way.
Unfortunately, this need to be creative may stand in the way of your sales numbers. Because the truth is – it’s better to be clear than clever.
A simple, to-the-point video that gives the customer a clear idea what the product is, how to use it and what the benefits are, is SO much more effective than something crazy creative.
The reason is simple – the customer on Amazon is already searching for a product with many options on the list. Most often they don’t know everything about the product and are a bit confused on how to choose the right one.
So something that is more creative than clear keeps the customer confused.
When they are confused, they click away until they find clear information. And then there is a greater chance they’ll buy from them. (P.S. Don’t worry, you can still be creative. Just remember to also be clear).
Myth No.5: Promotional videos are expensive
It might be true, of course, however, it depends on what agency you choose, what are your expectations about pricing, and what are your sales goals.
Amazon has stated that product videos make customers purchase the product on average 3.6x more. The real numbers, of course, will be different for every brand and product. In general, though, promotional videos for brands on Amazon can increase your conversion rates. (see this blog for more info).
So it’s smart to see the video as an investment, not an expense.
And sometimes, as with so many things in business, paying more at the beginning gives greater return to the investment.
We’d only add that the video has to be good.
The video creator has to know what makes the conversion rates go up. That includes – being clear, stepping into the customer’s shoes, knowing how to present the product in a professional way, and more.
There are a lot of nuances that make a great video. So make sure the agency you choose to work with has its portfolio and can prove that you know their stuff.
Myth No. 6: Promotional videos for brands on Amazon are only useful for certain brands or products, not mine
The truth is, promotional videos can benefit brands and products of all industries, shapes and sizes. From small startups to established brands; from technology to house interior products. If you can name the benefits of your product, you most likely can have a promotional video for it.
Promotional videos can be effective for products with simple features, as they can demonstrate how the product works and how it can benefit the customer.
Promotional videos can also be valuable for niche products, as they can help educate customers and build brand awareness.
Take a look here – all of these videos are for Amazon products. If you’re still in doubt or have any other questions – contact us, we’d be glad to help you understand whether your product can be successfully presented via video.
Myth No.7: Promotional video has to include all the features of the product.
It could be true, however, the most successful videos usually tell the customer about the product from the customer’s point of view.
So most often than not, focusing on benefits would be more successful than focusing on features.
At the same time, if you prefer to include features in the video, it can work. You just have to know how to do it in the most successful way.
For example – make sure that the customer:
- knows what the features mean,
- how these features benefit them, or
- how they set the product apart from the competitors.
Another way to include features in a product video successfully is showing them in action. A video saying that your product is waterproof is not as powerful as if the product, let’s say, slips from a model’s arms into water, and they continue using it afterwards.
Myth No.8: Promotional videos are not important if I have good reviews.
Reality: it is good to mix different persuasive touch points together to convince your potential customers to buy your product. Good reviews are a great sign that your product is good – so why not promote it even further?
Promotional videos can actually help reinforce your existing positive reviews and provide more information to your potential customers.
Now, if your brand is struggling with the reviews, keep following our blog for updates! We are creating a blog where you can learn about how promotional videos actually can help boost your reviews.
Myth No. 9: I don’t need a promotional video for my brand, I have a loyal customer base
First – congratulations! You have accomplished something that a lot of businesses strive for.
Second – sure, it could be true that your existing strategy works.
At the same time, promotional videos can help your loyal customers to become even more loyal.
Whether they
- buy new products that they haven’t purchased before, or
- engage more because you’ve communicating with them in a new way, or
- send the video further to someone who might be interested in the product –
All these benefits can make your brand communication strategy even stronger.
—-
These were the myths about promotional videos for brands on Amazon.
Now, it is not a magic wand that boosts your sales only by being there. As with most things, the videos work if you know how to create it in a way that actually helps your brand and sales. You have to be smart about your promotional video creation.
We have seen multiple cases when “let’s do it cheaper” turns out to bite the business back.
So, no matter what agency you choose to film your product videos for Amazon – make sure the people know what they’re doing, and your investment most likely will pay off successfully.
Want to get more content about product video creation on Amazon?
Follow us, or browse in the Blog section for more!
