So, you’ve decided to create an Amazon product video for your Amazon product listing.
What types of product videos are the most successful, and which one to choose for your products?
During almost 7 years of constantly improving our video creation services, we’ve gained loads of experience on what works, and what doesn’t work for businesses on Amazon.
What we’ve noticed is – there is a pattern. There are some types of videos that simply work better than others. No matter what your product is.
Knowing these types of videos saves you time, energy and effort that you put into the project, making it the most efficient marketing project you’ve ever had.
Now, let’s dive right in the 6 most effective product video types for Amazon. So you can make the best decision for your business.
1.Product demo video
It’s a simple video that showcases your product, its USPs, features and benefits.
Usually it’s up to 30 seconds long.
Nobody is talking during the video, it’s just simple, beautiful shots with the product and text (or, in other words – motion graphics) over the video, showing the best of your product to the potential buyer.
Like this:
Who is the Amazon product demo video for?
This type of video is great if you’re just starting your Amazon business, or want to test videos as a form for your Amazon FBA.
Amazon product demo video is also great if you have a new product you want to sell, you want the video to be there from the start, and you have limited time until the launch.
Amazon product demo video is the most efficient both in terms of production time and budget.
Why does it work?
It’s short and up-to-the point.
People love up-to-the point information when they browse through the products. And video as a form lets you showcase the product in ways no photo can, making it a more powerful presentation of the product.
Also, maybe you already noticed hands showing up in the example we shared up above.
To make your Amazon product video the most powerful, we always recommend the client to have a human interacting with the product.
Even if it’s just hands that the buyer would see in the video.
Adding a human touch, even if it’s just a simple demo video, makes the product more likeable unconsciously.
2. Lifestyle product video
Amazon lifestyle product video is still up-to-the-point and shows the main benefits and features of the product, just like demo product video, but with two main differences.
First – it is a bit longer, 45 – 60 seconds.
Second, and most important – it showcases your product in action. Lifestyle product video, just like you can understand from the name of it, shows not only the product, but the whole lifestyle around it. There are actors interacting with the product in a real environment, just like the customer would.
Like this:
Precise keywords at the right time show up in motion, making the message even stronger.
There is also a carefully scripted voiceover that adds an extra persuasion layer to the video, tells the story, and thus – creates even stronger emotional attachment to your brand, the product, and its benefits.
Here’s another example how the emotional attachment can be made by using visuals:
Before we move on, fun fact about lifestyle product videos – the actors don’t always have to be humans! 🙂
See an example here:
Who is lifestyle product video for?
Amazon lifestyle product video is for businesses that:
- have already spent a lot of time developing their brand;
- are launching new products in a competitive niche;
- notice that the competition is growing in their existing niche and need to stand out;
- have a product that’s already doing great and want to elevate the success to a new level.
Why does lifestyle product video work?
Because of the powerful and persuasive storytelling, the Amazon lifestyle product video creates trust in your brand and elevates it above the competition.
Such a video lets the buyer imagine the full experience that they would have while using the product.
It creates stronger emotional attachment than any other type of video – because of all of its “layers” of communication.
From a more practical point of view, this type of video often allows you to include useful information on how to use the product, elevate the customer experience, and, thus, helping your Amazon listing reviews to get even better.
If there would be just one type of video we’d recommend – it would be this one. It’s an investment that includes the most benefits for your brand and business.
3. Instructional video
Amazon instructional video is up to 60 seconds long. It shows your product in action, but in a more practical way than lifestyle video.
It doesn’t mean that it has to be all serious though – it could also look similar to this:
This video shows all the most important information on how to use the product – both visually and with explainer texts in motion graphics.
Who is an instructional video for?
Amazon instructional video is the best choice for products that do require a special attention to details.
Usually such products have some specific and important features. Features that are simple in nature and would improve user experience so much… if only anyone would read the manual! 🙂
Instructional video is also a good choice for businesses that already have demo or lifestyle videos, and they want to add new video to the listing.
Why does instructional video work?
By having an instructional video, you make sure that the customers understand the product and learn how to use it.
Because, let’s face it – most customers won’t read manuals.
However, if they see an instructional video – more often than not they would watch it. That gives them the information they need to have the best experience with your product before it is delivered to them.
There have been cases where instructional videos actually improve the product Amazon reviews because of that!
What’s even better – instructional video is the most multi-purpose video of all, because you can use it:
- on Amazon product listings;
- as a marketing tool to new customers;
- as a customer service tool for old customers to improve their experience with the product.
No matter where in the funnel your customer is – you can use this video to make their interaction with you more clear and simple.
4. Unboxing video
Unboxing video for Amazon product listings is not what most people may imagine – the Youtube-style video where an influencer interacts with the product for the first time.
It’s a good idea for social platforms, but on Amazon it has to be different to make it work.
The unboxing video that works on Amazon is a video with a hand model interacting with the product, usually up to 60 seconds.
It showcases the packaging, everything that is included in it in a dynamic and pleasant way.
To highlight the most important information, there is moving text with motion graphics over it.
This is the last trend we’ve noticed that works – so stay tuned to see the examples!
Who is unboxing video for?
It is best for brands that highly value design, therefore the packaging of the product is the whole experience. If so – you should definitely show it to your future customers to appreciate it!
Unboxing video for Amazon is also a great idea for businesses that want to highlight everything that comes with the product. If that’s your competitive advantage – show it!
Just like with instructional videos, unboxing video can be an extra video for businesses that want to shake up their Amazon product listings.
Why does unboxing video work?
This type of video makes the customer see and feel what it would be like to receive your product.
It also gives clarity on what they would receive. Both of these things make your product more desirable.
When the potential customers spend time looking at the unboxing video, they also boost your Amazon listing ranking. Because the Amazon algorithm notices that people spend more time in your listing, it marks it as a product that people actually are interested in.
So you may get better ranking.
5. Seasonal video
Seasonal video for Amazon product listings present – you guessed it – seasonal products. But not limited to that!
It’s also a great way how to add a seasonal spin to a regular product – thus, boosting your sales for that period of time.
That includes products for:
- Winter holiday,
- New Year,
- Mother’s day,
- Father’s day,
- Valentine’s day,
- Halloween;
- or any other occasion where you know the customer interest in the product is time-limited.
In such cases your Amazon listing has to be in the best shape to bring you the most sales.
Usually seasonal video is similar to lifestyle video – 45 to 60 seconds long, with actors interacting with the product. The set is decorated in the way that suits the season.
Here’s an example:
Who is it for?
Any brand that sells seasonal products, or wants to shake up their existing products with limited-time offers.
Why does seasonal video work?
As you already know, video helps your clients to engage with your listing more.
That’s why it boosts your ranking and, what’s more important – improves the conversion rate. Because people tend to buy from the brand they interact with the most.
Also, the relevance and timing makes the potential buyer feel the urgency to buy in the first place.
If you “capture” the person and let them feel what it would be like – to use the product – via video, you basically have done your homework.
That is – to make sure that the listing is as desirable as possible to potential buyers.
Two bonus tips:
First, if you want to take your Amazon listing to a new level, have a bundle of videos for the same product. Because more videos mean more time spent on your listing, and that in turn means better rankings and better sales for you.
Second, no matter which type of video you choose, make sure you can use the video for multiple purposes! The agency you choose for your video creation has to be able to do that, and it’s a great way how to use the same video material efficiently in your digital marketing.
Ready to film your next Amazon listing video?
Contact us, we’re glad to help!
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