Good practices for creating videos for advertising on Amazon

Why is it worth using video ads?

Video advertising in the eCommerce industry is becoming an essential marketing tool. Every year, the number of people spending time watching video content increases, creating enormous opportunities for companies eager to effectively promote their products. Such advertising on Amazon is not only a way to increase product visibility but also to professionally present its advantages, resulting in higher conversion rates.

The importance of video advertising on Amazon

Video ads on Amazon play a crucial role in increasing visibility and product sales, offering an engaging experience for potential customers. Research shows that video ads can increase product page views by up to 70% and have a higher conversion rate than traditional display ads. Video ads allow for a dynamic presentation of product features and benefits, helping customers better understand how it can help them.

Types of video ads on Amazon

Sponsored Display Video Ads: This technology allows you to effectively reach your target audience through strategically placed video ads. Amazon enables optimization of advertising spend by targeting specific behaviors and interests. Sponsored Display video ads are versatile and can be used to promote new products, highlight sales, or build brand awareness.

Sponsored Brands Video Ads: These ads appear at the top of search results and include the brand logo, a personalized headline, and a video showcasing the products. They allow you to capture the attention of potential customers and stand out from the competition. Sponsored video ads enable storytelling about the brand in an engaging way, increasing the chance of attracting customers and making a purchase.

Video builder: Amazon offers various templates that allow you to quickly create professionally looking video ads without requiring extensive design skills. These ads are easy to use and allow you to focus on the message rather than the technical aspects of production.

New features

Vertical video

Amazon has introduced a new feature that allows for the creation of vertical video ads. These ads are available under the “Drive page visit” goal, allowing advertisers to highlight one, two, or three advertised products. Additionally, under the “Grow brand impression share” goal, advertisers can run video campaigns with or without one, two, or three advertised products. Clicking on the advertised product leads to the product detail page, while clicking on other elements of the ad leads to the Amazon Store. This innovation allows for a more authentic and engaging representation of the brand, especially on mobile devices.

Integration with Canva

Amazon has made it easier to create video ads by integrating with Canva. You can now use Canva templates to quickly and easily create professional video ads. Canva offers a range of ready-to-use templates that can be tailored to your brand's needs. You can edit graphics, add logos, headings, and other visual elements, allowing for a cohesive and attractive advertising campaign.

Technical requirements for video ads on Amazon

Video format: MP4 or MOV

Resolution: 1280x720, 1920x1080, or 3840x2160 pixels

File size: Maximum 500MB

Duration: 6-45 seconds (recommended up to 20 seconds)

Video codec: H.264 or H.265

Video bitrate: Minimum 1 Mbps (recommended 4 Mbps or higher)

Aspect Ratio: 16:9

Language: Must match the location of the ad

Audio specifications:

Audio codec: PCM, AAC, or MP3

Audio format: Stereo or mono

Audio bitrate: Minimum 96 kbps

Sample rate: Minimum 44.1 kHz

Best practices for creating video ads on Amazon

Avoid using calls to action in the video content: Focus on creating engaging content that leaves a lasting impression on viewers. Remember to avoid phrases like "Buy now" or "Subscribe today".

Present the product story in the first 5 seconds: The first seconds are crucial for capturing viewer attention and keeping them engaged. Use visuals and sound to quickly and effectively present the benefits of using the product.

Use high-resolution video: High-quality video helps better understand the product, which increases the chances of making a purchase. It also demonstrates professionalism and attention to detail, building customer trust.

Tell the brand's story in an appealing way: Creating an emotional connection with viewers can significantly influence their purchasing decisions. Use storytelling techniques to share your brand's values and mission.

Add an emotional connection to the product: Understanding customer emotions and creating content that resonates with their needs can create a strong bond between the brand and the customer. Use realistic examples and customer testimonials to build credibility.

Display the brand logo at the beginning, end, or throughout the entire duration of the video: This increases brand recognition and builds trust. Ensure that the logo is clear and easily noticeable.

Optimize the page using optimization tools: This improves the quality and discoverability of the video, increasing engagement and conversions. Use relevant keywords, add video transcripts, and analyze the page to identify and resolve any issues.

Summary

Video ads on Amazon are a powerful tool for increasing product visibility and sales. Following guidelines can help create effective video ads that capture the attention of target audiences and increase sales. Remember that the key to success is continuous monitoring of results, data analysis, and adjusting strategies as needed.