As an Amazon Seller, striving to stand out from the competition is crucial. This not only generates more sales but also encourages more customers to convert. So, how can you achieve this? We’ve already provided you with some valuable tips on improving your Amazon Listing, which you can find here.
But as we mentioned in our article about Dynamic Content, it’s an era of video, and your Amazon Listing is no exception. For instance, you could include a video demonstrating how to use your product or a video testimonial from a satisfied customer.
Pawstuck
In a recent interview on the podcast “Follow The Data,” Kyle Goguen, owner of Pawstruck and Amazon Seller, said that since he got into Amazon’s Beta Program, he could observe growth in his Amazon Retail by adding videos to his listings.
His growth statistics are awe-inspiring- a staggering 53% more revenue, 34% conversion rates from other Amazon Listings, 32% more transactions, and a significant 15% increase in order values!
How did he do it?
Videos can tell your potential buyers much more about your Amazon Product than static content such as photos and infographics; an image can only do so much. By seeing the product being used by a natural person in different scenarios, viewer engagement generates trust, and that is where your statistics start to go up!
However, it is not just about trust but also about making an informed decision. Your product description might explain very well how it actually works. Still, many people prefer to avoid it or are too lazy to read it, and that is where a video for your listing comes in handy once again! You can tell your viewers how your product should function and how it can help them in just a few seconds.
Yes, video production requires an investment, but knowing you could return it within a few months, wouldn’t you consider it twice?
Insights
Now that you have proof that videos help you grow your Amazon brand, you might be wondering what types of videos are best to do. We analyzed Pawstuck listings to find out a secret formula. Here is what we found:
1. Lifestyle setting
Each of Pawstruck’s listings has a lifestyle video that shows a healthy dog enjoying their products. At the same time, the owner is right by his side, happy to see him chewing away!
Whether running at the park, chewing in the living room, or asking their owners for a trait, the videos imply that your dog is happier and healthier because of Pawstruck.
2. Product features
In all of the videos, Pawstruck promotes product features by mentioning the ingredients: “All made with natural ingredients and no preservatives. Slow roasted for more flavor” while showing the freshness and quality of their products.
In addition, they state product benefits: “Completely digestible,” “They help to naturally clean the plaque off your dog’s teeth.” So, they’re selling their product and what we could call a “healthy lifestyle” or your loved ones.
3. Different targets
Though most of their videos have the same woman as an actress, we see different breeds of dogs, some smaller and some bigger. Why would they do that?
We make a purchase decision when something resonates with us and our lifestyle, making it easier to imagine using or consuming it. Pawstruck targets different dog owners at once by having different breeds in their videos.
4. Adapting the length
Kyle mentioned in the interview: “They look to make longer and shorter versions of their videos so they can use them in multiple ways, be it ad campaigns on social media, listings, reviews or automatic email responses.”
We can definitely see this feature on their listings, right at the thumbnails (extended version), all the way down to the recommendations (shorter version), and also on Amazon’s Vendor Page (most extended version).
To sum up
To wrap it up, thanks to this podcast, we learned from one successful Amazon seller that there are strategies to follow if you want your brand to grow continuously. One of the best and fastest ways to do so is by adding videos to your listing.
To start working on the video content strategy for your Amazon listing, contact us here.
