Why you should use video on Amazon

Video marketing is not a new concept. It’s been around since the 1940s, squeezed between television programmes to try and capture the audience’s eye…before they ran for the fastest toilet break ever. In recent years, however, it has become an incredibly important part of marketing. Statista reported that video content reached 92.3% of internet users worldwide, with 70% in March 2023 preferring to use mobiles to watch videos. Many marketplaces are becoming particularly enamoured with video marketing, including our good old friend Amazon. So what’s the latest from them? And why should you use video on Amazon?

Boost your SEO

As Amazon begins to favour video marketing in line with customer journeys and preferences, sellers who use videos in their content are seeing a higher click through rate. Hubspot found that in 2023, marketers found short-form video offered the highest ROI.

Videos on Amazon are now providing better results in searches, often being promoted higher than other listings who only have images. Two years ago, we noticed Amazon were giving more space to video adverts over Sponsored Product ads. One product video when viewed on mobile would take up 65% of the screen. Inevitably, this encourages users to pause scrolling, especially as videos are set to auto-play.

Maximise your reach

Now Amazon have introduced video content into their top 50 lists in each category. Here’s how that looks on desktop view.

As you can see, the top two products in coffee both have video content showing as their main image. It’s an unusual break away from Amazon’s uniform look that they normally adhere to. This implies that Amazon are naturally favouring those with video material on their listings.

It looks like including video on your Amazon listings can really help improve your reach potential. Not only as Amazon seem to be favouring brands that use it, but the numbers speak for themselves. 89% of people say they’ve been convinced to buy a product or service after watching a brand’s video. The videos don’t even need to be that long. In fact, the shorter the better! Average engagement rate for videos under a minute long is 50%.

Essentially, ignoring video marketing is only detrimental to your brand. Whilst it does take time and investment, the benefits in the long run are worth it. Take a look at our blog for some top tips on video marketing and how to start implementing it in your content marketing strategy.