Video is key content these days—and there’s a good reason for that. In this article, we’ll walk you through a potent marketing tool for promoting your products through video — Amazon Sponsored Brand Videos.

If you haven’t yet jumped on the bandwagon, your competitors most likely have.

What is Sponsored Brand Video (SBV):

Advertisers can target customers browsing Amazon’s catalog with engaging video ads. SBV is seen in both desktop and mobile search results or on product details pages. When a viewer clicks on the link attached to the ad, they are directed to the page within Amazon where they can immediately find out more and buy the product.

Much like Sponsored Brand ads/campaigns, these video ads are self-service. Any brand registered seller can set up a campaign within Seller Central. The video ads are keyword targeted, and also cost-per-click, which makes it an excellent option for businesses with tighter budgets.

• SBV is limited to the Amazon shopping platform. This helps target customers with buying intent so you can have a better conversion rate — more sales.

The benefits of video ad over other advertising options:

Video ads are fast becoming one of the major influences in buying decisions. The moving images and immersive scenes of videos are grabbing consumers’ attention and holding it. 

74% of marketers believe video has a better return on investment than static images. 

Also, our brains process visuals faster than text, helping us retain information and remember brands for longer. 90% of customers say videos help them make buying decisions.

• By utilizing Sponsored Brand Video, businesses can generate brand awareness, gain recognition, and increase sales in the most competitive categories.

How to create a good video:

• Tell a story. The content should be understandable and compelling for the viewer with and especially without the sound. You can do this by telling a story through video.
• Make it short. Max 30 seconds long, ideally up to 25 seconds. Communicate your message within the first 5 seconds, and you can hook the viewer. Show a company logo or other blah content and you can lose the viewer’s attention. 
• Tug emotionally. A consumer may have viewed the entire video, but without feeling an emotional connection, it’s doubtful the prospect will act. Make sure the video is relatable and connects to the pains and joys of the viewer.

Things to keep in mind when creating a good Amazon video ad:

Unlike a video on your site or a product page, with sponsored brand video you need to capture attention quickly, and get the shopper to “stop the scroll”.

• Shoppers are scrolling, and you need to get their attention. Do this, by immediately demonstrating how the product works. Don’t start with a logo or other “intro”. 
• Your video will start playing with the sound off, so don’t rely on audio for the success of this ad. Have clear, legible text to support the visuals. (The video ads are on autoplay in mute mode.)
• Do not end with a call-to-action that also appears as a button on the screen. Clicking on the screen would cause the video to restart.
• The video is set to Loop. Include an end that allows a short breather for the viewer or guarantees a seamless transition to the beginning.

Who should use video to promote their products and for which products?

Sponsored Brand Video is for any e-commerce business looking to add video ads to their marketing strategy. Buyers see the ads while browsing, comparing, and choosing products on Amazon. By integrating video into these phases of the shopping journey, you maximize conversions and revenue opportunities. 

These video ads are best used for best-selling items, launching new products, and moving older stock. 

As always SBV will be more effective with a comprehensive approach. Choose ASINs that have optimized listings (excellent images and SEO copy), preferably with high star ratings and review counts.

SBV will also provide you with extensive marketing data that will help you determine what marketing tactics are working and how to leverage video to grow your company.

• Any brand or product that wants to increase brand awareness and generate sales should use Sponsored Brand Videos.