This article introduces:

1. Fragmented consumption

2. Listing video pits

3. Video production

1. "Fragmented Consumption"

Fragmented consumption — fragmented time shopping

The consumers of the shopping platform belong to the purposeful consumer group. Their purchasing goals are very clear. They want to search for what they want, and the search results have little difference.

Buyer A enters the Amazon shopping platform – search – screening. During the whole process, there will be many similar or even the same products appearing in front of A. A wants to filter the style, price, color, etc.

The time A stays in each listing is very short, and A will not spend a lot of time reading the listing as a book.So A mainly learns about this product through the title / main image / video

What we have to do is to let A understand the listing in the shortest time , instead of letting A read a book, the fastest way to convey information is the video

(Except for multi-functional, high-value, sensitive, and uncommon products, the above is only for general goods)

2. " Listing Video Pit"

1. Main image video: comprehensively highlight the details, selling points and functions of the product, and deliver more information to buyers within a limited time.Because it determines whether buyers continue to understand your listing , the video quality requirements here are relatively high, and it is recommended to leave it to a professional person to do it

PC side: in the last position of the main image

Mobile: in the second position

2. Associated videos (buyers show) videos with product links can naturally display five pits on the PC side, and only one on the mobile side. The pit can be occupied by competing products. Increasing the conversion rate can also increase the bounce rate, which is also one of the reasons why many listings have high exposure / click rates, but the conversion rate is not high.New products are recommended to occupy at least one pit

PC side: below A+

Mobile: Below A+

3. QA video: generally do two, too many people can't see it

PC side: under the associated video (buyer show)

Mobile: Below the associated video (buyer show)

4. Review video: not much to say about the risks of evaluation

PC side: under QA

Mobile: under QA

3. "Video Production"

< Media company > :

Model + scene + editing = about 2W (depending on the product), the cost is very scary, for example, the model is charged by the hour, and friends in the clothing industry should have a deep understanding.

Professional team shooting, professional model display, professional editing quality Needless to say.This type of video is more suitable for the main image video, which requires a multi-dimensional display product

< Amateur > :

If the site language is not good, you can find a service provider, and if the site language is good, you can contact yourself (beware of Asan, there is no discrimination, and you understand everything ) . Buyer Show ) and QA Video

< Photographed by myself > :

Video quality varies from person to person (tech / model / time / cost)

I am Jingcheng

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