" 62 % of shoppers said they would be more likely to buy a product if they could watch videos and photos of customers, " according to a report by Bazaarvoice last year, " The Impact of Visual and Social Content on Online Sales . " This year, with the impact of factors such as the epidemic and inflation, the consumption growth of many e-commerce platforms has gradually slowed down, and people have become more rational and prudent in shopping.
Source: Screenshot of Bazaarvoice report
Research has found that one of the biggest drivers of consumer decision-making when shopping online is product photos and videos (visual content) provided by consumers who have bought the item . Amazon is also using this factor to guide consumers to shop, not only opening the main picture video, but also adding a buyer show video section below the listing , and consumers can also upload videos in QA and comments.
The main picture of Amazon listing , everyone knows, can put up to 9 pictures. The first picture is the main picture, the most important! The 1-7 pictures are thumbnails , you can directly view them by moving the mouse up . The 8th and 9th pictures need to be clicked to view. If the seller wants to upload a product video, Sister BY recommends that only 6 pictures of the product be uploaded, and the seventh position is placed . Video, which ensures that customers can see the video thumbnails when they open the listing , and guide them to watch.
Source: screenshot from Amazon
The buyer show video section (related videos) can display up to 10 videos, divided into 2 sections: Videos for this product and Videos for related products , usually 5 each, but which section has more videos may also occupy space in other sections. The video at this location has a link to purchase the product, and the platform will intelligently recommend it to the competing store, which is a good traffic portal. Powerful sellers will fill the relevant video positions with videos of their own products, leaving no room for rivals to grab traffic.
Source: screenshot from Amazon
According to Amazon’s official statistics, the transaction rate of watching videos is 3.7 times that of not watching videos. Compared with pictures, buyer show videos show the real use of products and buyers' evaluations of products, which can more intuitively impress consumers and promote orders.
The positive effects of Amazon Buyer Show videos (relevant videos) are as follows.
1. Improve product recognition , fill as many relevant video positions as possible, and explain product advantages and application scenarios from different perspectives.
2. Improve the conversion rate. High- quality buyer shows can attract buyers to watch, prolong the stay time, and promote the transaction and conversion of products .
3. Help the product to attract traffic. The associated video is attached with a product link, which can attract traffic and jump, allowing buyers to browse more products and bring more traffic and transaction opportunities to their stores.
4. Increase the weight of the product. Your own buyer's show video occupies the opponent's associated video promotion position, and presents more opportunities for promotion on the competing product page to achieve the effect of free traffic.
5. Prevent traffic loss. Competing videos enter with product links, which will share the traffic that has been hard-earned. Your own product buyer show videos are full of holes. When buyers watch videos, they are still their own products. , which can hold the flow.
Regarding the matters needing attention in doing a buyer's show, Sister BY has a few suggestions.
1. The length of the video should be 1-3 minutes. It is necessary to display the selling points of the product in multiple dimensions. Different foreign customers comment on the experience, and use the real life scene to arouse the resonance of consumers.
2. Upload as many videos as possible. Amazon allows 10 videos to be displayed on the page, of which 5 are displayed on the buyer's show of its own products , but when there is no associated video on the general listing page, 15-20 videos can be uploaded. Since Amazon is pushed by intelligent association, if your product can upload 15-20 buyer shows, it has a better chance of occupying the video display position, and it is difficult for other competing products to enter the video list of this product.
The benefits of buyer show videos are obvious. Looking at China, it is easier than ever to grow grass products on short video platforms such as Douyin and Xiaohongshu. Similarly, using these video positions on the Amazon platform can double the conversion rate of products, or even more. Facts have proved that BYKOL hundreds of Amazon buyers show videos and unboxing videos are very important factors to improve the conversion rate.
The arrival of the video traffic era is an inevitable trend! If the seller does not upload his own buyer show, these positions will be recommended as competing products, and the loss of traffic and orders is very terrible. Therefore, Amazon sellers should actively do a good job in video marketing, and lay out as many of these buyer show promotion positions as possible. details make a difference!
(Source BYKOL Baikou, official account BK Baikou E-commerce)