Advanced ways to play Amazon Video Post!

Amazon’s advertising tool “Amazon Posts” has been upgraded again. Last month, the US site officially launched the video post function, which is a new feature that allows users to share shopping experiences and product reviews through videos.

Previously, Amazon Posts have always been displayed in the form of pictures. Now, Amazon has finally caught up with the pace of domestic e-commerce platforms and quietly updated and launched "Video post".

Let me explain here that the functions of video posts and product detail page videos are different. The product detail page focuses on introducing the product, including: product functions, structure, usage scenarios, etc. Video posts are not limited to the product itself, but can also introduce the brand's overall products, or introduce the brand story in segments.

01 Create paths and placements

Advertisement Platform > Branded Content > Posts

Video Specifications  

• Resolution: 540 x 960 pixels minimum, 1080 x 1920 pixels or larger recommended

• Video length: 6 - 45 seconds

• Aspect ratio: 9:16
• File size: 500MB or smaller
• File formats: MP4, MOV

Video specifications  

There should be no black borders around the image .

Important content in the video should not block the user interface , and ensure that 15% of the space at the top and bottom is left to allow the video content to be presented in the core screen.

Content

Do not include any content that leads users away from the Amazon platform, including but not limited to external website links, social media links, etc.

Customer reviews and star ratings are not allowed in videos : To ensure the objectivity and authenticity of video posts, customer reviews or product star ratings are not allowed in videos.

No mention of Amazon trademarks, products, or services : No mention of Amazon's trademarks, products, or services in the video is allowed to avoid confusing and misleading consumers.

URLs to external websites and social media are not allowed : Video posts may not include links to external websites or social media to maintain the independence and security of the Amazon platform.

No unclear instructions in titles : Video post titles should be clear and accurate, and no vague instructions should be used. You can use a clear call to action (CTA) in the post title, but unclear instructions such as "click here" are not allowed.

In video posts, claims must be true and accurate and must be substantiated by evidence. Any claims must not contradict the content on the product detail page. In addition, awards, honors, or research mentioned in the video must not be issued more than 18 months ago to ensure the timeliness and credibility of the information.

03 Dimensions for creating high-quality posts

A high-quality video post needs to be created from four dimensions: picture, title, content, and product selection . Here are some tips to increase the attractiveness of video posts to consumers.

Screen>>

1. Leave the top 15% and bottom of the video free of key creative elements, and ensure that the main visual material of your content is arranged in a 4:5 area, as shown below:

2. Avoid videos that suddenly stop, as this will affect consumers’ viewing experience. Please be careful when reviewing the video before uploading it.

3. Don’t use fade-in transitions. Avoid using blank or black frames at the beginning or end of the video, as this will make customers feel dragged out and cause you to lose the opportunity to capture their attention.

Title>>

1. The title should not exceed 300 characters. You can also add hashtags 🏷️ and emojis 😄 to make it more interesting. The main product should be placed first in the title and highlighted in the picture or video.

2. In addition to directly describing the product features, you can use the compatibility of the product to help customers find and solve pain points . For example, you can use "Suitable for X" or "Compatible with Y" as the title of the brand product .

3. Titles, pictures, and videos must not contradict each other or point to landing pages that are inconsistent with the description of the post, such as posts about dresses pointing to products related to skirts

Contents>>

1. If subtitles are available: Make sure the audio and subtitles are in the local language of the location where the video is broadcast. Keep the text on the screen long enough for customers to read it.

2. Keep it simple and highlight the product. Show your product and its value in the first few seconds. Don’t focus on too many ideas or calls to action.

3. Use high-quality audio and video and avoid abrupt or unclear transitions. Avoid using distracting visual effects such as blurring, flashing, or spinning.

Related skills to improve traffic and conversion success rate>>

1. Select multiple ASINs. You can add product links that have appeared in related videos or related products under the post (you can add different variants to multiple variants, such as different color ASINs for clothing).

4. Set to jump to the brand flagship store. Post videos can jump to the brand flagship store by clicking the logo, allowing consumers to have a more comprehensive understanding of the brand's tone and full range of products.