Creating an awesome sponsored brand video isn't just about being creative. There’s a lot of planning involved, where you have to make smart decisions. Even if a video looks simple, making it was probably quite complex.
What's interesting is that when it comes to ads on different platforms like Amazon, social media, or Connected TV, each has its own rules. They care about how long your video is, how it looks, and even how you frame it.
What is a Sponsored Brand Video?
In the vast landscape of advertising, a sponsored brand video shines as a potent tool for businesses and brands seeking heightened visibility and engagement across various digital platforms like Amazon, social media, and connected TV.
Sponsored Brand Videos are dynamic promotional creatives specifically crafted and used by businesses and brands to showcase their offerings, services, or narratives in a visually compelling manner. These videos act as impactful advertisements, capturing attention, fostering brand awareness, and enticing potential customers through captivating storytelling.
Key Aspects of Sponsored Brand Videos:
Engagement Magnet
Brand Promotion
Platform Versatility
Conversion Driver
Tailored Messaging
Sponsored Brand Video Best Practices
Sponsored Brands Video Specs
1. Amazon
When crafting Sponsored Brand Videos for Amazon, ensure your content meets the platform's specifications. Amazon Sponsored Ads should be up to 30 seconds in length, however, the best results are typically around 15 seconds.
These videos have to be very product-focused. More often than not, the video will grab the attention of your prospects right out of the gate during the first few seconds. Optimal video formats include MP4 and MOV, with a minimum resolution of 1280 x 720 and 1920 x 1080 pixels.
Amazon sponsored ads are not designed to explain every single feature of your product, instead they quickly appear to be the solution to what customers are searching for.
That being said, if customers are searching for the best humidifier, the said product (humidifier) needs to be in frame most of the time before shoppers lose interest. The goal of the video is to lead to as many clicks to the product page as possible.
Speaking of product pages on Amazon, here is your chance to give the skinny on all the features of your product. This page is for showcasing products’ benefits, and their standout qualities and just answering any general questions or concerns. The point here is to have enough time to cover the simple complexity of your product so that the customer decides to buy.
2. Social Media
Ads on social channels such as Instagram or Facebook have to entertain as well as sell. Remember, these ads are interrupting a person scrolling through their phone with no real intent of purchase, so the content must convey a lot in a small amount of time.
We recommend a series or ad starting with a 30-second intro to your product or brand, moving to a 15-second reinforcement video, and finally 6-second video ads that push one key selling point or brand promise. Prioritize MP4 and MOV formats, with resolutions ranging from 720p to 1080p.
Most of these ads will be wanted without sound, so text is critical for understanding the product. The text should be short in length and provide key selling points. For example, text phrases such as, “only 15 calories” or “soft as a cloud” highlight products’ unique qualities in only three or four words.
3. Connected TV
Last but not least, we recommend voice-over for Connected TV, as these Ads are very top of the funnel. These ads should showcase products’ ability to solve problems people can relate to.
So, it’s important to humanize the company or service with visuals and styles that will resonate with your core audience. Aim for a resolution of 1920 x 1080 pixels (16:9 aspect ratio) with a video length ranging from 15 to 60 seconds. Supported file formats include MP4 and MOV.
Branding Elements
For a sponsored brand video to leave a lasting impact, it should be a visual representation of your brand. Incorporate the following elements seamlessly:
Logo Placement: Strategically position your logo for maximum visibility without overshadowing the video content.
Color Palette: Use your brand's color scheme to evoke familiarity and strengthen brand association.
Brand Voice: Infuse your brand's personality into the video through a consistent video tone of voice. Whether it's friendly, professional, or quirky, let your brand's unique voice shine through.
Call-to-Action (CTA)
The ultimate goal of sponsored brand videos is to drive action. A compelling Call-to-Action is your tool to guide your audience on the next steps. Whether it's directing them to your website, encouraging a purchase, or promoting a special offer, make your CTA clear and irresistible.
Crafting an Effective CTA
Clarity: Clearly articulate the desired action, whether it's visiting your website, making a purchase, or subscribing.
Strategic Placement: Position your CTA at a point in the video where interest is at its peak. This could be towards the end, after showcasing your product or service benefits.
Urgency and Incentives: Instill a sense of urgency or offer incentives to encourage immediate action. Limited-time offers or exclusive discounts can significantly boost the effectiveness of your CTA.
Visibility: Ensure your CTA is prominently displayed and easily noticeable within the video.
Looking for Amazon Video Films for Your Business?
Collaborating with an experienced video production team can enhance the effectiveness of your video ads, making them more appealing to your specific audience on Amazon.
What Does it Mean When a Video is Sponsored?
When you come across the term "sponsored video," it signifies that a brand has invested resources to endorse, promote, or showcase its offerings through this visual medium. Unlike organic content, sponsored videos involve a financial transaction where the brand pays for increased visibility and audience reach. It's a strategic move to captivate the target audience and leave a lasting impression.
What Does it Mean When a Brand Sponsors a YouTube Video?
When a brand sponsors a YouTube video, it means they are investing in the promotion of their products or services through strategic collaboration with content creators or by running targeted video ads on the platform.
This approach allows businesses to tap into the vast user base of YouTube and leverage the influence of popular content creators. Brands can choose to have their ads displayed to a specific demographic, ensuring that their message reaches the right audience.
Whether it's collaborating with a vlogger to feature your product in their lifestyle video or running an ad before or during videos relevant to your industry, sponsoring a YouTube video offers unparalleled reach and engagement. It's a powerful way to tell your brand story, showcase products, and connect with potential customers in a more personal and authentic manner.
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10 Sponsored Brand Video Guidelines
1. Start with a Captivating Hook
Grabbing attention within the first few seconds is crucial. Incorporate visually striking imagery or a compelling statement that immediately intrigues your audience. Pose a question, present a problem, or showcase a scenario that aligns with your brand’s message, prompting viewers to stay engaged and watch further.
2. Mobile-First Design
Considering the rapid growth of mobile device usage, prioritize designing your video for smaller screens. Opt for clear, concise visuals and text that remain legible on various screen sizes. Ensure your video loads quickly and remains visually appealing and coherent, regardless of the device used for viewing.
3. Storytelling is Key
Craft a narrative that resonates emotionally with your audience. Engage them by weaving a story around your brand or product that evokes curiosity or stirs emotions. A compelling story helps viewers relate to your brand and creates a memorable connection that lasts beyond the video.
4. Highlight USPs Early On
Instantly showcase what makes your brand unique. Present your key selling points and advantages right at the beginning of the video. Capturing attention with your brand's strengths early on increases the chances of retaining viewer interest and fostering a positive impression.
5. Create a Seamless Brand Experience
To make your sponsored brand video seamless, keep everything consistent. Match visuals, messages, and video tone with your brand's identity and values. Use your brand colors, fonts, and video style to create familiarity and make your brand recognizable.
When you include your brand's look and tone, you create a strong and memorable identity for your audience. Consistency not only helps people remember your brand. It also builds trust, making it simpler for viewers to connect with your brand on a deeper level.
6. Interactive Elements
Incorporating interactive elements serves as a dynamic strategy to heighten viewer engagement. These elements, such as clickable links, polls, or calls to action, facilitate active participation from the audience, transforming them from observers to active viewers.
By seamlessly integrating interactive features within the video content, brands can stimulate curiosity, encourage exploration, and prompt immediate responses from viewers. These elements not only captivate attention but also offer a pathway for viewers to delve deeper into the brand's offerings or messages, thereby enhancing the overall impact and effectiveness of the video campaign.
7. Educate and Add Value
Provide informative and helpful content that adds value to your audience's knowledge or addresses their pain points. Sharing insights or solutions relevant to your industry or product establishes your brand as an authority, building trust and credibility.
8. Test and Iterate
Continuously analyze the performance of your videos by tracking metrics like viewer engagement, watch duration, and conversion rates. Don't be afraid to experiment. Experiment with different video lengths, video tone and mood, and video styles to see what resonates best with your audience. Use analytics to track performance and iterate on future videos based on insights.
9. User-Generated Content Integration
Leverage the power of your audience’s experiences. Encourage customers to share their stories, testimonials, or user-generated content about your brand. Integrating UGC adds authenticity and builds a community around your brand.
10. Optimize for Accessibility
Ensure your video content is accessible to all audiences. Implement features like closed captions, audio descriptions, and visuals that accommodate diverse abilities, making your content available to a wider audience while showcasing your brand's commitment to inclusivity.
Sponsored Brand Video on Amazon
What is a Sponsored Brand Ad on Amazon?
A sponsored brand ad on Amazon is an impactful way to showcase your brand and products. These ads often appear at the top of search results and feature a custom headline, logo, and multiple products.
Now, when it comes to sponsored brand videos, you're taking this to the next level. Imagine a dynamic visual representation of your brand, telling a compelling brand story that engages and converts potential customers.
These videos can be displayed prominently in relevant search results, capturing the attention of your target audience. Whether you're launching a new product or aiming to strengthen brand recall, sponsored brand videos on Amazon are a game-changer.
Picture this: a potential customer is browsing for products, and your brand's video ad grabs their attention, providing a dynamic and immersive experience. These video ads can be embedded strategically across Amazon, ensuring maximum exposure and engagement.
How Does Amazon Charge for Sponsored Ads?
Amazon charges for Sponsored Brand Ads through a pay-per-click (PPC) method. This means you only pay when a shopper clicks on your ad. The bidding system allows you to set your maximum bid, giving you control over your advertising budget.
For sponsored brand videos, the engagement is not just about clicks but also about views. Amazon charges when a viewer watches at least 6-second video ads of your video. This pricing model ensures that you're getting value for your investment, focusing on actual engagement rather than just impressions.
Sample Budget Breakdown:
Let's say you allocate a monthly budget of $1,000 for sponsored brand video ads on Amazon. If your CPC is $1, you can expect approximately 1,000 clicks. Keep in mind that monitoring and adjusting your bids is essential to optimize your budget for better results.
Video Duration and Engagement
How Long Will People Pay Attention to a Video?
1. Amazon
On Amazon, where users often visit with a clear intent to make a purchase, brevity is key. Sponsored brand videos ranging from 15 to 30 seconds tend to capture the highest attention. Within this concise timeframe, it's essential to deliver a compelling message that not only showcases your product or service but also prompts users to take action.
2. Social Media
Social media platforms, such as Facebook and Instagram, have a diverse user base with varying preferences. For optimal engagement, videos between 30 seconds to 2 minutes work well.
However, the first 10 seconds are critical – this is where you must capture your audience's attention. Utilize eye-catching visuals, compelling storytelling, or a unique value proposition to encourage users to continue watching.
3. Connected TV
Connected TV (CTV) offers a different viewing experience, with users often settling in for longer sessions. It is suggested that videos ranging from 15 to 30 seconds perform exceptionally well in this space.
This extended duration allows for a more in-depth exploration of your brand or product. Consider creating content that tells a story, provides valuable information, or entertains to keep viewers engaged throughout the video.
How Much Does Video Increase Engagement?
According to research, videos that are under 60 seconds get the most engagement. This highlights the significance of concise and impactful storytelling, especially in the fast-paced environments of social media and e-commerce platforms.
Capturing your audience's attention swiftly and delivering a compelling message within this timeframe ensures your sponsored brand video not only attracts views but also holds the viewer's interest throughout.
According to statistics, the majority of videos created in 2022 were short-form videos under 60 seconds. Notably, these short-form videos are becoming the most popular choices year after year.
This indicates the ongoing trend toward brevity in video content, emphasizing the importance of concise storytelling, particularly in the fast-evolving landscape of digital content creation.
What is the Difference Between Sponsored Brands vs Sponsored Displays?
Sponsored Brands:
Sponsored Brands and Sponsored Displays may sound similar, but they serve distinct purposes in the advertising realm. Sponsored brands focus on showcasing your brand and its array of products or services prominently.
For businesses eyeing creative video production services, this means an opportunity to engage audiences with visually appealing content. When a brand sponsors a YouTube video, it entails crafting video ads that promote the brand, possibly collaborating with content creators to seamlessly feature products or services within their content.
Sponsored Display:
On the other hand, sponsored display is more product-centric. It targets customers actively browsing for products, displaying ads based on their interests and shopping behavior. While sponsored brands help build brand awareness, sponsored display is instrumental in converting potential customers who are closer to making a purchase decision.
What is the Difference Between Sponsored Content vs Branded Content?
Sponsored Content:
Sponsored content involves a strategic partnership where a brand collaborates with content creators, such as YouTube influencers, to showcase their products or services in a video. The essence lies in seamlessly integrating the brand into the creator's content, fostering authenticity and credibility.
Sponsored content can also refer to the content that is being actively promoted through ads to reach a wider audience.
Branded Content:
On the other side, branded content is more in-house, typically produced by the brand itself. It's a direct manifestation of the brand's creative vision, often featuring storytelling elements to establish a deeper connection with the audience.
While sponsored content relies on collaboration, branded content is a solo act, showcasing the brand's identity and values.
What is the Difference Between Sponsored Ads and Paid Ads?
Sponsored Ads:
Sponsored ads are a subset of paid advertising. When we say sponsored, we're emphasizing the promotional aspect tied to a specific endorsement or collaboration.
In the context of videos, sponsored ads could be video content featuring a brand and created in collaboration with a content creator. It's essentially a paid promotion with a personalized touch. These ads further amplify the reach and engagement of the sponsored content.
Paid Ads:
Paid ads, on the other hand, encompass a broader spectrum of digital visibility strategies. This includes sponsored ads but extends to various forms of online advertising such as display ads, pay-per-click (PPC) campaigns, and more.
Essentially, all sponsored ads fall under the umbrella of paid advertising, but not all paid ads are necessarily sponsored.
What is the Difference Between Sponsored Brands vs Sponsored Products?
Sponsored Brands:
These ads showcase your brand holistically. Featuring your logo, a custom headline, and a selection of products, sponsored brand ads are ideal for creating brand awareness and fostering loyalty. Using various media, including video content, adds a dynamic touch to narrate your brand's story.
Sponsored Products:
In contrast, sponsored product ads focus more on individual products. Highlighting a compelling image, a product title, and relevant details, these ads are designed to drive sales and conversions. They're the go-to choice when your primary objective is to promote specific offerings.
What Are the Benefits of Sponsored Brands Video?
1. Enhanced Engagement
Sponsored brand videos create a captivating and immersive experience for your audience. Unlike static content, videos combine visuals, sound, and narrative, resulting in a multi-sensory experience that holds viewers' attention for longer periods. This heightened engagement increases the likelihood of your message resonating with the audience, fostering a stronger connection between your brand and potential customers.
2. Increased Visibility
In a crowded digital landscape, standing out is vital. Sponsored brand videos offer a visually compelling way to make your brand more noticeable. When users see dynamic video content in search results or on social media platforms, they are more likely to pause and engage. This increased visibility not only drives immediate attention but also contributes to long-term brand recall.
3. Brand Authority
Video content has the unique ability to convey authenticity and authority. Through well-crafted sponsored brand videos, you can showcase your products or services in action, share customer testimonials, or highlight your brand's expertise. This builds credibility and authority in the eyes of your audience, establishing your brand as a trustworthy and knowledgeable presence in the industry.
4. Improved Click-Through Rates (CTR)
Videos have a proven track record of boosting click-through rates. The dynamic nature of videos encourages users to take action, whether it's clicking through to your website, exploring product details, or making a purchase. Higher CTR not only indicates user interest but also positively influences your ad's performance in digital advertising platforms.
5. Storytelling Opportunities
One of the most significant advantages of video content is its ability to tell a compelling brand story. Videos allow you to narrate your brand's story, values, and mission in a visually appealing manner. This storytelling approach creates an emotional connection with viewers, helping them relate to your brand on a personal level. A well-crafted narrative can leave a lasting impression and contribute to brand loyalty.
6. Mobile-Friendly Impact
With the widespread use of mobile devices, content needs to be mobile-friendly. Sponsored Brand Videos seamlessly adapt to various screen sizes, ensuring a consistent and enjoyable viewing experience on smartphones and tablets. This mobile-friendly impact broadens your reach, connecting with users on the devices they use most frequently.
Benefits of Video Advertising on Amazon
1. Amazon's Vast Audience
Amazon boasts an immense and diverse user base, making it a prime platform for showcasing your sponsored brand videos. With millions of potential customers actively browsing and shopping on Amazon, your video has the opportunity to reach a broad spectrum of individuals, increasing brand visibility and potential conversions.
2. Enhanced Product Discovery
Unlike plain images and text, videos offer a dynamic way to present your products. Videos provide a detailed and immersive view of your offerings, allowing customers to see products in action, understand the features, and make more informed purchase decisions. This enhanced product discovery can lead to increased click-through rates and ultimately boost sales.
3. Driving Sales Through Visual Storytelling
Humans are inherently drawn to stories, and video is a powerful medium for storytelling. Videos enable you to narrate your brand's story in a visually compelling way, establishing an emotional connection with your audience. By creating a memorable and engaging narrative, you not only capture attention but also drive sales by connecting with customers on a deeper level.
4. Stand Out in Search Results
In the crowded landscape of Amazon search results, videos act as eye-catching elements that set your products apart. When users see a video thumbnail alongside traditional product listings, it naturally draws attention. This increased visibility can lead to higher click-through rates and, subsequently, improved product placement in search results.
5. Maximize Engagement
Video content inherently encourages higher engagement levels compared to static images or text. Videos provide an interactive experience, allowing customers to engage with your brand on a more personal level.
Increased engagement not only keeps potential customers on your product page for longer but also establishes a sense of connection that can positively influence purchasing decisions.
6. Competitive Edge
In a competitive marketplace, standing out is essential. Videos give your brand a competitive edge by showcasing your commitment to innovation and providing a modern, visually appealing experience.
Being an early adopter of this advertising format positions your brand as forward-thinking, setting you apart from competitors who may still rely solely on traditional advertising methods.
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Benefits of Amazon PPC Advertising
1. Enhanced Visibility
Amazon PPC Advertising places your brand and products at the forefront of relevant search results and product listings. Videos, in particular, provide a visually captivating way to grab the attention of potential customers, enhancing your brand's visibility and recognition.
2. Targeted Reach
One of the standout features of Amazon PPC is its robust targeting options. You have the power to tailor your message to specific demographics, interests, and shopping behaviors. This precision targeting ensures that your sponsored brand video reaches the audience most likely to be interested in your products or services, optimizing your marketing budget.
3. Cost-Effective Marketing
Unlike traditional advertising methods with upfront costs, Amazon PPC operates on a pay-per-click (PPC) model. You only pay when someone clicks on your ad, making it a cost-effective solution for businesses of all sizes. This flexible approach allows you to set your budget and adjust it as needed, ensuring you get the most value for your advertising spend.
4. Cost Control
Amazon PPC gives you unparalleled control over your advertising budget. You can set daily or campaign-specific budgets, preventing overspending and allowing you to allocate resources strategically. This level of control ensures that your marketing efforts align with your financial goals and overall business strategy.
5. Measurable ROI
One of the major advantages of digital advertising is the ability to measure and analyze performance in real time. Amazon PPC provides detailed analytics, allowing you to track the success of your campaigns. You can monitor key metrics like click-through rates, conversion rates, and return on investment (ROI). This data-driven approach enables you to make informed decisions and refine your strategy for optimal results.
6. Quick Results
Unlike some traditional forms of advertising that may take time to yield results, Amazon PPC delivers quick and measurable outcomes. Your ads can be up and running within a short span, ensuring that you swiftly connect with your target audience and generate valuable traffic.
7. Boosted Sales and Brand Awareness
The ultimate goal of Amazon PPC advertising is to drive sales and enhance brand awareness. Videos, in particular, allow you to showcase your brand story and products in a visually engaging way, leaving a lasting impression on potential customers. As a result, you not only boost sales but also create a stronger brand presence in the competitive marketplace.
Wrapping Up the Ultimate Guide to Sponsored Brand Video
To wrap it up, it's evident that this dynamic form of advertising holds the key to unlocking unparalleled success in the digital realm for businesses and brands alike. The importance of sponsored brand videos lies not only in their ability to convey a compelling narrative but also in the capacity to forge meaningful connections with your audience.
As consumers increasingly favor visually engaging content, embracing the sponsored brand video strategy becomes a strategic imperative for those seeking to stay ahead in the ever-evolving landscape of online marketing.
At Social Motion, we understand the importance of compelling video content in today's marketing landscape. Our Amazon Creative Services stand as a testament to our commitment to helping you unlock the full potential of sponsored brand videos.
With a specialization in crafting creative video ads tailored for businesses and brands, we bring a unique blend of innovation and strategy to the table. Let us be your partner in transforming your brand narrative into a visually compelling story that resonates with your target audience and drives success.
Embrace the future of video marketing with Social Motion, where your brand's story comes to life through video content.
About the Author
Michael Arking is the President and Co-founder of Social Motion, a leading video agency working with global brands including MARS, Nestle Sciences, and Panasonic. Contact Michael to learn more about how to leverage your video content for maximum impact.