Let’s take a look at a product from the popular Amazon store “J.Adams”, which is titled “Pointed Toe Open Side Cut Out Flats-Casual Trendy Slip on Shoes-Comfortable Loafer Ankle Bootie-Pismo by J. Adams”.
In the linked page, “J.Adams” has accomplished several things that must be done in the branding process.
(1) The product image column includes pictures of product packaging, real shots, posed shots, details, etc.
(2) Graphic advertising. (3) Video content promotion.
By analyzing the three videos in Figures 7-9, we can find the following characteristics.
(1) The comments related to the video content are all direct comments rather than VP comments.
(2) The combination of the videos is “special effects post-production video (posed video) + no special effects video (real shot video)”.
In addition to uploading videos, “J.Adams” also did one thing, that is, it included pictures in the direct comments of the videos, so that the picture box on the right side of the Review column was also filled with pictures.
The three videos, “Customer Images”, and the direct comments of the buyer show were uploaded on October 7, October 16, and October 26, respectively. The reviews of the majority of VP targets were generated after November. Therefore, we can draw a conclusion: “J.Adams” promoted product transactions by uploading these three videos during the rapid growth stage of product listings. If the videos were not effective, then “J.Adams” would not have spent so much time on the videos.
If we take a look at most of the products and store style of the “J.Adams” store, it is not difficult to find that this is a big-selling store with a full picture culture and full video, and it has achieved certain branding benefits.