What Are Product Videos?
Ecom Product videos are short 30-60 videos that appear on product listing pages in the image gallery or enhanced content. This playbook only covers videos that will be published to product listing pages online.
The best videos are those that anticipate and answer consumer questions and concerns when they are researching a product or category. The benefit of including a video is that it helps the customer see the product in action. Shoppers want to know the features and benefits of a product, how it looks in a lifestyle setting, how it can be used and what it sounds like. Videos can help answer these questions.
Example of Product Videos
When and How Many Videos are Needed?
When Are Videos Needed?
No customers require a product video, and not all products will benefit from having a product specific video. Product specific videos are most helpful in categories that require more education, are part of a competitive launch or benefit from showing the product in-use or in a lifestyle setting. Additionally, some products can leverage collection, line or branded videos which is a more economical way of creating videos.
The decision to create a video is up to Brand but a good goal is to create a product video for all innovations. Create product specific videos for higher education or competitive launches and line or brand videos for lower tier innovations. Video recommendations can be found in Salsify.
Number of Videos Required
Most customers only allow one video to be posted to their image carousel. There are also studies that show customers are unlikely to watch a secondary video. We recommend only one video be created for an ecommerce product page. Technically, there are four types of video, and all four types can be loaded to a single product but it’s more than likely that only one video will be displayed at a time on a customer’s page.
Types of Videos
There are several types of video that can be created for the product page. The type and quantity of videos created for your SKU will be determined in discussions between Segment and Comm Design. Below is a list of the type of videos and their definitions.
Generic: This type of video, also known as a brand or brand-lifestyle video is not specific to a product or a task. Generic videos are usually focused on brand, an array of products or a brand lifestyle. This type of video is a great option for low feature, low education or low priority products. This sort of video can usually be leveraged across all products of the same brand.
Collection: This type of video is not specific to a product but instead concentrates on a product line or collection. This sort of video is a great option for products that are medium priority or high priority but fall into a collection or line with similar features and benefits.
Product Specific: This type of video is a product specific video, which means it focuses on a single product and that product’s features and benefits. Product specific videos are great for high priority, price point and education products.
Assembly Instructions: This type of video is also product specific but solely relates to assembly, instructions or how to use the product. Assembly Instructions Video is great for products that require assembly or detailed instructions on how to use.
Video Type Codes: Video type relates to the four different types of videos that can be created. Lookup your video type below to find the corresponding Video Type Code.
Video Specifications
In this section you will read about video specifications and how to assess technical requirements for a product video. Videos that meet the specifications outlined in this Playbook will meet all customer requirements.
All videos created for use on product landing pages should be delivered to the below specifications.
Do not include prices, promotions or temporary claims
Subject of the video should be the product being sold, line or brand
Must own the talent and usage rights in perpetuity
If uses stock photography must own royalty-free usage right
VTT Close Captioning file is required
Video Poster Frame Image is required
Only one video will be published per product
Close Captions
A "Web Video Text Track" file, also known as a WebVTT (.vtt) is a common close captioning format used to support text tracks in HTML5. .VTT files can be created using any text editor (like TextEdit on Mac, or Notepad on PC). If a video is created an accompanying VTT must also be created.
Use this or a guide of your choosing to properly format the VTT file.
All Videos must include an accompanying WebVTT file.
Poster Frame
A Video Thumbnail, or Poster Frame refers to the image that displays inside a video player before the "play" button is clicked. Video Poster Frames are required by many customer. If a video is created an accompanying poster frame must also be created.
File Format: Must be .jpg
Color Profile: Must be RGB
Aspect Ratio: Must be 16:9 / 500x281
Naming Standard
It’s important to name your videos according to the below naming standard. The naming standard is a descriptive string of information with each field separated by an underscore. The video naming standard in order of appearance will include Project ID, Material #, Country Code, Video Type and Extension.
Choosing the Correct Country Code for Your File Name:
Enter the 2-digit country code for Primary Country SKU is sold in. If the product video applies to multiple countries within a region, choose the primary Country Code. A link to all possible country codes can be found here. If there's no Exclusivity, enter GLB99.
Naming Videos
Naming VTT Files
Naming Poster Frames
Summary of Process
1. It must meet all the specifications included in this playbook
2. It must be named using the naming standard included in this playbook
3. A VTT must be created and named to the playbook standard
4. A Poster Frame must be created and named to the playbook standard
5. All files (Video, VTT and Poster Frame) must be sent to Newell’s Archiving Team