It is the country's biggest online commerce channel, with video rules unlike any other platform's.
The video answers before anybody asks
That is the exact role of this format, and it has nothing promotional about it.
The visitor is already on the listing: they clicked, they are comparing, they are looking for a reason to confirm or to rule out.
Three questions arise at that precise moment, and the video must answer them in order: is it really the size I imagine, does it work the way I think, and what exactly do I receive.
The viewer is already on the listing
Two consequences, and they simplify everything.
No hook is needed: nobody has to be caught, the person is already there.
No introduction either: no name, no hello, no context. The first second shows the product.
No music, no personality, no fast cutting
Three prohibitions that make the difference on this platform.
Music covers the real sound, which is part of the proof.
Personality shifts attention: here you are not buying a person, you are buying an object.
And fast cutting prevents seeing: every cut is perceived as concealment.
The right pace resembles a demonstration at a counter: slow, continuous, with no effects.
Respect the platform's requirements
Five points, to check before each series.
The maximum length and the accepted format.
The file weight and the expected resolution.
The ban on contact details, addresses and external links.
The ban on prices, promotions and delivery promises in the image.
And the ban on naming a competing seller or showing a third-party brand.
Those rules change regularly: they are checked in the official documentation before each new production, never from memory.
What the video changes for the seller
Three measurable effects, in their order of appearance.
Questions asked on the listing fall, because the answer is visible.
Returns fall, because size and contents no longer surprise.
And the conversion rate rises, especially on listings where several sellers offer the same product: at equal price, the listing that shows wins.
What the listing expects from a video
| Element | Expected | What causes trouble |
|---|---|---|
| The format | Vertical, short | A long horizontal edit |
| The content | The real product, in use | A montage of stock images |
| The text | Burned in, large | A voice with no subtitles |
What is shown to avoid returns
The size compared to a hand, the parcel contents, the material to the touch and the full assembly. Those are the four questions asked before every purchase.
What is checked before publishing
The file weight, the first frame, the link to the right variant, and the absence of any price on screen, which becomes false at the first promotion.
The test before publishing
Three checks, five minutes.
Watch the video without sound, on a phone, in daylight.
Show it to somebody who does not know the product, and ask what they understood.
And check that nothing will have to be changed in six months: no price, no promotion, no temporary packaging, no identifiable season.
A well-built listing video is replaced every two years, when the product changes. A badly built one is replaced every quarter, and that difference, more than the production cost, decides its profitability.
