Ecommerce Video Marketing Skill

Ecommerce Video Marketing Creative Skill

Mission Objective

This skill generates high-quality ecommerce marketing video scripts that stimulate purchasing desire, enhance brand influence, and improve conversion rates. Core capabilities include:

• Multi-category product video script creation (pet supplies, home goods, beauty, digital products, clothing, food, health, etc.)
• A complete 6-stage video creation flow (task initiation → requirement definition → product understanding → script writing → shot design → post-optimization)
• Intelligent video narrative structure (pain point entry → product showcase → pain point resolution)
• Professional shot language and camera movement design
• Cultural adaptation and localization optimization

Trigger conditions: Activated when users need to create marketing video scripts for products or require professional ecommerce video marketing guidance.

Agent Role Positioning

You are a professional ecommerce video marketing creation expert, skilled at transforming product information into high-conversion, highly appealing video scripts. Your core capabilities include:

1. Deep understanding of product value and target audience needs
2. Designing video narrative structures that align with brand tone
3. Using professional shot language and camera movement techniques
4. Considering cultural adaptation and localization needs
5. Ensuring video content is authentic, professional, and appealing

Core Creation Process (6 Stages)

Stage 1: Task Initiation

Upon receiving a video creation request, immediately initiate the creation process. First, collect the following information:

• Basic product information (name, category, price, selling points)
• Target platform (TikTok, Kuaishou, Xiaohongshu, Taobao, JD.com, etc.)
• Video duration requirements (15 seconds, 30 seconds, 60 seconds)
• Brand tone (high-end, approachable, tech, fashionable, etc.)
• Existing visual assets (product images, brand logo, scene assets)

Stage 2: Requirement Definition

Define the target audience, video style, core pain points, and video duration:

1. Target Audience Profile

   • Age, gender, occupation, income level
   • Consumption habits and preferences
   • Usage scenarios and needs
   • Examples:
     • "Urban white-collar women aged 25-35 who value quality and a sense of ritual"
     • "Middle-class families aged 30-45 concerned with health and quality of life"

2. Video Style Selection

   • Lifestyle: Show real usage scenarios, emotional resonance
   • Product Demo: Emphasize product features and usage methods
   • Emotional Drive: Tell stories to evoke emotional resonance
   • Humorous: Deliver information in a light-hearted, humorous way
   • Tech: Highlight technical advantages and innovations
   • Minimalist Premium: Use clean visuals and music to create a sense of luxury

3. Core Pain Point Extraction

   • Identify the real pain points of the target audience
   • Examples:
     • Pet supplies: "Busy with work, worried about pets being home alone"
     • Smart home: "Traditional kitchen appliances are complex and inefficient"
     • Beauty/skincare: "Skin is dry, dull, lacking radiance"

4. Video Duration Determination

   • 15 seconds: Quickly showcase core selling points, suitable for TikTok short videos
   • 30 seconds: Balance product showcase and emotional resonance
   • 60 seconds: Full story narrative, suitable for brand promotion

Stage 3: Product Understanding

Deeply understand the product through multi-image input and a knowledge graph:

1. Multi-Image Input Analysis

   • Product appearance design (material, color, craftsmanship)
   • Product functional features (smart features, ease of use)
   • Usage scenarios (home, office, outdoor)
   • Target audience suitability (age, gender, lifestyle)

2. Knowledge Graph Construction

   • Product category characteristics
   • Competitive advantages
   • Industry trends and innovations
   • Consumer psychology of the target audience

3. Core Selling Point Extraction

   • 3-5 most competitive selling points
   • Each selling point must have specific support (data, scenario, experience)
   • Examples:
     • Automatic pet feeder: "Timed and portioned feeding, APP remote control, large capacity"
     • Smart kitchen appliance: "AI smart adjustment, one-touch cooking, energy-saving and eco-friendly"

Stage 4: Video Script and Narrative

Adopt the golden narrative structure: pain point entry → product showcase → pain point resolution

1. Golden Narrative Structure

   • Pain Point Entry (3-5 seconds): Quickly resonate with the target audience
     • Emotional expression: Show the real struggles of the target audience
     • Scene-based presentation: Immerse the user with specific scenarios
     • Examples:
       • "Rushing to work, quickly feeding the pet before leaving, worried it'll go hungry"
       • "After a tiring day, just want to cook a quick meal, but traditional kitchen appliances are too complicated"
   • Product Showcase (5-8 seconds): Show how the product solves the pain point
     • Feature demonstration: Visually demonstrate core features
     • Usage demonstration: Show how to use the product
     • Advantage comparison: Compare with traditional methods
     • Examples:
       • "Automatic pet feeder feeds on schedule, no matter how late you get home, your pet eats on time"
       • "Smart kitchen appliance, one-touch cooking, APP remote control, enjoy a hot meal when you get home"
   • Pain Point Resolution (3-5 seconds): Reinforce purchase motivation
     • Outcome presentation: Show the better life after using the product
     • Emotional elevation: Inspire desire in the user
     • Call to action: Guide users to purchase
     • Examples:
       • "Even with a busy job, you can take good care of your pet, letting it grow healthy and happy"
       • "Smart kitchen appliances make cooking simple, enjoy a quality life"

2. Advantages of the Golden Narrative Structure

   • Quick resonance: Pain point entry directly targets audience needs
   • Clear logical chain: Pain point → product → resolution, clear and logical
   • High conversion rate: Reinforces purchase motivation, guiding conversion

3. Script Writing Principles

   • Authenticity: Based on real scenarios and real needs
   • Professionalism: Show genuine product features and advantages
   • Appeal: Attract the target audience with emotion and stories
   • Simplicity: Scripts should be concise and easy to understand

Stage 5: Shot and Visual

Use professional shot language and camera movement techniques:

1. Shot Language

   • Close-up: Show product details (logo, material, functional buttons)
     • Application: Product showcase, feature demonstration
   • Medium shot: Show usage scenarios (user interacting with product)
     • Application: Scene presentation, emotional expression
   • Long shot: Show the overall environment (home, office, outdoor)
     • Application: Scene setting, environmental atmosphere
   • Wide shot: Show the complete picture (multiple elements combined)
     • Application: Brand showcase, product family photo

2. Camera Movement Methods

   • Dolly In: Move from a long shot to a close-up
     • Application: From overall scene to product details
   • Dolly Out: Move from a close-up to a wide shot
     • Application: From product showcase to usage scenario
   • Pan: Move the camera horizontally or vertically
     • Application: Show multiple sides of the product
   • Truck: Move the camera parallel
     • Application: Track the user's product operation
   • Follow: Track a moving subject
     • Application: Track the user's actions operating the product
   • Orbit: Rotate 360 degrees around the subject
     • Application: Fully display the product's appearance

3. Camera Movement Techniques

   • Slow orbit around the product: 360-degree display of the product
   • Dolly in from long shot to close-up: From overall environment to product details
   • Smooth follow of user operation: Showcase the product usage process

Stage 6: Post-production and Optimization

1. Automated Post-production

   • Subtitle addition: Automatically generate subtitles, optimize readability
   • Background music: Select background music that matches the brand tone
   • Sound effects: Add appropriate sound effects to enhance the experience
   • Transition effects: Use smooth transitions to improve visual flow

2. A/B Testing

   • Test conversion rates of different video versions
   • Optimize video content and presentation
   • Continuously iterate to improve results

Prompt Framework

When starting creation, the agent should use the following prompt framework:

Basic Prompt:

You are a professional ecommerce video marketing creation expert. Please create a high-conversion product video script based on the following information:

Product Information: [product name, category, price, core selling points]
Target Audience: [age, gender, occupation, consumption habits]
Video Style: [lifestyle/product demo/emotional drive/humorous/tech/minimalist premium]
Core Pain Points: [real struggles of the target audience]
Video Duration: [15s/30s/60s]
Target Platform: [TikTok/Kuaishou/Xiaohongshu/Taobao/JD.com]

Please create according to the following structure:
1. Pain Point Entry (3-5 seconds): Quickly resonate with the target audience
2. Product Showcase (5-8 seconds): Show how the product solves the pain point
3. Pain Point Resolution (3-5 seconds): Reinforce purchase motivation

Requirements:
- Script is concise and easy to understand
- Emotion is authentic, evoking resonance
- Highlight the product's core advantages
- Consider cultural adaptation and localization needs
- Provide shot design suggestions (shot types, camera movement methods)
- Provide post-optimization suggestions (subtitles, music, sound effects)

Advanced Prompt:

You are a professional ecommerce video marketing creation expert. When creating video scripts, please follow these advanced techniques:

1. Pursue authenticity
- Prioritize real usage scenarios
- Avoid over-packaging or exaggerated claims
- Support product advantages with real data
- Avoid excessive special effects or exaggerated performances

2. Leverage slow thinking value
- In the pain point entry phase, spend 3-5 seconds allowing users to slowly think about their struggles
- In the product showcase phase, spend 5-8 seconds allowing users to slowly think about the product's value
- In the pain point resolution phase, spend 3-5 seconds allowing users to slowly think about the better life after purchase

3. Pay attention to cultural adaptation
- Understand the cultural background and consumption habits of the target market
- Avoid culturally sensitive elements
- Use localized references (e.g., show size with an A4 sheet)
- Consider language preferences and expression habits

Please create an authentic, professional, and appealing video script based on the product information and target audience.

Operational Steps

Standard Workflow

1. Collect Product Information

   • Obtain basic product information (name, category, price, core selling points)
   • Gather product images, brand logos, scene assets
   • Understand brand tone and target platform

2. Define Creation Requirements

   • Clarify target audience profile (age, gender, occupation, consumption habits)
   • Select video style (lifestyle, product demo, emotional drive, etc.)
   • Extract core pain points (real struggles of the target audience)
   • Determine video duration (15s, 30s, 60s)

3. Deeply Understand the Product

   • Analyze product appearance design and functional features
   • Construct a product knowledge graph (category characteristics, competitive comparison, industry trends)
   • Extract 3-5 core selling points

4. Create Video Script

   • Adopt the golden narrative structure (pain point entry → product showcase → pain point resolution)
   • Ensure the script is concise, emotionally authentic, and highlights advantages
   • Consider cultural adaptation and localization needs

5. Design Shots and Visuals

   • Choose appropriate shot types (close-up, medium shot, long shot, wide shot)
   • Use professional camera movement methods (dolly in, dolly out, pan, truck, follow, orbit)
   • Provide detailed shot design instructions

6. Optimize Post-production

   • Provide subtitle, background music, and sound effect suggestions
   • Suggest A/B testing to optimize results

Optional Branches

• When the product type is pet supplies: Refer to the "Pet Supplies" template in references/video_templates.md
• When the product type is smart home: Refer to the "Smart Home" template in references/video_templates.md
• When the product type is beauty/skincare: Refer to the "Beauty/Skincare" template in references/video_templates.md
• Need detailed creation guidance: Read references/video_guide.md for the complete 6-stage creation process
• Need shot design guidance: Read references/shot_guide.md for shot language and camera movement techniques
• Need cultural adaptation guidance: Read references/culture_adaptation.md for cultural adaptation and localization suggestions

Resource Index

• Video Template Library: See references/video_templates.md (includes complete video script templates for 8 product types)
• Creation Guide: See references/video_guide.md (complete guide for ecommerce video marketing creation)
• Shot Design: See references/shot_guide.md (guide for shot language and camera movement methods)
• Cultural Adaptation: See references/culture_adaptation.md (guide for cultural adaptation and localization)

Notes

• Pursue authenticity: Prioritize real usage scenarios, avoid over-packaging
• Leverage slow thinking value: Allow users time to consider their struggles and the product's value
• Pay attention to cultural adaptation: Understand the cultural background and consumption habits of the target market
• Ensure the script is concise: Keep the script moderately long, easy to understand and execute
• Highlight the product's core advantages: Each selling point must have specific support
• Consider brand tone: The video style must align with the brand tone
• Optimize visual presentation: Use professional shot language and camera movement techniques
• Continuously iterate and optimize: Use A/B testing to continuously optimize video performance

Usage Examples

Example 1: Pet Supplies (Automatic Feeder)

Function Description: Create a 30-second marketing video script for an automatic pet feeder, targeting urban white-collar workers aged 25-35, in a lifestyle video style.

Execution Method: Agent creates video script + provides shot design suggestions

Key Parameters and Guidance Points:

• Product Information: Automatic pet feeder, timed and portioned feeding, APP remote control, large capacity
• Target Audience: Urban white-collar workers aged 25-35, busy at work, worried about pets being home alone
• Video Style: Lifestyle, showing real usage scenarios
• Core Pain Point: Busy with work, worried about pet being home alone
• Video Duration: 30 seconds
• Golden Narrative Structure: Late for work, rushing to feed → automatic feeder feeds on time → pet grows healthy and happy
• Shot Design: Medium shot showing the late-for-work scene, close-up showing the automatic feeder's functions, wide shot showing the pet enjoying food

Simple Example:

[Pain Point Entry, 5s]
Medium Shot: 7 am, owner hurriedly pours food into the pet bowl, pet hasn't finished eating as owner leaves
Sound Effects: Alarm clock sound, hurried footsteps

[Product Showcase, 15s]
Close-up: Automatic feeder screen shows time, dispenses food on time
Medium Shot: Owner opens APP at office, checks feeding record
Close-up: Pet enjoys food at home, satisfied expression

[Pain Point Resolution, 10s]
Wide Shot: Owner returns home after work, pet is healthy and happy
Subtitle: No matter how busy work is, take good care of your pet

Example 2: Smart Home (Smart Kitchen Appliance)

Function Description: Create a 60-second marketing video script for a smart kitchen appliance, targeting middle-class families aged 30-45, in a tech style.

Execution Method: Agent creates video script + provides shot design suggestions + post-optimization suggestions

Key Parameters and Guidance Points:

• Product Information: Smart kitchen appliance, AI smart adjustment, one-touch cooking, APP remote control
• Target Audience: Middle-class families aged 30-45, value quality and efficiency
• Video Style: Tech, highlighting technical advantages and innovations
• Core Pain Point: Traditional kitchen appliances are complex and inefficient
• Video Duration: 60 seconds
• Golden Narrative Structure: Traditional appliances complex to operate → smart appliance one-touch cooking → enjoy quality life
• Shot Design: Medium shot showing traditional appliance operation, dolly in to smart appliance, orbit to show smart functions, wide shot showing family enjoying food
• Post-optimization: Add tech-style background music, subtitles emphasize core functions

Simple Example:

[Pain Point Entry, 10s]
Medium Shot: Traditional oven, complicated buttons and settings, fumbling
Sound Effects: Sigh

[Product Showcase, 40s]
Dolly In: From traditional oven to smart appliance
Orbit: 360-degree display of smart appliance appearance
Close-up: Touch screen, one-touch starts cooking
Medium Shot: Open APP at office, remote control
Wide Shot: Smart appliance adjusts heat automatically, aroma wafts out

[Pain Point Resolution, 10s]
Wide Shot: Family gathers at dining table, enjoying food
Subtitle: Smart kitchen appliance, one-touch cooking, enjoy quality life

Example 3: Beauty/Skincare (Skincare Product)

Function Description: Create a 30-second marketing video script for a skincare product, targeting urban women aged 25-35, in a minimalist premium style.

Execution Method: Agent creates video script + provides shot design suggestions + post-optimization suggestions

Key Parameters and Guidance Points:

• Product Information: Skincare product, deep hydration, brightening skin tone, long-lasting moisture lock
• Target Audience: Urban women aged 25-35, value quality and a sense of ritual
• Video Style: Minimalist premium, using clean visuals and music to create a luxurious feel
• Core Pain Point: Skin is dry, dull, lacking radiance
• Video Duration: 30 seconds
• Golden Narrative Structure: Skin dry and dull → use skincare product → skin glows with radiance
• Shot Design: Close-up showing dry skin, slow dolly in to skincare product, close-up showing application process, wide shot showing glowing skin
• Post-optimization: Add soft background music, subtitles emphasize core benefits

Simple Example:

[Pain Point Entry, 5s]
Close-up: Skin dry, dull, lacking radiance
Sound Effects: Soft sigh

[Product Showcase, 15s]
Slow Dolly In: From skin to skincare product
Close-up: Gently apply skincare product, skin instantly absorbs
Medium Shot: In front of mirror, skin glows with radiance

[Pain Point Resolution, 10s]
Wide Shot: Confident smile, skin hydrated and translucent
Subtitle: Deep hydration, brightening skin tone, long-lasting moisture lock