What Is A Shoppable Video And Why It’s Important
Shoppable video ads are changing branding by converting static product displays into interactive experiences. Thanks to this revolutionary eCommerce marketing tactic, customers can watch things in action, read product descriptions, and add to the cart all inside the video.
This interactive shopping method provides clients a more seamless, customized experience while making it simpler for marketers to contact and connect with their intended audience.
This article’ll discuss how shoppable product videos can inspire and lead your e-commerce campaigns.
What Is The Shoppable Video?
A shoppable video is an interactive video with integrated functionality that allows viewers to explore and purchase new things.
How it appears varies depending on the tool you choose – there are several options, as we’ll see soon! The appealing chance here is that it decreases the number of clicks and simplifies the purchasing process.
It also provides fascinating options to develop content that promotes your items with a clear, engaging, and forceful call-to-action that is embedded directly into your video. It strongly simplifies the purchase process, lowering buyer attrition.
Why Are Brands Using Shoppable Videos More?
It’s 2024, and Gen-Z and millennials are the most engaged social media users. Given their already limited attention spans, they are always searching for intriguing things that can help them improve their lifestyle.
And whether you’re a brand marketer or the owner of an e-commerce firm, there’s no greater chance than to use a shoppable video.
The top reason: These videos give the target audience an immersive experience that includes a 360-degree actionable perspective of your goods.
Consequently, viewers may immediately evaluate the product before making a purchase by clearly knowing how it is used.
Best of all, they can be incorporated into website headers, Instagram and Facebook company pages, and all other product marketing channels.
Benefits Of Implementing Shoppable Videos
Buyers seldom know exactly what they want. They just want to look at and analyze various choices. Implementing a shoppable video feature in your online store allows you to display your items to customers engagingly.
Allow us to highlight a few key benefits of shoppable videos:
1. Improved Customer Engagement
Today, eCommerce stores are trying to connect with their customers. Adding shoppable videos to your business is an amazing solution to this low-engagement issue.
Want to connect with your customers? Try it with videos. Give customers the chance to explore your items in a visually attractive way.
According to Vidyard’s 2022 State of Video study, video is the most effective way to drive conversions. Approximately 70% of merchants indicate that videos convert better than other types of content.
Putting shoppable video content in front of your clients allows them to have a full grasp of what you sell. You’re allowing people to see your items in action before purchasing. Most importantly, you’re developing trust among clients by showing them your items in use before buying.
2. Enhanced Product Understanding
Let’s assume you wish to take your family camping. To ensure everyone has a pleasant place to sleep, you buy a family tent. Looking at the variety of possibilities available online might be overwhelming. You spend hours reading product descriptions, photos, and reviews, but you still don’t know how the tents appear in person.
You’re anxious about buying the incorrect size. Or what if the tent you ordered is just too complex to put up? Worse, what if the quality fails to reach your expectations and breaks down on your first camping trip?
Whatever you offer online, keep in mind that your clients are confused. Sure, a few product photographs, a thorough description, and your reviews section may help customers understand their purchase. But the truth is, they want more. Before making a purchase, people want to have a thorough grasp of the products.
Shoppable videos can aid your consumers with this. By displaying videos of your items in action, your buyers may better understand their size, features, and quality. They may also understand how your items will fit into their lives and whether they meet their needs.
3. Increased Sales
Shoppable videos assist shoppers to have a better grasp of the items since they can watch them in action. In addition, eCommerce stores that demonstrate product usage are more likely to be trusted. In addition, you allow your clients to explore your online store and shop for items engagingly.
Shoppable videos are interesting, interactive, and engaging. Hence, shoppers are likelier to spend time in your store and examine your items. They will be able to simply find what they are seeking and try out things before buying them. Give customers a chance to check out quickly, and you’ll notice a rise in conversions, leading to more sales and money.
4. Ability To Use Them Anywhere
Interested in launching campaigns that include shoppable videos, SMS, and email? Or maybe you simply want to add them on other websites outside your online store? The nice part about shoppable videos is that you can place them wherever.
Best Shoppable Video Brand Examples
Here are some of the businesses that are making a significant impact in the world of shoppable video. Each of these businesses has discovered a way to make content that wonderfully showcases their goods while still maintaining their brand voice and message relevant to customers.
1) Wayfair
Wayfair is an example of a non-clothing business that utilizes shoppable video to sell home goods and décor via how-to and DIY videos.
2) Kate Spade
Kate Spade is using shoppable video to enable buyers to add things to their cart during the video and then proceed to the checkout after the video concludes.
3) Ted Baker
Ted Baker employs meticulously created and high-production videos to promote its goods. They also engage models and influencers to generate interest in their wearable items.
4) Puma
Puma was one of the first brands to use shoppable video marketing to promote shoes and sports items, and they have been doing so since 2015.
5) Burberry
Burberry is another high-end apparel company that uses shoppable video to allow customers to add goods to their carts while also providing more extensive product information.
Major Platforms for Shoppable Video
Don’t know which shoppable video platform to utilize for your campaign? These shoppable video platforms can help you produce outstanding product videos for marketing:
Instagram, undoubtedly, has been the top shoppable video platform since 2018. The tool lets companies tag up to five goods in their videos. Users also have the option to buy anything inside the app without ever leaving the site.
TikTok
Shoppable videos on TikTok, the world’s quickest-growing social network, let users add things to their cart by clicking on product pins.
Notable personalities, like Rihanna, the creator of Fenty Beauty, commonly employ this element in their eCommerce approach. Social media platforms like Instagram and TikTok have partnered with Shopify to make shoppable content easier for eCommerce shops.
YouTube
YouTube has brought out many features that allow shoppable videos, including:
- TrueView cards that provide shopping links straight into the videos.
- CTA buttons highlighting certain goods,
- The option to connect your Google Merchant Center to campaigns for more seamless product marketing.
Amazon Live
Amazon Live enables businesses to conduct interactive live promotions for their marketplace store and to include Amazon shoppable videos on product and landing pages. Brands may promote their Amazon shoppable videos with sponsored ads to attract more prospective customers.
Shopify
Want to increase traffic to your Shopify store? Shopify provides many methods to include shoppable content into your Shopify video.
Best Practices for Shoppable Video
After you know shoppable video and how it affects retail marketing, let’s discuss some best practices for your shoppable video tactics.
Encourage Audience Participation
Shoppable videos will work if viewers realize they’re interactive. You must indicate that the video is interactive to promote audience participation.
Your shoppable video may be more interactive with a slide or image displaying the interactive possibilities, a voiceover describing the connections, or a clear video description or caption.
Have a Shoppable Link Early On
You want your links on the shoppable video quickly. Suppose you delay displaying your links in the video. In that case, viewers may lose interest and go on to other videos on the site. Adding an early link to the video’s first few images will stimulate engagement and streamline purchasing.
Keep Shots Longer Than Other Videos
Your shoppable videos may benefit from slower tempo and slower shots than marketing videos. When you slow down the photos and let them linger, clients can see your items better and have more time to discover and click the link.
Post Social Media Videos
Social media is where shoppable videos most impact companies. Publish your content on all your social media channels, not just Instagram or TikTok, to boost conversions and clicks.
Focus on a Few Products
You should emphasize a few things in your video but not the complete collection. Short videos featuring a few things are preferable to lengthy ones with all your products since too many selections might confuse and annoy consumers.
Get Creative and Have Fun
Your shoppable video should be amusing and enjoyable since customers may see it on social media. Creative videos get more views, engagement, and clicks. They’re also more enjoyable to produce, which engages viewers.
Wrap Up
Shoppable videos are transforming retail by making shopping more entertaining and customized. This unique method meets customers’ growing need for ease and involvement. It simplifies shopping and enhances brand storytelling.
Shoppable videos make things come alive and make companies stand out. As TikTok, Amazon Live, and YouTube add shoppable features, this trend is becoming a norm in online retail, changing how companies connect with consumers and making purchasing more interesting and quick.
