The rise of content creators and platforms like TikTok has transformed the way we consume content, shifting from still images to videos. As consumers spend more time on their phones scrolling through social media, this change not only impacts the content we consume but also how we shop online. To keep up with changing consumer behavior and maintain their interest, brands must adopt a video-centric growth strategy.
Enter video commerce, a new way to engage with online consumers by enhancing your ecommerce stores with interactive content and in-video purchase capabilities. Read on to discover how to integrate interactive shoppable videos into your ecommerce strategy and boost conversions.
What is a shoppable video?
Shoppable video is an emerging technology that is taking the ecommerce world by storm. It combines the power of video with the convenience of online shopping all within one interactive experience. By embedding product links and interactive elements into videos, shoppers can now shop while they watch, creating a more immersive and engaging shopping experience. Think of it like “As seen on TV” presentations or the Home Shopping Network all within your online store.
This new form of media has already gained traction with some major brands, like Amazon, as it allows them to connect and engage more deeply with their audiences. In this article, we will explore what shoppable video is, its benefits, and how you can implement it in your marketing strategy.
Overview of Shoppable Video
According to a recent ecommerce market report by Report Linker, the video commerce market is projected to grow by 32% by 2028. While North America is still warming up to the concept of shoppable videos and live shopping, China has been taking advantage of this marketing technology for a while. In fact, over two-thirds of its consumers purchased from a Video Commerce broadcast in 2022.
Based on market predictions, it is expected that the growth of video commerce will be driven by young adults, particularly those belonging to Generation Z and younger. This is because of their familiarity and adaptability to new technology, preference for online shopping, and engagement with influencers on social media platforms. Consequently, interactive shoppable video experiences align well with their consumer behaviors.
Benefits of Using Shoppable Video
Social media platforms have made video content more popular among brands. In the past, images were sufficient for capturing attention, but now consumers desire personal connections with influencers and content creators. They seek recommendations and information to make informed purchasing choices. By incorporating shoppable videos and using platforms like Showday, brands can meet consumer expectations and enhance the shopping experience. Shoppable videos in ecommerce offer various advantages such as:
Focused On-Site Customer Engagement
There is no doubt that when a video is interesting and engaging, viewers are more likely to stay longer on your website. The longer a customer engages with your site, the more invested they become in your products, thereby increasing the probability of making a purchase. Pair this with shoppable videos and take engagement one step further by turning passive viewing into active interaction. Customers can click on items within the video to learn more or add them to their cart, thereby transforming a traditionally one-way communication channel into a two-way interactive experience.
Streamlined Conversions CVR Boosts
One of the primary killers of online sales is friction in the purchase process. The more steps customers have to go through, the more likely they are to abandon their cart. Shoppable videos counter this by allowing for instant purchases straight from the video interface. With embedded product links, customers can immediately add products to their cart without needing to navigate to another page, thereby reducing friction and enhancing the user experience, leading to higher conversions.
Simplified Buying Funnel
In today’s fast-paced world, convenience is king. The more simplified and straightforward you make the shopping experience, the more appealing your online store becomes. Shoppable videos offer this convenience by combining product discovery, information, and purchase into a single interactive experience. Customers can also have a personalized experience by seeing the product in use, which aids in decision-making. It’s a win-win for both the customer and the business.
Types of Shoppable Video Content that Boost Sales
In a world where new ecommerce stores open everyday, simply sharing videos on your website isn’t enough to drive sales. To boost engagement and conversions, you must strategically choose the right types of videos. Discover what type of shoppable video content can make a difference, from product demonstrations to influencer videos and customer reviews. Learn how these strategies can elevate your brand and increase sales.
Brands can benefit from shoppable videos that include detailed product demonstrations and how-to videos. These engaging experiences can do more than just show the product’s appearance – they can also explain its features, advantages, and provide a step-by-step guide on how to use it effectively. For example, German beauty brand Magnifique Lashes has created a dedicated landing page with product how-tos using Showday’s shoppable video platform. Each product demo engages viewers, educates them about the product, and showcases their products in unique ways.
Influencer Videos and UGC
For brands that collaborate with influencers and use user-generated content to market their products, converting this content into interactive shopping experiences is a seamless transition. Incorporating shoppable influencer videos on your website can provide a personalized touch to product showcasing, as well as introduce a trusted personality that shoppers can relate to. Content can center around the product, demonstrating how it’s used in everyday life, and providing helpful tips or hacks.
Customer reviews have always been a vital part of online shopping, as they offer peer-to-peer insights that many consumers find invaluable. Shoppable videos can take this one step further by incorporating video testimonials or reviews into the shopping experience. The team at Harney & Sons Fine Teas is a great example of a brand that is leveraging reviews within their shoppable videos that are embedded in their product pages.
How to Make an Effective Shoppable Video Campaign
As ecommerce continues to evolve, understanding how shoppable videos can propel your online store into the future is crucial. However, it’s equally important to seamlessly incorporate video content creation into your conversion and growth strategy and continuously measure the results. Let’s jump into the art of creating effective shoppable video campaigns, from crafting engaging content to optimizing the buying process and monitoring performance. With these insights, you can harness the full potential of shoppable videos to maximize their impact on your brand’s growth and revenue.
Create Engaging Content with Featured Products
Brands can maximize the effectiveness of shoppable videos by curating highly engaging content that prominently features key products. Instead of just displaying the item, delve into storytelling that naturally integrates the product into a relatable scenario or showcases it as a solution to a common problem. Consider prioritizing high-quality production, create compelling narratives, and highlight limited-time offers or exclusive items to create a sense of urgency that motivates potential customers to take action within the video.
Optimize the Buying Process with Additional Channels
When featuring products in shoppable videos, increase traffic by sharing the direct link to your shoppable experience on channels such as emails, social media platforms, and ads. This will help shoppers focus solely on the featured products instead of getting lost on your website without a clear way to make a purchase. Showday offers an easy way to share your shoppable videos with a shareable link.
Monitor Conversion Rates and Track Performance
Continuous improvement is key for optimizing shoppable videos. Brands must regularly monitor key metrics like conversion rates, click-through rates, and average order value to gauge the performance of their shoppable video campaigns. Using the in-app analytics tools that Showday offers, brands can identify which products are performing well in videos and which ones aren’t, thereby informing future interactive video content strategy. By consistently tracking performance and making data-driven decisions, brands can fine-tune their video marketing strategy for maximum impact and revenue.
Shoppable videos offer an innovative way to engage consumers with educational content that is both interactive and entertaining. From product demos to influencer reviews and user-generated content, brands can leverage the power of interactive video experiences to increase sales and build customer loyalty—all while delivering a great shopping experience. By optimizing their ecommerce stores with engaging shoppable content, additional channels for sharing, and diving deep into performance analytics, brands can maximize the effectiveness of their shoppable video strategies for maximum impact.
If you’re aiming to incorporate video shopping into your marketing campaigns, don’t hesitate to explore Showday’s video shopping platform. To get started, download Showday on the Shopify App store or book a demo with the team.