Shoppable Video: What It Is & How to Create One

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Shoppable Video: What It Is & How to Create One

Modern ecommerce customers are looking for experiences that are both quick and engaging, showcasing products in the best possible light. Rather than sticking to traditional static displays, there’s a growing interest in using shoppable videos. 

These videos go beyond just displaying products; they’re changing the way people shop online. In this article, we’ll take a closer look at shoppable videos, discuss why they’re important, and offer practical insights for ecommerce businesses.

What is a Shoppable Video?

what is shoppable video

Shoppable videos are interactive pieces of content that combine video with the ability to make purchases directly. They let viewers engage with videos in real time, check out featured products, get more details, and buy items without leaving the video. 

This setup removes the hassle of going to different websites and makes shopping more straightforward and enjoyable. Shoppable videos turn regular content into virtual stores, where businesses can display their products, and viewers can easily become customers by making purchases on the spot. It’s a way of making online shopping more interactive and convenient for everyone involved.

Benefits of Shoppable Videos

Venturing into the world of shoppable videos opens up a realm of benefits that extend beyond mere visuals. Let’s explore these tangible advantages and understand how shoppable videos can be a game-changer for your video marketing and online retail endeavors.

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1. Improved Customer Experience

Shoppable videos offer an elevated customer experience by transforming passive viewing into an interactive shopping journey. Potential customers actively engage with the content, making informed purchasing decisions in real time. To enhance this experience, ensure that your shoppable videos are user-friendly, with clear navigation and seamless transitions between products.

2. Increased Engagement Rates

Shoppable videos captivate audiences more effectively than traditional formats, leading to increased engagement rates. To capitalize on this, focus on creating visually appealing and informative content. Use compelling visuals, concise product descriptions, and interactive elements to keep viewers interested and encourage further exploration.

3. A Better Buying Journey

The streamlined buying journey is a key advantage of shoppable videos. Customers can explore and purchase products without leaving the video, minimizing disruptions and simplifying the process. To maximize this benefit, strategically place clickable links and intuitive purchase options within the video, minimizing the steps required for a successful transaction.

4. Increased Revenue

Improved engagement and a streamlined buying process contribute to increased revenue. To leverage this, consider offering exclusive promotions or discounts within the video to incentivize immediate purchases and enhance the overall revenue-generating potential.

5. Brand Loyalty

Brand loyalty is when customers consistently choose one brand over others because they trust and prefer it. Shoppable videos enhance this loyalty by seamlessly integrating product information and a straightforward purchasing process into engaging video content. This makes the shopping experience more convenient and enjoyable, reinforcing the customer’s connection with the brand and encouraging repeat business.

6. Data Insights

Shoppable videos provide valuable insights into viewer behavior, offering data to refine marketing strategies. Analyze interaction rates, click-through rates, and other metrics to understand what your audience wants. Utilize this data to optimize future campaigns, tailoring your shoppable videos to meet the evolving preferences of your audience.

Who Should Use Shoppable Videos?

Shoppable videos are beneficial for a wide range of ecommerce businesses aiming to enhance their online presence. Any online store, regardless of its size or industry, can leverage shoppable videos to create a more engaging and interactive shopping experience. Fashion retailers can showcase their latest collections; tech brands can demonstrate product features, and handmade craft sellers can exhibit their unique creations. 

Any business looking to connect with customers in a visually compelling and direct way should consider integrating shoppable videos into their digital marketing strategy. It’s a versatile tool that caters to the diverse needs of businesses seeking to amplify their online impact and boost sales.

Examples of Shoppable Video Platforms

Shoppable videos have gained prominence on various platforms, transforming the way businesses connect with consumers. Some of the popular platforms include: 

  • TikTok: Renowned for its short-form videos, TikTok has seamlessly incorporated shoppable features, enabling users to shop effortlessly while enjoying their favorite content.
  • Amazon Live: As a major player in ecommerce, Amazon Live merges live streaming seamlessly with shoppable functionality, providing users with an immersive shopping experience.
  • YouTube: Leveraging its expansive reach, YouTube empowers content creators and brands with shoppable features, allowing them to showcase products within their videos seamlessly.
  • Instagram: With its visual appeal and large user base, Instagram offers shoppable video features, providing businesses with a platform to create engaging content with integrated shopping options.

Beyond these established platforms, several startups are developing their own dedicated spaces for shoppable videos. While companies like Buywith, NTWRK, Bambuser, Clicktivated, and Shoploop have integrated shoppable video features into their original strategies, they go a step further by providing tools for creating, editing, and distributing content within their ecosystems.

As these platforms continue to evolve, the shoppable video trend is becoming more accessible to businesses of all sizes, offering diverse opportunities to showcase products and foster direct engagement with potential customers.

Tips For Creating Shoppable Videos

preparing to create shoppable video

Now, let’s dive into the key strategies that can elevate your shoppable video content and contribute to a more successful online retail experience.

1. Understand What Kind Of Content Your Target Audience Likes

Knowing your audience is key to successful shoppable videos. Take a close look at what your target customers enjoy watching. Use surveys, check likes and comments, and pay attention to what gets them talking. This helps you figure out the kind of videos they prefer.

When making shoppable videos, customize your content to match what your viewers like. This means not just knowing the topics that interest them but also understanding the style and vibe that clicks with them. Your goal is to create content that not only grabs their attention but keeps them hooked from start to finish.

Try out different video styles and formats to see what your audience responds to best. It’s like a trial-and-error process where you learn from what works and what doesn’t. Also, stay updated on what’s trending and what matters to your audience. This adds a timely touch to your shoppable videos.

Keep checking in on your audience’s changing tastes and adjust your video strategy accordingly. This way, your shoppable videos stay current and interesting and keep driving people to buy from you.

2. Elevate the Quality of Your Videos

Here are some tips for increasing the quality of your shoppable videos:  

  • High-Quality Production: Ensure your videos boast top-notch quality, featuring clear visuals and crisp audio for a positive viewing experience. 
  • Device Compatibility: Optimize your videos to work seamlessly across various devices, adapting settings for different screen sizes to ensure a smooth and enjoyable presentation. 
  • Experiment with Resolutions and Formats: Test different video resolutions and formats to find what works best for your audience, aiming for high-definition visuals and crystal-clear sound for a professional image. 
  • File Size Management: Keep an eye on video file sizes to prevent slow loading times, ensuring that your shoppable videos load quickly and smoothly for viewers. 
  • Regular Review and Updates: Continuously review and update your video optimization techniques to stay in tune with evolving technology and meet changing consumer expectations.

Your commitment to quality guarantees that your shoppable videos consistently deliver a visually stunning and engaging experience for your audience.

3. Create a Narrative

Develop a compelling narrative that keeps viewers interested from start to finish. Your storyline should not only highlight your products but also evoke emotions or tell a story that resonates with your audience, making the video more memorable.

4. Display Shoppable Links Early On

We already mentioned that shoppable links are integral parts of shoppable videos. They are strategically placed links within the video content that, when clicked, directly lead viewers to the product pages, allowing for a seamless transition from viewing to purchasing.

To maximize the effectiveness of these links, it’s crucial to display them early in the video. By introducing shoppable links promptly, you capture viewer attention right from the start, enticing immediate interaction. This ensures that viewers are not only aware of the shoppable aspects but are also encouraged to explore and engage with the clickable elements, creating a smoother and more enticing path towards conversion. 

5. Use Slower Product Shots

Allow viewers ample time to absorb product details by slowing down during product shots. This ensures that potential customers can carefully evaluate showcased items, making informed decisions about whether to explore further or make a purchase.

6. Launch and Promote Your New Products

Shoppable videos are an amazing platform to launch and promote new products. Capitalize on the interactive nature of these videos to generate excitement and anticipation among your audience, fostering a sense of exclusivity around your latest offerings.

7. Focus on a Few Products

Avoid overwhelming your audience by focusing on a few key products in each video. Highlighting a select range of items ensures that viewers can give their full attention to each product, making the shopping experience more focused and manageable.

8. Promote Videos on Social Media

Use the power of social media to promote your shoppable videos. Announce upcoming releases and share behind-the-scenes content. Encourage audience interaction to create anticipation—prompt them to engage with the video through comments, likes, and shares. 

Encourage viewers to offer their opinions and reply to comments to build a sense of community. Also, use relevant hashtags and engaging captions to expand your video’s reach. Increased engagement not only boosts your video’s visibility but also strengthens your brand-consumer relationship. 

9. Collaborate With Influencers

Influencers often have a loyal audience who trust their recommendations. When collaborating with influencers for shoppable videos, focus on authenticity. Encourage influencers to showcase your products in a genuine and relatable manner, sharing their personal experiences and opinions. 

Authenticity builds trust with the audience, increasing the likelihood of viewers clicking through to purchase. By aligning your brand with influencers who resonate with your target demographic, you create a more compelling promotional strategy for your shoppable videos.

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Mladen Maksic

Mladen Maksic CEO
Play Media

Final Words: Shoppable Video and the Future of Retail

Shoppable videos are fundamentally reshaping the future of retail by offering a more engaging and personalized shopping experience. In a landscape where consumers increasingly seek convenience and interactivity, this innovative approach directly connects with their preferences. It not only makes the purchasing process easier but also serves as a powerful tool for brand storytelling. 

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Shoppable videos bring products to life, allowing businesses to showcase their offerings in a dynamic and memorable way. As major platforms like TikTok, Amazon Live, and YouTube adopt shoppable features, it’s evident that this trend is becoming a standard in online retail, influencing how businesses interact with their customers and transforming shopping into a more engaging and instant experience.

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