Why Shoppable Video? The Future of E-commerce
Engagement
Consumers are spending countless hours per week engaging with video content, whether it’s posts shared by friends on social platforms, creator-driven content on YouTube and TikTok, or even just attending video conferences via Zoom at work. People are turning to video to make buying decisions. Yet, e-commerce is still largely devoid of video content on their own websites, especially the kind of organic, authentic experiences that shoppers are used to seeing and engaging in on social media.
Shoppable Video brings the social, interactive, and engaging experience that shoppers love to any e-commerce site. Here are seven top reasons why brands should offer shoppable video as part of their video marketing strategy:
1. More Engaging Than Static Images or Text
Today’s consumers have short attention spans and are always on the go. They’re often not motivated to read detailed product descriptions or scan through dozens of user reviews. A video provides a succinct way to deliver more information quickly than text or images alone. Shoppable video keeps viewers engaged by showing products in action, making it easier for them to visualize the benefits and features.
2. Adds a Personal Touch
Founders are at the heart of many e-commerce brands—they started their business out of passion. Shoppable video puts an authentic face to a brand by allowing founders or product experts to speak about or demonstrate a product, drawing shoppers into their enthusiasm. This personal touch helps build a stronger connection with the audience.
3. Repurposes Existing Content
Many brands create video content for their social channels but often apply a ‘one and done’ approach. Past that one click or scroll, that content is not being utilised. Shoppable video repurposes that content into evergreen pieces that can live on your website indefinitely. These videos can be viewed countless times, helping shoppers make informed buying decisions long after the initial content creation.
4. Drives Conversions
The number one goal of video in e-commerce is to build shopper confidence. The more confident a shopper is, the more likely they’ll convert. Video can effectively show a product from different angles, demonstrate how it works, or inspire a shopper with ideas on how to use it. By making the shopping experience more interactive, shoppable videos can significantly boost conversion rates.
5. Brings Engagement Back to the Merchant
Shoppers spend hours on social media per week and only minutes on a retailer’s website. Many brands have built strong social followings, but with some hesitation, since they don’t own the relationship, data, or insights about their audience. Shoppable video creates a more interactive experience that encourages shoppers to spend more time on a merchant’s website, reclaiming engagement from third-party platforms. Allowing shoppers to engage, interact and shop directly in the video where their cart is updated whilst still in video. This becomes a fully immersive experience.
6. Easy to Set Up and Implement
Livestream shopping and live stream video are highly engaging but they can be daunting for merchants. Shoppable video is as simple as taking any video you’ve already produced—or recording a new social-style video with a smartphone—and using technology to link products to make it shoppable. Record as many takes as needed, produce as many videos as desired, and there’s no limit to the number of shoppable videos you can create.
7. Supports Every Stage of the Shopper Funnel
Shoppable video is beneficial for product discovery, giving new customers a glimpse of what makes a product or brand special, or hearing directly from a founder. It’s also helpful during the consideration phase, offering videos that compare products or highlight unique features. Finally, shoppable video drives conversions by inviting customers to click directly to a product within the video and check out.
Incorporating shoppable video into your e-commerce strategy is not just about staying current with trends; it’s about creating a more engaging, interactive, and effective shopping experience for your customers. With the ability to repurpose content, add a personal touch, and drive conversions, shoppable video is an invaluable tool for any e-commerce brand looking to enhance its digital presence and connect with consumers on a deeper level. Embrace the future of e-commerce and see how shoppable video can transform your brand’s engagement and sales.