So, what exactly is a shoppable video? In essence, this is the type of video that allows viewers to purchase directly from the video.
Wow. Looks like the future has arrived, doesn’t it?
This is like having a personal, real-time assistant with you while shopping, ready to assist and at your disposal at all times.
As you watch the video, there are numerous pop-ups, links, and clickable elements that follow you throughout, allowing you to purchase the production without leaving the video.
It’s like QVC, but without the annoying infomercials, more modern, and way cooler.
Shoppable Video Examples
Amazon Shoppable Videos
Of course, Amazon is at the top of our list, both in terms of e-commerce sales volume and client base, as well as its rapid pace of innovation.
Naturally, they are ensuring that these interactive, shoppable videos become a staple in their nearly limitless selection of merchandise.
Shoppable video content is prominently featured on Amazon’s live streaming service and product pages.
Viewers are engaged and encouraged to see the products that are typically promoted by influencers by showcasing products in various scenarios – while ensuring that they show them in the best light possible – and answering frequently asked questions – as customers ask them in real time.
You can now simply click on the displayed products to add them to your shopping cart.
Imagine having your favourite make-up YouTuber as your personal shopper for new lipstick – amazing!
TikTok Shoppable Videos
Of course, beyond eye-catching dances and trendy songs, as well as showing off our pets, the platform has always been about communication and networking, which translates to getting as much reach as possible
And with this much reach, you get a large number of dedicated eyeballs, allowing you to promote products in a variety of ways.
Tiktok, despite being a much younger platform, is attempting to claw and tear into the aforementioned Amazon market share.
The most common type of shoppable video is a product demonstration with a call to action.
@thenameismelissa Such a cute set ? #awoutfits #festivefashion #midsizehaul #fyp ♬ r&b loop – Official Sound Studio
Instagram Shoppable Ads
Of course, who would expect Instagram, with its army of influencers and consumer brands, to remain silent on the issue?
They provide a variety of tools, as well as a plethora of third-party solutions, to help you leverage shoppable video.
For example, Glossier consistently releases and curates a variety of shoppable videos, which should tell you everything you need to know about their effectiveness.
Best Practices for Creating Shoppable Videos
Right, as with everything, moderation and class are always valued.
What is not appreciated is a flood of links, popups, and elements that appear on the client’s screen within seconds. That just feels very dystopian and over the top.
To truly receive the outcome of this format’s effectiveness in converting, here are a few key principles you need to remember.
1. Keep It Engaging
As with any video type we discuss, we are competing for the viewer’s attention and encouraging them to achieve specific goals.
The primary reason we create those is to encourage viewers to make a purchase as soon as possible.
Make sure the video has a narrative, and it works best if there is a giveaway or something similar announced – this will keep viewers interested until the end.
Humour is always effective; after all, we watch things to keep ourselves entertained.
2. Highlight Product Benefits
Aside from simply showing the product, it is important to create and demonstrate a narrative around its benefits. “Show, don’t tell” is a good rule of thumb for any marketing, and we adhere to it for all of the content we create, as should you.
With clothing, clearly demonstrate how it fits, moves in action, and fits into a larger wardrobe. This will increase trust, eventually raising purchasing confidence until watchers begin to buy.
For a kitchen utensil, for example, emphasize how cooking transforms from a daily chore to a daily enjoyable quest.
For a kitchen grill, emphasize the sheer weight loss that can be achieved by using less oil in your cooking – simple and effective.
3. Make the Links and Buttons Obvious
Your UI elements are arguably the most important components of shoppable video technology, as there is a fine line between being excruciatingly annoying and useful in converting the customer.
The general rule of thumb is to keep your product at the forefront of your page, and then subtly highlight key elements, links, or product information.
You should avoid annoying pop-ups and instead create subtle and helpful guides.
4. Use High-Quality Video Production
Contrary to what Linkedin spammer-influencers would have you believe, AI video production is far from self-sufficient, helpful, or good at all.
So, if you want to create a high-quality shoppable video, you’ll need to work with a professional agency.
Of course, there will be an initial investment, but it is still an investment. Consider this: does the initial investment outweigh the loss of 1,000 clients who did not convert properly?
Yes, this is some good food for thought.
5. Leverage Influencers
Of course, if your brand is already doing well, you can invest in influencers with a large following to promote your product in the shoppable videos.
This is a high-cost, high-effectiveness marketing strategy because influencers have large audiences who trust them and will buy into their message and what they are selling.
Influencers typically vet products before speaking or promoting them.
With the rise of TikTok, there are a lot of what are known as micro influencers – people who have a large following but are not yet expensive enough to break the bank.
So you can use those, have people who know what they’re doing, and improve your results.
They understand what people want to see, how to keep them watching, and how to sell – everything you need from a shoppable video.
6. Test and Optimize
Finally, do not plan for just one video. Make sure you have a strategy in place: rework your loser videos and scale the winners that produce the best results.
So, these were our best practices for creating shoppable videos; follow them to maximize impact.
Platforms for Shoppable Videos
Now, let’s look at which platforms are best suited for shoppable videos. Granted, the majority of them will be e-commerce behemoths, as they have the largest pool of customers to watch your shoppable video ads.
So, let’s dive into it.
1. Amazon
We’ve already mentioned Amazon, as the king of e-commerce.
Here’s a great tip: you can scroll through the selection to find products similar to the one you’re looking to offer, as well as find some great shoppable video references to get inspired.
2. TikTok
Of course, TikTok lends itself to the use of shoppable video, particularly for products that would appeal to the platform’s younger, trend-savvy audience.
For maximum impact, your videos should be short, have “mythical” viral properties, and include familiar faces (influencers) if possible.
3. YouTube
Of course, YouTube has a comprehensive infrastructure for launching shoppable videos – both regular videos on the platform and ads.
4. Instagram
Of course, Instagram, as one of the most popular content platforms, provides flexibility and solutions to help you with your shoppable videos.
5. Facebook
Wrapping up our list is Facebook Shops and Live shopping – which enables you to sell via the platform, which is extremely versatile for a variety of products – which is really helpful for brands across the board.
Conclusion
Shoppable videos are another step toward the future of how we will buy the products we consume, which is becoming easier by the second.
It’s all-encompassing, including TikTok, YouTube, Instagram, and Amazon – and why not, given how effective they are at driving sales and increasing profits.
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