Shoppable videos are the next evolution of video marketing, combining the power of visual storytelling with the immediacy of online shopping. Since 91% of consumers now expect online video content from brands, they’re essential to make your business stand out and streamline the buyer journey.

In a world where online shopping has become standard practice and a first-class customer experience is paramount, shoppable videos are an innovative strategy to capture your audience’s attention. They boost interactivity, enhance the user experience, drive customer engagement, and, ultimately, increase conversion rates.

Platforms like Instagram, Facebook, TikTok, Pinterest, and Snapchat significantly contribute to the success of shoppable videos. With their vast user base and integrated shopping capabilities, these channels offer an unparalleled opportunity to reach even more potential customers.

Keep reading to learn how to supercharge your engagement and eCommerce sales with shoppable videos.

Why are shoppable videos so effective?

Shoppable videos have become a powerful tool for increasing customer engagement and conversion rates. A significant part of that success lies in their psychological impact on viewers.

Let’s look into why shoppable videos are so psychologically captivating.

Tell better stories

Humans are inherently drawn to stories, as they allow us to connect with and make sense of the world. In marketing, storytelling is a particularly fruitful tool. It can evoke emotions, build trust, and foster a deep connection with an audience.

Shoppable videos often weave products into a narrative, subtly showing viewers how the advertised products fit into their lives or solve their problems. This approach makes the shopping experience more relatable, engaging, and persuasive, which increases the likelihood of a purchase.

Answer shopper questions

Visual information plays a crucial role in the decision-making process, as humans process images 60,000 times faster than text.

Shoppable videos leverage this trait by providing a rich, visual representation of products. They allow viewers to see items in action, thus offering a more realistic perspective than static images. This can significantly influence a customer’s buying decision and make them more likely to purchase the advertised product.

As an added bonus, your shoppable videos can double as educational material, teaching potential customers how your items are meant to be used to get the most benefit.

Increase conversions

The ease and speed of shoppable videos can also significantly impact purchase behavior.

Humans naturally desire instant gratification, and shoppable videos cater to this preference. They eliminate the need to search for the item after watching the video by allowing viewers to purchase immediately. That convenience minimizes the chances of shoppers becoming distracted or changing their minds and leads to higher conversion rates.

Upsell different items

Finally, shoppable videos can include more than one item. For example, you can create a video demonstrating how to accessorize an outfit, then link to a collections page that shows all of the different pieces involved.

By showcasing how different product lines complement each other, you have more chances off cross-selling for higher average order values.

Implementing shoppable videos into your eCommerce strategy

Shoppable videos reduce the distance between product discovery and purchase to create a seamless shopping experience. Simplifying this journey thus increases conversion rates and heightens customer engagement.

Producing a shoppable video involves three steps:

1. Pre-production: Start by choosing the products you want to showcase and craft a compelling narrative around them. Sketch a storyboard to outline the video’s flow and ensure it resonates with your target audience.
2. Production: Focus on high-quality visuals and professional staging. The goal is to make the products shine and satisfy viewers’ desire to purchase immediately.
3. Post-production: This is where the magic happens. Use shoppable video software to embed clickable product tags in your video that link directly to your eCommerce site.

In the cut-throat world of eCommerce, a powerful marketing strategy and effective operations go hand-in-hand. Leverage the power of shoppable videos and the efficiency of a 3PL like MyFBAPrep to stay ahead of the competition.

Boost shoppable video performance

Once you publish shoppable videos, you need to analyze their performance to improve customer engagement continuously.

Incorporate customer feedback to improve your shoppable video content

Customer feedback is an invaluable resource for improving your shoppable videos. It provides firsthand knowledge of your viewers’ likes and dislikes, making it a powerful asset for refining your content.

Engage with your customers through various channels such as surveys, social media comments, and direct emails to gather their opinions. Did they find the narrative engaging? Was the video length appropriate? Was the product display attractive? Did they experience a seamless transition from viewing to purchasing?

Aim to collect both qualitative and quantitative information. Qualitative feedback gives you insights into viewers’ thoughts and feelings, while quantitative can provide measurable and specific information, like ratings for video quality, ease of shopping, and overall satisfaction.

Remember, feedback isn’t simply about finding fault with your content; it also identifies what you’re doing right so you can keep up a winning strategy.

Learn how to use post-purchase surveys to enrich your eCommerce brand.

A/B test to optimize video elements

A/B testing, or split testing, is an effective way to find out what elements work best for your shoppable videos. The principle is simple: Create two variants of your video (version A and version B), each with a different variant, and compare their performance.

Consider testing elements such as:

• Product placement: Test where you position your product within the video. For example, does an item showcased at the beginning earn more conversions than one displayed in the middle or at the end?
• Narrative style: Experiment with different storytelling styles. An emotional narrative might work better for some products, while a humorous or informative tone may suit others.
• Call to action (CTA): The CTA is crucial, as it prompts viewers to purchase. Test various CTAs to see which one generates more clicks. For instance, a simple “Shop Now” might work better than “Buy Today and Save 20%.”
• Video length: The optimal length can vary depending on the product and platform. Test short-form videos (under one minute) against long-form ones (over one minute) to determine which length most effectively engages viewers.

By continually testing and optimizing, you’ll refine your shoppable video content to better resonate with your audience and increase engagement and conversions as a result.

Examples of shoppable videos in action

Let’s explore a few real-world examples to see how prominent brands have successfully incorporated shoppable videos into their marketing strategies to drive sales and enhance their brand presence.

Nike

In 2019, global sportswear brand Nike joined forces with Hypebae, a renowned women’s fashion and streetwear platform, to commemorate the debut of Nike’s new Air Max Dias. They delivered an interactive photoshoot that placed a premium on customization, giving each viewer a uniquely tailored experience.

Source: Wirewax (page no longer available)

Dynamic hotspots amplified this immersive event by putting viewers in the driver’s seat of their style journey: Participants could steer the photoshoot by choosing their path at each decision point.

The campaign’s results underscore the power of personalization, with a staggering 73% of viewers actively engaging with the experience at least once. This data reveals how engagement increases significantly when viewers are given control and the content is personalized.

The Fresh Market

Specialty food retailer The Fresh Market began to leverage shoppable videos and live streams in 2021, which resulted in boosted customer engagement and centricity. As the company integrated videos across every customer touch point, they saw key metrics significantly increase, including engagement rates, watch time, impressions, and conversion rates.

Source

The Fresh Market’s first shoppable videos resulted in a 113% rise in video engagement rates and a 115% skyrocket in session time. Viewers could interact with products and proceed to the eCommerce site to purchase with a single click.

In addition to short-form videos, the company launched shoppable live stream events centered around holidays and special occasions. These streams earned greater viewer engagement with each new event.

Top platforms for shoppable videos

The following platforms excel at facilitating shoppable videos, making it easy for brands to connect with their audiences and streamline the shopping experience:

• Instagram: Instagram is the front-runner with their Shopping and IGTV features, providing an ideal platform for your shoppable videos.
• Facebook: Facebook’s video platform and Shop section make them a strong contender for deploying shoppable videos.
• TikTok: Thanks to their partnership with Shopify, TikTok is a rising star for brands targeting a younger shopping demographic.
• Pinterest: Pinterest’s Shop the Look Pins and Shopping Ads enable brands to create shoppable video content that blends seamlessly with other pins.
• Snapchat: Snapchat’s shoppable AR filters are an innovative way to create immersive shoppable video experiences.

For more tips about selling on these platforms, check out MyFBAPrep’s The Dos and Don’ts of Social Selling for eCommerce Businesses.

Wrapping up — Harness the power of shoppable videos for richer engagement

Shoppable videos present a unique opportunity to blend entertainment and eCommerce. These powerful tools are excellent for captivating audiences, driving engagement, boosting conversions, and maximizing ROI.

You can propel your brand to unprecedented success by embracing shoppable videos throughout your channels. Harness robust analytics, customer feedback, and A/B testing to craft videos that resonate with your audience and produce exponential gains in conversions.