Creating shoppable videos that convert
Creating shoppable videos that convert
Content marketing is undergoing a transformation as consumers are seeking more immersive and captivating content from their favourite brands. According to a report by DemandGen, 86% of buyers now express a preference for interactive visual content that can be accessed. This shift in consumer expectations has led to a demand for rich media like videos.
The significance of shoppable videos is highlighted in a recent report by IAB, which reveals that 40% of marketers have embraced this trend, a significant increase from the 25% reported in 2018. Over the past five years, the use of shoppable videos has steadily grown, and this upward trajectory shows no signs of slowing down.
As content marketing evolves, brands must recognise the importance of delivering interactive and engaging experiences to capture consumers' attention. The use of shoppable videos and other interactive media is becoming increasingly crucial for marketers, allowing them to meet consumer expectations and drive engagement and sales.
What are shoppable videos?
Shoppable videos revolutionise the way products are showcased by incorporating embedded links that allow viewers to make instant purchases within the video itself, without ever leaving the viewing platform. This innovative approach enables brands to replicate the website browsing experience without disrupting the consumer's enjoyment of the social platform they are using.
By seamlessly integrating stories and products, shoppable videos blend the shopping process with storytelling, providing a unique and engaging consumer experience. Additionally, what sets shoppable videos apart is their ability to drive actual purchasing behavior. The visual medium effectively captures attention and convinces viewers to take that crucial step towards making their first purchase.
3 benefits of shoppable videos
1. Introducing a streamlined purchasing process
With shoppable videos, the consumer simply needs to click on the desired product, add it to their shopping cart, and continue enjoying the video. This seamless integration of shopping within the video eliminates any potential friction that could deter customers from completing their purchases. By removing unnecessary barriers, such as redirecting to external websites or navigating through lengthy forms, shoppable videos make the buying process effortless and convenient for your customers.
2. Unleashing the power of consumer engagement
By creating compelling and shoppable video content, your brand can tap into the tremendous power of consumer engagement. An astonishing 85% of consumers have reported making a purchase after watching a video, highlighting the persuasive influence of this medium. When viewers can actively interact with the products showcased in the video, their level of involvement deepens, paving the way for higher conversion rates and an increase in sales.
3. Elevating conversion rates through shoppable videos
The impact of this streamlined process on conversion rates is nothing short of impressive. Studies have consistently demonstrated that incorporating shoppable videos can lead to a remarkable 30% increase in conversion rates. When viewers can effortlessly transition from being captivated by the video content to taking immediate action, the barriers between interest and conversion are effectively eliminated.
Final thoughts
As consumer expectations evolve, brands are actively seeking ways to provide more interactive and captivating content. By incorporating shoppable videos into their marketing strategies, brands can effectively establish an emotional connection between customers and their products.
Embracing this innovative approach can unlock numerous benefits, including heightened consumer engagement, increased conversions, and improved brand loyalty. If you're eager to delve deeper into the advantages of shoppable videos and learn more about their potential impact on your business, don’t hesitate to reach out to declankelly@bdodigital.ie.