HOW TO USE INTERACTIVE VIDEO TO TURN CONTENT INTO A PURCHASE FUNNEL
Photo: Valentino onsite shoppable video.
Video is one of the fastest-growing forms of marketing with 92% of marketers saying that video content marketing is an important part of their marketing strategy. Video and other visual content are typically seen as the top of the funnel marketing assets used to create awareness. The link to commerce has been very limited, requiring the viewer to go through potentially dozens of clicks to find the featured items on a website. With social channels encouraging consumer behavior that is driven by interactivity and immediacy, there is a huge opportunity in viewing content from a more commercial angle and providing a seamless link between videos and shopping.
Creating video interactivity is now possible with new and innovative technologies enabling brands to bridge the gap between content and commerce. Videos and other visual content can be converted into assets that also allow customers to enter the purchase funnel and to start their shopping journey from video e-commerce.
By using an interactive video platform to tag videos, brands allow consumers to click on anything in a video to instantly see more information with direct links to shop. Video interaction can start a shopping journey through several layers of the funnel from awareness all the way through to conversion.
Photo: Purchase funnel diagram displaying stages of consideration unlocked via interaction
STAGE 1: AWARENESS View the interactive video
STAGE 2: DISCOVERY Click on interactive items on the video
Viewers are able to click on products within the video, pausing the video and opening an overlay with a summary of the information related to the particular item. This can include details such as images, descriptions, pricing, and a call to action.
The viewer can click open a carousel alongside the video which contains information about all the items featured throughout the video. This could include details of singular items or groups of items, such as a ‘shop the look’ in a fashion video.
STAGE 3: CONSIDERATION Clicks on Call to Action buttons in the interactive video overlay
Once the viewer has opened the interactive overlay by clicking on an item, they are able to see additional details including further possible actions such as ‘Shop Now’, ‘Learn More’, ‘Book a Test drive’, and so on. Viewers can click on the call action button which can take them to a product detail page for example. By clicking on this button after seeing a summary of the item details, the user is indicating consideration to purchase.
The interactive video can also include direct actions within the video itself, such as adding an item to a shopping cart on an e-commerce website without first visiting the product details page.
STAGE 4: CONVERSION Completing a final conversion such as placing an order, booking an appointment, or downloading a document.