INTRODUCING SHOPPABLE COOKING VIDEOS
You may have heard of shoppable video, currently the most talked about technology between marketers. However, have you heard of applying it to cookery shows?
55% of people watch videos everyday and 78% of people watch them every week. So, it isn't a shock that gradually, more and more culinary brands are taking advantage of interactive video platforms to incorporate shoppable video into their cooking tutorials. By monetising content and creating an immersive interactive experience, brands can increase engagement and conversion.
Your intro to shoppable video:
If you are new to the concept of shoppable video, here's a quick run down.
Shoppable video is interactive content that can be used across e-commerce or social media platforms. Brands tag videos with product information to encourage video interactivity. Viewers can see varieties of the product, click to find out reviews, pricing, contact info, product details and even add them to a basket to purchase straight from the video. This drives direct and instant sales. Interactive video platform, Smartzer, lets brands tag videos via a clickable overlay using URL's, images, text, product feeds, product API's or by inputting info manually. These videos are entirely trackable, producing powerful metrics that brands can measure and monitor to adapt their strategies.
Shoppable videos take advantage of customer interest, engaging thoroughly to generate rapid conversions.
Livestream videos can also be made shoppable. Brands upload links of products they wish to showcase before the stream then imbed the stream link onto the streaming platform for viewers to join. The excitement of real-time shoppable tutorials encourages quick and direct purchases. In China, Viya Huang partnered with Kim Kardashian on a Taobao shoppable livestream and managed to sell 15,000 bottles of perfume in minutes. Crazy.
How can culinary brands incorporate video interactivity?
It's easy to use an interactive video platform to make new or existing videos shoppable. By adding links to cooking utensils or food products used in the video, brands can give viewers direct access to purchasing items. This makes cooking tutorials even more dynamic and immersive!
Here are some incredible examples of shoppable cooking shows!
Arnotts Cooking Club X Smartzer
In this video chef, Donal Skehan, shows the audience how to make spicy harissa lamb meatballs with crispy flatbreads. Arnotts used Smartzer's interactive video platform to make the tutorial shoppable on their e-commerce site. Viewers can buy all the products that Skehan uses by clicking on the hotspots to show a group popup featuring all of the products in the video frame. The 'add to bag' call-to-action encourages consumers to purchase straight from the tutorial. This engaging, immersive and memorable video generated a 71% engagement rate and a 14% CTR.
Find the shoppable tutorial here!
Walmart X Buzzfeed's Tasty App X Northfork
Walkmart and Buzzfeed partnered with Northfork's interactive video platform to create shoppable cooking tutorials in the US. On the Tasty app there are 4,000 cooking videos that you can shop directly from thanks to video interactivity. By clicking on products shown in a shoppable carousel, users can be directed to the Walmart e-commerce to order products for home delivery or for store click and collect. Finding the perfect recipe AND ingredients has never been easier!
Not only this, Walmart has also introduced shoppable livestream cooking shows. The Walmart Cookshop videos include a special starring actress Sofia Vergara and her son, along with new episodes of "Veggie Boost with Jamie Oliver," and "Over the Top with Patti Labelle" and more! The videos let viewers order recipe ingredients and featured products for pick-up or delivery from Walmart. The shows generated a click through rate of 8.7% compared to the industry standard 2%.
Culinary and food brands are slow to pick up the latest shoppable trend in video content marketing. But, from looking at the successes of these two examples it is clear that tag videos can help foodies to discover, engage with and buy products quickly and easily.
By being able to see products in action, customers are more immersed in the content, remembering the brand and buying with confidence. Brands should jump on this trend asap to avoid being left behind!