• Katie Kerr

WHY 40% OF MARKETERS NOW USE SHOPPABLE VIDEO AND WHY YOU SHOULD TOO

Updated: Jun 1

Using video in video content marketing strategies has become a must. In fact, 85% of marketers say that video is an effective way to get attention online (Animoto). This means that if you aren't using video you're missing out.


Standard video ads are no longer enough to hook your viewer. This has lead to a rise in 'shoppertainment', video content that entertains you and also allows you to shop directly from it. This method has proved to be especially effective with younger audiences and has been triggered by a rise in online shopping as a result of the global pandemic.


Now, major brands are jumping on the trend to use interactive video platforms to draw in customers with entertaining and monetised content. But what are the options available?


Here are just some of the exciting, shoppable formats that can be created with help from interactive video platforms.


1. Shoppable video


Shoppable video can be used in a variety of ways from in-ad formats, social media posts to video on ecommerce landing pages. They feature clickable overlays that can be tagged with product information. This form of video content marketing has the ability to turn views into conversions in a matter of minutes as it shortens the path to purchase, driving viewers quickly down the purchase funnel.


Here's an example of French fashion brand, Promod's work with interactive video platform, Smartzer:




2. Live shop videos



Live shopping is taking the internet by storm. The latest interactive video technology allows brands to broadcast to customers and lets viewers shop directly from streams. Interactive video platforms like Google Shoploop and Smartzer allow beauty and clothing brands to share live tutorials in which all the products featured can be bought in one click. Live shop videos drive impulse purchases through a one-off, real time experience that replicates the benefits of in person shopping, online.


3. Personalised videos


Personalised video content marketing targets viewers by offering the most relevant content, massively increasing the chance that they will buy into your product. In fact, a 2018 Pulse Check survey conducted by Accenture shows that 91% of consumers are more likely to buy from brands that recognize them as individuals and give them relevant offers. Another Pulse Check survey conducted by the same company also shows that 56% of consumers are more likely to shop at a retailer that mentions their name and knows their purchase history. However, personalised content can go beyond just first names. There are interactive video platforms that can create customisable videos that allow the viewer to choose what they see on the screen. Branching videos (like the screen shot below) can provide bespoke decide your destiny video experience. These teach users about a product while involving them in an exciting and engaging story line.




So why use shoppable, personalised and shop live videos?


  • Interaction videos result in 3x-4x greater viewer engagement and conversion than traditional video content marketing.

  • The completion rate of interactive videos are 90%.

  • Click through rate is 10X higher than passive video.

  • Including a video on your landing page can boost your conversion rate by up to 80%.

  • 43% of businesses plan on using interactive video in the coming year.

If you want to create a live shop video or a shoppable video visit smartzer.com to start generating incredible engagement, click-through and conversion rates.





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