Shoppable video lets consumers watch a video and purchase products from within the video itself. According to Dr. James McQuivey of Forrester Research, a one-minute video has similar results to 1.8 million words to convince an audience. 2020 was the year of digital connections dictating how you communicate and even shop.
According to Cisco, videos will make up more than 82% of all consumer internet traffic by 2022. 9 out of 10 viewers said that they want to see more videos from brands and businesses. About 73% of consumers who view a product-related video will go ahead with the purchase. However, just leveraging video content won’t guarantee higher conversion rates.
Shoppable videos have to walk the tight line between keeping viewers engaged and encouraging them to make a purchase. You will need to follow a plan to mesh both elements together into one, unified experience. Instagram has integrated a shopping feature into the app. Brands are increasingly approaching influencers to link products to their video content for promotion.
ShopStyle launched a video campaign YouTubeLooks which allowed viewers to click product links directly from the video. Brands are no longer restricting their video campaigns just to their products. Foot Locker is investing in a content platform to create original content with stories and celebrity appearances apart from product launches. Here’s a guide to how you can go about creating shoppable videos for your brand.
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