Technology plays a big role in our lives today. We use our smartphones daily, stream videos across services like Netflix, share content on social media and more. If there’s one thing we’ve learned over the last decade or so, it’s that as technology continues to evolve, particularly mobile devices, so must the engagement that accompanies it.
Interactive shoppable content is one component that’s enhancing visual experiences and will be pivotal to the retail industry, particularly. Why? Consumers are surrounded by visuals daily, and studies show visual inspiration sparks purchasing behavior.
While many brands today leverage shoppable content in hopes of an immediate sale, it can also be beneficial to brands even when products are saved for later in a wish list or a shopping cart. In either instance, shoppable content unlocks valuable data points that retailers need to understand the true value of their investment. This can mean measuring mobile versus web performance or understanding consumers’ behavior during and after viewing the content (e.g., how much they buy versus just browsing).
So, you might be asking yourself, "How can my business build a shoppable content strategy that keeps audiences engaged while driving business results?" You’ll be pleased to know it’s fairly easy to add more interactivity and shoppable elements to videos. But first, you need to take into account the content consumption shift we’ve seen over the last decade — which is that consumers want more interactive, mobile experiences, as well as the factors that have led to the rise of shoppable content.
Leverage Social As Much As Possible
Social media and the abundance of visuals around us are two big driving forces of shoppable content. Social media alone generates an abundance of inspiration, and 37% of consumers report these networks to be the most influential in their buying habits.
Videos are everywhere on social channels and can be more influential to shoppers because they are more engaging and authentic than static content. In fact, U.S. adults today spend an average of 108 minutes watching digital video daily, according to eMarketer (paywall). Many ecommerce vendors have noticed this shift in consumer behavior and are making video a first-class citizen to educate and influence consumers on social and other owned channels.
In order for this to be effective, retailers need to take the guesswork out of where to find a product and make branded videos that can be discovered on social “shoppable.” This can be done by adding dots or cues to indicate the interactive element and click-to-buy or tap-to-save-for-later buttons.
Consumers Want Convenience
Convenience leads to higher sales. This is a huge factor for mobile, especially when retailers can meet the consumer at the most convenient time and place. This translates into a much richer mobile experience when consumers have a spare minute at work, wish to share content on social media or need to pass time on a commute. These moments then become key opportunities for retailers to engage with consumers browsing content.
To be successful in these touch points, brands must ensure that content browsing experiences are not just convenient, but seamless, because consumers today complete more transactions on their mobile devices than in the past. This means creating better optimization on smartphone devices, such as a responsive design and simple swiping, so that consumers can reach their final destination with just a few clicks.
Video Expectations Are Higher Than Ever Globally
Today, videos are a primary form of communication that consumers now expect in day-to-day engagement. Social apps like Snapchat and TikTok show how video has evolved in that they allow consumers to create and share a quick video of themselves without having to use a single word. These interactions, which used to be shared primarily through texting, have transformed simple conversations into real-life engagements where consumers have the opportunity to communicate and influence one another.
Consumers now expect this level of interaction in all digital experiences. For shopping, it’s no different, because video has a level of influence that no static image can deliver. A good example of this is Serena Williams, who created a shoppable video series for her new fashion line that debuted via a live runway show at New York Fashion Week. By using the power of video, Serena showed off her clothing line in a more engaging, interactive way, and this allows consumers to feel more connected to her products.
We’re seeing a huge video surge globally, especially in areas like Asia Pacific as the region’s infrastructure matures. According to my company's 2019 OTT report, e-commerce adoption in this region is at an all-time high, which could be attributed to the majority of consumers not living near a premium retailer, making the process of discovering new products typically occur through digital channels and on mobile. In fact, an average of 30% of users in Asia are open to purchasing products as seen on TV, showing the high revenue potential for shoppable content.
Video reminds us that day-to-day tasks (like shopping) that were once transactional are now more interactive than ever and that the retail industry needs to capitalize on this by understanding the direct impact that video has on consumers’ buying decisions.
Interactive shoppable video content helps bring products to life. So whether it’s the convenience of a single tap-to-buy button on the item in the video or the ability to tap to share with friends while commuting on a train, use the tips outlined here to let a consumer’s vision become a reality.
