Updated: Nov 10, 2021
In the marketing and eComm world, there is an undeniable buzz of excitement towards streaming commerce formats, both on-demand and real-time.
78% of people watch online videos every week, and 55% view online videos every day. In fact, that 54% of consumers want to see more video content this year (Social Media Week)
63% of social media marketers believe that live video will become more important in the coming year (Sprout Social)
43% of businesses plan on using interactive video in the coming year (Social Media Week)
These game changing stats outline the lean towards video formats and the ever-growing appetite for more inclusive, immersive online shopping experiences.
Streaming commerce has presented brands with the perfect solution for bridging the online-offline divide. Clickable, shoppable formats use video hotspot technology to draw in a viewer and hold their attention. The viewer can engage and interact by tapping to view product information and direct links to buy or add the item to their cart. The beauty of shoppable video is that it includes the customer as an active participant in the content, giving them the opportunity to personalise their experience.
Live stream formats connect brands to customers in real-time, offering a social shopping event that drives impulse buys through the roof.
Shoppable on-demand content stands out against a sea of flat, standard online content and grips the viewers attention to push them quickly down the purchase funnel.
A variety of industries can capitalise off of these two game changing shoppable video technologies to boost revenue and prove a strong ROI on marketing material.
The Beauty Industry
Shoppable video offers beauty brands with the perfect solution to demonstrate their products as clearly as possible. Video gives the viewer a 360 degree view of a cosmetic product as they are able to note a variety of shades and tones as well as the look on a model.
Beauty brands could use shoppable video software to offer their customers a unique and memorable shopping experience. They not only entertain, but inform the viewer giving them the confidence to buy:
Shoppable live stream tutorials allow the viewer to tune into a product demonstration in real-time. They can ask questions, choose colours and buy directly from the stream.
Shop the look on-demand video allows a viewer to click to buy all the products featured in a models makeup look. This reduces the amount of time spent hunting for specific products, something that can be a challenge with makeup
NARS mastered on-demand shoppable video to create an interactive customer experience:
The Fashion Industry
Interactive video platforms have proved themselves to be a saviour for the fashion industry over the course of the pandemic and beyond. Video offers the perfect opportunity for fashion brands to show off products in detail. Customers can see the texture of fabrics, the flow and structure of styles as well as colour and size options. Shoppable video for the fashion industry has helped customers shop from the comfort of their homes through:
Live stream shopping styling videos that let customers buy discounted products/unreleased products straight from the stream
Shoppable collection videos that allow the viewer to purchase the seasons hottest products
Shoppable runway shows that enable viewers to have a front row seat to shop the latest pieces
Shoppable ads market products to targeted customers and offer a direct way to purchase.
Jacquemus allowed viewers to pre-order luxury products via an entirely shoppable runway show.
The Automotive Industry
Although it is unlikely that someone will buy a car directly from a video they see online, interactive video provides car shoppers with a direct, engaging way to discover.
Shoppable explorative videos tagged with information hotspots provide viewers with an interesting way to learn about the features of the car.
Live stream product demos show off the features of the vehicle in real-time, giving a clear and honest demonstration of the product
Explorative video ads using interactivity can drive more informed traffic to a car retailer's Ecommerce
MINI used a shoppable ad format on social media to allow customers to explore the new MINI Countryman.
The Electrical and Technology Industry
Electrical brands can use live stream shopping and interactive video formats to engage and educate customers about the latest models and technologies of the moment. By using state of the art shoppable video platforms, electrical brands can demonstrate their innovative products via a rapidly developing and revolutionary format.
Live stream events to sell products with special discounts in order to show off functionality in realtime
Shoppable videos to tell the viewer more about a product via clickable hotspots that feature add to cart ability or links to product display pages
Samsung used Smartzer's live stream shopping technology to deliver a series of shoppable, real-time events.
The Holiday and Travel Industry:
Holiday and travel brands can use shoppable video content to take viewers on a journey. The customer clicks to find out information about a destination, such as landmarks, climate, restaurants, shops, bars, hotels, activities and more.
Explorative shoppable videos that allow viewers to click to reveal details about a holiday
Live streams from exclusive destinations show off your holiday destination in real time, perhaps with opportunities for viewers to purchase exclusive packages
Amazing Thailand used interactive video for a tourism advert. Viewers could click areas to discover attractions and activities.
The Food and Drink Industry
Even the food and drink industry could see serious conversion rates through shoppable, interactive technologies. The easy method of online shopping removes the chore from food shopping and introduces a fun and simplified way to buy groceries.
Shoppable tutorials on-demand and live stream can direct your viewers to their ideal food products or cooking utensils. Shoppable tutorials combine entertainment and learning with click to shop technology that speeds up and diversifies the weekly shop.
Arnotts cooking club used interactive video to create an entirely shoppable cooking tutorial featuring celebrity chef, Donal Skehan.
Updated: Aug 24, 2021
Ford used Smartzer's shoppable video platform to create a clickable adventure.
Go on an adventure with Fords New Ranger FX4 via the magic of interactive video, courtesy of Smartzer.
Execution:
Ford has teamed up with Smartzer to deliver an action packed interaction video for the new Ranger FX4. Explore aspects of the car by clicking at various point. The vehicle is clearly demonstrated in a powerful way that sucks in the viewer and encourages them to become an active participant in the shoppable content.
Results:
The video features a variety of interactive aspects:
Clickable overlay, tagged with information about the car
Clickable carousel featuring all of the information in the video for the viewer to browse
Social sharing to Facebook
"Watch more" call to action opens the video on socia media
"Tap to explore" call to action to notify viewers that the video is interactive
Watch the video below or live on their website here!
Conclusion:
Ford proves that shoppable video can be used within the automotive industry to educate and inform a customer. Journey like experiences make video content marketing fun for the viewer. Consumers remember the content and buy into the product.
For more information in how you can create shoppable content visit smartzer.com
Updated: Jun 15, 2021
What is Shoppable Video?
Shoppable video is an immersive and interactive video platform that can increase viewer engagement. The displayed content is clickable through a product tagged overlay. Viewers can find out more details about products or make a purchase by clicking a call-to-action without leaving the ad.
Brands use video interactivity to make their products stand out across social media. This has proven to be extremely effective on Instagram.
Here are some great examples of shoppable video ads by brands on Instagram:
Gap X SZA “Logo Remix” collection campaign
Gap used full screen carousel ads on Instagram Stories to promote their “Logo Remix” collection.
Videos were short form, vertical and reflected Gaps classic branding.
The “shop now” call-to-action encouraged viewers to buy the product straight from the ad.
By partnering with popular singer, SZA, Gap was able to reach new GenZ audiences.
After 19 days of sharing the ad, Gap saw a 73% higher click through rate proving that the shoppable video ad successfully engaged viewers with the brand.
Smartzer X MINI Countryman Social Media Ads
Smartzer’s interactive video platform allowed MINI to create shoppable video ads.
MINI recycled regular video campaigns with video interactivity to provide a fresh and exciting experience for viewers wanting to learn more about the car.
Viewers could click sections of the car to see more or click the call-to-action to book a test drive. A shoppable carousel would show alongside the video for customers to view and see more.
The campaign was shared across Instagram and Facebook in feeds and through Instagram stories.
The ad was optimised for the mobile experience.
Video interactivity can boost engagement by 38% and increase conversion rates by 400%.
Gymshark Black Friday Instagram Stories (2017)
Shoppable story ads featured a call-to-action that turned interested viewers into customers.
The brand published user created content to connect with fans and build customer loyalty.
The ad campaign reached 16.4 million people and generated 40% of total sales during the time the ad was shown.
KFC Italy - Make Everything Old New Again 360 ad
The 360 degree interactive view showed various age groups dancing and enjoying KFC products
The ad included the hashtag #DipLoveChallenge to encourage viewer participation and organic sharing. This created a sense of community interaction with the brand
Within 10 days the ad was viewed 4 million times with a 9 point increase in popularity among Italian women aged 25-35.
Instagram is an incredibly useful platform that brands can use to promote their brand. By optimising shoppable video ads for social media, brands can engage millions of viewers and interest into conversion.