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.
Raising your Ecommerce game has never been easier with these 5 up and coming video apps for Shopify fashion and beauty brands.
With brands embracing the world of online shopping, businesses are looking towards simpler, more efficient ways of marketing that not only wow but sell.
We have put together a fresh new list of exciting apps that can help fashion and beauty brands boost revenue with video...
1. Smartzer: shoppable video and live stream shopping
Smartzer offers Shopify brands the chance to create immersive, interactive and entirely shoppable content online. The platform lets users add a clickable overlay to content that viewers can tap to view product information. Video can be on-demand or in real-time with Shopify live stream shopping events allowing brands to add to cart straight from the broadcast. Livestreams can then be repurposed as shoppable content on-demand on Ecommerce landing pages.
Why is it suitable for fashion and beauty brands?
This app works really well for fashion and beauty brands as users can create shoppable styling and makeup tutorials. This demonstrates products in a super dynamic way, giving customers a 360 degree view, developing the confidence to buy.
2. Brandzooka: targeted social ads direct from your Shopify store
Connect and share your digital content beyond the constraints of Search and Social. Reach your consumers whenever they are with Connected TV, Web, Mobile, and Audio ads. This adds a new dimension to video through the power of television Level up your digital campaigns with our self-service platform. Communicate with the right audiences through demographics, interests and spending habits. Globally, or locally, you'll find them here. Advertise on Primetime TV streaming networks and platforms, target the right audiences and environments, and connect with your audience anywhere, on any device.
Why is it suitable for fashion and beauty brands?
Promote your products across platforms in a simple way. All you need is to download the app to start spreading the word about the latest collections and styles.
3. Videofy: make creative product videos
Create promotional and product videos in a matter of minutes, from existing images and metadata in your store. You can even make them in bulk for all your store’s products. Videofy provides an automatic way to instantly create video content for your online store and social media channels, including Facebook, YouTube and more as well as promotional and call to action messaging to increase incoming traffic, conversion, sales and ROI (Return On Investment). Videofy helps you to create a memorable video on Shopify to optimise the experience for site visitors.
Why is it suitable for fashion and beauty brands?
Take your product display pages up a notch with more visual, dynamic content. Show products in a more realistic way, replicating the benefits of in person shopping, virtually. This gives brands the exciting opportunity to show pieces in 360 degrees.
4. Promo: Deals and ads
Users select the video type within Shopify then the Video Maker app pulls existing footage and images. The app delivers an optimized video based on ad goals as the merchant publishes on Shopify product pages, websites, or Facebook, Instagram, YouTube and Twitter accounts.
Why is it suitable for fashion and beauty brands?
Using Promo to up-sell your products can boost revenue and brand popularity.
5. Spin Live: Shopify livestream
Spin Live's app lets e-commerce sites sell products directly in shoppable videos from influencers. The app has a two-click setup process for influencers to access products on a merchant's website and to start selling them in shoppable videos. Merchants can integrate Spin Live with product information, inventory and fulfilment.
Why is it suitable for fashion and beauty brands?
Show off your products in live consultations, replicating the benefits of in person shopping with help from brand associates. Buying makeup online can be a challenge for customers but showing off swatches via video stream can provide viewers with a clear understanding of shades and tones.
Social media has become an integral part of our lives. Many head to apps like Instagram and Facebook for product information and inspiration. Consequently, many social media users follow fashion, beauty, food or fitness influencers to stay informed on what’s hot. In an astonishing fact sourced by Google, 4 in 10 Millennials said their favourite influencer understood them better than their friends. This has placed influencers on a powerful pedestal that brands can capitalise to build a bigger, more loyal customer base.
How are brands partnering with influencers?
Brands have been using shoppable video and streaming commerce to connect with customers via influencers. The medium seamlessly integrates direct purchase options with immersive and interactive content. Smartzer’s interactive tag video platform adds a clickable overlay to video content. This might be over an influencers livestream, image or video post. The brand will add the desired links to Smartzer's software either manually, via Product Feed or via Product API. This will enable the viewer to click the products and access details and purchase options as the video continues to play. This tech speeds up the route to purchase for a consumer, increasing the chance of a conversion. By combining trustworthy influencers with instantly informative interactive video brands can win big.
Here are some of the ways brands are implementing this strategy…
NYX Pro Makeup: Livestream Shopping and Tutorials
The digital first brand targeted the social media generation during a time when bricks and mortar beauty counters were closed. By launching their large scale influencer outreach programme they have secured a close relationship with their customers. The livestream makeup tutorials with LGBT influencer Matt Bernstein reached thousands. Fans were able to see the products in action and purchase them directly from the livestream shopping video.
The Sport of Being Hannah Bronfman for Harper’s Bazaar: Shoppable Day in the Life
Famous online retailer, Harper’s Bizarre collaborated with DJ, fitness guru, model and blogger Hannah Bronfman to deliver a clickable and entirely shoppable editorial. Viewers could interact with the video by clicking on the pieces worn by Hannah. The video would then display the products, showing more information and the option to “Buy Now”. The shoppable video received 80K shares on social media.
Trisha Hershberger: Amazon Live Influencers
Amazon has created their own platform for influencers and brands to come together to promote products to the masses. This form of streaming commerce features live reviews that demonstrate how products work. These videos are tagged with the items for the viewer to purchase without leaving the video. Tag videos have the potential to reach huge audiences as demonstrated by gaming influencer, Trisha Hershberger. By partnering with influencers like Trisha to promote their gaming products, brands could reach over 145K potential buyers.
Sofia Schwarzkopf-Tilbury: Brown Thomas X Charlotte Tilbury Beauty Masterclass
Using Smartzer's shoppable livestream video platform, Brown Thomas teamed up with celebrity makeup artist, Sofia Tilbury to deliver an interactive beauty masterclass. Makeup enthusiasts pre-booked tickets for the exclusive event and tuned in for live makeup tips. Demonstrated products would appear in a shoppable side-bar for the viewer to purchase without leaving the stream. After the livestream shopping event, the video was made public on Brown Thomas’s e-commerce website with the aim to turn regular web traffic into qualified traffic. This bespoke, immersive form of streaming commerce can successfully increase engagement by offering a memorable and unique customer experience.
Influencer voices can help brands obtain thousands of new customers through just one video. It is clear that in 2021, influencer marketing is key to maintain customer trust and loyalty when physical stores are closed.