In 2021, consumers have access to content online at an on-demand capacity more than ever before. This rapid increase of on-demand, shoppable content has only accelerated thanks to the global pandemic. Now that brands and customers have trialled immersive, shoppable formats of engaging content, they are not willing to let this way of life go.
Shoppable formats encourage instant purchases. The clickable, customisable hotspots make the video content marketing strategy completely engaging, informative and monetised. Brands add product links to an interactive overlay using product images, text, URL's, Product Feeds and Product API's. Information can also be added manually. These videos can be integrated into e-commerce landing pages and shared across social media. Viewers will then be able to click, swipe, zoom and drag through the video to find out product details such as colourways, pricing, sizing, composition and more. Call to actions encourage consumers to click through to brand e-commerce, sign up to a mailing list, book a test drive or even make a purchase within the video and add to their basket.
Below is an example of Smartzer's partnership with Arnotts to create a shoppable cooking video on their e-commerce!
Shoppable videos encourage on-demand purchasing, boosting conversion rates by almost 400%! With internet video traffic accounting for 69% of global consumer traffic, marketers have adapted to the format to take advantage of increased online purchasing habits as a result of store closures.
Even after the pandemic, it seems that this shoppable e-commerce trend will stick around. The digital developments have proven to be extremely useful for monetising video content marketing and connecting brands and customers in the comfort of their homes. Although life may be back to normal by next January, many have discussed the cold, wet weather encouraging an at home lifestyle. With a variety of at home shopping experiences on offer, more people will be looking for on-demand content to avoid the cold hard winter.
At The Drum’s Digital Transformation Festival 2021, Nicola Spooner the Vice President for strategy at Unruly said "Shoppable content opens the doors to impulse purchasing". It puts products within the context of the video right under the customers nose. She continued, '“If you are watching content around cooking and there is the contextual placement for Jameson’s cocktails or Viejo wines, I – as a consumer – could be inspired and take action immediately.” Indeed, this is reflected through the high conversion rates of shoppable video across social media and real-time livestream shopping experiences. The 'see now, buy now' ethos of streaming commerce has helped brands globally boost conversion rates, connecting them with customers in a social shoppable video experience.
With engaging, immersive shoppable formats like livestream shopping, brands can reach customers at home in real-time, bringing the benefits of offline shopping, online. By using interactive video platforms businesses can upload their product links before the stream and then imbed a link into their e-commerce to be shared with customers across social media. Passive viewers are turned into active participants by purchasing products demonstrated in the stream and conversing in a chat room. This encourages impulse purchasing as customers are given the confidence to buy online.
Ultimately, shoppable video will allow marketers to build streaming commerce into every stage of their video content marketing strategy rather than simply viewing it as an awareness boosting tool.
To learn more about shoppable video and how to create your own, visit Smartzer's website here!
- Apr 1, 2021
Over the past year, interactive video formats have rapidly developed. Shoppable video and livestream video have been key tools for brands to use to connect with customers. But how do they compare and is one better at engaging than the other?
Let's take a look at the key differences and benefits of each format and how brands are using them to engage, inform and convert!
Summarising Shoppable Video:
Shoppable video is a clickable, interactive and monetised format that allows viewers to purchase products directly. Interactive video platforms can help brands turn new or existing video content into shoppable experience by adding a clickable overlay. Here, it is possible to tag videos with product information via URL's, images, text, Product API, Product Feed or manually. Once tags are added, hotspots will be created and brands will be able to share their interactive video on their e-commerce sites and across social media.
Here is an example of Smartzer's partnership with Dior to create a shoppable video for an email newsletter:
Summarising Livestream Shopping Videos
Instead of adding links after the video has been created, Smartzer's livestreams require creators to add links prior to the stream. Brands plan what products they want to debut during the stream. Products can be added to the video by connecting product catalogues and requesting information by SKU or by adding the products manually. Once products are added, creators can build a shoppable carousel to display alongside the stream. After this, brands can connect their chosen interactive video platform to their broadcasting service of choice. Each new livestream has a stream key and RTMP link which can be embedded on e-commerce.
Other livestream platforms include:
Bambuser
NTWRK
Google Shoploop
NTWRK and Google Shoploop only allow brands to stream via their apps.
Here's how a livestream shopping experience might look with fast fashion brand, Monki and Bambuser:
What are the key differences and similarities between shoppable video and livestream shopping?
There are several differences and similarities between the two formats, so let's break it down in a list...
Key differences:
Livestream shopping videos occur initially in real time while shoppable videos are pre-recorded, looped videos that support interaction 24/7.
Hosts can communicate with viewers through live video chat rooms while brands have less of a live connection through shoppable video unless they use chat bots
Shoppable videos are often gamified so users can customise their experience in the video, what happens in a livestream is controlled by the host.
Products in livestream are added before the video is created whereas with shoppable, products are added after the video is created
Shoppable videos can be made out of old pre-existing video content while livestreams are fresh, current videos.
Key similarities:
Both allow viewers to shop products exhibited in the video
Both provide links to brand e-commerce
Users can make purchases without leaving the videos
Both can be implemented on e-commerce and across social media
Complete livestreams can be repurposed as shoppable video on e-commerce sites to be replayed at any time.
Both provide an engaging, immersive and interactive experience helping customers to feel closer to their favourite brands.
Both can be seamlessly designed to fit brand ethos
Both successfully inform and educate giving consumers the confidence to buy online
Each highlights products clearly and provides a human feel to a digital experience
Both can successfully replicate the benefits of in-person shopping online.
Metrics and Statistics
Here's how livestream shopping and shoppable video, engage, inform and convert
Shoppable video
Typically engages 3-4 x more than standard video, viewers are engaged and educated early on in the video, shortening the path to purchase.
Incorporating shoppable video into email marketing can increase click through rate by 300%
Social sharing can increase click through rates up to 150%
Typically converts 400% more than standard video
Every action that occurs in the video can be tracked, providing valuable insights for marketers to adapt their strategies
Add to cart conversion can be as high as 19%
Landing page conversion can be as high as 83%
Livestream video
Conversion rate of Chinese retailer, Taobao Live grew by 150% three years in a row and the conversion rate in 2019 was 32,000 items added to cart per million views
Livestream lets brands reach thousands of viewers at once, engaging and educating
Kim Kardashian partnered with Chinese influencer, Viya and managed to sell 150,000 bottles of perfume in seconds via a shoppable livestream
See now, buy now philosophy encourages quick sales and conversions
Engagement can be as high as 55%
Click through rate can average 18%
Smartzer partnered with Brown Thomas for a series of shoppable masterclass streams. These were then repurposed as shoppable video on their e-commerce.
Prior to their AW20 campaign, Smartzer helped Brown Thomas set up shoppable livestreams ranging from beauty tutorials with Charlotte Tilbury, Christmas tree decoration, present wrapping and clothes styling. Viewers could sign up for tickets to attend the livestreams and shop along in real time. The bespoke, personal experience provided a community feel and connected customers and brands. These videos were then repurposed as shoppable videos to be re-watched again and again on the brands e-commerce.
To find out more on how to create your own livestream shopping experience or shoppable video visit our website here!
Telly shopping has been around for ages, since live television was invented. Now, we are living through a live shopping renaissance with China leading the way for many marketers.
The Chinese retailer, Taobao, has pioneered livestream shopping technology across their e-commerce. The combined transaction volume of its Marketplace and Tmall.com reached 3 trillion yuan in 2017, more than that of all US e-commerce sites combined. On the site, large businesses pay influencers and celebrities to host streams and sell their products, an effective strategy when bricks and mortar stores have been closed as a result of the pandemic.
For the rest of the world, the race is on to harness live shopping technology and catch up with Chinese retail giants. In fact, the livestream industry is expected to be valued at a whopping 184.27 billion USD by 2027.
So, why is livestream shopping so popular? This could be due to the community feel it provides for consumers. The conversational, personal and real-time experience connects brands and customers in a way that replicates the offline shopping experience online. In an increasingly digital world, livestream provides a more human touch to online shopping.
How it works.....
Live shops are a form of shoppable, interactive video. Viewers can click hotspots in the stream to find out more about a product or add it to their basket and complete a transaction without leaving the stream. Brands who want to host a stream create tags before going live and associate those tags to the streaming platform they wish to use. This will create an interactive overlay over the live stream that viewers can shop through and interact with. A shoppable side carousel will allow viewers to browse other products and a chat room will encourage consumers to ask questions and communicate with the stream host. The stream can then be integrated into social media platforms or onto the brand e-commerce site.
Interactive video platforms that can help you go live...
Smartzer:
Brands can create shoppable live stream events
Every live shop event features a product carousel
Purchase products without leaving the stream
Smartzer's player can be full integrated into the Demandware API to instantly pull up to date product info into the editor to be displayed to viewers
Exclusive, ticketed events can be repurposed onto brand e-commerce and used as marketing material to turn views into qualified traffic.
Visit our website here for more info!
Bambuser:
Helps online stores interact with customers via streaming commerce
The add on lets brands embed a code on their e-commerce so they can stream live
Using the Bambuser app brands can start their live shop and allow customers to purchase along
Chat room allows viewers to interact with store associates to ask questions
Helps to connect brands and customers encouraging trust and loyalty
One to one or one to many product offerings
Visit their website here for more info!
Google Shoploop:
Platform for discovering new beauty brands via streaming commerce
Tutorials from real people
Shop the products displayed straight from the video
90 second demo's
Save products to buy later or purchase straight away
Call-to-action to go to merchants e-commerce
Favourite creators to keep up with their activity and current trends
Nordstrom debut's livestream shopping on their e-commerce
Luxury US department store, Nordstrom has launched their own shopping channel that allows customers to shop live with streams with store associates, brand partners and beauty, fashion and homeware experts. By signing up to virtual events, customers can join to buy displayed products and ask questions to their hosts. Upcoming live events include Burberry virtual styling filmed in New York City by stylist José Ramón Reyes who will show fashion fans how to style Burberry's latest runway looks. Other events feature tutorials on the hottest trends and tips for skincare, makeup and hair from experts at Tom Ford, Giorgio Armani and Charlotte Tilbury.
Macy's X Klarna presents a live shopping experience
Klarna held a livestream shopping event at Macy;s Herald Square in New York in partnership with Cosmopolitan. The two day 'Hauliday' event allowed customers to shop exclusive deals from Macy's and iconic brands like Adidas, Rebecca Minkoff and Express Bluemercury and Foot Locker. The livestream was hosted by Jackie Miranne whose mother invented the Miracle Mop that sold millions on telly shopping giant, QVC in 1990. Miranne showcased 60 products from Macy's while engaging shoppers in real time to answer questions and respond to comments.
Clarins nailed livestream shopping with their virtual store!
Clarins partnered with Vee24 to reimaging their e-commerce and create a totally interactive experience for their customers. The 360 degree, explorable online shop gives consumers the benefits of in person shopping, online. The boutique features several sections like skin workshops, where customers can learn about products and application techniques as well as a virtual try on feature to test makeup with camera features. Using VeeStudio and Veeschedular, Clarins allows customers to book one-on-one online consultations via livestream with beauty coaches. Customers can also re-watch previous streams with guest influencers. This gives a bespoke, human feel to online shopping and adds a personal touch that encourages viewers to buy products.
For more information about taking your shop live, visit Smartzer's website here!