Updated: Jan 12, 2022
With 2022 upon us, we take a look back at the most inspiring and compelling pieces of shoppable content from 2021.
2021 was a whirlwind year for many brands. The pandemic has caused many to rethink their video content marketing strategies to reach as many customers online as possible. As a result, it is not surprising that new and improved video technologies have emerged with the industry continuing to expand exponentially.
Interactive and shoppable formats have been a life saver for many. Interactive content grips the attention of the customer, allowing them to play a role in the content and often personalise their experience. Social shopping solutions like live stream shopping have connected brands and customers over the internet in real-time, reflecting the benefits of in-person shopping via a screen.
These fantastic shoppable video technologies have been welcomed by brands to allow them to reach out to a new digital hungry customer.
The following examples prove exactly why shoppable video is the format of the future:
1. JD SPORTS X SMARTZER: STAR STUDDED SHOPPABLE VIDEO FOR XMAS
JD Sports' Christmas video featured some of the biggest UK names of the moment including Aitch, KSI, Maya Jama, Little Simz and more. Viewers could shop their favourite celebrities look by clicking video hotspots to reveal direct links to the products. This revolutionary technology elevated an already incredibly dynamic video to be even more immersive and inclusive for JD Sports customers.
With Christmas fast approaching, JD Sports harnessed new shoppable video software to make shopping more exciting, entertaining and simplified. With direct links to products, interactive videos save users the time of researching and hunting down specific products that they have seen their favourite influencers wear.
2. SAMSUNG X SMARTZER: SHOPPABLE LIVE STREAM EVENTS
With the live stream shopping trend taking off in China, the craze is beginning to catch on across the globe. In fact, by 2023, the industry is set to be worth over $25 billion worldwide.
Samsung Central America is taking advantage of this rapidly growing technology to use Smartzer's interactive video platform for several live shop shows. So far, the brand has produced three exclusive live events to sell discounted tech products to thousands of viewers.
With live shopping formats on the rise, Samsung is successfully pioneering the new technology with regular events featuring exclusive discounts. Social Ecommerce successfully bridges the gap between the offline and online shopping experience by creating a real-time "hybrid" format. As a result, customers can engage with brands closely from the comfort of their homes, providing a social shoppable solution during the global pandemic.
3. JACQUEMUS X SMARTZER: REVOLUTIONISING RUNWAYS WITH SHOPPABLE VIDEO
Fashion giant, Jacquemus, created the most elegant and eye catching fashion show of the summer featuring top models like Kendal Jenner, Bella Hadid, Adut Akech and more. The collection echoed natural forms and tones while adding in aspects of striking colour.
The brand used Smartzer's interactive video platform to take their show to the next level by making it shoppable. Viewers could stream the show and click to add items to their basket to pre-order. This 'See Now, Buy Now' method of shopping proved to be extremely effective at charging impulse sales while creating a mesmerisingly entertaining experience for consumers.
Using the magic of video interactivity, Jacquemus and Smartzer produced a ground breaking shoppable video experience for viewers. Customers could play a role in the content by clicking to choose their size and adding the item to their bag to buy. This engaging element has the potential to boost revenue through the roof.
4. SWAROVSKI X SMARTZER: BRIGHT AND BOLD GLAM ELEVATED BY SHOPPABLE CONTENT
Swarovski's engagement rate soared thanks to Smartzer's video hotspot technology . The brand created an immersive and dynamic shoppable video campaign for their "Collection II" campaign jam packed with glitz and glam. Featuring key models of the moment, Lourdes Leon and Adwoa Aboah the video featured on the brands eCommerce.
Viewers were instantly pulled in by the bright, eye catching content and compelled by the interactive, clickable elements supported by shoppability. Not only could they find out information about specific pieces, but they could select a size and add them straight into their basket encouraging customers to take immediate action to purchase. In fact, MAGNA research indicates that people spend almost 50% more time engaging with interactive videos, and shoppable videos boost up purchase intent ninefold.
Will you follow Swarovski's example?
5. LEVI'S X SMARTZER: FIND YOUR STYLE VIA SHOPPABLE LIVE STREAM
Levi's Holland combined the convincing power of influencer marketing with conversion driving shoppable live streams to deliver an informative and engaging styling tutorial. The brand created a social shopping experience by encouraging viewers to comment and ask questions. The brand then posted answers as well as exclusive discount codes in the chat for viewers to take advantage of. Clicking on product tags revealed product information with direct links to buy.
Currently only one in 10 US consumers have purchased from a live stream, this is set to jump to one in four within six years predicts Accenture. As a result, businesses should follow brands like Levi's to take on new challenges and adapt to an exciting, revolutionary new selling technology.
We can't wait to see what 2022 holds!
Updated: Jan 19, 2022
Streaming commerce has only taken 5 years to take off in China, with live stream sales set to reach 423 billion dollars in 2022. So what could be next for the rest of the world?
The product categories most often showcased in live commerce are apparel and fashion, with a 36 percent share, followed by beauty products and food, with roughly 7 percent each (Exhibit 2). Consumer electronics account for some 5 percent, and furnishing and home decor for almost 4 percent.
In terms of demographics, Generation Z and millennials dominate, although live commerce is starting to attract middle-aged and more-senior consumers. By March 2020, live commerce was used by 265 million people—almost 30 percent of Chinese Internet users. Taobao remains the world’s biggest player, with a market share of 35 percent.
This movement has not gone unnoticed by Western countries. Huge brands like Levi's, Walmart, Samsung and Chanel have started to try out live stream shopping formats.
Baby steps towards streaming commerce in the US, UK and Europe
Major social media platforms are honing their own in-house platforms. Walmart took to TikTok to trial their first shoppable live stream in December 2020. The event netted seven times more viewers than expected and enabled it to add 25 percent to its TikTok follower base. TikTok's live shopping solution is currently only available to certain brands in the US, but this is gradually being implemented globally.
In a recent survey by Influencer Marketing Factory, with 1,000 U.S respondents, ages 16-54 and a focus on Gen-Z and Millennials, it was found that :
82% of responders have discovered a product on social media and purchased it directly on their phone
57% have purchased something during a livestream shopping event and 39% strongly agree that they like to discover new products during live shopping events.
42% strongly agree that they prefer to check out directly on a social media app (instead of a third-party website)
Specialist high-tech start-ups have consequently also emerged onto the playing field. This includes NTWRK an exclusive platform for the hottest street wear brands to talk about limited edition drops and sell them to invite only audiences. As well as Smartzer, an interactive video platform that allows a variety of brands to host their own shoppable streams that give viewers the opportunity to make purchases from popups, chat to hosts. Chanel, Samsung and Levi are the latest to take the plunge with innovative new tech.
It is clear that consumer demand is building: a recent survey performed by Facebook found that almost a quarter of adults outside China would like to discover new products via a live stream featuring an influencer or brand representative.
As U.S. media shifts towards business models outside of advertising (commerce, tipping, subscription), live streaming becomes a more interesting and revenue-generating segment. In addition, with more commerce and entertainment consumption shifting online due to the Covid-19 pandemic, familiarity with streaming and viewership has followed.
It seems that what was old is new again as brands set to destigmatize live selling by moving away from overwhelming and dated QVC style approaches towards more casual, consumer focussed ways of selling via streams.
- Dec 15, 2021
Currently only one in 10 US consumers have purchased from a live stream, this is set to jump to one in four within six years predicts Accenture.
There's a new consumer in town and brands should pay attention.
Before, brands have relied on major ad campaigns and bricks and mortar stores to drive revenue. Nowadays, with an increasingly social media savvy consumer, brands are having to refocus their content marketing efforts online.
There is no denying that the pandemic has created a brand new customer who is hungry for a seamless, personalised and above all entertaining way to shop. Fashion and beauty enthusiasts are jumping online to discover the hottest styles from the latest drops, to share countless tutorials and reviews and looking towards influencers to make purchase decisions. This is not only via social, new data indicates that after Amazon, customers are making the most online purchases via a retailers site or app (Gartner, 2021) .
Consumers are looking for the ultimate onsite experience to drive confident purchases. Could the answer lie within the social eCommerce?
eCommerce sites have become the most crucial part of the purchase eCosystem
Beauty companies themselves are investing heavily in the integration of social commerce within their eCommerce strategies. Many brands have spent over 50 per cent of their digital budgets on short videos, shoppable technology and live stream shopping content this year, says Audrey Depraeter-Montacel, global beauty lead at Accenture.
“Big corporations such as L’Oreal, Shiseido and Estee Lauder Companies are all investing heavily in content production hubs because social commerce is driven by content. You need to produce a lot of short videos across different channels and you need to renew it quickly.” High quality content can drive conversion of up to 40 per cent, she adds.
Live stream shopping has helped to provide a solution for the renewable demand on eCommerce. Streams can be set up on a routine basis and do not require the production costs of creating large scale, edited video campaigns. Content is created instantly in real time and can even be streamed from a mobile phone. Viewers just watch and click to shop directly from the stream.
But why does social commerce have such a resounding impact on consumers?
The beauty of this shoppable format is that brands can get as creative and as sociable with their viewers as they want. Brands can connect with viewers by giving exclusive behind the scenes access to the latest drops, style guides, designer stories, exclusive discounts and even influencers via Q and A's in the comments.
This highly personal and customer focussed approach creates a community of consumers who can confidently put their trust into the brand. Daniel Martin, global director of artistry and education at Tatcha explains “Today, many brands use the word ‘community’ to describe what is, in reality, customers. Community is not about a purchase or an add to cart. Community is about a common purpose, belief, or goal. If you start with the community, the commerce will come organically.”
Experts say that trustworthiness, authenticity and interactivity are the trends that will drive modern social media and as a result, social commerce. Noor Agha, the founder and chief executive of Flip says “There’s nothing honest on the internet anymore, and it’s impossible to know what is a good or bad product”. Live stream shopping boasts authenticity. When you are streaming your product in real-time, there really is no where to hide. Consumers can see a 360 view of what they want to buy, clicking to bring up more information and adding items straight to their bag. The core value is that this brings the benefits of in-person shopping online to drive an informed, confident purchase.
Sure, brands can engage with customers on social media, but this is still limited. Social eCommerce breaks down the barrier between buyer and seller by creating a personal and friendly environment. The process is no longer just a transaction, but a relationship.