- Mar 1, 2021
Updated: Jun 15, 2021
STAY TUNED: FOR A LIVE STREAM SHOPPING TAKEOVER
With online shopping constantly evolving, streaming commerce is preparing to dominate the industry.
The Evolution of Streaming Commerce
Streaming commerce has been around for a while. Telly shopping channel, QVC, has been streaming since the 1980's! However, In the twenty-first century, brands are looking to make live shopping even more accessible to reach new audiences and boost sales.
Chinese streaming commerce giant, Taobao, is taking live shopping to new heights. With over 1 billion product listings as of 2016, the combined transaction volume of Taobao Marketplace and Tmall.com reached 3 trillion yuan in 2017, more than that of all US e-commerce sites combined. Chinese, livestream influencer, Viya, filmed with Kim Kardashian before singles day (similar to Black Friday) and managed to sell 150,000 bottles of perfume in seconds.
The sheer scale of revenue generated from live shops in China alone is enough to make any brand think seriously about optimising their content for streaming commerce in 2021. COVID 19 has accelerated this move.
Live Shopping Platforms
There are several ways in which brands can take their video content live. Here are some of the platforms that are hot on China's heels.
NTWRK: Exclusive Live Shop Drops
Founded in 2018, the streaming app exclusively sells streetwear and has become an essential buying experience for fans of Supreme, Off-White, Yeezy, Louis Vuitton and more. Viewers watch a series of live shows for product drops with the chance to get virtual tickets to enter a lottery-style system where they may win the opportunity to buy rare, one of a kind items. Streetwear is just a small category, with the site selling a variety of items like cookbooks, toys and artwork. The exclusivity of NTWRK's luxury fashion drops gives fans an exciting and personal experience with brands. By signing up to live shop events fans can buy products before anyone else.
Google Shoploop: Live Shopping Stories
Google Shoploop is a platform for discovering new beauty brands via streaming commerce. Viewers can watch tutorials from real people and shop the products straight from the video. While watching the 90 second demonstrations, viewers can save items to buy later or purchase straight away by clicking a call-to-action to be taken to the merchants ecommerce. Viewers can follow their favourite creators to keep up with the hottest trends. This is a great way for brands to stay connected with their fans.
Bambuser: Shoppable Live Broadcasts
Bambuser helps brands interact with thousands of customers through engaging, shoppable streaming commerce on their websites. The add on lets brands embed a code on their website that allows them to set up live stream events on ecommerce. Brands can then go live through the app and let their customers shop live alongside the stream. Viewers can add products to their basket from a shoppable carousel without leaving the video. They can also open a chat room where customers can interact with store associates to ask questions about products. This brings the benefits of in-person shopping online and helps build customer trust and loyalty. Bambuser's stream offerings include one-to-many or one-to-one videos.
Smartzer: Shoppable Video
Smartzers interactive video platform allows brands to create shoppable live events for their ecommerce. Every live shopping event features a product carousel alongside the stream. Here, viewers can select products demonstrated in the video and add to their basket, with the option to purchase without leaving the stream. Brands use Smartzer’s player that can be fully integrated into the Demandware API, to instantly pull up-to-date product information into the Smartzer editor and player to be showcased to viewers. After the ticketed event, brands can continue to show the streams on ecommerce sites to help turn views into qualified traffic.
- Feb 26, 2021
Introducing Interaction Videos and WHY they are better than standard videos
Using an interactive video platform can boost customer engagement by 38% in comparison to standard video. The clickable overlay allows viewers to interact with the ad. This could show more info about a product, an option to buy or book a test drive, an option to input personal info, answer a question or view an area of the video in more detail. Interaction videos are fun, exciting and memorable for viewers. As a result, viewers are more likely to turn into customers.
How interaction videos work as ads on YouTube
There are five ways in which brands can easily create interaction ads for their video ecommerce on YouTube with YouTube or Google ads.
Cards (YouTube)
Showcase features of a product within a video
Promote other videos or playlists to encourage engagement with your channel
End Screens (YouTube)
Manually create an end screen to encourage further engagement with your brand
Call-To-Action button (Google ads)
Encourage viewers to click through to your website or make a purchase within the YouTube video
Auto End Screens (Google ads)
Show an automatically generated screen at the end of your video ad that encourages viewers to take action. For example; installing an app, subscribing to an account or purchasing a product.
Shopping Cards (Google ads)
Show listings with products from your linked ecommerce site or merchant center account
Connect viewers to products that they have already viewed in the YouTube video or that are related to the video ecommerce.
Interaction videos can also be creatively seen as the following:
Branching: Choose your own journey style interaction video where content is customisable based on the viewers decisions.
360 video: Realistic virtual reality experience where the viewer is immersed into an alternative dimension by looking up, down, left and right in the video.
Clickability and interactivity can transform basic video ads into fun, immersive and memorable viewer experiences. Here are some exciting brand examples of interactive video platforms in action on YouTube :
ASOS: COLOUR CONTROL ft. JUCE! “THE HEAT”
The interaction video succeeded as a fun form of video ecommerce. Viewers were able to click hotspots throughout the video to view products or visit the ASOS ecommerce site. The exciting music video grabs the viewers attention and the bright colours allow the products to pop.
THE BOURSIN SENSORIUM VR EXPERIENCE: 360 VIEW ADVERT
Boursin 360 degree virtual reality campaign takes the viewer on a surreal journey through a fridge! Packed full of fresh ingredients, the video submerges the viewer into herb forests, a mountain range of peppers then over a sea of red cranberries.
SONY PLAYSTATION: HEAVY RAIN INTERACTION VIDEO (GAMIFIED EXPERIENCE)
Playstation released a mini interactive YouTube version of the game. The viewer can click on hotspots to explore, make decisions and interact as a character in the video. The effective promotional video has generated over 250,000 plays. The gamification of interaction video can be an effective form of video ecommerce on YouTube as well as websites. The viewer feels connected to the brand and learns about the product while having fun.
With content going viral in seconds, YouTube is a useful tool for brands to promote their products in creative and stand out ways. These three brands successfully interactive video platform to generate memorable and intriguing ads that convert viewers into customers.
YouTube video ads are typically made exclusively through YouTube or Google software. Smartzer offers an interactive video platform for brands to create similarly exciting content across social media and e-commerce. This cross platform solution can help brands stand out from the crowd.
- Feb 25, 2021
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.