2020 was a difficult year for every industry and individual. The global pandemic was a challenge for many; even to us at Smartzer. But for the digital services, it was only a hiccup in the way. After everyone was forced to stay safe at home, digital platforms, technologies, shoppable and interactive videos have gained importance. Now, the pressure is on for brands to pay attention to their digital content as the closest form of interaction they will have with their customers. This year, the growth will continue and we will see how technologies emerge to offer customers the most personalised experiences.
These are some of our predictions for the future in 2021, and why it will be an exciting year for Smartzer...
Growth use of video content
Video content has always been a successful form of storytelling, images and text alone don’t seem to cut it anymore. Hubspot reported that 81% of businesses use video as a marketing tool (up from 63% over the last year). Furthermore, Insivia reported that mobile video consumption rises by 100% every year. As a result, brands need to up their game by rethinking their video content marketing strategy in order to stand out and stay relevant.
Smartzers bespoke, interactive video platform allows brands to create immersive and engaging content for their customers. This highly relevant video technology removes many of the issues that marketers face when optimising their video content. The clickable, informative videos are easily measurable for ROI and shorten the viewers path to purchase. This can increase conversion rates by up to 400%. With video content on the rise, it is without a doubt that 2021 will provide many opportunities for brands to capitalise on Smartzer’s innovative technology in order to stand out in a content saturated crowd.
Renewed focus on interactive content due to lack of personal interaction
The Global Pandemic has hugely impacted the way brands can connect with their clientele. With bricks and mortar stores closed, outside of the box thinking is required to recreate the personal element of face-to-face selling online. This has increased the demand for interactive video platforms like Smartzer to bridge the gap between the online and the offline.
In fact, 24% of video marketers plan to include interactive video in their 2021 video marketing strategy. This was up 3% from last year.
This renewed focus on interactivity sets Smartzer in good stead for the year having previously worked with retailers like Brown Thomas to deliver shoppable video tutorials and beauty masterclasses. Here, interactive video successfully brought the beauty counter to customers' living rooms.
Livestream Shopping
China has been ahead of the game when it comes to livestream shopping experiences. In 2020 a report by Qin An mentions that 265 million Chinese internet users buy goods via streams. This figure amounts to 47% of the total stream viewing audience. These stats suggest that the rest of the world should follow suit in order to keep up with marketing giants.
In 2021, Smartzer offers brands the chance to raise the bar with interactive and shoppable video streaming formats. The platform allows brands to build a shoppable carousel of products by importing directly from a product catalogue or manually. Brands can connect the platform to their stream using the RTMP ID and a Stream Key to go live.
As a result of the pandemic, there has been a growth in demand for interactive livestream events. Online luxury retailer, My Theresa, previously worked with Smartzer to deliver Burberry’s shoppable runway. Viewers could virtually sit front row at the highly anticipated fashion week show. Consumers could shop the products modelled directly after the show instead of waiting 6 months for release. This shoppable video stream excited fans through the instantaneous “see now, buy now” philosophy. The shoppability of the show introduced a sense of urgency to the viewer that encouraged them to make a purchase. This interactive front row experience brings customers and brands closely together in socially distanced times and suggests that the future of live shopping is bright for 2021 and beyond.
Shoppable Ads on Social Media
Right now, more than half the world uses social media. This means that brands must optimise their advertising online to engage as many potential customers as possible. Especially when 53% of consumers engage with a brand after viewing a video on social media.
These facts are encouraging for the popularity of interactive video platforms in 2021. Milka Kramer UK and Ireland Country Manager at Pinterest predicts that “In 2021, the brands and retailers who leverage insights and focus on engaging with customers early in their shopping journey will turn them into customers through visually inspiring ideas that reach them at just the right moment”.
Smartzer’s highly relevant software helps brands to create shoppable video ads that stand out and reflect Kramer’s prediction. The clickable overlay enables brands to tag products to their ads and create an interactive and informative experience for the viewer. Having previously worked with brands like Paco Rabanne, Missoni and Volkswagen, Smartzer’s software has proven to increase engagement by 62%. Customer’s could click on products in the videos or a call-to-action to be educated about the product early on in the purchase funnel. With this content marketing strategy, brands can drive more qualified leads to e-commerce sites, increasing click-through-rate by 27%.
With platforms like Facebook and Instagram’s “IGTV” on a mission to become the next generations TV streaming platform, the continual rise in video content across social media indicates that interactive video platforms like Smartzer are here to stay. The undeniable benefits of shoppable video push platforms like Smartzer to the forefront of content marketing strategy, preventing brands from slipping into extinction for the years to come.
Increased performance of interactive content on e-commerce platforms
While vaccine rollout encourages hope for a degree of normality in 2021, merchants cannot ignore the huge technological developments in marketing strategy that have led to systematic changes in how customers interact with brands. When it comes to online content, we cannot revert to pre-covid ways.
Like in-feed interactive video ads on social media, interactive video content on e-commerce sites has increased over the past year. Brands have utilised interactive video platforms like Smartzer to replicate the engaging in-store experience online. Whether this has been through conversational commerce, shoppable video or live shopping events, 2020 saw brands re-evaluate their strategies for a time where stores were temporarily closed. 2021 will see brands solidify these strategies as a more permanent practice.
A clear take-away from 2020 is that customers crave easy brand access. On e-commerce sites, conversational commerce has allowed customers to virtually talk to store associates to gain recommendations and advice on products, leading to informed purchases. Shoppable videos on landing pages have instantly engaged shoppers, informing them about products and offering alternative recommendations in collections. Live shopping events have changed the game for customers interacting with e-commerce sites. The real-time streams allow customers to feel as if they are in the same room as the merchant, only they have their online device handy to buy the products displayed without leaving the video. Livestream shopping provides a bespoke and personalised experience for the consumer who can see the product in action and buy with confidence.
These three e-commerce practices transform a technological experience into a human experience. As a result, platforms like Smartzer are likely to be in high demand for the following years.
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.
In January 2021 alone, TikTok had over 315 million downloads. Overall, it has been downloaded over 2.6 billion times as reported by Sensor Tower in December 2020. This surge in popularity can be blamed on the global pandemic. With so many of us stuck inside and glued to our screens, it’s no wonder that people are seeking the instant entertainment that TikTok videos provide.
But what is TikTok?
TikTok is a video sharing social media platform that has proved itself a global hit with GenZ audiences. The app may not have anything to do with clocks or watches but it is highly concerned with views. It's more than likely that you will have seen videos of dance routines or heard a song on the radio that initially went viral on the platform. Here, content can go viral in seconds with the biggest influencers possessing nearly 32.7 million followers and receiving almost 46 million likes for a 60 second video. Brands would be silly not to take advantage of the platform to promote their content to the masses.
How to make an interactive video ad on TikTok
TikTok offers several options for brands to advertise with interaction videos. For example, IN-Feed Ads, TopView, Brand Takeover, Branded Hashtag Challenge, Branded Effects.
In-Feed Ads
Videos have a “Sponsored” label
Videos appear on users “For You” page amongst other creator content
Videos have a clickable call-to-action ie, “Learn More” or “Buy Now”
Users can “like”, “share”, “follow”, “shoot videos with the same music”
TopView
Video first format that puts brand videos in unmissable view of audiences
Using sight, sound and narrative to capture user attention
60 seconds of full-screen and long form video, with autoplay and sound
Distraction-free viewing grabbing 100% user attention
Brand Takeover
Full screen visual ad experience for viewers
Multiple creative formats with static and dynamic display
3 second JPG and 3-5 second video supported
Branded Hashtag Challenge
Taps into user passion for creation, encouraging brand engagement that goes beyond simple clicks
Brands invite users to participate in creating content surrounding the campaign theme with all UGC aggregating in the hashtag challenge page.
Average engagement rate of 8.5% through likes, comments and shares.
Branded Effects
Tailor made shareable stickers, filters and special effects
Users can create selfie videos with these effects, sharing and promoting brands interaction videos.
TikTok Creator Marketplace is an official platform for brand and creator collaborations and videos from creator partners can easily be promoted as in-feed ads for an extra visibility boost. Here, brands can monitor their analytics and productivity of their campaigns.
The Best Brand Use of Interaction Video on TikTok
Motel Rocks: Call-To-Action and Influencer Partnerships
Online retailer, Motel Rocks has been taking advantage of Influencer followings to promote their brand. Their products are shown to millions of viewers via TikTok personalities in In-Feed ads. The clickable call-to-action “Shop now” takes viewers directly to the product page without leaving the shoppable video. With 2.4 million likes, the interaction video has clearly engaged millions of prospective customers.
Guess Jeans: #InMyDenim Branded Hashtag Challenge
“A Cluttered brand space demands unique, engaging content and integrated participation” said Edward Park, SVP of retail and digital at Guess. So, the brand took to TikTok to shake up their video content marketing strategy. The challenge asks users to demonstrate how they style their denim and transform their look from a mess to best dressed. The interactive element of the challenge drew together fans and the brand, successfully generating conversation with a new GenZ and Millennial audience.
Balenciaga: Shoppable TopView Ad
Balenciaga was the first luxury brand to launch a shoppable campaign on TikTok. This was a 24 hour takeover of the TikTok front page and generated 25 million views. The interactive video platform allowed viewers to shop the items in the video. By clicking the call-to-action, viewers could view the collection in a carousel. The interaction videos speed up the route to purchase by displaying the shoppable products directly before the viewer. Since the route to purchase is shortened, there is a higher chance of customers completing a conversion.
Innovative Interactive Video Platforms that can show brands how to easily make an interactive video on TikTok
Smartzer offers an interactive video platform that provides brands with a tool that turns content into interaction videos on TikTok.
Smartzer MINI Shop:
Brands can connect their campaign call-to-action with the Smartzer MINI Shop links. This will connect your ad directly to your product feed. A viewer will click the ad and instantly see all the shoppable products and a direct link to the e-commerce site.
Lightweight, easy to use pages help inform users about products. This can lead to higher conversion rates and a stronger ROI.
This could be through either makeup tutorial videos, fashion videos or recipe videos. Videos will have clickable components to clothing, makeup or ingredients.
Smartzer Interactive Experience
Every interactive experience is optimised for mobile.
It is easy to share the interaction video content across social media platforms.
Users can engage with the interactive content by launching the call-to-action or the URL displayed in the video.
This could be in TikTok work out videos (shoppable fitness gear), travel videos (interactive hotel tour), auto videos (interactive tour of car features).
With more and more users downloading TikTok everyday, the clock is ticking for brands to utilise the platform to reach millions of new and existing customers.