WHY 40% OF MARKETERS NOW USE SHOPPABLE VIDEO AND WHY YOU SHOULD TOO

Using video in video content marketing strategies has become a must. In fact, 85% of marketers say that video is an effective way to get attention online (Animoto). This means that if you aren't using video you're missing out.

Standard video ads are no longer enough to hook your viewer. This has lead to a rise in 'shoppertainment', video content that entertains you and also allows you to shop directly from it. This method has proved to be especially effective with younger audiences and has been triggered by a rise in online shopping as a result of the global pandemic.

Now, major brands are jumping on the trend to use interactive video platforms to draw in customers with entertaining and monetised content. But what are the options available?

Here are just some of the exciting, shoppable formats that can be created with help from interactive video platforms.

1. Shoppable video

Shoppable video can be used in a variety of ways from in-ad formats, social media posts to video on ecommerce landing pages. They feature clickable overlays that can be tagged with product information. This form of video content marketing has the ability to turn views into conversions in a matter of minutes as it shortens the path to purchase, driving viewers quickly down the purchase funnel.

Here's an example of French fashion brand, Promod's work with interactive video platform, Smartzer:

2. Live shop videos

Live shopping is taking the internet by storm. The latest interactive video technology allows brands to broadcast to customers and lets viewers shop directly from streams. Interactive video platforms like Google Shoploop and Smartzer allow beauty and clothing brands to share live tutorials in which all the products featured can be bought in one click. Live shop videos drive impulse purchases through a one-off, real time experience that replicates the benefits of in person shopping, online.

3. Personalised videos

Personalised video content marketing targets viewers by offering the most relevant content, massively increasing the chance that they will buy into your product. In fact, a 2018 Pulse Check survey conducted by Accenture shows that 91% of consumers are more likely to buy from brands that recognize them as individuals and give them relevant offers. Another Pulse Check survey conducted by the same company also shows that 56% of consumers are more likely to shop at a retailer that mentions their name and knows their purchase history. However, personalised content can go beyond just first names. There are interactive video platforms that can create customisable videos that allow the viewer to choose what they see on the screen. Branching videos (like the screen shot below) can provide bespoke decide your destiny video experience. These teach users about a product while involving them in an exciting and engaging story line.

So why use shoppable, personalised and shop live videos?

• Interaction videos result in 3x-4x greater viewer engagement and conversion than traditional video content marketing.

• The completion rate of interactive videos are 90%.

• Click through rate is 10X higher than passive video.

• Including a video on your landing page can boost your conversion rate by up to 80%.

• 43% of businesses plan on using interactive video in the coming year.

If you want to create a live shop video or a shoppable video visit smartzer.com to start generating incredible engagement, click-through and conversion rates.

HOW SHOPPABLE CONTENT HAS BECOME THE NORM

Without realising, our internet browsing experiences are now filled with shoppable content

So what is shoppable content?

Anything can be made shoppable if it provides the consumer with the opportunity to buy from it. For example: social media posts, blog posts, native articles, livestream shopping, images and videos. Shoppable content provides the consumer with an easy way to buy either from a link or from a clickable call-to-action such as 'buy now' or 'add to cart'.

Why are we seeing more content like this? Especially shoppable video?

More than 50% of buyers say that these personalised online experiences are important to them. The beauty of clickable video and shoppable content is that it supports user interactivity. The viewer can click on an interactive overlay to find out product information or choose options to personalise the content that they see. This gives them a bespoke and memorable digital experience of the brand. , Experts predict that worldwide e-commerce will generate $4.9 trillion in sales next year, and by 2040 as much as 95% of shopping will be facilitated by e-commerce. So, your marketing content will need to reach your customer through the noise of billions of others. Shoppable video content provides a personal, informative way of promoting content which helps to build customer trust online. It also engages 3-4x more than standard video.

Who is using shoppable video successfully?

Several brands have started to partner with interactive video platforms like Smartzer to generate engaging, exciting and monetized marketing content.

Here are a few examples of effective clickable videos done by brands:

Zimmerman X Smartzer: RTW Spring 2021

Luxury fashion brand Zimmerman, created this incredible and completely shoppable run way show. Using Smartzer's interactive platform, they were able to add clickable hotspots to their show. Viewers could engage with the content by clicking looks and adding products to their basket.

Bloomingdales UAE X Smartzer: Ramadan Collection

Bloomingdales UAE partnered with Smartzer to create this sleek and stylish shoppable video for Ramadan. The shoppable video content was used on their ecommerce landing pages for anyone to shop from. There were multiple products featured for every member of the family. This meant that anyone visiting the website could use the video for easy product discovery.

Arnotts X Smartzer: Cooking Club

It isn't just fashion and retail brands using clickable content online. Arnotts cooking club used Smartzer's player to create a shoppable cooking tutorial featuring chef, Donal Skehan. Viewers could learn how to make delicious lamb meatballs and shop along to purchase all the utensils featured.

To learn how to make shoppable video that engages, educates and converts visit smartzer.com

HOW SHOPPING PATTERNS ARE SHIFTING TOWARDS STREAMING COMMERCE

Online shopping has come a long way in the past 10 years and in fact, the past year. So how are our digital shopping habits changing in a new age of technology and retail?

While businesses are adapting to a new digitally dependent age amid the global pandemic, customers are changing the way that they shop.

1. Rapid transfer from high-street to ecommerce

Online shopping has become a go to for purchasing goods. In the face of 'stay at home' orders, many of us became dependent on the internet to order our weekly shops, electrical goods, apparel, skin care and more. In fact, there was a 35% increase in the online purchase of essentials like over-the-counter medicine, groceries, household supplies and personal care products and clothing, makeup and jewellery saw a 15% increase.

With the increased demand for goods online, there has been a rise in shoppable content that we see on social media, within ads and on ecommerce landing pages. In fact 93% of marketers in 2021 said that they had landed new customers as a result of shoppable video content marketing. As a result, we can see an increase in the amount of shoppable content in online feeds. With most posts featuring clickable calls-to-action that allow viewers to shop directly from the video or direct them to ecommerce. This content is known to increase conversions by 4X that of standard video.

2. Millennials and high-income earners are key online buyers

Millennials and higher income earners are the big spenders across categories, spending money on essential and non essential items. But what about Gen Z? Young adults and teens have moved their spending online for categories such as footwear, at home entertainment and food takeout. Gen Z are more likely to find products via social media platforms, especially Instagram and TikTok. In fact, the shift towards social media has seen the platforms upgrade to include shoppable content formats such as live shop technology. Viewers can now tune into shoppable livestreams to purchase goods in real time. This 'see now, buy now' ethos appeals to younger viewers and encourages impulse purchases.

3. Consumers are switching brands to support local retailers

During the past year community spirit has been high. People are looking to shop local for convenience and to support the community. This can be put down to both travel restrictions, the threat of online on the physical high street and concerns over environmental record. More buyers are looking to buy products from businesses that are more sustainable than some of the big fast fashion names. In the face of the pandemic and the climate crisis, people are looking to support smaller businesses with less of a carbon footprint, use less plastic and make goods from recycled materials.

4. However, online retailers are still popular as people are hesitant to go back to regular activities outside their homes

73% of American consumers are still reluctant to resume regular life outside their home. They choose to do grocery shops online, delivered to their homes or available for curb side pick up. Public transport, wearing a mask to go shopping and large crowds are just some of the everyday occurrences that are preventing consumers from visiting the high street or attending events. The introduction of live shop events has helped to bring the offline, online and allow customers to shop in real-time with store associates. Shoppable content used in video content marketing gives viewers a clear and informative view of products, giving them more confidence to buy online without the need to go into physical stores.

5. Health and hygiene are now more of a priority than ever before

59% of customers are shopping more health consciously. Consumers are prioritising health, hygiene, cleanliness and safety in what they buy. Immunity enhancing products have had a surge in sales, multi-vitamins have seen a 40% year-over-year increase. From now on, 48% of consumers intend to maintain new health and wellness habits that they have adopted during the pandemic.

To learn how to create shoppable content and live shop events visit smartzer.com