- May 11, 2021
Updated: Aug 24, 2021
These days the internet comes first and bricks and mortar stores second. Consequently, ecommerce is becoming increasingly competitive.
Trends need to be monitored more than ever for brands to stay relevant. So, here are the latest trends to keep an eye on in 2021.
1. Thanks to COVID, the future of ecommerce looks bright
The growth of online sales figures is increasing and will continue to increase. It's projected that digital sales will rise from $4.9 trillion in 2021 to $6.4 trillion in 2024. This will be nearly twice the figure of 2019. People like the comfort of shopping from their homes and technology has helped to make this happen. Video ecommerce has transformed to include more interactive and shoppable video to increase trust for buyers online.
2. Mobile buyers are on the rise
Mobile optimisation has become a necessity for most retailers. Whether this is simply for websites or by creating apps, brands need to make sure product content is easy to view on a small, hand-held screen. By 2022, sales made on mobile devices will total $3.79 trillion. Most people browse and research on their phones before making a decision. Millennial and Gen-Z users are constantly looking for fresh product content on apps. Video streaming apps like TikTok and YouTube and now Instagram and Facebook have adapted to incorporate interaction video functions so that stand out content can be created by brands.
3. Social media has never been more relevant
With 67% of young people spending more money online now than before the pandemic, social media content is being optimised to include 'buy now' functionalities. Shoppable video technology is giving viewers direct links to purchase products they see in posts. Viewers can simply click a link to be directed to a transactional page, without even leaving the app or window. Brands are racing to use interactive video platforms to create unique, engaging and clickable video ecommerce on social media.
4. The climate crisis is heavily impacting consumer decisions
With the world in a state of environmental emergency, many customers are looking to shop more sustainably. This could be from brands who use less plastic packaging, reduce their carbon emissions or make products from recycled materials. 39% of digital consumers say they would avoid brands with poor environmental records.
5. Bespoke, personalised experiences are more attractive to buyers
Consumers are no longer satisfied by static images, standard video and text content. Shoppers want to feel involved in the buying process and are seeking more personalised ecommerce experiences. So, interaction videos are becoming more and more relevant in content marketing strategies. This is because they turn the passive viewer into an active participant. Consumers can click, drag, spin, zoom videos to find out more information on a product. This exciting form of technology is growing exponentially. In fact, more than 50% of buyers say that these personalised online experiences are important to them. Livestream shopping has allowed brands to broadcast to customers in real-time to provide an exclusive, personal shopping experience. It is events like these that are soaring in 2021 and expected to soar beyond.
To find out more on how to create interactive and personalised video ecommerce visit smartzer.com
Updated: Jun 18, 2021
Video interactivity has the capacity to connect consumers and brands like never before!
In 2021, online shopping has boomed with 1.8 billion people across the globe buying goods on the internet. So, it is unsurprising that brands are constantly looking for better ways to communicate with their customers digitally.
Video interactivity has made it possible for brands and customers to engage in virtual conversations. Consumers are no longer passive viewers in video content marketing, but active participants. As a result, people feel more familiar with brands and trust is built from the comfort of the customers home.
There are several interactive video services that can help brands to build customer relationships. Shoppable video technology allows products to be displayed in a clear and exciting way that gives viewers the confidence to buy. So, here are a couple of formats that can help brands communicate with customers and boost conversions.
1. Conversational Commerce
Conversational commerce is a service that allows customers to speak to brand representatives 24/7 or in real time. An example of an interactive video service that uses conversational commerce is Hero. The platform lets brands set up texting chats and video calls with their customers to discuss products and offer recommendations. By chatting with brand reps, consumers can gain key info on products and build the confidence to buy. This also offers brands the chance to upsell to maximise profits. Hero's shoppable video technology provides a human feel to computer driven bots, allowing customers to give a face to the brand. This personalised experience generates a welcome, community feel. Calls can also be with multiple customers at once. As a result, the interactive video service can engage many people at once to sell multiple products.
2. Shoppable Livestream
Interactive livestream can boost engagement and conversion in a matter of minutes. Hosts stream in real time to sell products to a live virtual audience. Interactive video service, Smartzer helps brands to deliver exciting live shopping events for their customers. Brands upload product links to a player, connect to their chosen streaming platform then broadcast to their audience. Viewers can shop directly from the stream. By livestreaming, hosts can tell their brand story and give their audience a behind the scenes look at their products. This bespoke, one off experience encourages customers to make impulse purchases. A chat bar helps viewers to communicate with hosts by asking questions or simply showing their appreciation. Shoppable livestreams can be initially ticketed events to provide a sense of exclusivity. Following the stream, video content can be repurposed as on-demand shoppable content that supports video interactivity on ecommerce.
For more information on how to connect with your customers using shoppable video technology, visit smartzer.com
Updated: Jun 7, 2021
Video is without a doubt the most popular form of marketing with customers. In fact, 82% of Twitter users prefer to find out about a brand or product via video.
With Gen-Z audiences more social media savvy than ever, brands are adapting their content with virality in mind. But how does shoppable video fit into this?
What is shoppable video?
Shoppable video is a type of video content marketing that supports user interaction. They have clickable hotspots that the viewer can tap, swipe, spin or zoom onto to find out product information, add the product to cart or visit the brand ecommerce to finalise the purchase. Call to action buttons like 'Buy Now', 'Sign up to newsletter' or 'add to cart' encourage viewers to become active participants in the content.
These days, our social media feeds are saturated with content. Interactive video on Facebook, Instagram, TikTok and Twitter can help brands to stand out against the crowd as they achieve 3-4x more engagement than standard video.
Why is shoppable video the future for social media marketing?
The average person consumes 84 minutes of video online per day. The rise in mobile devices can largely be attributed to this. More than 50% of internet traffic comes from mobile devices. With most people browsing on social media, this is where content has to be its best.
The engagement, CTR and conversion rate of shoppable video is second to none. As a result, using this video content marketing strategy has become increasingly important. Additionally, with livestream shopping on the rise, standard video just doesn't cut it anymore.
How to start using shoppable video in your social media strategy!
Firstly, you will need to decide how you want to make your video. There are plenty of interactive video platforms out there that will help you make a dynamic and immersive shoppable video that converts. Smarzter's shoppable video editor allows brands to tag their videos with product information via a clickable overlay.
Content can be repurposed video or alternatively a video made specifically with interactivity in mind.
Include an effective call-to action such as 'buy now' 'sign up to mailing list' or 'book a test drive'. This will notify your viewer that your video is shoppable.
Think about what content your viewer will be expecting. Make sure product tags are relevant and informative but also exciting and fun. This will make for an engaging shoppable video.
Incorporating story telling into your video content marketing will give your customer an enjoyable insight into your brand. On social media, customers look for quick, entertaining content that informs. So, make sure your video is a suitable length, possibly no more than 60 seconds.
Ensure content is mobile friendly! If you want your video to be viewed on an app format, vertical videos work the best.
To find out more information on how to create a shoppable video and interactive video on Facebook, Instagram visit smartzer.com