- Mar 23, 2021
You may have heard of shoppable video, currently the most talked about technology between marketers. However, have you heard of applying it to cookery shows?
55% of people watch videos everyday and 78% of people watch them every week. So, it isn't a shock that gradually, more and more culinary brands are taking advantage of interactive video platforms to incorporate shoppable video into their cooking tutorials. By monetising content and creating an immersive interactive experience, brands can increase engagement and conversion.
Your intro to shoppable video:
If you are new to the concept of shoppable video, here's a quick run down.
Shoppable video is interactive content that can be used across e-commerce or social media platforms. Brands tag videos with product information to encourage video interactivity. Viewers can see varieties of the product, click to find out reviews, pricing, contact info, product details and even add them to a basket to purchase straight from the video. This drives direct and instant sales. Interactive video platform, Smartzer, lets brands tag videos via a clickable overlay using URL's, images, text, product feeds, product API's or by inputting info manually. These videos are entirely trackable, producing powerful metrics that brands can measure and monitor to adapt their strategies.
Shoppable videos take advantage of customer interest, engaging thoroughly to generate rapid conversions.
Livestream videos can also be made shoppable. Brands upload links of products they wish to showcase before the stream then imbed the stream link onto the streaming platform for viewers to join. The excitement of real-time shoppable tutorials encourages quick and direct purchases. In China, Viya Huang partnered with Kim Kardashian on a Taobao shoppable livestream and managed to sell 15,000 bottles of perfume in minutes. Crazy.
How can culinary brands incorporate video interactivity?
It's easy to use an interactive video platform to make new or existing videos shoppable. By adding links to cooking utensils or food products used in the video, brands can give viewers direct access to purchasing items. This makes cooking tutorials even more dynamic and immersive!
Here are some incredible examples of shoppable cooking shows!
Arnotts Cooking Club X Smartzer
In this video chef, Donal Skehan, shows the audience how to make spicy harissa lamb meatballs with crispy flatbreads. Arnotts used Smartzer's interactive video platform to make the tutorial shoppable on their e-commerce site. Viewers can buy all the products that Skehan uses by clicking on the hotspots to show a group popup featuring all of the products in the video frame. The 'add to bag' call-to-action encourages consumers to purchase straight from the tutorial. This engaging, immersive and memorable video generated a 71% engagement rate and a 14% CTR.
Find the shoppable tutorial here!
Walmart X Buzzfeed's Tasty App X Northfork
Walkmart and Buzzfeed partnered with Northfork's interactive video platform to create shoppable cooking tutorials in the US. On the Tasty app there are 4,000 cooking videos that you can shop directly from thanks to video interactivity. By clicking on products shown in a shoppable carousel, users can be directed to the Walmart e-commerce to order products for home delivery or for store click and collect. Finding the perfect recipe AND ingredients has never been easier!
Not only this, Walmart has also introduced shoppable livestream cooking shows. The Walmart Cookshop videos include a special starring actress Sofia Vergara and her son, along with new episodes of "Veggie Boost with Jamie Oliver," and "Over the Top with Patti Labelle" and more! The videos let viewers order recipe ingredients and featured products for pick-up or delivery from Walmart. The shows generated a click through rate of 8.7% compared to the industry standard 2%.
Culinary and food brands are slow to pick up the latest shoppable trend in video content marketing. But, from looking at the successes of these two examples it is clear that tag videos can help foodies to discover, engage with and buy products quickly and easily.
By being able to see products in action, customers are more immersed in the content, remembering the brand and buying with confidence. Brands should jump on this trend asap to avoid being left behind!
- Mar 22, 2021
in 2022 82% of all customer traffic will come from videos.
So, marketers are looking for more cost effective and memorable ways to use video content marketing in their campaign strategies.
By repurposing existing content into shoppable and interactive experiences, brands can engage customers in a hassle free, quick and cheap way.
Why shoppable video works
Shoppable and interactive videos successfully turn viewers into active participants via clickable hotspots. Interactive video platform, Smartzer, places an interactive overlay over existing content to make videos shoppable. Consumers can swipe, click, drag, spin aspects of videos to find out more about a product. Popups show product info as well as calls to actions that encourage conversions, this could be to 'shop now', 'buy now', 'book a test drive' or 'sign up to mailing list'. Brands can add this information via text, images, URLs, product feed, product API's or manually. This format of content marketing can help brands increase engagement by 3-4 x, increase click through rate by over 25% and encourage a 400% increase in conversion.
Here are some of the ways interactive video platforms like Smartzer can help brands repurpose content into interactive video.
Existing standard video into shoppable video
By using existing videos that showcase products, brands can add clickable tags and make them shoppable. Tags will show pricing, information and 'add to basket' CTA's as well as direct links to e-commerce sites. These videos could be shared as ads across the internet as well as on social media and e-commerce. United Colors of Benetton turned their runway show into a shoppable video to drive more more sales. Viewers could click the hotspots that appeared on some of the models to view individual pieces. They could also select the ‘Shop the video’ button in the bottom right corner to see the whole collection.
What you will need:
video
product links
link to e-commerce
Recycling livestream as shoppable video on e-commerce
Smartzer's interactive video platform allows brands to create shoppable livestreams across their chosen platforms. Brands can build a shoppable product carousel to show alongside the stream 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. After the stream, brands can repurpose these videos on e-commerce sites and share them across social media as video content marketing. Brown Thomas used Smartzer's player to create shoppable masterclass livestreams. They have repurposed these shoppable tutorials as videos to be viewed at anytime on their e-commerce.
What you will need:
livestream video
product links
e-commerce links
social sharing
Existing video into interactive social media ads
83% of people say that they use Instagram for product discovery, turning social media into a packed market place for product promotion. Interactive video platforms can turn existing video content into interactive ads on Facebook and shoppable Instagram stories, in feed ads and IGTV. Short videos of below 60 seconds are suited for stories while longer may be suited to in feed ads and IGTV. Product tags can be added to the clickable overlay to let consumers find out more information. These might include links to e-commerce or 'buy now' CTA's. Check out Gymshark's use of shoppable video on Instagram stories. Repurposing content as interactive Instagram stories has the capacity to reach thousands, even millions of consumers.
What you will need:
Short videos suited for ads
Product links for product tags
Effective CTA
Link to e-commerce
Social media account
By using interactive video platforms, brands can boost engagement, CTR and conversions through shoppable video.
To learn more about repurposing video content marketing into interactive experiences click here!
- Mar 19, 2021
Monetisation describes the process of generating revenue from online content. Nowadays, The biggest challenge for marketers across the globe, is trying to measure profit and success from online advertising like standard video.
It is impossible to measure conversion and CTR from standard, flat video since the only metrics available are views and drop-off rate which only provide an indication of awareness and engagement. These analytics can be valuable. However, what if there was a solution that allowed marketers to measure all stages of the purchase funnel?!
The answer lies within interactive video
Here's how it works:
Using interactive video platforms, brands can turn new and existing content into clickable and totally trackable marketing material. Platforms like Smartzer, use an interactive overlay over content so brands can tag videos with products from images, URLs, product feeds and product API's. This means that when a viewer watches a video they can click, swipe, drag hotspots to find out more information about a product being displayed. A hotspot might display a group pop up of multiple products that the viewer can shop from. Call-to-actions could then encourage the consumer to click through to e-commerce sites, 'add-to-basket', 'sign up to mailing list', 'book a test drive' or 'buy now'.
Check out an example of Smartzer's work with Dior on e-commerce sites and e-mail newsletters:
Interactivity injects life into standard video. Content is more engaging, entertaining and memorable which is translated in the analytics that are generated.
How is it trackable?
Every interaction that occurs within the video can be measured, every click, every swipe and every purchase. Brands can see exactly who has watched the video and the actions they took after becoming aware of it. By using branching in interactive video, brands can literally see customer decisions and generate a personalised response to these. Equally, by using quizzes and polls, brands will be able to measure submission rate from videos. Here's how interactive video provides data for KPI's at each stage of the purchase funnel.
Awareness: the viewer views the interactive video
Engagement: the viewer experiences the video. Here, dwell time can be measured as well as skips, re-watches of certain videos. Video navigation can be measured through clicks and brands can see which areas of the video were watched and re-watched.
Consideration: Consideration can be measured through the click-through-rate to e-commerce, product pages and landing pages. This indicates that the viewer is interested in the product featured in the video and is considering purchase.
Conversion: this can be measured through call-to-action clicks. Viewers may be able to complete a sign up sheet from the video, register interest, book a test drive and even make a purchase all without leaving the shoppable video. Submission and transaction rates can be measured to give brands a clear indication of which content converts.
Results
By using interactive video, content can be monetised and measured. Brands can adapt their strategies according to metrics to optimise their videos and achieve conversion.