The Allure of Engagement: A Guide to Creating Shoppable Videos in 2024 (Part 1)

The days of watching videos passively are passing. Shoppable videos are the ideal way to satisfy the need for involvement that today's viewers have. Brands have the ability to convert viewers into ardent customers by skilfully incorporating product discovery into interesting video content. This two-part tutorial explores the world of shoppable videos and the different types of interactions, as well as the best video formats and placements, that will be driving sales in 2024.

What are Shoppable Videos: Turning Viewers into Clickers

A shoppable video extends beyond traditional videos with links integrated into them. Shoppable videos in simple terms can be understood as interactive experiences that keep viewers glued to their devices while actively engaging with your content, which not only makes the product discovery journey more authentic and enjoyable, but ultimately leads to purchases. Let's dive into understanding the key elements that promote interactions and elevate the shopping journey:

1. Use product tags

The foundations of shoppable videos are considered to be hotspots and product tagging. Why? This is primarily because this element creates room for viewers to seamlessly identify products of interest while being able to discover new products and learn about the features of the items they like. Imagine that you find a video of a man wearing a particular outfit from head to toe, and you can explore these products without ever leaving the video by simply hovering over the shirt or pants that he is wearing.

2. Video quizzes

The second element of shoppable videos is quizzes, and If you are looking to take it a step further, using branching options can enhance the viewing experience. Now let's break it down, quizzes are considered to be a crucial tool, that can be used with the aim of personalising the content as well as product recommendations, based on their independent responses. Consider a skincare company asking viewers to complete a quiz about their skin type and issues, and then using the results to show off certain product lines in the video. By encouraging participation and attending to specific demands, this strategy increases the relevance and effect of product discovery.

3. Time to collect data

Last but not least, we have data, the foundation of any business. Shoppable videos if set up properly can be used in a subtle manner to collect valuable data from viewers. With the placement of a simple text or form field on your videos, you can seamlessly collect data such as email addresses, names, and contact details in exchange for exclusive offers, early access to new products, or participation in contests. Through the acquisition of data, brands are able to better understand their target audience, nurture leads, and target future marketing campaigns. Always remember to get express consent from users before collecting any data, and make sure that data privacy laws are followed.

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Content is King: Video Types that Convert

As explained above, interactivity is a crucial element, it is important to note that the content itself possesses the ability to make a shoppable video successful. Join us as we explore the video types that are seen to effectively resonate with viewers and encourage purchases:

Consumer Testimonials

Remember! Your customers are your best advocates. Start by showcasing genuine customer testimonials from satisfied customers that not only highlight the benefits of your products but also showcases the experiences they have had through purchasing and using your products. This is for the sole reason that testimonials are known to build trust by leveraging this form of social proof and converting viewers into interested buyers.

How-to-Use Brands Products

Products can always be used in numerous ways, all it takes is one bold act and creativity to boost sales. Create informative 'how-to' videos that highlight the various use cases, styling options and benefits of your showcased products. This gives your viewers the opportunity to visualise themselves using the product and in return fosters a sense of loyalty towards your brand, increasing the likelihood of repeat purchases.

Product Reviews

Harness the power of independent voices. This can be done by partnering with social media influencers or bloggers to create shoppable video reviews. These authentic reviews offer valuable insights and recommendations from trusted sources, and can have an influential impact on your target audience.

Bonus Tip: Use User-generated content to add a touch of authenticity and foster a sense of social community.

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Prime Placement: Where to Showcase Your Shoppable Videos

Now that your interactive shoppable videos are ready, you must be wondering where to position these in order to experience maximum impact. Not to worry, we have got you covered, here is where to place them on your website:

Improve Product Pages

Start by embedding your shoppable videos on your product detail pages, this creates room for viewers to see each product in action before purchasing, providing them with all the additional information they would need in order to purchase the product. If you are looking for superior conversion rates, studies have shown that placing your videos below the add to cart button as compared to the top of your PDP's can have a significant increase in your conversion and success rates.

Ecommerce Landing Pages

If you are looking to target product launches or specific campaigns, look at integrating these into your landing pages to seamlessly capture the attention of viewers while flaunting attractive offers and promoting immediate purchasing opportunities.

Homepage

Consider showcasing a curated selection of shoppable videos on your homepage to grab visitor attention and introduce them to your most exciting seasonal products or ongoing offers and promotions.

By strategically placing shoppable videos throughout your website, you create engaging touchpoints that seamlessly convert casual viewers into loyal and returning buyers. As we reach the end of part 1 of our guide, keep an eye out for part 2 where we delve into the technical components that bring these interactive videos to life.

Don't forget to checkout part two here!