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We have seen a dramatic rise in online shopping and e-commerce companies over the past few years. However, since the onset of the COVID-19 pandemic, the surge in online shopping has increased exponentially. The way people shop has completely changed now. The unprecedented change has even led to many brands reconsidering their marketing strategies. Further, traditional forms of marketing no longer work, and most of the audience has shifted online.
That is where shoppable video content has come to the brands’ rescue. A survey by HubSpot revealed that 83% of marketers said engaging shoppable videos helped them generate leads, and 93% of brands claimed they got new customers because they create interactive videos on social media platforms.
Shoppable videos are a means for brands to advertise their product or service with the help of a video. If a customer likes a product, they could just click on it or the link available. Then, they will be directed to another landing page where they can get more information about that particular product. On reaching the product pages, one can make a purchase at that very instant or keep it in the shopping cart to revisit later.
Thus, creating shoppable content is an excellent way to generate instant sales before a potential customer might change their mind. So, the brands take advantage of the moment. Using shoppable videos also results in better engagement with the target audience since engaging and interactive videos boost and drive conversions and create an emotional connection with customers through storytelling.
Today, most e-commerce brands are leveraging this innovative and lucrative video marketing strategy. From a clothing company to an electronics brand, all have shown incredible creativity through such videos shoppable and completely changed the shopping experience. Google Merchant Center has become a preferred platform for many retailers to sell their products online. Certain brands create interactive shoppable videos, which have become very popular among buyers.
In one of its online marketing campaigns, Puma launched a new brand platform with the slogan Forever Faster. It collaborated with many popular athletes for this video. Some big names included track athlete Usain Bolt, footballers Mario Balotelli and Sergio Aguero, golfers Lexi Thompson and Rickie Fowler, and Ferrari’s Formula 1 team. Thus, it became a popular and impactful global campaign.
Puma collaborated with a shoppable video platform, Smartzer, for another advertising campaign. Its video content featured the footballer Adam Lallana wearing various Puma products. The customers could click on the red Puma logo on those products to make a purchase. By clicking on the logo, a new product page opened up with further details about the product.
Ted Baker’s #TEDPRESENTS videos are a big hit. The brand presents its products to the target audience innovatively. The shoppable videos are an incredible way to engage potential customers. One of the videos is about a tour of the contemporary world where models use different products on their path. Each image gives a list of products they are wearing and a link to add those products to the customer’s shopping basket. While watching the video, the customer can choose from several sizes and product colors.
Therefore, it becomes extremely convenient for the customers to buy what they like with just a click of a button. It leads to an improved conversion rate. Thus, the Ted Baker video marketing campaign is a massive hit.
The interactive video by IKEA and National Geographic shows two men doing everyday activities, arranging their bed in a David Attenborough-style documentary. As they proceed with their tasks, each homeware product involved can be viewed separately and even has a “Shop Now” link attached to it. If the customer clicks on it, they are directed to IKEA’s site to make a purchase.
Another video marketing campaign launched by IKEA Canada in partnership with YouTube was the Complete Sleep campaign. It promoted its mattresses by appealing to the customers’ need for a good night’s sleep. It pushed many sleep-deprived Canadians to IKEA stores to buy these bedroom products.
Walmart went one step ahead with its shoppable live stream on TikTok, which featured its favorite fashion wear for Christmas. Viewers could simply buy the pieces they liked by clicking on them and adding them to their shopping cart. The experiment was so successful that Walmart opted for another live stream in March 2021 on TikTok. An hour-long beauty tutorial featured brands such as L’Oreal, Maybelline, and Marc Jacobs.
Ariel launched the Share the Load campaign, highlighting the uneven division of household labor, such as laundry, between men and women. It urged men to share this load with women. The campaign aimed to drive conversations around this age-old problem, which adversely impacts women’s health and well-being. It was a call to action for all to create a more equitable society.
The campaign was so successful in striking the right chords that Ariel launched the fourth chapter of the shoppable video campaign. It talks about a problem and how the campaign’s products can help address it to some extent.
These are just a handful of examples of successful shoppable video campaigns. There are many other campaigns up and running that are yielding huge dividends for the brands.
There are specific shoppable video platforms to deploy these videos. These platforms provide multiple features to make and upload shoppable videos. The most popular among these are Amazon Live, Instagram, HapYak, YouTube, and Bambuser.
Many companies provide video solutions to brands that want to outsource this task. For example, Plaza provides DTC brands with high-quality made-for-commerce interactive video solutions as a channel for marketing and sales. The brands are recommended to use products and services provided by Plaza to leverage this form of marketing. Sign up for Plaza today!
Brands, both big and small, are aligning their marketing activities with shoppable videos. The benefits of shoppable videos are tremendous. These videos also help gather information about potential customers, which can be used to gain insights into consumer behavior. Brands can use these videos to increase conversion rates at a much faster pace. With innovation and the right kind of tools, such video marketing can yield massive revenues.
