Shoppable video ads are transforming the marketing game, turning static product displays into immersive experiences. With this new eCommerce marketing strategy, customers can see the products in action, read product descriptions and add to cart — all within the video.
This interactive shopping approach gives customers a more seamless, personalized experience while making it easier for marketers to reach and engage with their target audience.
In this article, we’ll learn more about shoppable product videos to inspire and guide your campaigns for your eCommerce strategy.
What Is a Shoppable Video?
A shoppable video is a marketing tool that allows viewers to directly purchase products featured in the video through embedded links.
This simplifies the buying experience by eliminating the need to open multiple links or be redirected to different websites.
Different shoppable video platforms offer various formats for purchasing products, but they often include a pop-up where viewers can browse, select and check out products seamlessly.
Here are other things you can do with shoppable product videos:
• Watch in-depth product demonstrations.
• Browse through product galleries.
• Customize product colors and sizes.
• Read product descriptions.
• Add products directly to the shopping cart.
• View related or recommended products.
• Share products with others through social media or email.
• Save products for later or create wishlists.
• Receive real-time updates on product availability or promotions.
Benefits of Shoppable Videos (and Other Types of Shoppable Content)
Videos are powerful eCommerce tools, with 92% of marketers reporting a good return on investment from video content alone (HubSpot, 2023). With shoppable content, brands can further magnify their impact.
Here are some benefits of shoppable content:
Increases Customer Engagement
Shoppable video ads enhance user engagement through interactive elements like clickable links, product overlays and hotspots. These features closely replicate the experience of shopping in-store, allowing users to actively interact with and explore the products in greater detail.
Such an immersive experience heightens user interest and promotes prolonged interaction with your brand and offerings.
Improves Conversion Rates
Instead of visiting multiple websites, a shoppable video allows customers to complete a purchase in just a few clicks. This streamlined experience simplifies the buying journey, increasing the likelihood of customers choosing your products over competitors.
Boosts Brand Awareness
Static images can only tell so much about your brand. With shoppable product videos, viewers can see your products in action and better understand their unique features and benefits.
The interactive nature of these videos encourages viewers to actively engage with your brand, increasing exposure and generating word-of-mouth promotion.
Additionally, integrating clickable links and product information facilitates easy access to additional brand content, further enhancing brand recall.
Offers Valuable Data
Shoppable content provides insights into customer behavior and preferences, such as click-through rates and purchases. Brands can leverage this information to optimize their eCommerce marketing strategy, personalize offerings and improve overall customer satisfaction.
Shoppable Video Examples
Now that you know the benefits of shoppable content, let’s look at some shoppable video examples that will give you ideas on how to promote your products like a pro on any shoppable video platform:
1. Adidas X Missoni
Missoni, a revered fashion label, collaborated with Adidas to create a shoppable video highlighting their exclusive collection. Within the eCommerce video, shoppers can:
• Click on products for more information.
• View multiple products simultaneously.
• Visualize different ways to style or use the products.
Watch the full video here.
This promotional video by Gogglesoc combines unique storytelling with interactive elements. While watching the video, customers can click on the + icon to view more designs, learn in-depth about the products and complete purchases.
Experience the full ad here.
3. IKEA X WIREWAX
In this video, IKEA uses a documentary-style shoppable video to promote its products. As the video plays, viewers can hover over IKEA’s homeware products to view additional information or click the “Shop Now” call-to-action to be redirected to the brand’s eCommerce platform for purchasing.
If they choose not to make a purchase, they are redirected to their previous spot in the interactive video to continue enjoying the immersive experience.
Watch the full ad here.
Major Platforms for Shoppable Video
Not sure which shoppable video platform to use for your campaign? These shoppable video platforms will help you create exceptional product videos for marketing:
Instagram, arguably, remains the top shoppable video platform since 2018. The app allows brands to tag up to five products within their videos. Viewers can also conveniently make in-app purchases without leaving the platform.
TikTok, the world’s fastest-growing social network, quickly adopted shoppable videos, enabling viewers to add items to their cart by clicking on a video’s product pin.
Notable figures like Fenty Beauty’s founder, Rihanna, frequently use this feature in their eCommerce strategy.
It’s also important to note that Instagram and TikTok have collaborated with Shopify to make it simpler for eCommerce retailers to generate shoppable content on these networks.
YouTube has rolled out various features that support shoppable videos, such as:
• TrueView cards that incorporate shopping links directly within the videos,
• CTA buttons that highlight specific products, and
• The ability to link your Google Merchant Center within campaigns for seamless product promotion.
Amazon Live allows brands to create interactive live promotions for their marketplace store and feature Amazon shoppable video on product and landing pages.
Brands can choose to invest in paid promotion to increase the visibility of their Amazon shoppable video and ensure their content reaches a broader audience of potential shoppers.
Want to bring more traffic to your Shopify store? Shopify offers multiple ways to integrate shoppable content into your Shopify video. Videowise, for instance, allows merchants to integrate video carousels, galleries, lead-capture forms and other interactive elements into their Shopify video.
Best Practices for Creating Shoppable Video Ads That Convert
Not all shoppable video ads will generate desired results in terms of conversions and sales, but by following these best practices, you can increase your chances of creating effective and successful campaigns.
• Keep Messaging Simple: Capture attention by keeping your shoppable videos short and to the point. Aim to highlight key product features and benefits within a limited timeframe.
• Showcase Products Authentically: Demonstrate your products in real-life scenarios or through user-generated content to help viewers envision themselves using the products.
• Use Clear Call-to-Actions: Include a clear and prominent call-to-action within the video, directing viewers to take the desired action, such as “Shop Now” or “Buy Here.”
• Keep Videos Clutter Free: Overcrowded videos can be overwhelming and confusing for viewers. A clean and well-organized layout enhances the user experience, making it easier for users to understand the content and navigate the shopping elements seamlessly.
• Optimize for Mobile: Ensure your shoppable videos are optimized for mobile viewing, as many users access videos on their smartphones. Use vertical or square formats for better mobile compatibility.
• Monitor Performance: Track the performance of your shoppable videos using analytics tools or platform-specific insights. Pay attention to key metrics, such as user behavior, interactions and conversion rates, to identify patterns and trends.
• Iterate and Optimize: Refine your videos based on the insights gained. This could include experimenting with product placement, modifying the call-to-action or using better visuals.
• Continuously Test: Testing and optimization should be an ongoing process. Conduct A/B tests by creating different versions of your shoppable videos with varying elements, such as product placement, call-to-action placement or video length. Test these versions against each other to identify the most effective elements.
Creating shoppable video ads that convert is challenging but, when done right, can yield remarkable results, such as increased engagements, conversions and sales.
For the best results, consider enlisting professional video production services that will provide you with the necessary skills, creativity and technical know-how to create compelling and impactful shoppable video ads that resonate with your target audience.
Amplify Your eCommerce Strategy With Shoppable Content
A shoppable eCommerce video offers brands new and exciting ways to enhance their marketing sales and efforts. With these types of product videos for marketing, brands can:
• Engage and captivate their audience by providing interactive and immersive experiences.
• Showcase their products in action, allowing customers to visualize how they can be used or worn.
• Simplify shopping experiences by enabling customers to make purchases directly from the video.
• Drive conversions and increase sales by reducing the friction between discovery and purchase.
• Gain valuable customer insights through tracking and analysis of engagement and conversion metrics.
• Leverage the power of social media platforms and online marketplaces to reach a wider audience.
• Stay ahead of the competition by adopting innovative and dynamic marketing strategies.
Shoppable videos can completely transform your eCommerce strategy. To do this, partnering with a professional video production services provider like Thrive is crucial.
With Thrive’s top-notch video production services, brands can create high-converting, shoppable product videos for marketing. Our team of skilled professionals will work closely with you to develop creative concepts, craft compelling narratives and bring your products to life in a way that resonates with your target market.
Don’t miss out on the opportunity to enhance your eCommerce strategy. Contact Thrive today to start creating conversions-focus shoppable content for your brand.