Shoppable Videos: What They Are & How to Create Them
There’s no doubt that video advertising is as popular as ever. If your eCommerce brand isn’t taking advantage of this type of media, then you’ll want to get on board as soon as possible.
However, there’s an exciting (and sweet) new way to market your top products across some of the most popular platforms – with shoppable videos.
Ready to learn more about what shoppable videos are and how to create them? Let’s get started!
What is a Shoppable Video?
A shoppable video is exactly what it sounds like. It is a video that includes embedded links to products featured in the ad. Once a viewer clicks the link, they’re able to immediately purchase without having to browse through category pages or other parts of an online store.
While shoppable videos come in multiple formats, the basics are always the same. It’s a video (a) that includes product links (b) that viewers can click on to make a purchase (c).
Top Benefits of Using Shoppable Videos
Of course, there are numerous benefits to using shoppable ads as part of your content marketing strategy.
First, it greatly simplifies your overall sales funnel. Instead of relying on customers to make their way through the process themselves, you’re able to eliminate multiple steps that can sometimes lead to abandoned cart problems.
Second, these videos increase customer engagement. Instead of just watching and clicking away, most consumers will at least look at the link to find out further product information. This raises your engagement rates and can help with other related factors.
Finally, shoppable videos can create a better conversion rate. When customers can get all of their information in one place and see the product in action, they’re often much more ready to make that final purchase.
Platforms for Creating Shoppable Ads
At this time, not every video or social media platform allows these shoppable ads. However, several big names are already jumping into the game.
For example, Instagram allows you to tag up to five product images within a single live video. TikTok makes it easy for shoppers to click on videos and add products directly to a cart. And YouTube is currently experimenting with shoppable buttons and other elements linked to the video creator’s Google Shopping profile.
So, how do you create these ads? It really depends on the actual platform that you’re making the video for. Each one has a specific set of guidelines that makes it possible to create video ads. For more information, check out the platform you’re looking to post a shoppable video to. Most have extensive tutorials, which are updated as they continue to roll out new and exciting features.
Best Practices for Shoppable Videos
The good news is that shoppable videos make it easier than ever for brand loyalists and new customers alike to discover new products. However, that doesn’t mean you should just post any old piece of content and add product links.
Instead, make sure you’re keeping the whole buyer journey in mind. After all, this might be the first time a buyer is interacting with your brand, and you want the whole process to be as easy as possible.
Here are a few best practices for shoppable videos from our CAKE team.
Keep It Simple
The most important thing to remember when creating shoppable videos is to keep the whole thing simple. You don’t want to make it so complicated or stuff so many links into the content that your audience gets confused.
Furthermore, let your shots run a bit on the long end and keep items in full-frame view. Remember, this is their only chance to interact with the product before making a quick purchase.
By keeping your media on the simple side, you’re giving your customers a product that they can fall in love with quickly and make an immediate purchase decision.
Explain the Process
Not all members of your audience will understand right away that the video is shoppable. That’s why it is important to mention this fact within the first few seconds or frames of the clip.
Go a step further by briefly explaining how they can access and purchase the products included in the content, too.
By doing this, you’re making the customer journey easier to follow. In the end, this can increase sales and create more of a loyal following for your brand.
Wrap Up: Shoppable Videos
While video media continues to gain popularity, shoppable ads remain a gamechanger for the entire eCommerce industry. If your brand isn’t currently utilizing them, you’ll want to start brainstorming campaigns immediately.
Ready to get started with shoppable video ads but aren’t sure how to make it happen? Please contact our CAKE team of experts today for more information.