What Are Shoppable Videos?

Shoppable Videos Are The Future Of Video Marketing

By Dave GrendzynskiNov 24 /2020

The power of video marketing continues to grow. But we expect shoppable videos to take on a life of their own in 2021. It may just become the biggest marketing trend of the year.

Why? Video continues to drive sales on multiple platforms. In fact, Wyzowl’s State of Video Marketing Survey found that more than 80% of video marketers say that video not only increases traffic to their website, but it directly increases sales. And more and more companies are buying in.

That same Wyzowl survey discovered that 85% of businesses use video as a marketing tool. And a recent HubSpot survey determined that online videos are supposed to gain more than 82% of all consumer internet traffic by 2022 which would be 15 times higher than it was in 2017.

But in the short-term, it’s shoppable videos that are expected to get a stronghold in the video marketing world. So, let’s take a look at this trend, find out what it is, and where it’s going.

Shoppable Videos Are Now “Shoppertainment”

If you’re going to be the biggest video marketing trend in 2021, you have to be cool, right? Well, shoppable videos are cool, mostly because a lot of people refer to it as “shoppertainment".

Video creators are taking amazing content and adding links to their videos that open on their product page. Social media channels already use these types of features, but it won’t be long until it’s applied to almost every video you watch.

Someday soon you may be watching an episode of “Top Chef” and have the ability to add ingredients to your cart with a click. Or imagine watching “The Property Brothers” and ordering that fantastic-looking backsplash for your own kitchen. All you’d have to do is click the screen and have it delivered to your door.

When clicked, the consumer is directed to a webpage containing information such as:

  • Reviews
  • Product details
  • Buying

The shoppable content material empowers e-commerce manufacturers to deliver direct and instant sales. Check out this ad from Spain’s El Corte Ingles.

HubSpot Video

It’s an interactive shopping experience like we’ve never seen before. Not only is the model entertaining us by showing off her new clothes, but she’s also showing you different style options and giving you the chance to purchase on the spot. It gives a whole new meaning to the term “impulse buy.”

Shoppable Videos Blur The Line

As brands and creators continue to blur the line between shopping and entertainment — and, in turn, commerce and content — those who create the most seamless experiences will be able to stay ahead of the competition and drive real impact.

Take this Benetton ad, for example. It provides targets for you throughout the video that allow you to pause and shop immediately.

HubSpot Video

Thanks to shoppable video, you can direct a viewer’s focus toward certain products or services more than ever before. By creating quality content, you’ll engage the viewer. By making it shoppable, you’ll market to them without being overly promotional.

Where To Post Shoppable Videos

People love to watch videos on social media. Platforms like Facebook and Instagram create a native environment where content is continuously served. On mobile alone, YouTube reaches more people in the age 18-34 U.S. audience demographic than any TV network. These outlets provide brands an opportunity to market to a captive audience.

Here’s an example of a shoppable video on YouTube from the Daffodil clothing company.

HubSpot Video

Throwing in the opportunity for the audience to interact with your video allows marketers to embrace deeper engagement and creativity. Brands can also use the lead-generation forms on YouTube, along with their video ad campaigns to capture more leads while also running their ads.

Reaching Your Consumers Where They Are

If you’re planning to use video marketing in the future, you’re going to have to make sure that you entertain your audience, but also give them plenty of opportunities to interact with your product or service. When a customer interacts with your brand, they make instant decisions about the worth of that interaction. They also choose brands for a value proposition that relates well to their real world.

It’s reasonable to assume that the next wave of video evolution will be devoted to the shoppable video trend. Like no others, shoppable videos trigger positive emotional responses and lead to an immediate purchase, which significantly increases ad campaign effectiveness.

Kuno Creative creates video marketing campaigns based on highly defined audience profiles to attract the right people with the greatest likelihood to convert. Using choreographed messaging, Kuno Creative can build your campaign with your choice of channels to attract new customers.

If you’d like more information, take a look at our video marketing page.

Video Marketing

The Author

Dave Grendzynski

Dave uses the skills that won him three Emmy Awards as a television news producer to create compelling content for our clients. Dave honed his email, blog and social media writing skills in the Corporate Communications Department at Cleveland Clinic.