How you can use shoppable videos to create consumer journeys that lead to revenue.
It may be surprising, but the back-to-school season is the second largest shopping season of the year – parents are buying school supplies, college freshmen are looking to decorate their new dorm rooms, and just about everybody across the board is interested in shopping for clothes.
Consumer behavior now shows that before most go shopping, they research for items online on desktop and mobile devices during the micro-moments of a busy day. Here lies the opportunity to use an online video to promote a product: not only can you respond to the growing video shopping trend (over 100 million hours of how-to videos were watched this year alone), but you’re also giving your brand the online visibility it needs in order to be found by shoppers.
More and More Retailers are Using Videos
In essence, shoppable videos give viewers the possibility to click on products and purchase them, an experience that more brands are capitalizing on. According to L2, thirty-nine department stores released a shoppable video in 2013, among them Kohl’s, Sears, and Mr Porter.
Take this Gap 2014 Back-to-School campaign. At any time during playback, you can click on an apparel item that you like, and at the end of the video, you’ll see the items you tapped individually. If you’re interested in buying the item, you are redirected to the Gap site to order online.
Impressive, right? Yet the most obvious challenge with these videos seems to be that they’re made for top-grossing retail companies. Most of the shoppable videos today are made from video production agencies, which are often pricey and can be difficult to scale on a more modest marketing budget.
DIY Shopping Videos
This year, we introduced a way for marketers to combine their online videos with a shopping experience. Interactive elements can be directly added into the video in the form of a CTA button, as objects, or even as text with a hyperlink. This easy tool eliminates the costly and timely process of producing a shoppable video – and even lets you create several videos just on one account.
From Creation to Conversion
Did you know that 96% of 1000 people believe video is the most helpful tool for purchase decisions? Creating a video can also lead to higher engagement and conversion rates. By clicking on any CTA button included in the video, you’re one step closer to converting a lead and generating revenue on your online website. The important factor here is not only how to create, but also how to distribute your video. Sharing your video is simple on our platform, given that you can embed, post to social media, or download your video with the click of a button. And should you need to save time creating or designing your video, here’s one template example that can be customized for any product or promotion.
What we Recommend
If you’d like to make the most of the back-to-school shopping season with a product video, there are a couple things you can bear in mind:
- Watch out for the popular product trends. You can use Google trends to analyze what people are searching for in your product category. It helps to find the right way to promote and market your product. It just may give the right keywords to use in your video’s text!
- The widespread availability of smartphones has completely changed the way consumers shop, relying more and more on mobile devices to find deals. Create a video that is mobile-friendly, meaning it should be short, interesting, and appealing for a small screen during one of those precious “micro moments”. Of course, wideos created will appear and play back on mobile devices, so we’ve got you covered.
Searching and buying for the back-to-school season is already well underway, so you may be just in time for the peak and end. If you’re just getting into shoppable videos, this time of year also serves as a good marketing lesson to start experimenting with a simple yet dynamic video.