Engage Customers With Shoppable Videos: The Ultimate Guide

Shoppable videos are revolutionizing content marketing and ecommerce. These interactive videos seamlessly blend captivating video storytelling with shoppable product displays and CTAs.

Table of Content

  1. What Is a Shoppable Video and Why It’s Important
  2. The Benefits of Shoppable Videos
  3. 5 Types of Shoppable Videos
  4. Tips for Creating Shoppable Videos
  5. 5 Real-World Examples of Shoppable Videos
  6. Wrapping Up

For brands, shoppable videos provide a highly engaging video experience that can directly drive product discovery, consideration, and sales. Consumers love the convenience of browsing and buying from within the video player.

What Is a Shoppable Video and Why It’s Important

In this post, we’ll break down what exactly shoppable videos are, their benefits, and tips for creating stellar shoppable video campaigns for your brand.

What Are Shoppable Videos?

Shoppable videos integrate interactive shopping capabilities and product listings into video content. As viewers watch the video, they can click on featured products to:

  • See additional product details and images
  • Add items to a shopping cart or wishlist
  • Complete purchases directly within the video player

This creates a dynamic and convenient viewing and shopping experience.

Shoppable videos can be hosted natively on your website or commerce platform. There are also third-party technologies like MikMak and TripleLift that add shoppable functionality into existing video embed codes.

Common shoppable video types include:

  • Product videos: Highlight specific products with shoppable addons.
  • Lookbooks: Model outfits and styles with clickable shopping links.
  • Tutorials: Demonstrate how to use products that viewers can purchase.
  • Brand stories: Weave in shoppable product shots into brand narrative videos.

Any video content that displays products lends itself well to becoming shoppable.

The Benefits of Shoppable Videos

There are many reasons brands are embracing shoppable videos:

  • They provide a seamless video commerce experience. Instead of forcing viewers to stop the video and hunt for products elsewhere, everything is instantly shoppable in one place.
  • They keep viewers engaged. Interactivity and clicking on products helps viewers actively engage with videos longer. Shoppable videos have been shown to have up to 2x higher completion rates.
  • They generate higher conversions. By removing friction in the path to purchase, shoppable videos convert browsers into buyers at a higher rate. One study saw conversion rates increase by 144% when video and shopping were combined.
  • They allow personalized product recommendations. Technologies like artificial intelligence can dynamically insert suggested products unique to each viewer as the video plays.
  • They work across devices. Shoppable videos work seamlessly on desktop and mobile, where a majority of online viewing takes place.
  • They provide richer performance data. Brands can track not just video views, but product clicks, add to cart rates, and purchases directly attributed to shoppable videos.

Overall, shoppable videos match the convenience today's consumers expect from online shopping experiences.

5 Types of Shoppable Videos

There are a few common shoppable video formats brands utilize:

  1. Product Teaser Videos

    2. Short 15-30 second teasers that highlight one product. Viewers can click on the product or a call to action overlay to be sent to the full product page or shopping cart.

  2. Interactive Product Showcases

    3. Longer videos like collections, gift guides, and lookbooks that display multiple products. Viewers can browse and shop from thumbnail overlays without leaving the video.

  3. 360 Shopping Videos

    4. 360 degree interactive videos that allow viewers to rotate and see products from all angles. Shopping links let viewers purchase the product being showcased.

  4. AI-Powered Recommendation Videos

    5. Videos personalized to each viewer based on their browsing history and preferences. Recommended items appear on side panels or upon completion.

  5. Shoppable Live Videos

    6. Brands stream live video demos on social media and link featured items for viewers to instantly buy. Experiment with different shoppable video styles to see what resonates best with your audience and products.

Tips for Creating Shoppable Videos

Follow these best practices for production and promotion:

  • Choose products strategically. Feature your hero SKUs or bestselling items consumers already seek out. Show a range of products at various price points for broader appeal.
  • Keep videos short and engaging. Videos under 1 minute have the highest completion rates. Utilize tight editing, graphics, and entertaining hosts to capture attention.
  • Streamline the shopping experience. Eliminate unnecessary clicks. Allow instant add to cart from video thumbnails to convert browsers faster.
  • Make mobile shopping frictionless. Enable auto-play and design CTAs for easy tapping on small screens. Use vertical video formats.
  • Optimize shoppable video SEO. Include keywords in titles, descriptions, captions, and subtitles. Have product pages link back to videos to improve rankings.
  • Promote across channels. Share shoppable videos on social media, email, influencers and paid ads. Retarget people who watched videos but didn’t purchase.
  • Test different interactive elements. See if floating product thumbnails, end cards, clickable pins or image overlays perform best for click throughs.
  • Analyze performance data. Review video completion rates, product clicks, add to carts, and purchases to guide future shoppable video content.

5 Real-World Examples of Shoppable Videos

Here are just a few great examples of brands using shoppable videos effectively:

  1. Sephora’s shoppable makeup tutorials: Let viewers purchase makeup directly from how-to tutorials.
  2. Urban Outfitters’ shop the look videos: Fashion videos featuring clickable clothing products.
  3. Walmart’s shoppable gift guides: Themed gift recommendation videos with shopping functionality.
  4. Victoria’s Secret shoppable lookbook videos: Browse and shop lingerie and apparel collections.
  5. Red Bull’s shoppable action sports videos: Extreme sports videos with gear and apparel links.
Leveraging shoppable videos can help your brand differentiate its video marketing, keep audiences attentive, and convert viewers into customers with easier calls to action. For more tips on creating high-converting video content, explore Moobila.

Wrapping Up

Shoppable videos provide a more interactive, convenient way for brands to engage viewers while directly promoting products. Instead of being disrupted, the shopping experience happens within the video content itself.

Written by: Rabeea,
Senior Content Lead Moobila

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