You’re browsing through your social media feed when you come across an intriguing video. 

It starts playing automatically, immediately grabbing your attention. You watch as an influencer shows off the latest fashion pieces and accessories. 

The clothes and jewelry look so stylish – you’d love to buy some for yourself. Then, just as you’re thinking this, a button pops up on the screen allowing you to instantly purchase the items. 

Without pausing the video or switching apps, you can click and complete your order in seconds. 

This is an example of a shoppable video. These interactive videos are revolutionizing shopping in the digital age. 

Read on to find out what exactly are shoppable videos, and why are they so important.

What Is a Shoppable Video?

A shoppable video is a video that allows viewers to directly purchase products featured in the video. 

The video has interactive elements embedded within it, like clickable buttons, that take you to a checkout page. 

Some common examples of shoppable videos are:

• Product demos

A video shows someone demonstrating or reviewing a product. Clickable buttons pop up to allow you to buy the product.

• Fashion lookbooks

An influencer models different outfits and accessories. You can click on the items to add them to your cart.

• Unboxing videos

A YouTuber unboxes a product on camera. Buttons appear so you can order it too. 

• Tutorials

A content creator teaches you how to create something. The materials and tools they use can be purchased instantly.

The interactive buttons are typically overlaid on the video or slide up from the bottom. This allows the video and shopping experience to happen simultaneously. 

You don’t have to interrupt your viewing to go elsewhere to make a purchase.

Why Are Shoppable Videos Important? 

There are a few key reasons why shoppable videos are so valuable in e-commerce today:

• They Drive Purchases

Shoppable videos lead to higher conversion rates. In the age of online shopping, you want to remove as much friction from the buying process as possible. 

Shoppable videos make it incredibly easy for inspired viewers to become paying customers in just a click or two. 

• They Provide a Seamless Experience

Traditionally, coming across a product you wanted to buy while watching a video would mean pausing what you’re watching and switching apps or sites to complete the purchase. 

Shoppable videos eliminate this disjointed experience by enabling instant orders. You can now get what you want at the moment without any context switching.

• They Let You Try Before You Buy

Many shoppers are wary of buying a product before they can see it in action. 

Shoppable videos allow you to learn all about an item, see it used, and understand its value before purchasing. 

It mimics an in-store experience where you can touch and feel a product before deciding to buy.

• They Are Interactive

Shoppable videos provide a much more interactive, engaging shopping experience than static images or text descriptions alone. 

They keep the viewer focused on the content while also encouraging action. The interactivity also creates a more immersive customer experience overall.

• They Offer Targeting Potential 

With shoppable videos hosted on social platforms or embedded on websites, they offer powerful targeting potential based on viewer data and context. 

Brands can reach very specific audiences with highly relevant products at exactly the right time when the viewer demonstrates intent through their actions.

• They Are Accessible Across Devices

Shoppable videos work seamlessly across smartphones, tablets, computers, and smart TVs. 

Mobile is especially convenient for instant purchases via shoppable videos. The interactive elements and checkout capabilities translate easily to the small screen.

As you can see, shoppable videos check all the boxes when it comes to driving e-commerce success today. 

They leverage the power of visual content while eliminating friction in the buying process. 

The data also backs it up: 60% of consumers prefer to watch a video to learn about a product before purchasing. 

Shoppable videos allow you to align with these preferences to boost your sales.

Implementing Shoppable Videos 

Now that you know why shoppable videos are so valuable for businesses and brands, let’s discuss how you can start implementing them:

• Choose a Video Platform 

Popular platforms like YouTube, TikTok, Instagram, and Facebook all facilitate shoppable videos in some capacity. 

Choose the platform(s) that make the most sense for your goals and audience. 

• Make Interactive Elements 

Work with a video editor to add interactive click triggers, buttons, and graphics within your videos. These will enable viewers to instantly shop the products shown.

• Link to Product Pages

Make sure to link the interactive spots within your shoppable videos to the appropriate product pages on your e-commerce site or third-party retailers. This powers the instant checkout capabilities.

• Promote Your Videos

Distribute your shoppable video content across your website, social channels, and email marketing campaigns. Promote the videos to your audience so people actually see them and engage. Think of them like any other product listing. 

• Analyze Performance

Use analytics to see which shoppable videos drive the most traffic and conversions. Continuously optimize your videos for sales.

• Stay Innovative

As shoppable video platforms and features advance, take advantage of new formats like livestreams and virtual try-ons to create an even more immersive, transactional experience.

Read More- Programmatic Advertising: What It Is, How It Works, and Why It Matters