In this age of social media and eCommerce convergence and ever-growing social user base, it is evident that “Content is not King anymore, Content is the God.”
Why we say that because it is omnipresent all around us, be it on social media, eCommerce platforms or the traditional offline channels.
And as social browsing is merging with online shopping, Consumers are persistently browsing, exploring, sharing, and engaging with different forms of content.
As it is immensely helpful in shaping consumers’ information-gathering process, product evaluations, trend analysis, peer recommendations, knowledge value-addition, and supports the overall browsing and shopping behavior of the consumers.
Content is a crucial element that outlines the user experience, and it has called for the need for supreme quality content that is shoppable.
But what is Shoppable content?
The term Shoppable content means any form of content that presents an opportunity for the users to buy the products straight from the content they are viewing in real-time.
The thought behind shoppable content is to merge the point of inspiration to the point of sale through content.
This means that when consumers come across content (images, videos, etc.) that ignites a feeling to purchase the products displayed in the content, they can buy the product instantly with minimal efforts through the shoppable content feature.
In traditional methods, the buyer’s journey was long and inconvenient from content to commerce, but shoppable content is more immediate and result-driven bridging browsing and shopping experience.
The shoppable content has been trending as consumers’ needs, expectations, and tastes relating to shopping are continually changing. They are looking for a source that can deliver the wholesome user experience.
With the diminishing gap between content and commerce, Marketers have resorted to delivering shoppable content that fulfills the diversified expectations of consumers singlehandedly.
Therefore, it is beneficial to both the users and the brands.
For users, Shoppable content is a source that provides high informational value, interaction & engagement opportunities, shorter buying journey, authenticity & trustworthiness (UGC), real-time purchase, detailed product descriptions and visual aid altogether.
Whereas, Brands have to make minimal investments and efforts in content creation as they can harness highly-valuable and influencing user-generated content and re-market it with shoppability.
Also, they can amplify the user experience through highly interactive and engaging visual content, create social proof through UGC, channelize traffic from social networks, increase dwell time, and elevate the brand image.
And above all, it is a result-driven method which provides escalated leads, conversions, and revenue growth.
Shoppable images have been a recent phenomenon that has been successful in garnering positive user feedback and engagement.
Photos with products displayed in them are tagged with a buying option for those products. A user can click on the products and it will show the details of the product, pricing, and a call-to-action button for buying.
Attractive images with a beautiful setting and product display could lead to instigating buying intention in a consumer’s mind. With the presence of various third-party tool like TaggShop, you can easily tag your products in the aggregated feeds.
And real-time shoppability could result in an instant conversion without the risk of cart abandonment and interest decomposition.
High-quality engaging shoppable videos are another great variety of shoppable content. Videos are the most famous and interactive type of content available out there.
Over 5 billion YouTube videos are streamed daily with the possibility of escalating conversion by 80% through videos.
Shoppability can be added to the videos by embedding in-video advertisements for buying the products featured in the video.
Besides, users can get shoppable details for products in a dedicated video advertisement by brands.
And videos are shared much more than any other form of content. This would provide extended exposure and fresh traffic to your business.
Articles and blog posts have their sperate loyal audience. And this loyalty of the audience shows that the articles are delivering valuable and informative content to its users.
Adding shoppability to an article is a great way to sell the products parallel to content engagement subtly.
A brief product discussion accompanied by visuals and instant shoppability will greatly influence the viewers.
Articles can have content from influencers, celebrities, or even inspirational articles.
Magazines have been a famous source of trending news and content in both offline and online ecospheres. There are various brands that add shoppability to product visuals in digital magazines.
Magazines are known for striking visuals and adding buying option links to the products page would redirect the interested audience to the relevant product page.
Fashion magazines are a popular example of digital shoppable magazines.
Social media platforms have been at the starting checkpoint of shoppable content. Pinterest with buyable pins and Instagram shoppable posts are key examples of social media shoppable content.
Social media has billions of active users and it is a huge source of information for consumers about products and brands.
And linking social with commerce has made it a diversified shoppable content ecosystem. Many big brands are already reaping the benefits of this shoppability.
Here are 2 supreme examples of brands using shoppable content. These will provide a better understanding of this new trend.
Ted Baker, a luxury clothing brand from Britain, has launched multiple campaigns with shoppable videos. Ted Baker is a brand with top-end products, attention to detail, and a humorous side.
Ted Baker launched a shoppable video campaign with high entertainment value, engaging visuals, and interactivity. They reflected their brand values and identity through the videos impressively.
Hotspots were instilled in the video that allowed the users to click and get more information, product description and buy the products shown in the video in real-time.
ASOS, also a British online fashion retailer launched a shoppable photo campaign called “AsSeenOnMe”. ASOS integrated 2 key factors – user-generated content and Shoppable photos for this campaign.
They encouraged existing customers to share their products bought from the ASOS website and share it on social media with Hashtag #AsSeenOnMe.
ASOS then displayed these user-generated pictures on their website with the option of “Shop the look”. Users have the option of buying products displayed in those UGC pictures by adding a shoppable link to the photo.
Integrating User-Generated Content in the campaign was a great idea as it resulted in diversified valuable content with the possibility of enhanced engagement, showcase creativity, and channelize traffic to their platform.
The aim of any content marketing strategy is to attract leads and gain conversions through valuable and interesting content. And Shoppable content hits the aim precisely and convincingly.
Shoppable content has brought a revolution by unifying content and commerce, which were earlier parallel to each other.
Brands have been able to deliver a supreme consumer experience whereas users have been able to consume and explore social and shopping at once with minimal time and effort consumption for both.
And this has resulted in maximized conversions and growing revenue for the businesses.
Shoppable content is greatly engaging, interactive, informative, and result-driven.