The idea and action of Shopping have evolved a lot in the last 2-3 decades, with the biggest advancements coming in recent years. (Yes, Shoppable Content or shoppable posts is one of them).
The biggest change happened when offline commerce became eCommerce. Since then, digital media has brought various inventions to make online Shopping more exciting, engaging, and experiential.
Shoppable content is one such innovation that emerges as a new-age shopping venue through the integration of content with eCommerce.
Social media is serving as the nervous system for this integration.
As social media content is merging with online Shopping and Consumers are persistently browsing, exploring, sharing, and engaging with different forms of content.
- What Is Shoppable Content?
- 5 Types of Shoppable Content
- 1. Shoppable Images
- 2. Shoppable Videos
- 3. Shoppable Articles
- 4. Shoppable Magazines
- 5. Shoppable Social Media
- 12 Brilliant Shoppable Content Examples
- 1. Ted Baker
- 2. ASOS
- 3. Diesel
- 4. Made.com
- 5. H&M
- 6. Net-A-Porter
- 7. Kate Spade
- 8. Joules
- 9. French Connection
- 10. Habitat
- 11. Wayfair
- 12. AgainFaster
- Shoppable Content With Taggbox Commerce
- Closing Statement
What Is Shoppable Content?
Shoppable content is any type of visual content that allows the users to buy the products directly from it.
For brands, shoppable content definition means when you take content (posts) that features products, and you tag those products with checkout link, price, details, etc. so that users can buy those products directly from the posts.
In simple words, It is branded or user-generated visual content tagged with products allowing users to shop instantly.
The thought behind It is to merge the point of inspiration to 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 instantly buy the product with minimal efforts through the shoppable posts – visual content feature.
In traditional methods, the buyer’s journey was long and inconvenient from information to Shopping.
With shoppable posts, it is more immediate and result-driven, bridging browsing, and shopping experience.
5 Types of Shoppable Content
1. Shoppable Images
Shoppable images or Shoppable posts have been a recent phenomenon that was successfully garnering positive user feedback and customer engagement.
Photos with products displayed in them are tagged with a buying option for those products. Attractive images with a beautiful setting and product display could instigate buying intention in a consumer’s mind.
With the presence of various third-party tools like the Visual Commerce platform, you can easily create Shoppable images or Shoppable feeds and displays them on your website.
And real-time shoppability could result in an instant conversion without the risk of cart abandonment and interest decomposition.
2. Shoppable Videos
High-quality, engaging shoppable videos are another great variety of shoppable social 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.
3. Shoppable Articles
Articles and blog posts have a separate 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 capability will greatly influence the viewers.
Articles can have content from influencers, celebrities, or even inspirational articles.
4. Shoppable Magazines
Magazines have been a famous source of trending news and content in both offline and online ecospheres. Various brands 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.
5. Shoppable Social Media
Shoppable Social media platforms have been at the starting checkpoint of shoppable content. Pinterest with buyable pins and Instagram shoppable posts or Facebook shop are key examples of shoppable social media content.
Instagram Shoppable Posts
Instagram is one of the most popular and earliest platforms for introducing shoppable social media content or shoppable posts.
It enables business profiles to create shoppable stories and posts using their in-built product tagging feature.
As Instagram & Facebook are now integrated through ownership. So, similar to Instagram, Facebook also introduced the shoppable social media content feature using product tagging and buying them through the posts.
You need to have a Facebook business page, and the product catalog for both Instagram and Facebook is managed through Facebook only. Also, you can run Shoppable posts Facebook ads.
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 i.e., social eCommerce, has made it a diversified shoppable posts ecosystem. Many big brands are already reaping the benefits of this shoppability.
12 Brilliant Shoppable Content Examples
1. Ted Baker
A luxury clothing brand from Britain – Ted Baker, has launched multiple campaigns with shoppable videos. Ted Baker is a brand with top-end products, attention to detail, and a humorous side.
Then Ted Baker launched a shoppable posts 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.
Also a British online fashion retailer, ASOS launched a shoppable photo campaign called “AsSeenOnMe”. ASOS integrated 2 key factors – user-generated content and Shoppable posts for this campaign.
They encouraged existing customers to share their products bought from the website and share it on social media wall with Hashtag #AsSeenOnMe.
Then the brand ASOS 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.
On their 30th anniversary and their hashtag campaign – #ForSuccessfulLiving, the global brand Diesel created shoppable videos with their models.
Featuring models doing catwalks in a video, the users can buy the looks or products during the videos by clicking on it, which is redirected to the product page.
The UNBOXED campaign by Made.com features shoppable user-generated content. We have seen shoppable UGC fashion brands, but this brand is about homeware and furniture.
The idea is to inspire users with how existing customers are using Made’s products. Along with the realistic and authentic UGC images, they provided links to the featured products so that users can buy the products instantly.
H&M, the leading global fashion retailer, is not behind in the race for leveraging shoppable social media. They have turned their Instagram profile into a shoppable posts.
They tag products into their Instagram posts so that users from their huge following of 35+ million followers can get inspiration, discover new products, and make purchases using Instagram only.
Probably the most unique and perfect use of shoppable magazine content by any brand. Net-A-Porter has combined a digital technology into offline media by turning their print magazine shoppable.
The shoppable print magazine works as an integration of digital and offline where users can buy their looks in the magazine. The idea is to install a Net-A-Porter app, scan the code in a magazine, and land on a product page where users can complete the purchase.
7. Kate Spade
Kate Spade New York is a perfect example of Shoppable videos featuring celebrities. In their partnership with Anna Kendrick, they introduced a campaign called #MissAdventure
The videos followed the interesting lives of interesting personalities in which they strategically integrated their products. At the end of the video, the viewers can shop the products featured in the video right from the list given there.
Joules, a fashion retailer online shoppable lookbooks are featuring engaging images tagged with the products. So, users can click on the hotspots in the image and add those products to their carts.
It is an excellent solution for online retailers and ecommerce brands to make the shopping experience delightful and sell more with these shoppable galleries and lookbooks.
9. French Connection
FC is a popular brand across countries that also used shoppable lookbooks for their Spring 2014 and Spring 2017 collection. In the 2014 edition, the photos came with a “+” sign, clicking on that will lead to the product page.
In 2017, they used a “Shop Now” CTA with images and product photos in their lookbooks to instigate purchases from the users.
Habitat is a furniture and homeware store from the UK that used its “Habitat Blog” to leverage the shoppable blog content. They create multiple blogs with the “Shop The Look” option.
This is an excellent marketing strategy where they used blogs to deliver information about interesting topics like “How To Make A Recipe.” In this, they nicely integrated their products and gave a shopping option at the bottom of the blog.
Wayfair uses Pinterest to sell their products and is an example of Shoppable social media. The shop section in the brand’s profile allows users to explore and buy products directly.
You need a Pinterest business account to be able to create a Shopping section. As Pinterest is a visually appealing platform, this gives the perfect opportunity to highlight shoppable visual content & products.
Again faster is a fitness brand that uses shoppable content to sell their gym equipment and solutions. They have created a Shoppable Instagram feed on their website on the “Shop The Gym” section.
The shoppable Instagram feed features posts from their profile and user-generated content through brand hashtags and mentions. This is an excellent way to increase website traffic, engagement, and sales.
Shoppable Content With Taggbox Commerce
Taggbox commerce is a Shoppable content platform that provides you the following solutions in one place.
- Collect and curate branded content & UGC from 15+ social platforms
- Add and manage product catalog
- Customize your content feeds with personalization options
- Advanced content filtering options
- Tag products to your content
- Embed the Shoppable content on your brand website
Besides these, you also get different options like Shoppable links, automatic content updates, integrate brand offers, add announcements, add custom CSS, etc.
Find Out More At: Taggbox Commerce
Any content marketing strategy aims to attract leads and increase 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. In contrast, users have been able to consume and explore social and shopping at once with minimal time and effort consumption.
And this has resulted in a maximized eCommerce conversion rate and growing revenue for the businesses.