With so many brands cluttering the digital space, how do you make a consumer stop scrolling and pause on your particular product? Lots of informative articles say that great content is the show-stopper. But if only great content was enough, you wouldn’t pause to read this article, would you?
“Shoppable Content” is emerging as the game-changer that has a direct impact on sales. It is not just good content, it is content that is engaging, interactive and boosts sales. In this article we are going a little deeper into what is shoppable content and how it can benefit your brand. We will also take a look at some brands who aced the shoppable content game in 2023 and take a quick look at what 2024 promises to add to this dynamic.
What is shoppable content?
In short, shoppable content is content that helps a consumer ‘shop’. Doesn’t all content do that? Not really. Let us explain this with an example.
You have moved into a new house and are on the lookout for furniture and that will reflect your personality and taste. You search for #homedecor or #interiordecor and get access to thousands of gorgeously decorated homes.
You particularly like an oak finished coffee table. Now, instead of searching for Oak Finished Coffee Table on Google or scrolling through 200 comments on the Insta post in the hope of stumbling upon the brand that manufactured it – imagine just clicking on the table in the post and landing on the product page that sells that coffee table! That is shoppable content in action.
In essence, shoppable content is a marketing strategy that seamlessly integrates product links within various forms of content, such as images, videos, blog posts, and social media posts. It turns these ordinary pieces of content into interactive shopping experiences.
Who needs shoppable content?
Every brand with an online presence can benefit from shoppable content. From fashion and beauty to home and tech, any industry that thrives on visual storytelling can leverage this powerful tool.
It's particularly effective for:
Ecommerce Retailers:
- Example: Amazon, Flipkart, Alibaba
- Rationale: Shoppable content enhances the user experience, streamlining the purchase process for a wide range of products available on these platforms.
Fashion Brands:
- Example: Ritu Kumar, Zara, H&M
- Rationale: Instantly clickable fashion items showcased through shoppable content enable customers to seamlessly transition from inspiration to purchase.
Food & Beverages:
- Example: Starbucks, Domino's, Blue Apron
- Rationale: Shoppable content allows food and beverage brands to turn tempting food images into direct sales opportunities, especially for online orders and deliveries.
Home Decor:
- Example: IKEA, West Elm, Anthropologie
- Rationale: Shoppable content assists customers in visualizing and acquiring home decor products by providing a direct path from inspiration to the point of purchase.
Publishers & Bloggers:
- Example: BuzzFeed, Vogue, TechCrunch
- Rationale: Publishers and bloggers can leverage shoppable content to turn their editorial or lifestyle content into revenue streams by allowing readers to buy featured products instantly.
Why do you need Shoppable content?
The advantages of shoppable content are numerous:
- Reduced purchase friction: Frictionless buying journeys lead to higher conversions. Shoppers can buy what they see without leaving the platform, increasing impulse purchases.
- Enhanced storytelling: Integrate products naturally into your content, creating a more immersive and engaging experience for users.
- Improved brand discovery: Reach new audiences through platform discovery features and user-generated content.
- Valuable data insights: Track user behavior and product interaction to inform future marketing decisions.
Examples Of Shoppable Content
- Instagram shoppable posts: Tag products in images and videos, allowing users to click and buy directly.
- Shoppable blog posts: Embed product links or banners within blog content.
- Interactive videos: Use hotspots or overlays to highlight products within video content.
- Shoppable livestreams: Showcase products in real-time and offer viewers instant purchase options.
- Shoppable Pinterest boards: Create inspiration boards with clickable product tags.
Types Of Shoppable Content
Visual:
- Static Images: High-quality photos with product tags.
- Video Content: Product showcase videos, tutorials, and behind-the-scenes glimpses.
- Live Streams: Real-time demonstrations and interactive selling.
- AR/VR Experiences: Immersive product trials and virtual showrooms.
Written:
- Blog Posts: Informative content integrated with product recommendations.
- Interactive Ebooks: Gamified experiences with shoppable elements.
- Shoppable Guides: Curated product picks for specific themes or occasions.
Most Effective Strategies For Shoppable Content
- Authenticity: Focus on storytelling and brand values, not just pushing products.
- High-quality visuals: Invest in professional photos and videos that showcase products beautifully.
- Strategic product placement: Integrate products organically into the content's narrative.
- Clear calls to action: Make it easy for users to find and purchase featured items.
- Leverage user-generated content: Feature real people using your products to build trust and social proof.
Examples of Shoppable Content in 2023
- ASOS - The fashion giant offers a "See My Fit" feature, allowing shoppers to view how clothing fits on different body types through shoppable content.
- Nordstrom - Known for its impeccable visual merchandising, Nordstrom integrates shoppable content seamlessly into its website and social media platforms.
- Tasty - The cooking brand has mastered shoppable videos, making it incredibly easy for viewers to purchase ingredients featured in their mouthwatering recipes.
- IKEA - The furniture giant's AR-powered shoppable catalog lets customers virtually place furniture in their homes before buying, enhancing the shopping experience.
- Amazon Live - Amazon's live streaming feature combines entertainment and shopping, making it a powerful platform for shoppable content.
The Future Of Shoppable Content in 2024
- More immersive experiences: AR/VR will play a bigger role, allowing users to virtually try on and interact with products.
- AI-powered personalization: Shoppable content will be tailored to individual preferences and buying habits.
- Livestream shopping boom: Expect to see more brands hosting interactive shopping events with real-time offers.
- Social commerce dominance: Shoppable features will become even more integrated into social media platforms.
Conclusion
Shoppable content is not just a marketing tool; it's a philosophy. It's about understanding the desires that lurk beneath the surface of online browsing and providing a frictionless path to fulfilling them. So, embrace the power of shoppable experiences, tell your story with captivating visuals, and watch your conversions soar as inspiration ignites the fire of action.
Remember, in the age of information overload, attention is a precious commodity. Don't let the spark of inspiration fizzle out – turn it into a roaring flame with the magic of shoppable content.
