Video Stories
Step into the world of interactive videos. Our blogs give you an inside look into creating video content for your e-commerce store. Learn how you can drive customer engagement and turn one-on-one conversations into conversions.
Shoppable videoShop ‘Til You Drop: Making Your Shoppable Videos More EngagingVideo content has become increasingly popular among brands as a way to engage with their customers. However, maximizing engagement and conversions can often be challenging.
Fortunately, there are strategies that brands can use to make their videos more engaging and convenient for viewers. In this blog post, we’ll discuss some of the best tips for making your video content more interactive and effective at driving sales.
So, if you’re looking for ways to make your shoppable videos stand out from the crowd, read on!
Why Shoppable Videos?
Research shows that a whopping 97.8% of US internet users aged 18-24 prefer watching videos. This is followed by users aged between 12 and 17, of which 96.2% like watching videos.
That’s why it’s so important for brands to create shoppable video content that resonates with their target audience and can be easily consumed.
Image credits to eMarketer
With shoppable videos, the viewer can click or tap a product they see in the video while it’s playing, allowing them to quickly purchase items without leaving the video experience. This helps drive conversions and engagement, and it gives customers an intuitive way to buy products online.
7 Best Tips for Making Shoppable Videos More Engaging
From epic video content to interactive features, here are some of the best tips to help you make your shoppable videos more engaging:
1. Tell a Story
The biggest challenge that brands face is how to make their video content stand out from the competition. With video marketing taking over the digital space, it can be difficult to stand out and create videos that viewers pay attention to.
The best way to ensure your video content is engaging is by telling a story. For example, if you’re selling clothing, tell the viewer how the product helped you look your best or overcome an obstacle in your life. This will help create a personal connection with viewers, which will make them more likely to engage with your brand.
» Read more about why telling a story is a great marketing strategy
2. Highlight Key Products
Another great way to make your videos more interactive is by highlighting key products in them. This will draw attention to these products, which can then be clicked on for easy purchasing. You can also include quick descriptions about each product or service you’re showcasing in order to give your viewers more information.
This is a good way to create shoppable content without disrupting the flow of the video.
3. Keep It Short and Simple
When it comes to creating engaging video content, less is definitely more. A recent survey has shown that viewers are more likely to engage with short-form videos than long ones. Short videos can help you ensure that your viewers stay engaged throughout the entire video and don’t lose interest halfway through.
Think about social media channels like TikTok, Shorts, and Reels—these platforms are all about short but powerful video content. So, keep your videos concise and get straight to the point!
» Looking for inspiration? Check out some of the best short shoppable videos
4. Use Captivating Visuals
People often watch videos to be entertained, so make sure you’re using captivating visuals to draw viewers in and keep them interested. You can use creative animation, dynamic lighting, or other visual elements to make your video content stand out.
5. Include Interactive Features
Interactive features can be a great way to keep viewers engaged and drive conversions. Whether you’re introducing polls, quizzes, surveys, or product links in the video itself, there are plenty of opportunities for adding interactive elements to your video content—you just need the right interactive marketing tools for that.
6. Add Lively Audio
To further engage viewers, you can add catchy music or sound effects that will get people’s attention. Adding a soundtrack is also a great way to set a specific mood. Additionally, you can also add a third-person voice-over to spice up the video, which can help emphasize key points and make it easier for people to understand the message.
7. Maximize Mobile Format Videos
The majority of video content is consumed on mobile phones and tablets. We can say that video and mobile go hand in hand, which is why it’s important to ensure your content is properly formatted to fit these platforms. In fact, 90% of consumers watch videos on their mobile.
This implies keeping the video short and concise, following the vertical format, and making it easy to find the information they need. In addition, you should consider adding interactive elements that are specifically designed for a mobile-viewing experience.
» Want to learn more? Read our 5 tips for maximizing mobile engagement
Engage Your Audience Today!
Creating engaging video content is essential for businesses today. By following the tips above, you’ll be able to create videos that will increase the chances of your viewers actually making a purchase.
And if you’re thinking of investing in shoppable videos, you may be glad to know that you don’t need a massive budget for that. With the right tools and tips in place, and with the right platform such as Tolstoy, you can produce fantastic interactive and shoppable video content that will help you reach your target audience.
So what are you waiting for? Start creating engaging video content today!
Shoppable videoMeasuring the Effectiveness of Shoppable Videos: Sales and ROIIt's true that so many e-commerce video marketers are limited by what they can "measure." Although views, likes, and shares are important metrics to consider for social video content, sales truly matter in the long term.
With the rise of shoppable videos, marketers can now track viewership and how viewers interact with their product within the video—whether they click through to purchase or watch it passively. But first, let's define what return on investment means.
Return on Investment (ROI)Return on investment is a way to measure how well an investment (or portfolio of investments) has done financially. It is calculated by dividing the gain or loss from an investment (or portfolio of investments) by the amount that was invested at the start. The result is usually given as a percentage, and people often use it to compare investments and decide how to invest in the future. The better investment is thought to be, the higher the return on investment.
» Need help? See how to make your shoppable videos stand out
How to Measure Sales and ROI
Engagement rate
Track the total number of views and average engagement time for each shoppable video. This will help you understand if customers are finding your videos helpful or if they’re watching them all the way through.Click-through rate
Monitor the number of clicks per video, which measures how often customers are clicking to purchase items after viewing the video.Conversion rate
Figure out how many people bought something after watching a shoppable video, probably the most important metric to track for shoppable video performance.Average order value
Calculate the average amount of money spent per transaction.Return on investment (ROI)
Analyze the performance of each campaign and compare it to the campaign's total cost to determine if you’re getting a positive return on your investment.
» Learn more: Our best examples for short shoppable video ads
Use the Right Tools
Tolstoy
After creating your shoppable videos with Tolstoy, you can make use of our built-in analytics software to see how effective your marketing efforts are. Simply read our guide to tracking Tolstoy analytics.Google Analytics
First, you will need to set up tracking for your shoppable videos in Google Analytics. This includes adding tracking codes and event tags to your video player so that data is collected and stored, measuring all the metrics discussed above. You can also look at how different videos compare against each other and adjust your strategy accordingly. Adobe Analytics
Adobe analytics is a great program for measuring the effectiveness of all your marketing efforts, from basic web statistics to all your digital channels.KISSmetrics
KISSmetrics is an easy-to-use analytics platform that helps you measure the performance of your marketing tactics through various means and metrics, including your sales funnels, and integrates seamlessly with your Shopify store.
» Ready to get started? Create your first shoppable video for free
What Other Metrics Should You Track?
1. CTR (Click-Through Rate)
CTR measures how often people click on the CTAs (calls-to-action) on your video, such as clickable buttons. Tracking CTR trends can also help you anticipate how changes in your video content will affect future sales, making it easier to adjust and optimize your strategy as needed. Knowing what your viewers are responding to is key to creating a successful sales campaign, and tracking CTR trends can give you insight into this.
Dwell Time and Click-Out
Shoppable videos give valuable information about people's actions by tracking how long they look at a certain object or screen. This metric is especially helpful for figuring out how well different products and services grab the attention of customers.
For example, if you’re offering different types of videos, you can measure which type has the highest dwell time and click-out rate, giving you insight into your products with the highest conversion potential.
Interactions/Engagement
Engagement is a metric used to measure how much viewers interact with your video, how many people watched from start to finish, whether they shared or liked the video, and even exactly when people stopped watching.
KISSmetrics is a great tool for measuring engagement because it allows you to track the amount of time users spend viewing your videos, as well as how often they click out, how many times they share, and which parts of the video were most popular. This can help you identify any potential problems in how your video was presented or structured, and adjust accordingly for maximum engagement.
» See how videos can improve customer experience
Video views
Another important metric to consider tracking is video views. This metric can tell you how many people have seen your shoppable videos, regardless of whether they interacted with them. The more people that have seen the video, the better off your ROI is likely to be.
Video views give you a good indication of the success of your video content. It's important to note, however, that simply having a high number of views does not guarantee sales due to how different platforms measure video views. For example, YouTube only counts a view when somebody intentionally watches your video for 30 seconds, while Facebook and Instagram count it after just 3 seconds.
» Use Shopify for your e-commerce store? Discover how to embed shoppable videos on Shopify
Can You Boost Specific Metrics?
If you want to boost a specific metric, such as CTR or dwell time, you can use data analytics and testing to determine the effectiveness of different strategies. Following that, there are many things you can do to boost specific metrics. For example:
Interesting thumbnails can grab attention and make people click more.Captions can make people watch for longer if they can't listen.Different video formats for different platforms, such as landscape for YouTube or portrait for Instagram.Keeping your CTAs and/or products on screen for longer can improve dwell time.
» Learn more: Our tips for shoppable videos on mobile
Shoppable video5 Best Short Shoppable Video Examples: Advertise Your Products Like a ProThe age of the short video is here, and it's time to get on board.
It's no doubt that videos are dominating the advertising landscape—but with shorter shoppable videos, you can get your message across in a fraction of the time. The key is to create an informative and entertaining video that won't take too long for potential customers to watch. Plus, younger generations prefer watching condensed videos—hello, TikTok, Reels, and YouTube Shorts.
With that in mind, let's take a look at five of the best short shoppable video examples that are sure to help you advertise your products like a pro.
1. Missoni & Adidas
As one of the world's most recognizable fashion brands, Adidas knows how to make an impact with their videos. One of our favorite videos is the collaboration between Missoni and Adidas.
This shoppable video example is less than a minute long, but it still packs a powerful punch. It advertises their new collection by focusing on the products and their aesthetics. The video also highlights colors, patterns, and fun, active ways to use the product, helping potential customers better visualize what they're buying.
2. FluffCo
Using customer reviews for product ads is a great way to engage with customers, but it has many other benefits too. For example, take a look at this advertising video from FluffCo. It can help create an authentic sense of trust, provide credibility through the use of actual customer experiences, and drive conversions.
» Learn more about how shoppable videos are shaping e-commerce
3. Gogglesoc
What we really liked about Gogglesoc is how engaging and interactive their video is. A new level of interactivity was added by bringing in customer reviews and the option to click on the + icon for more. This way, customers can get a better idea of the product. In our opinion, it is a great way to combine aesthetic visuals with informative shoppable content.
4. ZAILA
For skincare brands, it's essential to showcase their products in an engaging way. ZAILA does this perfectly with the use of their beauty ambassadress in their short shoppable video. She displays how their product is used and how it looks on the skin after application.
If a brand is true to their "real results," then those results should be reflected in the way they market their products. This is especially true if the aim is to build trust, and this video is one great way to do it.
5. Anyday
Anyday made a good impression with this short video that shows the features of their product and what it can do for customers. Additionally, they also provide a quick customer service demo that allows potential customers to get the help they need without having to leave the video.
Moreover, the video is made interactive to ensure customers can get all the information about the products before making a decision. It's a great way to create an engaging and shoppable video that customers can easily connect with.
How to Advertise Like a Pro
Now that you’ve got a glimpse at what these pro-level shoppable videos look like, it's time to create one of your own using these 4 suggestions:
Focus on Quality: Make sure your video looks great and is high-quality. High-quality videos will help you make a better impression.Get Creative: Your video should be creative and stand out from the rest. Get creative and fancy!Keep It Short: Shorter videos are a trend now, so you want to be sure to keep them as short and sweet as possible.Include a Call to Action: Don't forget to include a call-to-action at the end of the video. Drop a link to your website or the product page.
One key point to remember is that shoppable videos should be engaging, informative, and easy to understand. When creating your shoppable video, make sure to focus on the benefits of your product and the customer experience.
» Prefer advertising on Instagram? Check out the best 5 examples of Instagram shoppable videos
Final Thoughts
Short shoppable videos are a great way to advertise your products in an entertaining and informative way. By taking a look at some of the best short shoppable video examples and following the listed tips, you can learn how to create an engaging and interactive video of your own.
Remember, making the right choice when creating shoppable videos is essential for drawing in customers and keeping them engaged. If you do it right, you’ll have a powerful video that can convert viewers into paying customers.
» Ready to start? Use Tolstoy to make your own short shoppable video
Shoppable videoMaximizing Mobile Engagement: 5 Tips for Shoppable VideosMobile consumption is on the rise, with more people accessing the internet through their phones than ever before. This has created a huge opportunity for businesses to reach new customers and build better relationships with existing ones. Marketers have responded by creating shoppable videos that allow customers to purchase products directly from their phones without visiting an online store. By leveraging interactive video content, e-commerce brands can create a more engaging customer experience.
But how do you that exactly? short answer, make your videos shoppable!
Here are 5 tips on how e-commerce brands can make shoppable videos to maximize their mobile engagement.
1. Include Subtitles
Most people watch videos on their phones with no sound, and some apps even play videos without sound turned on. It is a good idea to add subtitles to your video so people can understand it even if they don't hear it. It's imperative to make sure these subtitles are accurate and easy to read as research shows that customers understand videos with subtitles better and, thus, prefer them.
With that, adding subtitles can not only improve your video but also increase the number of views you get on a mobile device.
2. Keep It Short and Sweet
People tend to consume content quickly and move onto the next thing in a matter of seconds, choosing to watch video content for a minute or two at most. Therefore, it is crucial to make sure that your video does not drag on too long as it can easily lose someone's interest.
Different social media platforms have different optimal lengths for videos. For example, each platform recommends the following lengths of video content:
TikTok: 10-15 secondsPinterest: 15-30 secondsTwitter: 20-45 secondsYouTube: 5-15 minutesFacebook: 30-90 secondsInstagram: 30-45 secondsLinkedIn: 30 seconds to 5 minutes
When creating shoppable videos, marketers should keep the content concise and focus on highlighting the key features of the product they want customers to purchase. This helps ensure that viewers don’t get bored with the content before they are able to see what you have to offer them.
» See our top short shoppable videos from Instagram for more info
3. Don't Forget the Aspect Ratio
When making videos for mobile, it is important to think about the size of the video. Most people watch videos on their phones and not on a big computer screen. So make sure to use formats like portrait (vertical) rather than landscape (horizontal)—hence, the mobile format. This way, your video will be much more digestible.
Essentially, if you go to TikTok and Instagram, every video is already in mobile-format—even in Youtube Shorts. That is why it is important to make sure that your video fits the correct size and aspect ratio of the platform you choose, as it will improve engagement with your target audience as well as video quality and playback.
4. Focus on One Thing
It's important to focus on one product or service at a time when creating shoppable videos. It's not only about keeping your video concise, but also about making sure that customers are paying attention and staying engaged with the content you’ve created.
Essentially, this means that marketers should be clear and concise with what they want their customers to know about their products or services. Concentrating on shorter videos with a single message or product instead of one video showcasing all your products can keep customers interested in the content you’re providing.
Furthermore, visuals such as images, gifs and even emojis can be used to effectively highlight the key features of a product to engage viewers more successfully.
» Discover the best ways to use user-generated content for your store
5. Make a Good First Impression
You only have a matter of seconds in order to capture the attention of your viewers. To make a good first impression, marketers should focus on creating videos that are visually engaging with compelling stories.
Research shows it only takes 3-5 seconds to pique someone's interest, the length of the average attention span in today's world. If you fail to capture the audience in that time, you've lost your chance to convert a potential customer.
So making your first impression lasts matters.
For instance, you can use eye-catching visuals like special effects and animations or even lifestyle shots to help tell your story. Additionally, you should consider using voiceover or catchy/trending music in your videos to create some initial intrigue. Furthermore, interactive elements such as polls and quizzes can be used to grab the viewer’s attention.
Final Thoughts
Creating shoppable videos is an effective way to engage with customers and drive more sales for e-commerce brands. By following these five tips, you can create impactful mobile engagements for your e-commerce business to help you build relationships with your customers.
So, if you’re looking to maximize engagement with your mobile content and make it easier for customers to shop from their phones, then creating shoppable videos should definitely be something you consider! Good luck!
» Create your perfect shoppable video with Tolstoy
Shoppable videoInteractive Shopping: 3 Types of Shoppable Videos You Need to Try NowAre you tired of boring and underperforming ads?
Content marketing is changing, and e-commerce has become an increasingly competitive place. The shortening attention span of audiences means you only have a few seconds to get them to engage with your content. Brands need to think about how they create thumb-stopping content that gets the audience's attention and entices them to shop. That’s where shoppable videos come in and combine video, product information, and selling tools into an effective marketing avenue.
And here are three unique types to help you engage and sell your products to your customers.
1. Product Demos
Product demonstrations are an excellent way to demonstrate the features and benefits of your product. Showcase how it works, what makes it unique, and how customers can use it in their everyday lives, all while allowing them to purchase products at the same time.
Product demos can also be used to highlight new features or make improvements to existing ones. Additionally, this offers important insights into user behavior which can help brands understand how customers interact with their products.
A successful product demo will give prospective customers an interactive experience with your product that they cannot get through traditional advertising methods and visualize how your product will fit into their lives.
Often, demo videos work best on skincare products, fashion accessories, and lifestyle products as customers can visualize themselves using what you sell.
The most common videos you may have been seeing online now are:
Unboxing videosTry-on videosHow-to videos (like the one below)And many more
2. Testimonials
User-generated content in the form of testimonials is an excellent way to market your product because this builds trust and credibility for brands. It's important to ensure that the testimonials you feature are real, authentic, and depict true stories of how the product has been used. Testimonial videos can be powerful tools for converting leads into customers as it encourages them to take action.
When creating a testimonial video, make sure to include visuals of the product in use and ask your customers' opinion on the product. Additionally, try adding interactive features like comment sections or polls, which will help you gain valuable insights into how customers are engaging with your products.
Testimonial videos are far different from promotional values as these feature real customers who are actually using the product.
3. Traditional Product Ads
Traditional product ads are still as effective today as they were years ago. This type of marketing video gives customers a concise overview of what the product is, who it's for, and why they should buy it. Well, in our case, traditional product ads can be spiced up as well—not just the usual traditional ad you may have seen on TV.
The most important part of creating a successful traditional product ad is to ensure that you highlight how the product solves your customer's problems by identifying and highlighting the features and benefits of your product and how it will make their life easier. Include visuals of the product that are aesthetically pleasing and engaging, as well as clear call-to-action buttons so customers know exactly what to do next.
Essentially, traditional product ad videos are an effective way to get your message across quickly; however, ensure that they're shoppable and interactive. Quit the manual process of redirecting customers to your site and let the video do all the selling. Add more to your traditional product ad and make them more shoppable for better results.
» Struggling to put your videos online? See the simplest ways to embed shoppable videos on Shopify
Bonus Types
Livestream
This type of social media video allows viewers to get a real-time experience with your product. It also allows them to see how it fits into their lifestyle and can help them make buying decisions on the spot.
This provides a platform for viewers to learn more about the products they are interested in, as well as ask questions and interact with the host in real-time. Additionally, livestreams allow businesses to build brand awareness and increase customer engagement by offering them a sense of exclusivity and urgency, which encourages them to shop.
» Keep up to date with social media advertising by reviewing the best Instagram shoppable videos
Runway Style
Runway, but make it online!
A runway-style video is a compilation of short clips that show your product in different contexts. This type of shoppable video can help customers get an idea of the different ways they can use and style your products, while also giving them an up-close view of the items. Runway videos let customers experience what it’s like to own the product and encourage them to envision how it will fit into their lifestyle.
These videos also have a great viral potential as customers can easily share them on social media, which leads to more organic traffic and sales. More often good for clothing and fashion brands, such as a video titled 3 Ways to Style a Button-Down Shirt From Zara.
360-Degree Videos
360-degree videos are one of the most advanced and interactive types of shoppable content, allowing customers to virtually explore a product from every angle before they buy it and making them feel much more confident in their purchase decision.
This type of video is especially great for larger products, such as furniture and home décor. Although, 360-degree videos often need high-end tools to achieve the desired effects and results.
Catalog
As the name suggests, these types of videos are basically a digital catalog. They’re great for businesses that want to showcase their entire range of products quickly and efficiently. Catalog videos feature multiple products in quick succession, giving viewers a bird’s eye view of the items available in one go.
» Discover how to ensure that your shoppable video content stands out from the competition
Which Type of the Video Is Best for You?
Shoppable videos are an important part of any business's marketing strategy, regardless of the size or industry. By using different types of videos, businesses can reach new audiences, increase brand awareness, and drive sales. So what type of video will you use to engage your customers and take your business to the next level?
The answer depends on your unique needs and goals, but no matter what type of video you choose, it’s important to make sure that it reflects the values and message of your brand. With the right shoppable videos in place, you can create an engaging shopping experience for your customers that will boost sales and loyalty.
» Ready to get started? Get Tolstoy for free
Shoppable videoMaximizing Conversion Rates: 5 Best Tips for Shoppable Video AdsYour conversion rate is a metric that tracks how often website visitors take a desired action, such as making a purchase, signing up for a mailing list, or completing any other goal. It’s important to marketers because it helps them measure the success of their campaigns and understand where improvements can be made.
Creating effective shoppable video ads is no easy task. However, with the right knowledge and resources, you can create highly impactful ads that convert well. Shoppable video ads can be a powerful tool for driving conversions, but they must be used correctly in order to have a positive return on investment. Here are some tips for getting the most out of shoppable video ads.
» Struggling with Shopify videos? See how to embed shoppable videos on Shopify
1. Keep Your Audience in Mind
You should always keep your target audience in mind when creating any kind of video to ensure that the content and tone are suitable for the people viewing it. When crafting shoppable videos, also consider the context and common customer needs within that space.
Always consider the customer’s journey and what they are looking for in order to ensure the best possible outcome when it comes to conversions. Different target groups have different preferences and expectations, so it is important to tailor the content accordingly. Fashion shoppers might not care too much about how your products are made, whereas health nuts or vegan audiences will absolutely care about the ingredients and manufacture process.
2. Make Your Product Easy to Access
Once your shoppable video ad has attracted viewers, you want to make it as easy as possible for them to access the product or service. To do this, it’s important to ensure that there is a clear call-to-action within the video itself that can direct viewers to the website or landing page where they can purchase the product or service.
In addition, you should use clear visuals to direct viewers to the location where they can buy the product, such as arrows, tags, or words.
Here are a few ways you can start doing this:
Include an action button at the end of your ad that directs viewers to the product pagePlace merchandise prominently within the video in order to draw attention to itUse annotations and tags to mark specific items in the video, linking them directly with their respective purchase pagesConsider including interactive elements such as rollover or clickable images or videos that activate a link when interacted with
» Not convinced? Discover the ways that interactive videos can increase sales
3. Put Effort Into the Production
It goes without saying that you want your shoppable video ads to look professional. Invest time and effort into producing quality videos that feature high-definition images and smooth transitions as this will help attract more viewers and have a greater impact on the audience.
Additionally, ensure the audio is clear and of good quality, which can make a huge difference in the overall success of your video ad. You don't need expensive equipment, but remember the important things that determine a video's quality:
The camera you're using (any decent smartphone camera can suffice)The formatting (mp4 is the best for this type of video as other formats may reduce the resolution and playability)The lighting (natural light where possible and a three-point light for low-light areas works best)
4. Keep It Short and Sweet
Finally, one of the most important things to consider when creating shoppable videos is their length. While some people may be willing to sit through longer videos, most viewers will have a short attention span and won’t watch for more than a minute. Therefore, it’s best to keep your shoppable video ads short.
Younger generations often prefer shorter videos, such as those on TikTok and Instagram Reels. This preference can be attributed to the rise of digital media and its impact on how young people consume content. In a world where attention spans are shrinking and people are more likely to scroll through their feeds than sit down to watch a whole movie, short and sweet is the way to go.
» See our top short shoppable video examples
5. Have a Plan
Like any other marketing strategy, your shoppable video ads should have a plan. Start by setting objectives and goals that are aligned with your overall business objectives. Then, identify the target audience you want to reach and determine your budget. This will help ensure that you create content that is tailored toward achieving those specific goals and reaching the right people.
Finally, figure out the best platforms to share your content on and how you plan to measure success. Track performance metrics such as views, clicks, and conversions to understand how effective your campaign is, and adjust accordingly. Run A/B testing to identify the methods that work best for your business.
Start Creating Videos that Are Guaranteed to Increase Conversions
Shoppable videos are a powerful tool for driving sales and conversions. By following these tips and putting in the effort to create high-quality shoppable video ads, you can ensure your campaigns succeed. With the right approach, you can use shoppable videos to reach new customers, increase engagement, and boost sales.
» What are you waiting for? Start creating videos with Tolstoy that are guaranteed to increase conversions
Shoppable video3 Ways to Embed Shoppable Videos on Shopify (+ Screenshots)Shoppable videos are a powerful way to enhance the user experience as they streamline the sales funnel and simplify the shopping experience. Doing so offers the following benefits:
Visual appeal
Videos are a visually appealing and engaging way to showcase products, which can help to capture the attention of potential customers and increase interest in a brand.Storytelling
Videos are a powerful medium for storytelling, and they can help brands connect with customers on an emotional level by showcasing the brand's values, mission, and personality.Convenience
Videos can make it easier for customers to learn about and understand products, which can improve the overall shopping experience and increase conversions.Mobile optimization
Many videos are optimized for mobile devices, which is important given the increasing number of people who use their phones to shop online.SEO
Videos can help to improve a store's search engine ranking and drive more traffic to the site.
Hiring a Shopify professional to embed videos on your site can be pretty expensive. Thankfully, there are many approaches to embedding a shoppable video on your Shopify store, and this article will guide you through the different processes in the simplest way possible.
» Still not convinced? Read 7 Brilliant Ways Videos Can Increase Your Conversion Rates
1. Using a Third-Party App
There are several third-party apps, such as Tolstoy, available on the Shopify App Store that allow you to create and embed shoppable videos on your store while eliminating much of the difficulty. These apps often offer additional features and customization options, such as the ability to create interactive elements within the video or track user engagement.
Tolstoy is one of the best apps on the market for creating shoppable videos for Shopify stores. Simply install the Tolstoy app and connect your account with your Shopify store.
The process of embedding video has never been easier than before, thanks to Tolstoy. The process starts with uploading the video to our platform (whether a new one or a streaming site), then customizing the video with your store alignment, adding elements such as clickable links, and lastly, embedding the video on your Shopify store using the Tolstoy embed code. Now, save and test—piece of cake!
» Want to learn more about creating interactive content with Tolstoy? Discover the simplest method for doing so
2. Via Shopify Admin
Product Gallery
Step 1: Scroll down to the media section
Step 2: Click "Add media from the URL"
Step 3: Click "Embed video"
Step 4: Insert the original video URL
Step 5: Save
Product Description
You have to follow the same steps as above or opt for the “split” command
Step 1: Click the <> icon to Show HTML
Step 2: Add <!– split –> after product description
Step 3: Add your embedded code
Step 4: Save, and the video will show up in your product description
» Interested in interactive marketing? Discover the best interactive marketing strategies
3. Leveraging HTML Code
To add a shoppable video in HTML, follow these steps:
Find a video hosting platform
Some good options include YouTube or Vimeo.Upload your video
Once you've chosen a video hosting platform, upload your video to the platform while following their instructionsGet the embed code
Once the video has been uploaded, you'll need to get the HTML embed code for the video.Add the embed code to your HTML
You can do this by opening the HTML file for the page where you want to display the video and pasting the embed code into the desired location.Add tags to specific products or product collections
To make the video shoppable, you'll need to add tags to specific products or product collections within the video. You can do this by using HTML and JavaScript to create clickable tags within the video.Test the shoppable video
Once you've added the shoppable video to your website, be sure to test it to make sure it's working as expected. This will allow you to identify and fix any issues before publishing the video on your website.
While it isn’t too difficult to add your videos to Shopify within the dashboard, it isn’t simple. Here is the code that will help you to embed shoppable videos in HTML.
<html>
<head>
<title>My Shoppable Video</title>
</head>
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<a href="/products/product-1" onclick="showProductModal('product-1')">Product 1</a>
<a href="/products/product-2" onclick="showProductModal('product-2')">Product 2</a>
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function showProductModal(productId) {
// Retrieve product data using the Shopify API and display it in a modal window
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Enhance Your Customer Experience With Shoppable Videos
The e-commerce market is forever looking for ways to streamline sales funnels, improve customer experience, and increase sales. With the multitude of tools available to beginner and advanced e-commerce sellers alike, there's really no reason not to leverage this powerful tool. Get started with Tolstoy today.
Shoppable videoHow Shoppable Video Is Shaping the eCommerce StorefrontShoppable video is rapidly transforming the ecommerce storefront as businesses realise the awesome potential of this incredibly effective tool. From web searches to livestreams, video is increasingly driving purchasing decisions with conversion rates of up to 30% and an incredibly positive return on investment.
As worldwide ecommerce sales are projected to skyrocket from $5 trillion to $8 trillion dollars by 2026, shoppable video is expected to make up the bulk of these sales.
Unlike a conventional web-based ecommerce operation where products and services are showcased via images and text with a separate shopping cart, contact information and customer service page, video ecommerce is an all-encompassing experience centred around the customer. It’s for this reason that the medium is poised to replace traditional web stores to become the ‘new normal’ of buying and selling online.
As the established default expression of the internet, video and video-centred online shopping satisfies consumer demand for a more sociable, interactive, and entertaining shopping experience. According to recent Hubspot data, the number of people watching video online has doubled since 2018. Further surveys revealed 55% of customers conduct research by watching product videos before they make a purchase while 88% of customers say they’ve been persuaded to buy a product or service by watching a brand video.
Businesses are responding by taking a video-first approach to ecommerce with behind-the-scenes livestreams, video consultations, and personalised product recommendations. Thanks to the burgeoning video ecommerce industry, brands have the means to create a seamless shopping experience from reviewing products and services to checking out. Viewers simply click on embedded Add to cart or Shop now buttons as they watch the video which will then redirect them to where they can make a purchase without ever leaving the video page.
Shoppable Video Helps Brands Craft a Better Online Shopping Experience Through Data
As its own self-contained ecommerce platform, shoppable video which encompasses interactive video shopping and live video shopping causes minimal disruption to the customer’s enjoyment of video content. The winning formula combines digital window shopping and entertainment to ensure customers get the full benefit of a fun shopping experience without having to leave the platform.
The entire buying journey is simplified by the availability of in-built links to browse, select, examine, and buy products. A key advantage to an all-in-one platform is that brands will have greater access to customer data – every touchpoint provides information on the business’ performance including which channels and products do best. Other analytics like conversion data, click-to-view, click-to-buy, and click-to-share provide a solid starting point towards maximising customer engagement and repeat business.
Shoppable Video Is Embraced by Gen X and Gen A
Immersive video is ideal for nurturing a deeper and more authentic connections with customers and no other group is more receptive than the latest generation to come of age. Gen Z and Gen A are the first wholly digital generation, and their beliefs, attitudes and behaviours significantly differ from their predecessors. While TikTok has a large cohort of older users, 60% of its users are Gen Z. And if there’s one defining trait about this group, it’s that they really love short-form videos.
Gen Z shoppers seek novelty, authenticity and most importantly, social proof. According to a study by the Influencer Marketing Factory, 97% of Gen Z say they use social media as the chief source of shopping inspiration. Eye-catching video content, preferably with a raw and unfiltered aesthetic fit in with Gen Z’s preference for brands that demonstrate they’re up to speed with internet culture.
Credibility is another important factor to Gen Z shoppers. Not only do they expect sophisticated and personalised content, they also want to get a good idea of what it is they’re buying – the fabric and feel of materials, how product colours look in different lighting, how they fit on models with bodies similar to them. Video ecommerce allows brands to cater to these requirements and more.
Shoppable Video Harnesses the Power of Social eCommerce to Sell More
Mindful of younger generations’ preference for peer-reviewed products and recommendations, brands are investing more in influencers to get their messages across. Once again Gen Z are the leaders of video-driven ecommerce: statistics show they use TikTok to search for products more than even Google. Socially-driven video commerce not only has the power to go viral, putting brands in front of new audiences, it also enables cross-promotion with trusted influencers.
As more shoppers acclimatise to new technologies and the increased interactivity of video formats, shoppable video will become an entrenched part of online shopping, forever changing the ecommerce storefront.
Shoppable videoAn eCommerce Guide to Shoppable VideosConsumers today are used to discovering and engaging with people and brands through authentic, off-the-cuff, short-form videos, on platforms like Tiktok, Instagram, and Snap.
By not offering a similar experience on their storefronts, brands are missing out on valuable conversions and data.
In this guide we’ll cover everything you need to know on how to create engaging Shoppable Videos. Plus, we’ve included examples from successful brands who are using eCommerce videos to increase sales.
Mobile shopping is continuing to rise, as are consumers' expectations of convenience. Shoppable videos streamline the shopping experience from product discovery to check-out. See the examples below of how brands are using shoppable videos to make it easier for consumers to view and purchase products without ever leaving the video.
Nothing beats high-quality content. Capture your audience's attention (& wallet) with an experience as immersive as TikTok. Read below for the top 5 benefits of using shoppable videos for eCommerce.
1. Increase Customer Engagement
Swipeable videos are familiar to customers, it mimics the experience on TikTok and Instagram Reels. When Shoppable video feeds are added to a site, customers view more products and spend more time on-site.
2. Deliver a Seamless Shopping Experience
With an all-in-one platform to watch videos and shop, you’re satisfying the immediate purchase desire that content creates for the viewer, and in less clicks!
3. Give Personalized Recommendations
Connect authentically and guide users towards the right products for them. It’ll feel as if they have a personal shopping assistant by their side.
4. Gain Valuable Consumer Insights
Interactive videos provide tangible data on the customer journey. Use the collected metrics to uncover customer needs, improve their experience, and gain deeper insights into their buying habits.
5. Improve Conversion Rates
Turn your visitors into customers in 5-minutes. Shoppable video drives engagement and streamlines the checkout process, making it easier and quicker for consumers to purchase.
Shoppable videos are the future of eCommerce. Pull ahead of your competitors and increase in your key performance indicators (KPIs) by using the methods below.
1. Promote New Products
Give your customers a visual walkthrough of your products or collections then allow them to add these items to the cart and be taken to the checkout page, directly through your video. Products can be categorized into Stories (similar feel to Instagram), or displayed in a scrollable Feed (similar to TikTok).
2. Provide Offers and Discounts
Make it easy (and fun!) for customers to view your latest offers and discounts. You can even include promo codes within the video that your customers can use instantly.
3. Hook Viewers With Creator Content
Capture your customers' attention with engaging footage and provide them with a unique channel for shopping at the same time. Grab user-generated content (UGC) you already have on TikTok, Youtube or Instagram, such as unboxing videos, wardrobe hauls and honest reviews, and place them directly on your product page.
4. Give Personalized Product Recommendations
Turn visitors into customers when you engage them in a video quiz and provide product recommendations specifically for them.
5. Place an Add-to-Cart Button on Any Video
Grab any video you already have on social media and it to your website or marketing campaign. Upgrade your video with an “add-to-cart” button or a link leading customers to a special landing page.
Maximize views and engagement on your shoppable videos by incorporating them into every aspect of your eCommerce marketing strategy. Below are the best ways to share shoppable videos to boost conversions instantly.
Maximize views and engagement on your shoppable videos by incorporating them into every aspect of your eCommerce marketing strategy. Below are the best ways to share shoppable videos to boost conversions instantly.
Add Shoppable Videos to Your Website
Bring your TikTok and Instagram videos to your website and let customers purchase products through them. With the below features, you can place shoppable videos on any page on your website or Shopify store.
Send Shoppable Videos by SMS or Email
Meet your customers where they are. Reach them on their mobile devices with attention grabbing videos through SMS and Emails. Your customers can start shopping directly through your video the moment they receive your email. Our favorite ways to use embedded shoppable videos
Best Practices for Creating Shoppable Videos
1. Include Add-to-Cart Buttons
Shorten the customer’s path from video consumption to purchase by making it easy for them to purchase items directly from the video.
2. Focus on 5-6 Products for Each Shoppable Video
Customers retain the most information when there are common themes and a limited amount of items. Group your products into collections and show only 5-6 products per video.
3. Provide Captivating Product Demonstrations
Through engaging and educational footage, give your customers a reason to buy your products by showing exactly how and why they should use them.
4. Create Exit Intent Videos
When a customer is about to leave the page, set rules to pop up a widget that can engage users and keep them on the site longer - and even purchase straight from the new video.
5. Be Creative
At the end of the day, the goal is to entertain your customers to the point where they don’t want to look away from the video, and thus leave them more likely to buy your products.
Looking for More Inspiration?
There’s no limit on the ways you can create and share shoppable videos to boost store sales instantly. For more inspiration, check out this article on 6 types of interactive Tolstoys you can create to level up your eCommerce game.
If you have any questions, don’t hesitate to reach out to support@gotolstoy.com, we’re happy to help.