Maximizing Mobile Engagement: 5 Tips for Shoppable Videos

Kate Pauline Galagnara - Writer for Tolstoy
By Kate Pauline Galagnara
Joel Taylor - Editor for Tolstoy
Edited by Joel Taylor

Updated March 14, 2023.

Full screen video on a mobile phone which has buttons to scroll and view different product videos. The video shown is a model in a yellow dress, which a button to buy the dress now.

Mobile 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 seconds
  • Pinterest: 15-30 seconds
  • Twitter: 20-45 seconds
  • YouTube: 5-15 minutes
  • Facebook: 30-90 seconds
  • Instagram: 30-45 seconds
  • LinkedIn: 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