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.
Video marketing3 Tips for Using Videos to Create Better Shoppable Customer ExperiencesThis likely isn’t a surprise to anyone, but online shopping is quite popular today. Consumers are flocking to the digital world for convenience, and it’s up to businesses like yours to make sure they have a positive experience. The challenge today is—how do you do that?
Using videos is an excellent way to add value and create a better shoppable customer experience. They are engaging and interactive, and they help people feel more connected with your brand. But, it’s important for you to know how to use videos the right way.
Additionally, when it comes to online shopping, customers want convenience and immediacy. They want to buy what they need quickly and easily, without any hassle.
So what can you do to make sure your customers have a great shoppable experience using videos? Here are 3 tips that we think can help.
» Do you have an online store? Read about other interactive marketing tools that can help you
1. Choose the Right Type of Video
The type of video you should use depends on the product or service you’re selling.
For example, if we're talking about an interactive product that needs to be used in a certain way, then an instructional video might be the best choice. On the other hand, if you’re selling a luxury item like jewelry, a lifestyle video showcasing the product could be more appropriate.
Moreover, there are different types of videos that your potential customers would like to see, such as:
Product demo videos to describe the products betterFounders' stories to introduce the brandShoppable videos on-site and on social media to make shopping more convenientReview videos showing how the products are used in different contexts
Essentially, you should choose videos that are tailored to your products, brand, and customers. You also want them to convey the product’s value and benefits in the most effective way.
2. Pay Attention to the Structure
Have a look at the structure of your video. Make sure it’s concise and easy to follow, while still conveying all the necessary information. Also, be sure to include a call-to-action at the end of your videos so customers can easily make a decision after they watch it. For example, you could include a link for them to buy the product, sign up for a service, or just browse your product page.
Other things you need to consider when creating a great structure of a shoppable video are:
LengthEngagementInteractivity
Essentially, you want to make sure your videos are well-structured, informative, and engaging. Overall, the structure should be clear and logical.
3. Optimize Your Video
If you’re using a shoppable video on social media, like Instagram, for example, make sure it’s optimized for mobile users. If you’re using it on your website, consider adding an in-video purchase option to streamline the process.
Moreover, you can also add videos to your email campaigns or create a customized video landing page to help drive more conversions. In short, placement matters when it comes to shoppable videos. So, make sure you’re choosing the right locations for maximum potential, and make sure the video fits the platform.
» Prefer to advertise on Shopify instead? Read our guide to embedding shoppable videos on Shopify
How to Get Started
Now that you have an idea of how to use videos to create better shoppable experiences, it’s time to start creating!
Remember, the type of video you choose, its structure, and where you place it all matters when it comes to optimizing your shoppable experience. With a bit of planning and strategic thinking, you can create videos that not only engage customers but also drive conversions.
Videos can be one of the most powerful ways to create memorable and lasting shoppable experiences for your customers. Use them strategically and you’ll be well on your way to creating more successful marketing campaigns.
» Learn more about how shoppable videos affect e-commerce
Why Focus on Videos?
There you have it. The key is to keep your customers in mind and deliver an experience that’s tailored to their needs. By following these tips, you can create shoppable videos that will help boost your sales and build loyalty with your customers. And if you're not sure where to start, let Tolstoy handle the complicated details for you.
Ultimately, creating a positive customer experience will help your business stand out from the competition and keep customers coming back for more. So don’t forget to include these tips and leverage the power of video when creating your next shoppable experience.
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
Video marketingHow D2C Brands Can Achieve Breakthrough Growth Outside of Social Media MonopoliesBy Dov Kauffman, Co-Founder and CEO of Tolstoy
The rising prevalence of video-based ecommerce platforms has equipped retailers with a new tool to enhance their close relationship with consumers, and it’s letting them cut all the middlemen out, for good.
This seismic shift towards video has given rise to a new era of independence amongst direct-to-consumer retailers, a cohort that cut its teeth competing against big business in the arena of online shopping. Having to go toe-to-toe against dominant brands in huge markets, D2C brands inherently understand the value of independence and how it relates to their capacity to react with agility and creativity.
For the first time these brands are being given the opportunity to really own the customer experience and reduce their dependence on social media giants through shoppable and interactive video which allows them to offer a vastly improved customer experience and build on their social capital.
Social Commerce 2.0
The use of social media platforms like Instagram and TikTok to market and sell products and services within the app has had a transformative effect on customer buying habits. Data shows that Gen Z in particular use social media to seek inspiration, research products and connect with their favourite brands. As a one-stop shop, social commerce platforms bring together all elements of online shopping in a single convenient package complete with customer support and easy check out.
Shopping has never been so streamlined, and it’s for this reason that the value of social commerce has skyrocketed. By 2026 it’s estimated that the value of this seamless form of shopping will reach $2.9 trillion in the US. Live shopping is another form of video and social commerce that has already gained massive traction in Asia and Latin America. Worth an estimated $600 billion in China alone, the format is being rolled out across rival platforms including Amazon Live, TikTok Shop/Live, Instagram Live and Twitch.
For the average social media user who spends 15% of their waking life on social platforms, the melding of entertainment and socialising with online shopping represents convenience, fun and a more authentic brand experience.
The emergence of independent shoppable video platforms means that D2C brands that have previously exclusively relied on social media to drive brand awareness, strengthen customer connections, and generate revenue are able to do so outside of social media monopolies by turning their websites into their own self-contained platforms. These retailers are empowered to create their brand narratives, build communities, and access full analytic data without being beholden to unknown algorithms, restrictive guidelines, or sudden loss of access to social media accounts.
Leveraging Independent Shoppable Video Platforms to Fast-Track Growth
As the internet is a great leveller for D2C brands, the development of integrated shoppable video for ecommerce retailers has given them advantages that have until recently only been accessible to social media heavyweights. Brands are able to leverage in-depth data to hone product offerings, personalise the customer shopping experience and build on community engagement.
D2C retailers can also capitalise on their nimbleness to create compelling brand narratives that will add credibility and meaning to their campaigns. As a medium, video is a powerful vehicle for immersive storytelling – more pertinently, video also offers consumers product information that is otherwise unable to be conveyed via text and images alone. From the look of a product to its colour and proportions, shoppable video reveals far richer details than the standard ecommerce format.
Retailers are now able to tap into the power of shoppable video to replicate its benefits on their brand’s own page instead of only selling through social media, and they can do it armed with targeted insights gleaned from the platform. Businesses can see how customers react to certain products, what content they engage with the most, which areas or products underperform, which do well and more.
These insights are critical to personalising the customer experience and assists with product development and retargeting of customers. For D2C businesses accustomed to overseeing all aspects of the business from production to distribution, independent shoppable video platforms add an extra layer of control. No longer do social media middlemen have exclusive access to valuable customer information, brands can solely focus on their own D2C strategy to increase loyalty and sales.
Quick Tips for Making the Most of Shoppable Video
Brands looking to maximise their shoppable video ROI should keep the following in mind:
There’s no need to spend a lot to make a great video, keep it simple and stick to these guidelines and you’ll be well on your way. Don’t forget, audiences favour unfiltered and authentic content over slick productions. Taking a low key approach works in favour of your business. Try embedding a Founder story to greet customers with. This should quickly introduce them to your brand and its products and direct them to where they need to go. Consider your Founder story and how it connects to your overall brand story. Work through it if necessary to identify your business’ values, mission, and goals.Keep it simple and authentic. Utilise influencers and user-generated content. Reviews are especially essential to credibility, so make the process as hassle-free as possible for your customers.For a start, you can use videos you already posted on social without creating new ones and make them shoppable. Make sure that you choose the most engaging videos. You already know what works well on your socials so use the information you already have.Make sure that every piece of content represents this brand narrative. Consistency is key to reinforcing brand messages.
By reclaiming their right to dictate their own direction through use of independent shoppable video platforms, D2C retailers are making it clear to the big names in social media that their era is officially over and the playing field is now even for businesses of all sizes.
Video marketingVideo and Social Commerce—the Future of RetailWritten by Dov Kauffman, Co-Founder and CEO of Tolstoy
Around 3.5 billion people—just over 44% of the world’s population—use social media in some form. Social platforms are the entry point for many people's online activity, from news, entertainment, communication, and now commerce. This only intensified following the onset of the COVID-19 pandemic.
Consumer expectations for content have evolved since the inception of social media, and the growth in popularity of video means an increasing number of people consider it the new norm. The exponential growth of TikTok and free access to online video content suggests that toward the end of 2022, over 82% of all consumer online traffic will be spent viewing video content. Recent statistics also reveal that the average person spends nearly two hours a day watching videos, and video posts attract 48% more views than static posts. These subtle shifts to video across multiple platforms is a sign of more significant shifting trends in consumer behaviour—and that the future of ecommerce lies in video content.
Social commerce provides an innovative new way to buy and sell products and is founded on the trust provided by social connections. It's a small step to alter traditional retail into a people-powered retail revolution. Moreover, it's highly successful and simple. Why? It seamlessly blends social experiences and ecommerce transactions through a single platform. And it’s set to sweep the world, growing into a $1.2 trillion wave of change by 2025.
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 centered 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. This will impact every brand, retailer, and platform business.
Shoppable Videos: The New Driver Behind Purchasing Decisions
Shoppable video is rapidly transforming the ecommerce storefront as businesses realise the tremendous potential of this incredibly effective tool. From web searches to shoppable feeds (embedded video feed on an ecommerce site as a stories, Carousels or widgets), video is increasingly driving purchasing decisions with conversion rates of up to 30% and an incredibly positive return on investment.
Fascinating statistics show that shoppers who view video content are 1.81 times more likely to purchase than non-viewers. Google is also a big fan of video content, being 53x more likely to rank a website with video embedded. Video is widely accepted as a crucial part of cross-channel promotion and pulls in more than its fair share when it comes to conversion rates.
What does this all mean for brands, retailers, and platforms? One thing's for sure: social commerce is a model they must embrace. For platforms, it opens new revenue streams just as growth in digital advertising is expected to slow. For retailers, there are opportunities to develop new types of shopping experiences by meeting their customers where they hang out online, and by connecting in new ways and engaging influencers/creators. And for brands it means embracing the shift from big to small, empowering small businesses and engaging directly with consumers through social platforms.
Getting started with video doesn't have to be complicated or difficult. With just a few simple tips, you can create videos that are both informative and engaging.
Here’s 3 Tips to Help Get You Started With Video:
1. Focus on the videos that were successful on your socials
No need to stress over developing a well-crafted post when you already have a repository of content available. Revisit successful Instagram Reels or TikToks and edit to include product tags. Be sure not to overwhelm your followers—remember that customers want to build relationships with brands through trust and connection, not feel like they’re being bombarded with advertisements.
2. Consider the production value of your videos
You don't have to be a high-budget Hollywood movie maker to create a high-quality video production, but make sure your video is professional and presentable. Invest in good equipment and software and take the time to familiarise yourself with everything. After all, user-generated content and creators' content gets the most engagement online, and engagement is critically important for a brand's success.
3. Keep it simple
It's time to shine. Show your brand’s unique personality, show them how to use your product, and make them fall in love with your business with eye-catching videos. Keep it as simple and authentic as you can!
It's undeniable that the future of commerce is digital, specifically through interactive and Shoppable videos, and Tolstoy is quickly positioning itself to help businesses gain market share of the lucrative Gen X and Gen A segment. The advantage is that merchants and retailers have the means to harness the power of video-based ecommerce independently of social media platforms. As consumers spend more time online engaging with video content, the opportunity is ripe for brands to convert them into lifelong customers, and Tolstoy stands to deliver.
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Video marketingMarketing Strategies in 2023: Authentic Storytelling Is Key By Dov Kaufmann, co-founder of Tolstoy
The pandemic has had a monumental impact on the e-commerce industry, instigating a rapid-fire change in consumer behaviour. Bricks-and-mortar shopping experiences have been replaced with a digital shopping landscape, with more than two billion online shoppers scouring the internet globally for their next purchase. Consumers are enthusiastically buying into the convenience of online shopping, but on the flip side, they are facing the challenge of a limited understanding of their purchase through a lack of product visibility online.
Today there are an estimated 24 million e-commerce sites across the globe, and it is forecasted that by 2040 nearly 95% of all purchases globally will be made online or through a digital
platform. Business owners find themselves in a situation where competition is increasing faster than the market is expanding, and drop-shipping is gaining huge traction. It is now more and more difficult to stand out in an overly saturated market.
This change in buying behaviour along with the rising demand for short-form video has revealed that marketing tactics need to be redefined to be about immersive, customer-centric content, not just disruptive messages. TikTok’s monumental success can be attributed to its ability to allow brands to inspire their fans in authentic and entertaining ways, and that’s what consumers want—genuine connections with authentic brands.
“The writing is on the wall and it’s telling us that to stay front-of-mind in audiences of the future, brands need to up their game in terms of creative storytelling and the representation of their ethos. The globally minded audiences of tomorrow demand more complexity, more authenticity, and more transparency,” said co-founder and CEO of market-leading video-based platform, Tolstoy, Dov Kaufmann.
“Marketing tactics like interactive and shoppable videos can channel the desire for authenticity and help businesses build the valuable connections they need to succeed and stand out from their competitors,” said Dov. “Marketing in 2023 is poised to be about making the shopping experience more fun, convenient, and meaningful.”
So, what marketing tactics can we expect to see in 2023?
Shoppable Videos
In 2023 the shoppable video experience will take over much of the way we shop online. Shoppable video is rapidly transforming the e-commerce storefront by capturing an audience's attention with an experience as immersive as TikTok, with eye-catching product videos to show how their products look in real life, on real people.
Videos alone have proven to be a powerful sales tool with more than 50% of shoppers saying that online videos help them decide which brand or product to buy. With shoppable videos, customers can research all they need to know and read more about the products all within the same shopping session. Videos can be embedded in e-commerce sites, sent via SMS and email, or displayed as stories, a Carousel or Widget, enabling users to scroll through videos to view products and buy directly from the videos with "add to cart" or "shop now" buttons.
These days over 82% of all consumer online traffic is spent viewing video content, and businesses are realising the tremendous potential of this incredibly effective tool.
Interactive Videos
Savvy customers now gravitate towards brands that can provide them with unique, tech-forward shopping experiences. In fact, 75% of consumers expect brands to leverage new technologies to build better online experiences. Interactive videos allow brands to send users on a unique journey where there's more of a person-to-person conversation or personal experience, as opposed to the linear monologue that traditional videos create.
Interactive videos have the capability to turn passive viewers into active participants by creating a memorable, thoroughly engaging experience. This results in reduced user drop-off and higher engagement. Research also shows that the click-through rate of interactive videos is 10 times higher than passive videos. By allowing viewers to ask the questions they want, or to see and interact with the products they're interested in, brands will save in costs and time and provide their customer base with more targeted, genuine leads.
Product Demonstrations
Interactive product demonstrations allow potential customers to experience a product and all its features through a self-guided, clickable process. Product demonstrations are seeing rapid growth in the digital world as brands are now turning their attention to virtual experiences—offering consumers a direct window into an e-commerce store from the comfort of their home. A product demonstration can be as complex as allowing a customer to explore the intricacies of an engine, or as simple as displaying different clothing items on different models with different body types.
By providing each customer with the opportunity of a personalised demonstration, they're able to view the product in a way that interests them, thus avoiding unnecessary information and potentially boring the customer. This method has the advantage of providing customers with tangible proof of how a product works which then aids them in their purchase decision. In addition, they can boost the appeal of a brand’s products to a wider audience and build a sense of familiarity with the brand.
Virtual Reality & Augmented Reality
Virtual reality (VR) marketing incorporates the full immersion of a customer into a virtual world. This can connect a customer with a brand or product by engaging a variety of the customer’s senses, encouraging more interaction. VR allows brands to create and imbed memorable experiences, as well as bring an entertainment factor to advertising. This is more immersive than a customer scrolling down a static catalogue and encourages visitors to spend more time viewing the products, interacting with the brand, and ultimately increasing the chance of sales.
Augmented reality adds to an existing environment by introducing computer-generated images and effects. Using AR, prospective customers can try on clothing items without needing to directly interact with them. According to Shopify, implementing AR technology into the online shopping experience can increase product interactions by 94%. And while in-store purchases are returned at a rate of 5-10%, online purchases returns currently sit at around 40%. To overcome this challenge, AR/VR can help customers to make more informed decisions, reducing the need for returns.
Competitions & Games
Competitions and games are prize-driven strategies that encourage people to participate and engage with a brand in the hopes of a reward. A competition or game is a great way for a new audience to follow a brand’s social media accounts as it incentivises their actions in exchange for a chance to win.
This marketing tactic can help a business obtain multiple goals such as increasing brand awareness, encouraging customer loyalty, increasing sales, and obtaining customer information with little effort. Not only are people more than willing to share their details when it comes to entering competitions and playing games, but they will also share achievements around social platforms which can further boost awareness.
With more and more people spending time at home and working remotely, the demand and consumption of authentic storytelling and genuine connections with brands has—and will continue—to accelerate. Brands are optimally positioned to embrace technology like shoppable videos to meet their customers' need for an immersive, personalised online experience.
Interactive video5 Genius Interactive Sales Videos to Draw Inspiration FromWith access to a wealth of media online, it's often difficult to make your business stand out with traditional text, images, and video. Marketers are often at a loss for what to do in order to drive engagement and stop bleeding customers.
If this is the case for your business as well, you should start using interactive videos in your marketing campaigns. Interactive sales videos are the latest technology that enables marketers to engage more potential customers, give them a personalized experience, and increase sales as a result.
Read on for some interactive sales video examples that are guaranteed to inspire you.
» Looking for new advertisement ideas? Learn how interactive videos can bring you more customers.
1. Hyundai Interactive Video
In this interactive video, Hyundai has created something eye-catching, short, and memorable. The interactive video doesn't offer a deep experience like some other examples on this list, but that isn't required for what they're advertising.
They showcase the product (a car) and offer five buttons that, when pressed, bring up an image with some descriptive text about a specific feature. A key takeaway here is not to overdo (or underdo) your interactive video. It's tempting to do too much sometimes—but then you risk losing your viewer's attention.
Simple and sweet with a visible CTA like "Book a test drive" is often the best way to go.
2. P&G Ariel Interactive Video
If you've seen one washing detergent advertisement, you've probably seen them all. This is true with most traditional video ads, but P&G Ariel broke the mold with this interactive video, which became the brand's most engaged ad to date.
They expertly tailored the video to fit their audience, and they did so by adding the following:
A vertical design for social media (with a standard widescreen design for website use, as well)Quick options that address each customer's pain point concerning washingA clean design that shows just enough in each video segment
The result? Increased engagement, as the video captures the viewers' attention instead of making them block or ignore the advertisement like they would if it were just another traditional detergent ad.
3. Rituals Interactive Video
This shoppable interactive video by Rituals shows how brands can offer customers a premium shopping experience without the need to send them to their website. Many customers are lost between an advertisement and the online store, but this type of interactive video eliminates that gap and creates a way for customers to purchase the product as they see it being used in a visually pleasing environment. Shopping has never been easier.
4. LaCantina Doors Interactive Video
In this example, LaCantina created an interactive journey to help their customers discover the right type of sliding or folding door for them. This interactive video offers much more than a simple video can because:
It's more efficient, as it allows the customer to choose what they want to learn aboutIt offers two different views for every segment of the videoIt has embedded links for the customer to visit LaCantina's website or order doors after they've made their decision
If you have a product as configurable as LaCantina's, take note of the use of the main menu and the high level of customer education found in this interactive video.
» See the video
5. Virtual Art Sessions Interactive Video
Virtual Art Sessions' interactive video is one of a kind, and it shows how well this type of media integrates into various industries that often find it difficult to advertise effectively. It does a fantastic job of integrating virtual reality into the video, another feature that makes interactive marketing unique.
While Virtual Art Sessions is just an experiment by Google Chrome and not an advertisement, it does offer a unique approach that marketers can draw from. First, it shows how 3D interactive videos provide more detail and depth than traditional 2D videos can. Next, the video offers several links, paths, and mediums to engage viewers with different types of content. Finally, the viewer can experience all this, with vast amounts of processed data, from their device's browser without any add-ons that are often required for other interactive media types.
» See the video
Final Thoughts
The world of interactive videos shows how this medium can be used to market products in ways never possible before. With increased engagement (most brands report 5x to 9x over traditional media), less friction, and vastly better UX, interactive videos are here to stay.
Get started on your own interactive video journey with Tolstoy. Adding video commerce to your website or social media is just one click away.
» Find out how to create an interactive video for your online store