Shoppable content links photos directly to the products they show. This lets people buy right away from the pictures, videos, and even text they are looking at.
In this age of speed and convenience, shoppable content is crucial for content marketing, especially mobile sales. It is predicted that by 2021, 72.9% of all e-commerce would be conducted via mobile device. People navigate through Instagram, Pinterest, Snapchat, and TikTok in this atmosphere.
By tying videos and images to the products they show, you can streamline the buying process. There is a direct link between making it easier to buy and making more sales. The consumer is more likely to buy if the content is interesting enough.
It can look different ways. The best part about selling content is that you can easily monitor your success. Brands and advertisers may measure the ROI of different creative techniques.
Kinds of Shoppable Content:
This is shoppable content at its most basic level. Readers can easily purchase the item they see in an article or blog post by clicking on a link to the product’s page.
High-quality photography has been the standard way to show a product in its best light for a long time. Since photo-sharing applications like Instagram and Pinterest are so popular, brands should enable users buy from visual content. Shoppers can buy products highlighted in shoppable Instagram posts and Buyable Pins.
Video is a natural extension of shoppable photo content. Brands can tag the right parts of online videos so that viewers can directly buy the items they see on screen. Considering that videos make up 80% of all online shopping traffic, there doesn’t seem to be much reason not to make them shoppable.
All of these forms of media have in common the ease with which they can be distributed. If the content is interesting enough, people will share it with their friends on social media, giving more people the chance to buy the products.
Also, because that content comes from a friend or contact instead of an advertiser, there is a much higher chance that a viewer will trust it and interact with it. In this way, user-generated content can make shoppable content even better.
In January 2020, 49% of people around the world used social media. There will be 4.4 billion social media users in the world by 2025, up from an estimated 3.6 billion in 2020. Shoppable content allows consumers all over the world to see a company’s wares.
Shoppable content is the latest step in the evolution of ecommerce, where brands and online retailers are always looking for ways to improve the customer experience. Forward-thinking retailers can improve conversions and drive sales by making the buying process as smooth as possible. They can do this by combining written and visual content with the need to meet customer demands for more speed and convenience.
In retail, it has always been important to have both written and visual content that is appealing and of high quality. But too often it hasn’t been much more than a show. Ecommerce today needs something much more interesting and dynamic. Shoppable content, if implemented correctly, may transform casual browsers into paying customers with a single click. This effect can be amplified when shoppers share information about their purchases on social media.
This is especially important now, when more people are shopping online because of the pandemic. Because of the dynamic nature of the retail industry, this is especially crucial in the long run. From the history of ecommerce, we know that new types of shoppable content will keep coming out in the years to come. Consider the meteoric rise of livestreaming, which began in China but is now widely used by consumers around the world.
Investing in learning how to make shoppable content will help brands make the most of these opportunities as they create and tweak their marketing strategies in the years to come.