It’s hardly a secret that e-commerce soared to staggering new heights during the pandemic. Data reports that online sales increased by 43% in 2020, and the trend shows no signs of stopping. Of course, this has arrived in conjunction with greater consumer demand, not only for reputable brands but also for an immersive shopping experience. Shoppable videos are one solution — and these inspiring shoppable video examples serve as shining examples of what you should aim for.
Read on as we delve into the details of the tactic and provide you with 6 shoppable video examples to jumpstart your imagination.
What Is Shoppable Video, Exactly?
A shoppable video is a multipurpose video that displays a brand’s products or services and enables consumers to make a purchase directly from the video.
The process is seamless and brilliant. It allows a consumer to obtain a more interactive, comprehensive, and 3D understanding of a product or service to arrive at a purchasing decision. And should they choose to opt for what’s being showcased, they don’t have to leave the video. This can be a huge time-saving measure.
For brands, it also catches consumers at precisely the right moment — when they’re interested and when the product is fresh in their minds.
Digital marketers have quickly caught on to this growing trend. According to HubSpot:
- 83% of video marketers assert that product videos have helped them generate leads
- Another 64% of brands report that featuring a product video on Facebook led to a new client
- 84% of consumers claim they’ve been persuaded to purchase a service or product after watching a brand’s product video.
So how can you efficiently implement this technique?
Key Features of Effective Shoppable Videos
Not all shoppable videos are created equal. The most valuable interactive video ads examples do the following:
- Furnish users with a fascinating, interactive experience
- Inspire audience interaction
- Impersonate in-store shopping from the comfort and convenience of one’s device
- Feature real people using and benefitting from a brand’s products or services
- Provide additional information, including the product’s price and consumer
However, remember that the essential components of an effective shoppable video are also contingent upon the niche of your brand and the particulars of your offerings.
Some brands, for example, may benefit from including video testimonials. Others might profit from exhibiting their product in different locations, such as a jacket that can be worn in the snow as easily as it can be worn in the rain.
As a point of clarification, many marketers confuse the term “shoppable video” with in-store video advertising. But these ads are ones that you might see in a brick-and-mortar location, such as product displays and live product demonstrations.
However, nothing is stopping you from using shoppable videos as part of an in-store video advertising campaign. One of the screens in your brick-and-mortar location could feature one or more of your interactive video ads, particularly those that have performed well. This could fit right alongside other forms of in-store video advertising, such as a video that displays a new product.
What Are the Advantages of Shoppable Video?
Generating leads and increasing conversions are just two of the potential benefits that shoppable videos may deliver.
Before we dive into our shoppable video examples, let’s examine why they’re used in the first place. A handful of the most compelling reasons to employ shoppable video ads include:
- Enhanced user experiences
- Improved consumer engagements
- Increased comprehension of a product, service, and/or brand
- Bolstered add-to-cart rates
- Enriched emotional connections between a consumer and a brand’s offerings
- Boosted revenue
- Deepened insights into consumer habits, behaviors, and demographics
More than half of consumers report that viewing a video online has guided their purchasing decision. Executed well, this tool may fuel measurable — and gratifying — success.
Shoppable Video Examples: 6 Brands that Nailed It
Like all forms of digital marketing, shoppable videos are constantly evolving, right alongside the capabilities of technology. Nonetheless, these interactive video ads examples may become timeless for their effectiveness.
1. Puma
As the world’s third-biggest manufacturer of sportswear, Puma has become the go-to brand for athletes who want functionality, quality, and fashion in equal measure.
The U.K. brand is also often credited as the first company to debut a “shop while you watch video” video. The brief but sleekly shot video features Adam Lallana, an English football player, discussing Puma’s most recent collection. At the same time, users can click on annotation marks to learn about the products Lallana is sporting.
The results were spectacular: Puma saw an increase in conversions by 6.9%. Their earnings per click were also reported to be 24 times higher than the industry standard.
Why did it work so well?
First, the video featured an above-the-marquee figure who aligns with Puma’s mission and brand identity. And yet, Lallana is not so outrageously popular of a household name that his fame overwhelms the product.
This elevates the consumer’s perceived perception of Puma’s authenticity. It also humanizes the product and reveals its functionality — again, one of the most attractive factors of Puma’s products.
Lastly, there’s an element of thrill in learning more about a product while watching it in real-time.
If you have access to an influencer or celebrity, excellent. Just make sure that the luminary you feature in your shoppable video represents your brand’s core values — and that they enhance (rather than distract from) your product or service. And if you have a brand advocate of Lallana’s stature and a brick-and-mortar location, consider using their image in your in-store video advertising as well.
2. Missoni
Missoni is one of the most venerated fashion labels in the world. Established in 1953, they’re frequently praised as the inventor of “athleisure,” which is precisely what’s showcased in their shoppable video for their Adidas collection.
In step with Missoni’s aesthetic, the video is visually arresting. It also gives consumers the capacity to:
- Click on the products they’re interested in learning more about
- View multiple products at the same time, which provides a more holistic understanding of a product and how multiple products may work together
- Explore a product in greater depth without missing out on the momentum (and beauty) of the video or feeling distracted
This shoppable video worked well in Missoni’s favor: It garnered a 38% engagement rate.
Interactive video ads examples like Missoni’s underscore the importance of the user experience. Embedding products directly into a video sets the scene for a streamlined and enjoyable purchasing journey.
3. Ted Baker
Ted Baker is practically synonymous with high-end men’s clothes. In digital marketing, the British luxury brand is commended for creating one of the most valuable shoppable video ads to date.
Ted Baker immediately entices consumers with the teaser, “Watch It, Shop It,” on a still of a posh couple framed by snow-capped pines — the ideal background for a holiday-themed campaign.
Next, the music. It has both a serene and refreshing feel to it, a detail that substantially enriches the video and stirs up interest in the viewer. The products appear as magical as the setting, with gloves fitted onto hands and scarves tossed onto shoulders, both appearing out of thin air. All the while, arrows are employed to enable consumers to click to shop the look.
The amount of craft and thought that went into this paid off: Ted Baker brought in $75,000 in sales in the first week of the video’s debut.
When it comes to imitating this style, remember that functionality is key, but the most effective shoppable video ads also pay close mind to the entire viewing experience. This includes using all of the elements of videos, such as:
- Music
- Color scheme
- Filters
- Background images/setting
- Dialogue
All of these factors work together to create a mood, one that should mirror your brand’s identity but also reflect the entire feel of the product or service you are advertising.
Additionally, Ted Baker’s video is also eminently shareable, driving more traffic to Ted Baker’s site and expanding brand awareness.
Further, Ted Baker has earned a reputation for consistently creating striking and memorable shoppable ad campaigns, including “Mission Impeccable” and “Keeping up with the Bakers.” By ensuring the quality of your shoppable video ads, consumers will look forward to them. This may bolster brand loyalty and result in higher conversions.
4. IKEA
IKEA has served as one of the most economical and appealing home furnishing stores since its inception in Sweden in 1943.
Now, their streamlined designs are extending into their marketing campaigns. Their shoppable video ad “Bedroom Habitats” by Wirewax is both clever and useful. It calls upon:
- Humorous narration from a voice that instantly delights and intrigues
- Image after image of how IKEA products look together, taking the design question out of the issue for consumers and enabling them to picture how their homes would look with IKEA’s products (thereby simplifying their redecoration journey)
- Well-placed product cards that provide details on the products that are showcased
- The capacity to hover over products to explore and purchase
This is one of several shoppable video examples that emphasizes the importance of using call-to-actions in your ads. You want to mesmerize your consumer, but you also want to propel them into action.
Additionally, it worked: Wirewax reports that 50% of product “hotspots” were checked out by users.
The focus on normal, everyday tasks in IKEA’s shoppable video falls directly in line with the brand’s utilitarian image. This, too, underlines the importance of ensuring that all of your content is consistent in tone and with your brand’s personality and purpose.
IKEA also simplifies the buying process — as anyone who’s shopped at a megastore in a big city knows, it can be anything but. In this way, IKEA does double duty: It enhances consumers’ perception of its brand while also revealing its products in a cheerful, even motivational setting.
IKEA’s “Bedroom Habitats” further highlights a crucial maxim: Shoppable videos should not be employed only to advertise products or services. They should also tell a narrative that entertains, instructs, or both.
5. Pandora
Pandora is an advertising powerhouse, so much so their very name evokes images of jewelry.
The over-40-year-old brand joined the shoppable video ads trend, but they also went the extra mile: Their “An Interactive Experience” campaign features a quiz to help guide consumers on their purchasing decisions.
This capitalizes on a marketing truth: Consumers are hungry for a more immersive shopping experience. Quizzes such as these can also furnish you with indispensable information about your consumers, which may shape future marketing strategies or even your product or service.
6. Kate Spade
Kate Spade partnered with actor Anna Kendrick to showcase the brand’s fashion and accessories in a series of shoppable video ads that immediately drew praise.
Why was it successful?
While we can’t definitively say why it resonated with audiences, we’d suggest that the following contributed to it:
- A respected actor whose preppy, elegant appearance and personal style reflect Kate Spade’s
- High-impact shots that were neither too concise nor too long to cause the viewer’s attention to wander
Kate Spade also appended the video with a shopping list that gave consumers a chance to purchase the products on display with a click.
Remember, simplifying and elevating your consumer’s shopping experience should be at the forefront of your mind as you design your shoppable video campaigns. If a product is presented in an appealing manner and the process of purchasing it is fast and effortless, you may increase your revenue.
Best Practices for Creating Effective Shoppable Videos: 10 Essential Considerations
Evaluating and investigating shoppable video ads that have proven to be successful is a solid start. But crafting useful and stunning videos goes beyond this: You must also concentrate your time, energy, and resources on the efficacy and innovation of your campaign.
1. Ensure Your Shoppable Video Ads Emulate Your Brand’s Identity
Whatever your personality, quirks, angle, and values might be, they ought to be woven into the very fabric of your shoppable video ads. This will help you build authority and credibility. It may also broaden your brand’s reach by indicating that you are an airtight brand that is hyper-clear on your identity and standards.
2. Continually Improve Your Shoppable Video Ads
If one of your shoppable video campaigns delivers the results you’re after, you may be tempted to stick with your tried-and-true methods.
And yet, look at what Ted Baker has accomplished. The swank label continually aims to outdo itself with each new shoppable ad campaign it creates. Sticking with an ad that was successful may place you at risk of creating one of the biggest marketing mistakes: Banner blindness — or oversaturating your target audience with the same message.
Instead, identify what worked through the insights you have gleaned and capitalize on it by raising the bar the next time.
3. Pay Close Attention to Your Platforms
A shoppable video may work beautifully on Instagram but flop on Facebook. Or what works on Snapchat doesn’t have the same impact on YouTube. Your shoppable video ads should be tailored not only to your target audience (this is a given) but also to the channels in which it’s featured.
4. Partner Smartly to Amplify Your Marketing Goals
Alibaba is just one example of a partnership that led to results: For Singles Day 2017, Alibaba partnered with carefully-selected brands for its “See Now, Buy Now” Shanghai fashion show, which gave consumers the opportunity to purchase products on the spot.
It was a genius maneuver. 1.8 billion payment transactions transpired in a single day, representing purchases from 255 countries.
What does this mean for brands like you? It means you may have the chance to join forces with others to take your efforts to the next level. This might mean employing a growth-marketing agency to ensure your video content is seen by the right people at the right time. Or it might mean actively scouting out companies that leverage new technologies you could stand to benefit from.
5. Prioritize Creativity
Even the most extraordinary product or service is vulnerable to slipping from the minds of consumers if their ad content lacks innovation. Remember:
- It’s estimated that we’re exposed to 4,000–10,000 ads per day
- Roughly 86% of consumers are susceptible to banner blindness
To stand out from your competition, you should aim for creativity. Not to the point that the conceit of your invention overwhelms the purpose of your shoppable ad, but adequately enough that your ad makes an impact and compels viewers to make a purchase.
6. Include Shoppable Links Right Away
The interactive ad examples detailed above have a handful of traits in common. One of them is that shoppable links are included within the first few shots. This sends a clear alert to the user: That yours is a shoppable video, and they have the possibility of an expedient shopping experience directly in front of them.
In doing so, you may keep your consumer engaged and more prone to taking action.
7. Linger Over Tantalizing Shots
Effective shoppable video ads are neither too brief nor too long.
Instead, they hit that sweet spot of piquing the viewer’s interest, invoking a sense of urgency, and showcasing products just long enough to give the consumer a thorough view and feel of the product and service. Some experts recommend letting some shots run for approximately three seconds to achieve this.
8. Don’t Overcrowd Your Video
A deluge of alluring products in a single video may excite your reader. It might just as swiftly inundate their senses and divert them from making a purchase or learning more about your brand and offerings. Instead, concentrate on two to three products per shot.
9. Make It Clear from the Get-Go that Yours Is an Interactive Video
Without letting viewers know right away that yours is an interactive, shoppable video, the consumer may:
- Ignore the video
- Fail to pay close enough attention to understand they can make a purchase directly from the video
You can inform viewers what they should expect with a captivating heading like Ted Baker’s “Watch It, Shop It” banner, use clever narration, or use written description.
10. Employ “Tap-to-Save-for-Later” Buttons
Based on data insights, you may have planned your shoppable video ads to appear at precisely the right time, at least in that it attracts the viewer’s attention and they don’t bounce. Your consumer, however, may not be poised to make a purchasing decision right at that moment — but they might want to return to it later.
To this end, make sure that you give consumers the option to save the product for a later time with a simple click.
The Future of Shoppable Videos
Shoppable videos have revived and strengthened the online shopping experience, taking it from a static endeavor to a pleasing, immersive enterprise. At the same time, online shopping will continue to grow: Some sources predict that the number of online shoppers will climb another 10% in the coming years.
Whether you’re a small business or a massive corporation, you have a responsibility to make this experience as enjoyable, speedy, and simple as possible. As more products and services are launched daily, consumers have more choices. Therefore, they expect excellence with every touchpoint on their purchasing journey.
Data backs this: 66% of consumers want a more meaningful experience with the brands they have chosen to do business with. After all, online shopping can feel like an innately isolating experience, even if a consumer finds exactly what they are looking for at a price point that works for them and from a brand that aligns with their values.
An immersive and interactive shopping experience is one of the solutions to this problem. With these shoppable video examples and best practices in mind, you can generate leads, bolster your conversions, broaden your brand reach, boost customer satisfaction, and improve client retention.
