Video shopping – what you need to know

Video content has seen a massive rise in popularity, particularly due to the influence of apps like TikTok, where users surpassed one billion in 2021.

As a result, video shopping – using a video to market and sell your products and services – is now being used by more brands to reach online audiences in an engaging way, as a third of shoppers turn to social media influencers in order to learn about products.

Shoppable videos are one key tool coming to many social media platforms. When a product is shown in the video, the link to purchase is built in, and audiences land on the desired page of your website in one click.

Live video shopping is an upcoming trend to social media services. This allows you to talk to potential customers in real time, answer questions, and provide a link directly to the purchase page.

If you’re thinking of bringing video shopping of either form to your customers, here are some things you’ll need to consider.

1 – Live vs non-live

Both new varieties of video shopping can be beneficial for a brand, although they require different levels of attention at different times.

In a market where online purchases are key, shoppable videos, on social media or standalone platforms, can give all the information a potential customer needs in an easy- to-digest format, whenever they happen to come across it. The experience is made simple, saving them from scouring your website for information or to find a product.

With video shopping capabilities coming to Facebook, Instagram and TikTok, you’re also reaching customer bases on the platforms they’re already regularly using for entertainment and talking to friends and family.

Live video shopping that takes place on livestream can be particularly persuasive and great for limited-edition products or time-limited deals. They require a captive audience, although many purchases can also be made from watching streams back.

2 – Video shopping platform

The platform you choose will depend on the sort of video shopping you’re aiming to achieve.

Social media has had a massive impact on shopping trends as people repeatedly look there for influence on what to buy. This is proven in the popular hashtag #TikTokMadeMeBuyIt, which has over seven billion views.

Shoppable features are making it possible for brands to control this process, by taking a customer to a product within seconds of seeing it.

Shoppable features have been around on Instagram since 2018, with links that take you directly to the product page from posts, stories, IGTV and reels. Now with the introduction of Facebook shops and TikTok for business, this experience is reaching across all platforms.

However, while shopping via livestream is beginning to appear on Facebook, Instagram, and TikTok, most are still in the pilot stage. The trend originated in China on separate platforms, such as Taobao, and after its huge success is now beginning to make its way to other markets.

For most brands looking for regular live shopping, it may be more beneficial at this point to use a third-party platform.

However, we can expect to see social medias making progress in this area soon, as both TikTok and Instagram tried out large-scale live shopping events led by celebrities and major brands just before the holidays.

2 – Creating a seamless experience

US businesses can already use Instagram Checkout, where customers can purchase an item without ever leaving the app, creating an even more seamless experience. The feature has been piloted for 10 brands in the UK so far, so we might see this available for all businesses later in 2022.

TikTok for Business is also promised to give the option of checking out in-app or redirecting the customer to the company or eCommerce platform.

This makes the experience quick and easy for the customer, and with the process only taking a few clicks, it also increases likelihood of impulse purchases.

Of course, you may prefer to create an equally seamless experience on your website, where you can control the purchase flow yourself. Here, you may be able to encourage adding to the purchase before or after checkout.

4 – Meeting demand

Video shopping can cause a major boost to your sales – whether it’s through a sponsored video to your target audience, endorsement from an influencer or a popular livestream.

You need to be prepared. Once customers have made their purchase, a fast and reliable delivery is crucial to retaining their trust.

Speed is becoming a must, as a 2020 survey revealed that 82% of UK consumers now expect a delivery to take no more than five days. Another showed 43% of customers were choosing next day delivery. It’s crucial to be prepared for any change in demand that video shopping could create, in order to retain those new customers for future purchases.

Video shopping is still relatively new, but it’s quickly gaining popularity, opening up new pathways for eCommerce businesses to make conversions.

To find out how a reliable logistics partner can help your customers get a seamless experience, get in touch or call 01604 664 300.