According to a study by DemandGen, 91 percent of shoppers prefer interactive, visual content that they can access when they need it. One of the outstanding Video Marketing Formats are shoppable videos. They promise a straightforward approach to encourage potential customers to buy at just the right moment. The concept may sound easy, but many find it difficult to implement. While it may be tempting to simply add links to existing videos, it is better to create new content, as shoppable videos differ in concept and length from conventional brand videos.
Here are some important tips to keep in mind with the Creation of shoppable videos helpful are:
- Point out the purchase option: Right at the beginning it should be pointed out that the video is interactive. This can also be done as a voice-over / narration, or by a moderator who speaks directly to the audience.
- Show links within the first few seconds: Once viewers know that the video is interactive, they should be able to interact;
- Longer recordings: In order for the audience to be interactive, the recordings should take longer than usual. Between three and six seconds is good because it gives the audience enough time to click the link;
- Less is more: Recordings should not be overloaded and should concentrate on one, at most two, objects;
- Clear pictures: The best interaction rates result from objects that are shown in full screen and not abstracted, too close or too “artfully”;
- Try out: Since shoppable videos are still in their infancy, don’t be afraid to experiment with how objects are displayed and calls to action to see what works best.
3D videos offer real-life online shopping experience
Three-dimensional product images, which enable the buyer to get an “all-round view” of the goods, are now commonplace. With 3D videos, the buyer can rotate the item in all levels and zoom in at any point to take a closer look at the product. With this form of video marketing, e-commerce providers can offer their customers the “touch, feel & look” experience of real shopping.
How does this work? 3D videos require a special camera that surrounds the articles and essentially captures many still images of the article at all levels. This data is only then put together when a user walks around the object on his computer. The difficulty in Use of 3D video is that they usually have to be created by a 3D imaging specialist and that the amount of data to be stored and managed is very large. The amount of data that arises can be a problem, especially for companies with a large number of products. Modern cloud databases and SaaS systems can help here.
Video marketing: 360-degree videos and augmented reality
The next generation of video to grow in importance will be fully immersive videos, which are either “real” footage filmed with a 360-degree camera, or with virtual, augmented or mixed reality is supplemented. A 360-degree video allows shoppers to move completely in and through an environment and turn around to see what is around, behind, and in front of them. It is also possible to make these videos interactive and shopable, which completely changes the shopping experience. In addition, there is a superimposed augmented reality in which further data and content – from information to links to animations – can be added.
Future-proof e-commerce with video marketing
Videos have proven to be an attractive form of content across devices and channels. It won’t stop anytime soon. Actually be Videos for storytelling, marketing and sales will probably become even more important and, in the course of technological development, more diverse and expressive. Businesses should address the question of how to make their video content shoppable, immersive, and engaging. When planning a video strategy, one should also consider how videos can interact with the real world.