The world of digital marketing is an ever-changing one and it’s important to know about the latest trends. Shoppable content is the new buzzword and you can be using this to create quite an interest on social media. Do you think that you’ve seen every online marketing technique there is? Think again! And read our guide to shoppable content now!
Summary: 5 Minutes read, Level: Advanced
The best place to start with any form of digital marketing strategy is to identify what it exactly is. Shoppable content is something you have probably already seen without knowing it. Many brands and companies are already employing this method.
Shoppable content, simply put, is a way to sell a product (for the vendor or buy for the buyer) from a social media post. This is often in the form of a post which you can click on to directly purchase an item. Instagram is proving to be popular with this. If you regularly use Instagram Stories, you might well have seen a ‘swipe up to purchase’ option. This eliminates the need to click on links in bios and allows a customer to purchase a product incredibly easily.
This is basic shoppable content, but there are more advanced ways to do this. For example, some companies are creating cutting-edge video stories to promote and sell their products. This is also known as shoppable brand storytelling. Instagram is the place that most are using this, but it is also possible on YouTube, Facebook and other social media platforms.
It proves to be the case time and time again that trends don’t lie. Once something becomes hot and others follow, the whole effect generally snowballs. As shoppable content storytelling is in its infancy, many brands are yet to try using it. This is the absolute best time to start using this method yourself.
Currently, users’ social media feeds are not full of this kind of promotion and it’s still seen as quite exciting by consumers. Of course, social media users will eventually become desensitised to such content and it will be swallowed up in timelines alongside other marketing campaigns. For now though, jump aboard and start using shoppable content for your brand or products.
The question is really who can’t use it? There are a number of companies and individuals who are creating and using shoppable content and it is really working for them.
Many companies, even the big names in retail, are using this technique. They have discovered that they need to think outside of the box in order to compete.
Brands want you to be aware of them and in order to stand out from the crowd they need something snappy. Shoppable content has allowed them to create short, sharp promotional videos which can be used on social media.
Because anybody who knows how can create shoppable content, individuals, sole traders and small start-ups are also lapping up this new trend.
Influencers can be the key to a brand or product succeeding or failing. With millions of social media followers hanging on their every post, they really have the power. Influencers are using shoppable content to help promote brands’ products and Millennials are especially keen on this kind of promotional content.
Just like influencers, bloggers hold a lot of sway. A successful blogger can reach millions of customers and using shoppable content within a blog can be a great way to boost sales.
If you want to compete in the shoppable content arena, you need to be creating content that stands out from the rest. Follow these steps to make sure you’re using shoppable content to its full potential.
When shoppable content first began to be used, it was simply pictures containing links. This is still possible, but it’s video that grabs attention. Many users on mobile devices have video autostart in their feeds, so a video will always be noticed, even by those scrolling past. This can have a good subliminal effect and can be way better than just a photograph.
As with all forms of content, your shoppable content should be snappy. Make videos brief, cool, informative and fun. Users have short attention spans and limited time, so they don’t want to watch a video in excess of 30 seconds.
Snappy is good, but make sure what you are showing and saying is relevant to the product you are selling. There’s no advantage in misleading or confusing potential customers. Know your audience.
The most important part of shoppable content is the link to your webshop or site. Make sure that they are properly embedded in the post before you go live. Check that all links work and lead you to the correct site or page for purchase.
There is potential to use shoppable content on a number of social media platforms and it will take a little bit of trial and error to find out which works best for you. Instagram is the hottest place for this kind of content, particularly Instagram Stories, but don’t rule out Facebook, Twitter, YouTube or even LinkedIn. You will soon figure out which sites are worth using to promote yourself. The same goes with which times of day prove to be most effective. The good thing with Instagram Stories is your shoppable content will be shown when somebody accesses their stories.
So, as you can see, shoppable content is as easy as most other forms of online marketing to implement. It doesn’t need to cost much money – it’s up to you how you create the content you use and whether you pay to promote it on social media sites. One thing is for sure though, shoppable content storytelling is boosting sales for many companies and you should definitely use it as part of your marketing arsenal.