A ‘Shoppable Content’ is something that can create commerce despite not being prepared with the motive to be sold.
Something that can increase the probability of getting sold while the viewer is looking into it and reaches the purchase page.
But how would that happen?
There is no such magic existing that can turn any content shoppable.
Rather, there are tools that insert such characteristics to ordinary content to turn it into shoppable.
Resources that are required to insert such essence to your product are nothing but some advanced social media aggregation tools, which can convert a user-generated content into shoppable content.
E-commerce giants are adopting the same strategy of putting social media content aside as an example, and build their trust-value in customers.
Let's see how shoppable content is important to them?
Importance of Shoppable Content
As far as an e-commerce business is concerned, there is a huge importance of shoppable content.
- Apparently, every e-commerce business must have a website for itself and also it potentially relies on the traffic to it.
Secondly, having the product-gallery on the website is normal, but having user-generated content as an example of that product leaves a unique impression on a visitor.
- Any product, if, is shown as an example being already utilized by someone, creates a trust for your brand too for having genuine and happy customers.
- The credibility of content plays a crucial role in raising user engagement. The more genuine the content, the more easily would people want to engage with you.
- Usually, e-commerce websites have their products visible with white-colored or minimal background, which now have become an obsolete trend.
Top e-commerce brands are nowadays involving social media content as an example of their product.
By that, we have got to know about its importance. Now, there are multiple types of shoppable content also, that plays an important role.
Let's explore their effectiveness in short points-
- Shoppable Videos
A video that allows a viewer to shop through it, can be called a shoppable video.
To become shoppable, it must be an expressive video.
The product must be very clearly demonstrated so that the customer leaves without any doubt regarding the product.
Also, a shoppable video must have a call to action button that redirects the viewer to the product's landing page.
2. Shoppable Images And Photographs
Images are the most converted shoppable content from social media.
The adequacy for images to become shoppable is the same as for the video i.e. it must contain the product that should be clearly visible.
The clearer the picture, the higher its attractiveness would be.
As far as shoppable photography is concerned, a script is prepared to click a shoppable photograph. And the script consists of pre-defined details of what that photograph will be consisting of.
A shoppable photograph must have a number of products or a single product with a suitable background.
In the case of multiple products, you can tag all of them in that picture and make them shoppable. Stats say that shoppable images are more likely to engage viewers and increase click-through-rate with a noticeable percentage.
3. Shoppable Articles-
Social media consist of an enormous amount of textual content.
In the e-commerce industry, not only the images and videos are getting converted, but also there are articles written with a detailed description of the product to become shoppable.
Product-based articles having almost every niche detail regarding the product along with its images or GIFs carries a CTA (call to action) button at the end of the product.
The challenge that the text format used to face was to keep the customer hold and entertained until the complete article ends, which was not sufficient enough even if have done so.
Now, every article has added an image or GIF with a buy it button so that people can add it to their cart directly. By doing so, we made the user shop as well as engage simultaneously.
However, this gets way easier in the case of a video because videos are self-explanatory and do not require much of the content.
4. Shoppable Social media
Instagram and Pinterest are some of the best examples of shoppable social media.
Instagram allows its posts to become shoppable with the ‘Shop now’ button, whereas Pinterest also lets its pins ‘Buy’.
To reach the win-win stage here, you only have to work on your social media profile and make it popular first.
Once you get a well-performing profile lets say on Instagram only, you will only need to turn your content shoppable by assigning the ‘Shop now’ button to your content.
The population available in social media is no way less. You are only required to make your content best optimized to get maximum engagement to it.
Hopefully, all the above mentioned shoppable content methods and types are well-understood by now.
If an e-commerce business has just started up, it has to implement all the above commercial strategies and methods to get higher user-engagement and better sales.
It simply needs to have a social media aggregation tool, that can firstly aggregate useful content from social media networks and then convert it into shoppable.
‘TaggShop’ is an e-commerce industry tool, that can perform all the above-mentioned tactics and can very smoothly raise your new e-commerce start-up to better heights.