Since the onset of the pandemic, a phenomenal 82% of consumers have increased their social media consumption. As a result, product-specific ads have taken a larger portion of allocated budgets, comprising 41% of retail advertisers’ Q2 2020 spend across both social and search channels.
To reach consumers on social platforms, brands are increasingly turning to influencer collaborations. Research shows 49% of shoppers depend on influencer recommendations when purchasing products and – via online tutorials and social ads – influencers are leveraging video content to engage their followers.
Here’s how shoppable video can transform influencer marketing strategies to make social media channels shine.
Enable the scroll-and-click mentality
When scrolling through their favoured social media channels, shoppers want the means to stop, click, and purchase whenever a product catches their attention. In response to this consumer habit, influencers can deploy shoppable hotspots within their social media content. These interactive touchpoints activate an information overlay in the video environment, offering further product details such as cost, complementary recommendations, and even access to the checkout process. By enhancing influencer marketing with this capability, live stream videos and video ads become instantly shoppable – boosting conversion rates in real-time. To maximise the success of influencer strategies, using tools to seize moments of high consumer engagement is vital.
Revolutionise the path to purchase
Alongside interactive hotspots, direct-in-cart integration technology is an effective means of preventing customer drop-offs and optimising the path to purchase. When products are featured in influencer videos, viewers are able to conduct purchases via a single click, without being redirected to another website. This greatly minimises cart abandonment. As an example, beauty tutorials that incorporate ‘shop the look’ hotspots enable customers to tap, explore, and buy the promoted products, all while continuing to watch the video content.
Know your crowd
Understanding what captures consumer interest and what doesn’t is a crucial advantage for influencers. AI-powered, interactive video technology can deliver real-time analytics of visual content, enabling influencers to improve the video experience. Generic metrics, such as view rates, don’t facilitate this – influencers need to know exactly when viewers are most engaged, which hotspots gain the most interaction, and where drop-off points occur. Moreover, they can expertly tailor the video experience by understanding viewers’ device types, geographic locations, and even preferred music tempo. Leveraging these insights maximises video performance in both the short and long-term. Through making real-time changes to imagery, audio, and video length, then applying these improvements to upcoming content, influencers can continuously optimise the consumer experience and generate greater ROI. Additionally, consumer insights give influencers a view of what products and content their followers want to see in future campaigns.
Shoppable video perfectly complements influencer marketing, creating a digital experience that brands, influencers, and consumers all benefit from. Its interactive, clickable features inspire viewer engagement, while its streamlined customer journey makes shopping frictionless. As a result of the subsequent buying activity, influencers gain greater commissions, while brands enjoy heightened awareness, revenue, and loyalty.
To discover more about how shoppable video can enhance your influencer marketing strategy, visit onedash.com.