Ever seen something you liked in a video and wished you could grab it without hunting down dozens of links? Well, you aren’t the only one – and shoppable videos are a great way to capitalise on that feeling. Since the advent of the social commerce boom, they’re popping up everywhere, from Instagram Reels and TikTok Shop to your favourite brand’s homepage. They give viewers a chance to click (or tap) and buy on the spot. It’s a great way to simplify the path from inspiration to purchase, optimising your social media marketing strategy.
What Exactly is a Shoppable Video?
It’s sort of like the old days of TV shopping channels but streamlined for the digital world. Instead of picking up the phone (and queueing to speak to a flustered sales rep), you watch a quick video. Once you’ve spotted something that sparks your interest, you hit a button, and the product details and prices are right there in front of you. It’s a fusion of entertainment and commerce that resonates particularly well with audiences who like quick, interactive content and simple transactions.
TikTok Shop is a prime example.
Creators and brands use the medium of short-form videos to integrate quick demos, styling tips, or bite-sized product reviews. Then, they pop in a link so viewers can grab the featured item instantly. It’s such a powerful tool that recently, Lidl became the first supermarket to start selling on TikTok Shop. It was unbelievably effective, too, with their debut range selling out in an incredible 18 minutes. They assembled £5 bundles of high-protein foods and snacks that went down a treat with shoppers.
Above: Lidl’s £5 bundle that sold out in 18 minutes.
Image Source: Performance Marketing World
But shoppable videos aren’t just for big-name brands.
Smaller businesses can hop on board with this format and get a lot of bang for their buck. If you’re prepared to pull back the curtain slightly and showcase a bit of your personality, then you’re likely to see big benefits. As consumers, what we want more than anything is to be reassured. The big players (like Lidl) do that by weaponising their position as reliable household names, but smaller businesses can compete by lending a human, personal feel that gives potential customers a sense of security.
Focus on the Story.
We’ve spoken in the past about how important it is for your social media marketing to craft a story. When it comes to shoppable videos, this is no less crucial. When you weave a narrative into your interactive content – maybe it’s a ‘day in the life’ video or a product tutorial – it becomes entertainment, inspiration, and commerce all rolled into one.
Tie your videos into your social media and marketing strategy.
Effective shoppable videos work across multiple channels to work with your overall brand story – think consistent visuals and tone of voice. You want watchers to instantly ‘get’ who you are and why your product matters. Don’t just show them your product – show them how it fits their lifestyle or solves their problems. This makes the purchase feel like a natural next step, not a forced upsell.
What Are the Golden Rules of Shoppable Videos?
1. Don’t overload the consumer.
This is one of the key aspects of shoppable videos and marketing in general. Overloading your video with too many clickable elements can be a massive turnoff for prospective customers. It can be tempting to highlight every product in a shot, but too much choice can lead to decision fatigue.
2. Mobile-first optimisation.
69% of all online purchases in the UK are made on smartphones. This means that you absolutely need to make sure that your clickable tags and video layout are optimised for that device. Try shooting your interactive content in portrait, as opposed to landscape, and orienting your user journey around touchscreens rather than mouse and keyboard. User testing goes a long way in getting this right.
3. The question of production value.
Quality matters, but you don’t need a Hollywood-level budget. Viewers value authenticity, so while polished editing is great, a genuine demonstration or clever storyline often trumps a flashy set. Highlight the biggest selling points of your product or service, and keep it short enough to hold attention but long enough to give a real feel for what’s on offer.
4. Engage your users.
This doesn’t just mean creating content that engages; it means using user-generated content to boost shoppable videos. Invite your customers to share clips of themselves using your product and then tag their posts with purchase links. This harnesses genuine endorsements and effectively turns customers into brand advocates, building the vital social proof that reassures viewers.
Want to Boost Engagement and Drive Sales with Expert Social Media Marketing?
Shoppable videos are just one piece of the puzzle. To really stand out, you need social media marketing that grabs attention and converts viewers into buyers. That’s where we come in. At One2create, we craft bold, creative campaigns from the bottom up, making your brand impossible to ignore.
Our approach is collaborative and user-focused, so if you need interactive content, scroll-stopping visuals, or a comprehensive marketing strategy, we’ve got you covered. Get in touch with us today, and let’s level up your social media game.
FAQs
Do I need special tools to create a shoppable video?
Most social platforms and e-commerce plugins offer built-in features for adding product links. You can also look into third-party apps if you need a bit more advanced functionality.
Can shoppable videos work for service-based videos?
Absolutely! You can showcase a service through demos, client experiences, or top tips. Instead of linking to a product page, just direct viewers to a booking or contact form.
Are there legal considerations for adding product links in videos?
There are some legal considerations, yes. Making sure you’re compliant with advertising regulations and disclosure requirements is key. Always check each platform’s guidelines to avoid any policy violations.
Is there a right or wrong length for a shoppable video?
Technically, no – the trick is balancing brevity while still providing enough information. Focus on keeping things clear and highlighting the benefits quickly to keep the viewer engaged.
