Producing shoppable videos that convert

Purpose:

The purpose of this article is to explore some best practices for your Shoppable Videos

Audience:

Marketing manager, Video Production Manager


Shoppable videos are an amazing way to create an engaging/immersive experience throughout your site journey. Here are some best practices:


Start with a clear goal: Before you start creating your shoppable video, make sure you have a clear goal in mind. Are you trying to increase sales of a particular product? Or are you trying to showcase your brand in a creative way? Knowing your goal will help you create a video that's more effective.

Types of videos:
(UGC) reviews: authentic video testimonial of the product, explaining its benefits, showing it in use, demonstrating how it works, comparing it to alternatives, etc.
Product Discovery: welcome customers on your page with an endless scroll of your product catalog. Example
Founder Welcome Videos: put a face behind the brand with a Home Page welcome video Example
Product education: how it works, how to use it, what it's made of, how to take care of it, etc.
Visual difference: before-and-after videos for health and beauty, fit pics for apparel, staged furniture, etc.
Discounts and offers



Keep it short and engaging: Shoppable videos should be short and engaging, so that viewers are more likely to watch the entire video and click on the products they're interested in. Try to keep your video under 30 seconds if possible, and make sure it's visually interesting and attention-grabbing. Always keep in mind that the first 4 seconds are key for a hook to keep users watching. (We also generate the first four seconds as your thumbnail preview)



Use high-quality visuals: The quality of your video is important, especially if you want viewers to click through to your products. Make sure your video is shot in HD, and use good lighting and framing to showcase your products in the best possible way. Think of the top UGC creators on socials, they're using great lightning with ring lights, proper Mic for voiceovers, and "high production" value with their edits.







Highlight multiple products as a home page welcome video to make product discovery easy for customers. You can find an example here


Include a clear call-to-action: Finally, make sure you include a clear call-to-action at the end of your video. Tell viewers what you want them to do next, whether it's to click on a product, visit your website, or follow you on social media. You can also incorporate arrows, or point at the CTA overlay in the video to prompt users to click. If you're going the discount route, include a discount code in your story title to further boost conversion on the video.






Text/Caption Overlays: Keeping a viewer engaged with our without sound is key to longer watch times. Include closed-captions, shoutout overlays, and listicles within your videos.

Updated on: 22/03/2023