Video Commerce: How to Create Shoppable Videos That Convert

As the world of eCommerce continues to evolve, brands are seeking innovative ways to captivate shoppers and increase online sales.

That’s where video commerce or video shopping comes in. 

Video commerce, aka using videos to sell products or services online, is the latest trend taking the eCommerce industry by storm. 

Shoppable videos have become the new way to get shoppers to buy.

Shoppable videos feature clickable links that direct shoppers where make a purchase. They are a proven strategy to drive engagement and increase conversion. 

But not just any video will drive ROI. 

Keep reading to learn more about the power of video commerce and a step-by-step guide to creating shoppable videos that convert. 


The Power of Shoppable Videos in eCommerce


Gone are the days when static images and text alone were enough to capture attention.

Today, online shoppers crave interactive and engaging experiences that help them discover and learn about new products.

That’s why video commerce is so powerful. It revolutionizes the way eCommerce brands can sell and promote products online. 

And it starts with customer videos. 

Video commerce. Revolutionizes the way brands sell and promote products online.

Any brand looking to make a sale must build trust with its audience. It’s not enough to solely promote products with polished marketing campaigns. Instead, you need to spark emotional connections with online shoppers through trustworthy videos. 

Customer videos, like video reviews and video FAQs, do just that. 

They deliver a taste of genuine, informative and engaging content that shoppers can trust to help make a confident purchase decision. 

Turn customer videos shoppable with calls-to-action, and you’ve struck gold in boosting eCommerce sales. 

The true power of shoppable customer videos is that they’re visual, interactive, and trustworthy. A combination that’s proven to get shoppers to purchase. 

Customer videos deliver a taste of genuine, informative and engaging content that help shoppers make a purchase decision.


Here are 5 Tips to Create Shoppable Videos That Convert:


5 Tips to Create Shoppable Videos That Convert

1. Understand Your Audience

Personalization is crucial in video commerce. To reap the best results – and the most sales –  you need to produce videos that resonate with shoppers and meet their specific needs. 

For example, if you’re selling lawn mowing equipment to people who work in landscaping, your shoppable videos should be in-depth and technical. Get reviews that talk about unique product features and specific lawn benefits. 

But, if your audience consists of people with little to zero landscaping experience, you’ll want your videos to be high-level. Focus on the basics, like how to power the equipment on and off and how easy it is to use and put away. 

Understanding who watches your videos will help you produce valuable content—making it more likely for your target audience to click a link in the video and buy. 


2. Choose Your Platform

Once you know who your videos are for, the next step is choosing a platform to produce them. 

Most eCommerce brands make the mistake of choosing in-house production agencies that take a painful amount of time and resources to produce video. 

But remember, perfectly polished videos aren’t what you’re going for. Instead, you want videos that are authentic and trustworthy. 

Opting for video technology like StoryTap makes producing customer videos quick and easy. 

Take the expensive video equipment and days for recording out of the equation, and you’re left with a plug-and-play video solution that’s simple to use and cost-effective. 

So you get hundreds or even thousands of customer videos you can turn shoppable to promote your products and drive conversions. 


3. Get Real & Authentic

Customer videos like video reviews put real people front and center. Meaning they are as real and authentic as videos can be. 

And it’s why they are so successful at driving sales. 

Don’t be afraid to let your customers share stories in their own words. Let them get raw, real and even a little messy. 

It’s what online shoppers look for in reviews because it is trustworthy. 

Not to mention, undeniably influential in building authentic social proof. All of these help shoppers feel confident enough to click and convert into buyers. 


4. Use Clear Calls to Action

To create a shoppable video that converts sales, you must be direct with your language. 

Use clear and persuasive call-to-action (CTA) buttons that entice shoppers to click. 

Let shoppers know they will be directed to other pages on your website. This could be product pages, checkout carts or any page that brings shoppers closer to buying. 

Here are examples of CTAs to use in your shoppable videos:

‘Where to buy’ ‘Add to cart’ ‘Buy now’ ‘View product’ ‘Find a product near you’ 


With clear and action-driven language in your CTAs, you’re one step closer to driving sales. 


5. Share Videos to Platforms That Matter

Where you share your shoppable videos matter. Getting the most visibility is what is going to skyrocket your online sales. 

Embedding customer videos to product pages is the best place to start. Because video convinces shoppers to buy. 89% of people say they’ve been convinced to buy after watching a video. 

With shoppable customer videos, you can transform your site into the next generation of product pages – and see your sales boom.  

To boost the visibility of your shoppable videos, share them on video-first social media platforms like Instagram Reels, TikTok and YouTube Shorts in organic posts and paid advertising. And even within email campaigns. 

The more platforms you can repurpose your videos for, the more likely you are to convert shoppers into buyers and increase sales. 


Produce Shoppable Videos With Video Technology

Video commerce is here to stay. So, to boost online sales and conversion rates, eCommerce brands everywhere need to get on board with shoppable videos. 

Video technology can do the heavy lifting for you. 

StoryTap is a the leading shoppable video platform that automates the production and distribution of binge-worthy UGC video reviews, video FAQs, video stories and more. 

The video technology makes it easy to produce and distribute thousands of customer videos on your website without slowing down page speed. 

Book a demo today and learn how to use the tech to produce shoppable customer videos that convert. 

For more information about eCommerce and video, download The 2023 Future of Retail & Video report.

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