Introduction

Social media has grown immensely since its inception and with time social content has also evolved. 

Earlier the content fulfilled the purpose of either communication or represent information. 

But content has grown to highly engaging and interesting with the possibilities of interactivity, expressing emotions, browsing, and information, and most importantly – Shopping.  

Content has seen vast changes and forms but the most recent & popular one is – Shoppable Content.

Shoppable Content

Shoppable content is a form of content commerce that allows the users to buy the product in real-time from a piece of content.

It is a way of streamlining the conversion through compelling content & storytelling or product recommendations attached to the product buying link.

The content is tagged by the merchandiser with products shown in it, which once clicked lead the user to the checkout or product page.

The aim of content in marketing has been to drive engagement and conversions. Shoppable content does that effectively and efficiently with instant gratification. 

It merges the point of inspiration to point of sale for delivering a superior consumer experience.

Some examples of brands using creative shoppable content

1. All Saints Shoppable UGC

User-generated content is the best form of content available out there for marketers. UGC humanizes the content and makes it more relatable to the audience.

All Saints incorporates UGC visuals on their social media as shoppable UGC. These UGC visuals help in making the audience more informed and trustworthy purchase decisions. 

This also helps in easy product discoverability, social proof, real-life use of products, existing customer reviews, feedback, and experiences. This elevates the consumers’ shopping and browsing experience resulting in satisfied consumer and increased conversions.

2. Net-A-Porter Shoppable Editorials

 Digital magazines are undertoned phenomena but in the fashion and luxury commerce industry, it is still extremely influential. Net-A-Porter has merged the influential visuals, descriptive engaging texts, and shoppability. 

The addition of shoppability enhances the product discoverability, instant shopping, and reduced time and effort investment by the consumers. 

Net-A-Porter took the characteristics of fashion magazines with model & designer interviews, trends, global news, and style edits and linked it with online shopping. 

3. Kate Spade’s Shoppable Videos

Video marketing has been on the rise in recent years. YouTube one of the most famous video platform has billions of active users and around 5 billion videos being watched every day.

Kate Spade, clothing & accessories brand launched video campaigns with Hollywood actresses called #missadventures. It showed the daily routine life of these celebrities and allowed viewers to shop the products worn by these actresses in these videos.

The products tagged in the videos once clicked went to the cart without disrupting the viewing experience and provided a more personalized shopping experience.

These videos were highly immersive leading to the increased chance of engagement and conversions for Kate Spade. 

Closing Statement

Earlier there was a huge gap between attracting the leads, engagement, and eventually conversion. But Shoppable content has made this purchase funnel much smaller, simpler, and result-driven. 

Brands are exploring the shoppable content to attract a new audience, enhance engagement & increase conversions. 

And the process of integrating shoppability to the content is extremely easy and simple. There are various content aggregation tools that provide these features and much more. 

It is time that you explored the shoppable content ecosystem to uncover the potential for your business.