Over the last decade, the world experienced a shopping revolution. Advances in eCommerce — from data-driven discoverability to personalization to faster shipping — changed the way people purchase everything from clothes to appliances to consumer packaged goods (CPG). According to the 2024 US Ecommerce Forecast from market research firm eMarketer, retail e-commerce sales in the U.S. are expected to grow by 8.7% in 2024. By 2028, retail ecommerce sales are expected to account for 20% of total retail sales.
There is a new technology revolution driving that growth. Interactive and shoppable videos are removing friction from the online shopping experience. In late 2023, TikTok introduced TikTok Shop, making it possible for users to purchase products seen in TikTok videos without having to leave the app. Other brands are following suit by removing barriers to purchase and using shoppable video content to drive revenues.
In this blog post, we’ll take a closer look at interactive and shoppable video, as well as the best practices that will allow brands to build their own video marketing strategy.
What is interactive and shoppable video?
Is there a difference between shoppable and interactive video content?
With shoppable video, the user can buy what they see in the video — clicking through to make the purchase directly within the app itself.
Interactive video takes this function a step further: in addition to making a purchase, customers can ask questions of the video and get more information about the product or brand. Interactive video allows sales and marketing teams to add an extra level of engagement, introducing call-out areas that capture the viewer’s attention and prompt them to click or tap for more information.
With Vimeo’s interactive video platform, retailers can add clickable hotspots that open overlay panels, jump to other points in the video, or open other websites. Brands can also add interactive functions using time triggers, which will perform a function at a set moment in the video without the viewer having to click anything at all.
With advanced AI capabilities, interactive video allows customers to ask specific questions. The AI-backed tool will search for the answer in the brand’s video library, providing the user with the exact content they’re looking for in the company’s video content.
Best practices for interactive and shoppable video
Interactive video is a new technology for most consumers. Brands can use the following best practices to deliver more value to shoppers and to drive more ROI from their campaigns.
- Use hotspots early, and let the audience know they can interact: If the audience knows they can interact with the video, they’ll want to do so immediately. Introduce a hotspot within the first three seconds to capture their attention. Brands can also use a poster frame at the beginning stating that the video is interactive, or add a voice-over that guides the viewer through the interactive experience.
- Let interactive shots run longer: Viewers need a moment to notice and react to a hotspot — they may miss out on the content if the shot moves on too quickly. Interactive shots should last at least three seconds to give the viewer time to respond.
- Pick your moments and focus on a few items: New technologies like shoppable video can become overwhelming for the viewer. Choose two to three items to highlight and avoid the temptation to add several hotspots throughout the video.
- Set your products up to succeed: Objects in tight close-ups or abstract shots generally don’t perform well in interactive videos. Instead, keep objects in full frame and make it clear to the viewer what they should be focusing on. Putting your products in the best light — literally and figuratively — will maximize the performance of the campaign.
Drive engagement and build customer relationships with interactive video
For retail and CPG brands, interactive and shoppable videos are an opportunity to build deeper relationships with customers. While video previously offered a one-way avenue for communication, customers can now engage directly with videos and learn more about a brand and its products in the process. By deploying interactive videos before, during and after purchase, brands can establish customer relationships built on trust and value.
To learn more about interactive video, check out this article in the Vimeo Help Center. For more on shoppable video, visit our product page. And to learn about how these tools can help your brand drive customer engagement and increase revenues, contact Vimeo sales to schedule a demo.
