Why does shoppable content become an important digital marketing tactic?

Starting from the traditional methods of commerce to e-commerce, shopping has seen significant changes over the years as a concept and as a habit. Consumers now have access to a variety of innovations that make shopping more fun, engaging, and seamless. Based on that, shoppable content has become an integral part of the digital marketing strategy, which allows shoppers to buy items from their favorite brands without leaving the platform they are already using.

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How does it work?

Shoppable content allows customers to see things in a variety of settings, such as an Instagram post or a YouTube video, and make an immediate purchase if they find something suitable, but of course visually exciting! Brands are labelling their photos, videos, and social feeds across all channels to make their content more shoppable and the purchase process a one-click activity.

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Through one channel or more, brands can achieve the following with the help of shoppable content:

• Increase sales/revenues
• Increase conversion rate
• Promote online presence
• Build a base of brand ambassador

Types of shoppable content

1. Shoppable images: They are images and photos that include shopping features for the products, which they display. The most common type of visual material used by e-commerce firms to attract, engage, and influence customers is images.
2. Shoppable videos: Another excellent source of shoppable social material is high quality, entertaining shoppable videos. Videos are the most commonly used engaging type of information on social networking websites.
3. Shoppable articles/blogs: Branded articles and blogs have their own readers, create great value for shoppers and increase engagement. In addition, a brief and concise product presentation, supported by graphics and visuals, will persuade visitors to buy.
4. Shoppable social networking websites: Instagram, Facebook and Pinterest have changed the shopping experience for users in favor of marketers as they make the content easy to reach and actionable.
5. Shoppable magazines: Fashion magazines are the best example of that type of digital content. Adding buying options and links to products guides interested customers to the relevant product page, as magazines are recognized for eye-catching and entertaining visuals.

While some tech-premium and social-savvy firms have been at the forefront of the shoppable experience, others are still trying to catch up. With the rise in popularity of platforms such as TikTok, more trials are taking place to introduce extra options for shoppable content. When it comes to driving product uptake and launching a new product, Instagram's shoppable feature could be just the catalyst. Brands that see success with this new feature should consider it the first step towards community-driven marketing achievements, and they should continue to adapt to get more value out of their community.

What do you need to do?

Don’t forget that Instagram is very successful in this area due to the dynamic visuals and images, which it offers to increase engagement and purchases. Accordingly, you need to keep track of the types of content, which drive more sales, monitor engagement and traffic, and analyze data. That will help you determine which posts your consumers prefer and hence, you will be able to create more successful captions and stories.

Are you still lagging behind your competitors? Are you still hesitant about how to create shoppable content or make your digital marketing strategy function properly to ensure sales growth? Our experts are ready to help you! Just get in touch!