Talking about the present time, content is the game-changer tool and rules almost every industry leverages it. This trump card is the winning throw by all the brands and marketers to enhance their content strategy.
It has marked its importance in the eCommerce industry and is termed as the primary element to influence customers’ purchase decisions.
With the evolution of content strategy, shoppable content got into the marketing spaces and touched the industry’s internal points. This shoppable content twisted the Content strategy for the brands and shaped the way brands promote their products.
What is Shoppable Content?
Remember those traditional times, when glossy magazines and their compelling images used to trigger the customers’ desires and provoked them to purchase, but they couldn’t. With the introduction of shoppable Instagram, customers can now buy what they want just exactly at the time of attraction.
Shoppable content or Shoppable post is any form of content that involves visuals such as images, videos that allows the users to make a purchase directly from the post. With shoppable posts, brands can provide the customers with a direct purchasing opportunity to satisfy their instant shopping desires.
It has superseded the concept of exploring your desired product after being redirected to the website. Shoppable content allows the customers to purchase without even leaving the age they are scrolling through.
Types Of Shoppable Content
#1 Shoppable Images
Images that use tags for the products displayed in them and allow them to purchase directly from the post are known as shoppable images. Various Visual commerce platforms can help you create attractive and compelling shoppable images for your brand and display them on your website.
#2 Shoppable Videos
Videos that include an in-video advertisement for the products featured in it are known as shoppable videos. These advertisements show the details of the product displayed in the video. It is one of the most interactive forms of shoppable content as they have the power to escalate conversions by 80%.
#3 Shoppable User-Generated Content
User-generated content is created by your brand’s unpaid promoters and is defined as the most trustworthy and authentic content that we find on social media. By considering social media content rights, brands utilize this UGC by aggregating it from social platforms and adding shoppable tags.
#4 Shoppable Articles
Without interrupting the reading experience, brands can provide the users with an option to add the product to the cart just by clicking on it. It can either be an image or a gif.
#5 Shoppable Magazines
Digital fashion magazines are the most common example of shoppable magazines. With this, the readers are redirected to the relevant product page to provide them the opportunity to buy the product then and there.
Why Is Content Marketing Important For Brands?
Fast forward to 2021; the content has been the trust-building factor for the brand that helps the brands connect with the customers and generate more leads.
High-quality, consistent, and engaging content plays an important role in influencing the customers’ purchase decision compared to any other technique.
Some of the benefits of content marketing are-
- It holds the attention of the audience for a longer time and increases their retention with the brand.
- Increases your brand’s performance on social media by increasing the number of followers and gaining more traction on diverse social platforms.
- Builds a trustworthy relationship with the audience by showcasing the positive brand’s reputation.
- Generate more leads for the brand by accelerating the conversion rate to a great level.
- It brings up your SEO ranking and helps the brand to become visible online.
The Integration Of Shoppable Content In The New-Age Content Marketing
Imagine while scrolling down the eCommerce website, you get attracted by the product that triggers your desire to purchase it, but with the long and tiring purchase journey, you just leave the product in the cart and forget it there forever.
This is the most basic phenomenon that occurs almost with everyone while we plan to shop. It leads to the rise in cart abandonment, which is a huge loss for the brands.
Displaying appealing and attractive content on your website is not just enough. Modern-day shoppers have now changed the way they look for products online and will always prefer the path with the least complications.
To align with their changing attitude, brands have started providing them with an easy and smooth shopping experience. This gave marketers a reason to inculcate shoppable content in their content marketing strategy.
With shoppable content, brands gave their content marketing a new shape and strategy. Some of the benefits of shoppable content include
- Shoppable content reduced the purchase path of the customers providing them with a curtailed and shortened purchase journey.
- Shoppable content is far ahead of the “Link-in-bio” option that makes it easy for the customers to shop the product directly from the post.
- Shoppable content helps increase the product’s visibility without redirecting the customers to the website or the eCommerce page, where they are mostly unable to find the desired products.
- Shoppable content increases the sales of the products by turning the customer’s point of attraction into an immediate point of sales.
With the shoppable content strategy, brands can integrate two parallel paths of content and sales. When combined with commerce, this content gives marketers and brands a way to boost their sales and conversion rates.
This cost and time-effective marketing trend make it easy for the brands to promote their products exclusively. Therefore, Shoppable content helps the brands uplift their content marketing strategy and provoke the shopping desires of modern-day shoppers.