Marketers and brand owners always look for ways to make their marketing strategy work for consumers. With video becoming an important part of marketing, brands need to jump in on this trend. More brands have started to invest time and energy in video marketing. Short-form videos offer the highest ROI for marketers with over 91% of consumers hoping to see more video content from their favourite brands.
One of the most effective ways brands can get people to respond to their videos is by using interactive shoppable videos. With 41% of viewers adding products to their shopping carts after seeing a shoppable video, it’s safe to say that this trend has revolutionised the online shopping experience of consumers.
If you still haven’t dabbled in this marketing strategy, you’re missing out. Here’s what you need to know about shoppable videos and how you can make it work for your Singaporean brand.
What is a Shoppable Video?
Image Credit: Tagshop
Shoppable videos are a great way for customers to discover products and make a purchase by clicking on the link in the video. Because of how easy it is to use, these videos have become an effective conversion path for eCommerce businesses as they interact directly with their potential customers.
These videos contain an interactive hotspot that allows viewers to click on the product they are interested in. Through this action, they can easily make their purchase without having to leave the page they are in. Since it reduces the number of actions required in purchasing an item, it greatly improves the customer shopping experience.
Because of how effective shoppable videos are, more consumers hope to see more videos from the brands they support.
How Do Shoppable Videos Work?
Image Credit: Vidjet
Shoppable videos integrate clickable product links directly into video content, allowing viewers to interact with products while watching. These videos can be embedded on eCommerce websites, shared on social media platforms, or used in email marketing campaigns. Viewers can hover over or click on featured products to learn more or add items to their cart, creating an immersive shopping experience.
The advantage of shoppable videos lies in their ability to bridge the gap between inspiration and purchase. Unlike traditional ads, which rely on text or images to convey a product’s value, shoppable videos allow users to see items in action, enhancing product understanding and appeal.
The interactive hotspots in these videos direct customers to another page. Some tools, however, allow pop-ups to appear within the video. This is where users can complete their purchase.
Shoppable Videos Vs. Live Commerce: Are They The Same?
Image Credit: Vidjet
Another emerging eCommerce trend is live commerce (or live shopping). Are these the same as shoppable videos?
Shoppable videos are pre-recorded, allowing for editing and scheduling, while live selling occurs in real time, fostering immediate interaction. Shoppable videos can be placed anywhere on an online store, whereas live selling is typically confined to specific platforms during a scheduled event.
| Feature | Shoppable Videos | Live Commerce |
| Format | Pre-recorded and edited videos | Real-time live-streaming events |
| Interactivity | Limited; viewers can click on product links | High; viewers can ask questions and interact live |
| Content Placement | Can be placed anywhere on a website | Typically streamed on specific pages or platforms |
| Personalisation | More customisable for specific target markets | Offers a direct connection between hosts and viewers |
| Audience Engagement | Engagement through comments and clickable links | Direct engagement through comments, likes, and shares |
| Product Demonstration | Generally lacks real-time demonstrations | Allows for live product demonstrations and try-ons |
| Longevity of Content | Can become outdated quickly | Content is immediate but can be repurposed later |
| Trust Building | Builds trust through informative content | Builds trust through personal interaction |
| Usage of Technology | Utilises interactive video platforms | Requires live streaming technology |
The personalisation aspect favours shoppable videos, but live selling excels in audience engagement and trust-building through direct interaction with hosts.
Platforms Where Shoppable Videos Work Best In
So where can you distribute videos where this feature is available? You can easily upload these videos on social media platforms, eCommerce sites, on-demand platforms, and video streaming services. Here is a list of platforms where shoppable videos work best:
| Platform | Features | Pricing | Pros | Cons |
| Shoppable videos, live shopping, product tagging | Free for businesses | Large user base, visual platform | Limited to US users with checkout | |
| TikTok | Shoppable videos, in-feed shoppable content, Shopify integration | Free | Engaging content, powerful algorithm | Newer platform for eCommerce |
| Live video shopping, Commerce Manager integration | Free | Integrated with Facebook Shops | Declining usage among younger users | |
| YouTube | Shoppable videos, product links, shopping in live streams | Free | Popular video platform, monetisation options | Requires Google Merchant Center sync |
| Snapchat | AR filters for product try-on, shoppable AR lenses | Free | Innovative AR features, Gen Z audience | Limited to AR experiences |
Key takeaways:
- Instagram and TikTok are the most popular platforms for shoppable videos, with features like product tagging and in-feed shoppable content
- Facebook and YouTube also offer shoppable video capabilities, integrated with their eCommerce tools
- Snapchat stands out with its AR try-on filters and lenses for shoppable experiences
- All platforms mentioned provide shoppable video features for free to businesses
The choice of platform depends on factors like target audience, type of products, and the desired shopping experience. Brands should experiment with different platforms to see what works best for their shoppable video strategy.
Emerging Formats for Shoppable Videos
As the demand for interactive shopping experiences grows, several innovative formats are emerging in the world of shoppable videos. These include:
1. Interactive Live Streams
Image Credit: belive.technology
Real-time shoppable live streams allow consumers to engage with products and ask questions while watching demonstrations. In Singapore, BeLive Technology partnered with Star Live to launch celebrity-driven live streams, where viewers can interact with their favourite stars while purchasing featured products. Some of the stars who took part in this partnership include Terence Cao, Jack Neo, and Dawn Yeoh.
This format blends entertainment with commerce, creating a unique and engaging experience for consumers. Consumers can ask celebrities questions regarding products and get answers in real time.
2. Vertical Web Dramas
In addition to interactive live streams, Star Live is exploring the trend in vertical web dramas. They are launching The Executioner, a drama series that includes products displayed in shoppable format in the storyline. The web drama stars Vincent Ng and Fah Chatchaya Suthisuwan.
This experimental approach enables brands to organically integrate their products into entertainment, in the hopes of creating a natural and enjoyable experience for shoppers.
3. Short-form Shoppable Videos
Image Credit: Smartzer
Platforms like TikTok and Instagram have popularised short-form video content, and brands are capitalising on this trend by incorporating shoppable elements. By tagging products in their videos, brands can turn brief, engaging content into sales opportunities. TikTok, in particular, has gained traction in Singapore as a platform for creative, shoppable content.
4. User-Generated Content (UGC) Shoppable Videos
UGC involves customers creating videos that showcase a brand’s products, which can then be shared on social media platforms. These videos often feel more authentic than brand-produced content and help build trust with potential customers. Brands can amplify these efforts by making UGC shoppable, further encouraging engagement and conversions.
5. Product Demonstration Videos
Image Credit: Storyly
Customers expect more information to be provided to them by their favourite brands. The best way brands can provide information is through videos, which allow them to give customers a different perspective of their products.
6. Unboxing Videos
Unboxing videos are another format you can use in your marketing strategy. These videos gained popularity in recent years but have long been a great tactic that brands use to showcase their products in their genuine form. They also work best when an influencer does the unboxing and posts the content on their own channel.
Best Practices for Creating Shoppable Videos
Shoppable videos, when carefully planned, can boost sales and provide consumers with an enjoyable and interactive shopping experience. Here are key practices to follow for success.
1. Optimise Video Performance
Ensure your videos are optimised for fast loading, smooth playback, and high-resolution viewing across all devices. Reducing load times and improving website performance will lead to a better user experience, encouraging viewers to interact with the content. Videos should be responsive and compatible with a variety of browsers and devices, ensuring seamless access for all potential customers.
2. Highlight Shoppable Links Early
Incorporate shoppable links within the first few moments of the video to capture viewers’ attention while it’s at its peak. Early engagement ensures that users can interact with clickable hotspots when they are most interested. If links are introduced too late, there’s a risk that users may disengage before they’ve had a chance to explore products.
3. Craft an Engaging Storyline
An effective shoppable video must have a compelling storyline that highlights the product’s benefits in creative and relatable ways. The narrative should captivate viewers from the start, encouraging them to stay engaged and explore the products featured. A well-told story can build emotional connections, making it more likely that viewers will complete a purchase.
4. Create Authentic and Relatable Content
Consumers are more likely to engage with content that feels genuine. Collaborating with influencers or featuring real customer testimonials can help build trust and drive conversions.
5. Showcase New Products
Use shoppable videos to introduce new products, featuring tutorials or demonstrations to explain their unique features. Although related products can also be mentioned, they should play a secondary role to avoid overwhelming viewers with too many options. Focus on one main product to keep the viewer’s attention and reduce decision fatigue.
6. Slow Down Product Shots
While fast-paced content may work for general marketing, product shots in shoppable videos benefit from a slower tempo. Allow the products to remain on screen long enough for viewers to appreciate the details and explore the associated shoppable links. This pacing encourages interaction and helps viewers make more informed purchasing decisions.
7. Leverage Influencer Collaborations
Influencers are an effective way to reach new audiences, and integrating shoppable elements into influencer content can further boost sales.
| Influencer Type | Follower Count | Pros | Cons |
| Mega Influencers | 1 million+ | Extensive reach across diverse demographics | High cost; lower engagement rates relative to follower count |
| Macro Influencers | 100,000 – 1 million | Good balance of reach and engagement; often niche-focused | Still relatively expensive; potential for less authenticity |
| Mid-Tier Influencers | 50,000 – 100,000 | More authentic connection with followers; polished content | Limited reach compared to higher tiers |
| Micro Influencers | 10,000 – 50,000 | High engagement rates; trusted recommendations | Smaller audience; may require more influencers for broad reach |
| Nano Influencers | 1,000 – 10,000 | Very cost-effective; strong personal connections with followers | Limited reach; may not be suitable for large campaigns |
8. Optimise for Peak Engagement Times
Brands should post shoppable videos when their target audience is most active. Here is a quick guide on the optimal times for posting on various social media platforms:
- Weekdays: 8 AM – 12 PM, 4 PM – 5 PM
- Thursdays: 7 AM, 8 AM, and 4 PM
- Evenings: 7 PM – 9 PM
Engagement peaks during work breaks and after work hours, making these times ideal for posting.
- Thursday and Friday: 1 PM – 4 PM
- Saturday and Sunday: 12 PM – 1 PM
Engagement tends to be higher later in the week, with weekends also showing good activity during lunchtime.
- Lunchtime: 12 PM – 1 PM
Users are most active during breaks, making lunchtime a prime time for engagement.
- Before Work: 7:30 AM – 8:30 AM
- After Work: 5 PM – 6 PM
As a professional network, LinkedIn sees higher engagement during typical working hours.
TikTok
- Evenings and late at night are generally effective, but specific peak times can vary widely based on audience demographics. Younger audiences may engage more during off-hours compared to traditional work hours. These optimal posting times can help businesses in Singapore maximise their reach and engagement on social media. However, it’s essential to analyse specific audience behaviour and adjust strategies accordingly.
9. Promote on Social Media
Social media platforms are powerful amplifiers for shoppable videos. Use platforms like Instagram, TikTok, and Facebook to distribute your videos or drive traffic back to your eCommerce site. Engaging with viewers through social media not only increases visibility but also builds a community around your brand, enhancing long-term loyalty.
By implementing these practices, businesses can create shoppable videos that not only increase engagement but also boost conversions, ensuring a successful and effective marketing strategy.
Are You Ready to Include Shoppable Videos in Your Marketing Strategy?
Shoppable videos are reshaping the way consumers discover and purchase products, offering brands an interactive and engaging way to connect with their audiences. Soon enough, more brands will use this emerging marketing strategy to give their customers a smoother and more enjoyable experience when shopping for their products.
If you wish to include shoppable videos in your marketing strategy, the best way to start is to call a digital marketing agency with years of experience handling tactics that help boost your sales. MediaOne Marketing can help your business in Singapore have better engagement with your customers. Give us a call today so we can talk about how we can integrate shoppable videos into your campaigns.
Frequently Asked Questions
What are shoppable videos?
Shoppable videos are interactive videos that allow viewers to directly purchase featured products by clicking on embedded links within the content. These videos are often used on social media platforms and eCommerce sites to enhance the shopping experience and drive conversions.
Why are shoppable videos important for brands?
Shoppable videos create a seamless journey from product discovery to purchase. By integrating clickable links, they engage customers, simplify the shopping process, and increase the likelihood of conversion. This format also allows brands to showcase products in a more dynamic and interactive way than traditional ads, fostering deeper customer engagement.
What are the emerging trends in shoppable videos?
Emerging trends include interactive live streams, where viewers can ask questions and purchase products in real-time, vertical web dramas that incorporate product placements, and short-form videos on platforms like TikTok and Instagram, where products are tagged for easy shopping. These formats blend entertainment with eCommerce, offering new ways to engage consumers.
How can brands optimise shoppable videos for success?
Brands can optimise shoppable videos by ensuring fast load times, creating compelling narratives, incorporating shoppable links early in the video, slowing down product shots to allow viewers to engage with links, and promoting the videos across social media channels to maximise visibility and interaction.
Which brands in Singapore are using shoppable videos?
Several Singaporean brands, particularly in beauty and tech, have adopted shoppable videos. BeLive Technology, in partnership with Star Live, is a leader in live commerce, using celebrity-driven shoppable videos to drive engagement and sales. Many local brands also utilise platforms like Instagram Shopping and TikTok to reach digital-savvy consumers.
