A mobile interface for a shoppable clip of a dress, an e-commerce site with shoppable clip in PDP, and a woman shopping from them.

What Are Shoppable Videos & How to Make Them

If you’re scrolling through social media, you’re guaranteed to come across videos that prompt you to shop. Now, whether it’s to shop what you see or to shop from the creator is inconsequential.

More and more people and brands are using TikToks, YouTube Shorts, and Instagram Reels to advertise and sell their products via short-form, shoppable videos. All this raises a very important question:

What Are Shoppable Videos?

If you’re wondering what does a shoppable video mean or what is a shoppable video format, don’t worry, we’ve got your back.

Shoppable videos are short, entertaining, informative video clips that viewers can buy from. They’re the bridge between engaging content and e-commerce.

When viewers are watching a shoppable video, they can simply tap on a link or the product they like and buy it from the video itself

Pictures on e-commerce websites are pretty much dead. Video is the language of the masses, and it shows. More and more people and brands are posting shoppable videos in the form of Shorts, Reels, and TikToks to inform, entertain, and sell to viewers.

82% of people are convinced to make a purchase after they watch a video about a product. But this means people watch a video, think about a product and then try to find it and buy it.

But shoppable videos simply remove all those hurdles between watching a product for the first time and buying it.

The Success of Shoppable Videos: Closing the Gap Between Discovery and Purchase

Shoppable videos are so popular (and successful) because they remove the barrier and buffer time between people seeing a product and buying it.

A lot can change between people seeing a product and deciding to buy it: they can forget about the product, they can see other options, they can get confused, and they might reconsider buying it at all.

Shoppable videos, especially when done well with timers and countdowns and low stock counters and an engaging host, can make people buy what they see, immediately. Whether you’re on YouTube or TikTok, every other video has a button prompting you to shop from the video and its creator for exactly this reason. Some modern platforms have taken it a step further by letting you create gamified and simplified shoppable videos featuring multiple products, all of which can be bought directly from the videos (no need to even go to a new tab or separate checkout page).

But just because everyone’s doing it doesn’t mean they’re doing it well.

In this article, we will give you tips and best practices on how to create compelling shoppable videos, distilled from years of video commerce experience (and from helping thousands of retailers succeed with it) that the people at Videeo have gathered. We will talk about what makes a good shoppable video and what tools and platforms you can use to set yourself up for success.

Creating compelling shoppable videos with these tips in mind will—over time—help your brand stand out and sell more on social media and on your own website and mobile app.

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How to Create Killer Shoppable Videos

Creating shoppable videos that truly captivate and convert isn’t about luck; it’s about strategy. From the moment your video begins, you need to engage viewers, demonstrate your product’s value, and make the path to purchase effortless. Here are some key principles to guide you in creating shoppable videos that not only grab attention but also drive sales. 

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1. Understand Your Audience

Go beyond basic demographics (age, gender, location). Understand their interests, pain points, and the lifestyle they aspire to. This knowledge will help you shape your shoppable video content in a way that resonates with your audience.

You need to tailor your shoppable video content to viewer needs:

  • Problem-solving: Does your product address a common frustration? Showcase how it directly solves this issue with shoppable videos.
  • Entertainment: Is your product fun and trendy? Highlight its ability to bring joy or enhance the user’s social image.
  • Education: Does your product have unique features? Explain its benefits in a clear and engaging way.

Doing these will make your shoppable video content instantly more appealing to all potential buyers.

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2. Plan Your Content

Storyboard your shoppable videos. Don’t just wing it! Sketch out a rough plan for your video’s flow, including;

  • Intro Hook: How will you grab attention within the first 3 seconds?
  • Product Showcase: What angles and demonstrations will be used?
  • Key Benefits: Which features will you highlight and why?
  • Call to Action: How will you guide viewers to the next step (purchase, learn more, etc)?

Make sure to highlight key products in your shoppable videos. They are items that are:

  • Visually Appealing: They look great on camera.
  • Popular/Trending: Products with existing demand.
  • New Releases: Generate excitement for the latest additions.

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3. Focus on the First Few Seconds

Attention spans are short. Your shoppable videos’ opening moments are crucial! Make sure to include the following:

  • Eye-Catching Visuals: Use dynamic shots, vibrant colors, or close-ups to grab attention.
  • Dynamic Product Demonstrations: Immediately show the product in action, solving a problem or being used in a captivating way.
  • Relatable Problem: Quickly present a common frustration that your product solves.
  • Know Your Product Inside Out: Confidence and expertise make your shoppable videos engaging and credible. This also helps AI tools accurately identify product segments later.

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4. Focus on High-Quality Production

Invest in good quality equipment: While you don’t need a professional studio to make amazing shoppable videos for Shopify, good equipment can make a world of difference:

  • Decent Camera: Modern smartphone cameras are often sufficient.
  • Good Lighting: Natural light is best; if not, invest in simple lighting setups. An LED ring light is a great investment.

Ensure clear and concise messaging with your shoppable videos:

  • Keep it Short: Respect your viewer’s time.
  • Avoid Jargon: Use simple language everyone understands.
  • Focus on Benefits: Emphasize what the product DOES for the user.

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5. Integrate Interactive Elements

Use shoppable tags in your videos These tags allow viewers to:

  • Get Product Details: Provide information on price, features, etc.
  • Add to Cart Directly: Minimize steps from interest to purchase.

Also include clear Calls-to-Actions (CTAs) to tell viewers exactly what to do. You can use terms like “Shop Now”, “Learn More”, “Sign Up” (For email offers, etc.).

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6. Optimize for Mobile Viewing

Design your content for small screens. Most people shop on phones, so ensure:

  • Vertical Format: Fits the screen naturally.
  • Add Captions: So people on mute can still watch the video.
  • Clear Visuals: So details are visible and appealing.
  • Test on Multiple Devices: Make sure your videos look great, and the shopping features work on different phones and tablets.

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7. Leverage Social Media Platforms

Share your shoppable videos across channels: Don’t limit yourself to one platform. Post on Instagram, TikTok, Facebook, etc., where your audience hangs out, and remember to encourage engagement.

To make your shoppable videos more interactive:

  • Ask Questions: Spark conversation in the comments and talk to your viewers and potential buyers.
  • Respond to Comments: Respond to comments posted on your shoppable videos in depth. It builds trust and community.
  • Host Giveaways & Quizzes: Don’t be shy about hosting quizzes and giveaways for people who do a certain thing (a certain amount or number of purchases or if they answer your question correctly!)
  • Use Relevant Hashtags: Increase your shoppable video’s reach by using hashtags that are relevant to your product and industry, and try to fit in popular hashtags so your videos show up more.

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8. Analyze and Adapt

Monitor the performance of your shoppable videos using analytic tools to track:

  • Views: How many people are watching?
  • Engagement: Likes, comments, shares.
  • Click-throughs: Are people clicking on product tags?
  • Conversions: Are people actually buying
  • Feedback: Ask people directly in the comments of your video or on social channels, about your product and content.

Based on this data and feedback from users:

  • Refine Your Content: Adjust what you output based on what works well and what your viewers prefer when watching a shoppable video.
  • Target More Effectively: Reach the right audience and cut down spending on audiences that do/will not convert well.
  • Optimize CTAs: Make your shoppable videos’ CTAs more enticing and action-driven (you can add offers).

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9. Utilize Storytelling

Create an emotional connection. Your content should go beyond features. Consider:

  • “Before and After”: Show the transformation your product brings.
  • Relatable Characters: Feature people your audience identifies with.
  • The Power of Aspiration: Show how your product enhances someone’s life.

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Start Creating Compelling Shoppable Videos Today

Shoppable videos are more than a trend; they’re a transformational tool for e-commerce. By combining the engaging nature of video with the convenience of direct shopping, you can create a compelling digital experience that entertains and encourages purchases.

Modern e-commerce tools like Videeo for Shopify enable you to:

  • Post/Embed shoppable videos on your Shopify website, mobile app, socials, and emails.
  • Have your own Shopify mobile app on iOS/Android with smart notifications.
  • Effortlessly host live shows across sales channels, 1-click invite guests and top shoppers.
  • …and do a lot more to make your Shopify store an interactive hub, bustling with excited customers.

Equipped with the tricks and tips we’ve given you, your e-commerce store can thrive in the video-first digital age with standout shoppable videos, turning every view into a potential sale.

Remember, the goal is to create shoppable videos that don’t just attract viewers but engage and convert them.

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A smartphone displaying a shoppable video of a beauty tutorial with clickable options to buy a brush and a pink top.

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