Broadly defined, video commerce is the use of video to promote and sell products.
In recent years, however, it has become synonymous with livestream shopping and video content through which viewers can buy products directly through the platform, like TikTok marketplace.
In summary, video commerce combines the experience of watching video content with the ability to shop. In doing so, brands can create a more engaging, entertaining – and lucrative – shopping experience.
So, what is video commerce?
Broadly defined, video commerce is the use of video to promote and sell products.
In recent years, however, it has become synonymous with livestream shopping and video content
through which viewers can buy products directly through the platform, like TikTok marketplace.
In summary, video commerce combines the experience of watching video content with the ability
to shop. In doing so, brands can create a more engaging, entertaining – and lucrative – shopping
experience.
Why adopt a video commerce strategy?
Using video to share, promote and directly sell products is one of the most effective ways to get customers to buy your products and become loyal to your brand.
Different studies have shown that video ads generate two to four times as many sales as static ads, while a 2023 study from Wyzwol showed that 91% of consumers want to view more video content from the brands they like.
Most impressively, livestream shopping events – which enable viewers to watch video content in real-time, while they simultaneously shop the items shown – have delivered the highest conversion rates of any digital marketing technique.
Boasting anywhere from 15-20% conversion, livestream shopping events have become a digital marketing trend that businesses can’t ignore.
How to Make Your Video Commerce Strategy a Success
1. Do your research
To make your video commerce strategy the best it can be, you need to research what ‘the best’ means to your customers and how other businesses have approached their video commerce strategy.
First, it’s a good idea to research your target demographic – find out what products they like, the kind of video content they enjoy and the creators they admire.
You should also look at what content others’ in your industry are producing as part of their video commerce strategy – especially livestream shopping. Or, if your business is one of the first, check to see what others are doing in different industries, or what similar businesses are doing in China – where the trend is at its peak.
From here, you’ll be able to decide what your competitors did well and what components you should incorporate in your own video commerce strategy.
2. Make engaging video content
It’s easier said than done.
To make your video content engaging and captivating, consider leveraging an online video editor to provide as much value to your viewers/potential customers as possible. This tool allows you to create entertaining and informative videos tailored to your brand and your products. Whether you’re adding visual effects, trimming footage, or incorporating text overlays, an online video editor can elevate your content and leave a lasting impression on your audience.
Many of the most successful livestream shopping campaigns have chosen ‘themes’ around which to base their video content. These videos have a narrative that grip viewers from beginning to end.
Other successful campaigns have made engaging content by hosting Q&As about exciting products, holding quizzes and including a game-element to their content. Not to mention, brands often hire engaging content creators to entice and engage their fans with their video commerce event. It’s good practice to create a blueprint of your show.
3. Provide the ability to check out in-video
If viewers are able to shop without having to navigate away from the video content/stream, they’re more likely to make a purchase.
Video commerce appeals to customers’ impulsivity – if they see something they want, they can buy it immediately, without interrupting their viewing experience.
If they have to wait until the end of the stream, their feelings about their desired product may cool down and your interested customer might decide against – or forget about – the purchase altogether.
This is why it’s essential that any video sharing or livestream platform has an effective in-video shopping function. So, it’s a good idea to use a specialized livestream shopping platform like eStreamly – Shoppable Livestream & Video to launch your video commerce strategy.
4. Be consistent
To make any video commerce strategy a success – whether you’re hosting livestream shopping events or using a video-sharing platform like YouTube or TikTok to share video content with your customers – you need to be consistent.
Sharing video content consistently not only gives customers more opportunity to find you, but it helps to build brand loyalty in those who come to view your brand’s exciting content each week or month.
More than this, consistently posting on video sharing platforms makes the platforms’ algorithm more favourable to your brand, allowing you to reach more people.
To make your video commerce strategy a success, let your research guide your video content to make it engaging as possible for your audience. To get the best results, make sure to incorporate liveshopping events into your video commerce strategy, using a livestream shopping platform like eStreamly to allow your customers to shop while they watch.
About the Author: Nicolas Bailliache is the cofounder of eStreamly a Livestream & video shopping SaaS. Your Livestream is shoppable on your site, a blog or a 3rd party webpage, and now also shoppable on social media too (Instagram, Facebook, Youtube)! He is also co-host of the Live eCommerce Podcast, a show for brands, retailers and creators looking to grow their video commerce strategy.
