Many brands are now also using social media sites to encourage people to engage with their brand and buy from their sites. Video content shared on the social networks is great for internet marketing and many businesses are now using videos to directly sell products.
The video sharing social site YouTube is being utilised by some leading brands. ‘Shoppable videos’ are being created, which are basically promotional videos containing products that you can also click on and instantly buy.
E-commerce or online shopping is a very popular activity and if people watch a really great video for a consumer brand they often want to buy that brand’s products straight away. This is how shoppable videos can capture customers instantly.
Leading online fashion brands like Asos have started using these videos as the latest internet marketing tool to sell their products. It is a great way to sell fashion items because the user can see a product in a catwalk video that gives them a full 360 degree view of how the garment looks on a model.
However shoppable video technology had been rather clunky in the past, with it taking many clicks to purchase a product. Sometimes purchasing was also disturbed by the video play, but a new generation of shoppable videos are being created where a separate purchasing page pops up and the video content pauses whilst the transaction is made.
Brands can market their shoppable video products via other social sites like Twitter, which can be used to direct people to a brand’s shoppable video content on YouTube. In turn the video content can also be used to direct people to the brand’s main website, so it is a great internet marketing tool.
YouTube is currently offering this technology for free but many brands using it are starting to buy ads on the video sharing site to promote their videos, enabling YouTube to also create a revenue stream from shoppable videos. This content is quickly becoming the latest way to make e-commerce revenue online.