Shoppable Video vs Traditional Video: Which Is Better For Your Business?

In today's digital world, video content has evolved to play a significant role in how businesses communicate with their audience, tell their story, and sell their products. With the emergence of innovative video formats like shoppable videos, businesses must weigh their options when choosing the most suitable format for their needs. In this article, we will dive deep into the distinct features, advantages, and key performance metrics of shoppable videos and traditional videos to help you decide the best approach for your business.

Understanding Shoppable and Traditional Videos

Before diving into the benefits and advantages of each type of video, let's understand what shoppable and traditional videos are and how they differ from each other.

What is a Shoppable Video?

A shoppable video is an interactive, e-commerce-driven format that enables viewers to make direct purchases from within the video itself. These videos streamline the shopping experience by minimizing the number of steps a customer has to take between discovering a product and completing the purchase.

Shoppable videos are becoming increasingly popular among retailers and brands as they offer a unique way to showcase products and engage with customers. By incorporating interactive hotspots or clickable overlays on the shoppable video, users can learn more about a product, add items to their cart, or be redirected to the product page, all without leaving the video. This not only provides a seamless shopping experience but also helps to increase the chances of making a sale.

Shoppable videos are also a powerful tool for social media marketing. By integrating shoppable videos into social media platforms such as Instagram and Facebook, brands can reach a wider audience and drive more traffic to their website or online store.

What is a Traditional Video?

A traditional video, on the other hand, is a non-interactive format that focuses on conveying a message or story in a linear way. These videos can include promotional content, educational materials, or even entertaining clips.

Traditional videos are still a prominent and effective means of communication that can generate leads, increase brand awareness, and drive traffic to websites or physical stores through the use of call-to-actions or follow-up marketing strategies. They are also more cost-effective to produce compared to shoppable videos, which require additional resources and technology to create the interactive elements.

However, traditional videos may not be as effective in driving immediate conversions as shoppable videos. They also require more effort from the viewer to take action, such as visiting a website or physical store to make a purchase.

Which Video Format is Right for Your Business?

The choice between shoppable and traditional videos ultimately depends on your business goals and target audience. If your goal is to drive immediate conversions and provide a seamless shopping experience, shoppable videos may be the way to go. However, if your goal is to increase brand awareness and engagement, traditional videos may be more suitable.

It's also important to consider your target audience and where they are most likely to consume video content. If your audience is active on social media, shoppable videos may be more effective in reaching them. On the other hand, if your audience prefers longer-form content, traditional videos may be a better fit.

Ultimately, by understanding the differences between shoppable and traditional videos, you can make an informed decision on which format to use to achieve your business goals.

The Benefits of Shoppable Videos

Shoppable videos have revolutionized the e-commerce industry by providing a seamless and immersive shopping experience to viewers. With the integration of clickable product tags and overlays, shoppable videos have transformed the traditional video format into a virtual storefront, streamlining the purchasing process and improving customer engagement. Here are some of the benefits of shoppable videos:

Increased Conversion Rates

Shoppable videos have shown to significantly boost conversion rates compared to traditional videos. According to a study by Wyzowl, 84% of consumers have been convinced to make a purchase after watching a brand's video. Shoppable videos eliminate much of the friction between viewing and purchasing processes by reducing the need to search for products or navigate to product pages. The seamless and immersive experience keeps the user's focus on the content and incentivizes them to make a purchase within the video itself.

Additionally, the interactive nature of shoppable videos allows businesses to present viewers with tailored content and product suggestions based on their preferences and browsing history, further personalizing the shopping experience and improving conversion rates.

Enhanced User Experience

In today's fast-paced digital landscape, users demand smooth, engaging experiences. Shoppable videos provide an enhanced user experience by offering direct product information and purchasing options in one platform, eliminating the need to juggle between screens or devices.

With the ease of navigation, shoppable videos offer an unprecedented advantage in meeting the needs of users who value convenience and speed in their shopping experience, thus improving overall customer satisfaction. Moreover, shoppable videos provide an opportunity for businesses to showcase their products in a creative and engaging way, further enhancing the user experience and driving conversions.

Streamlined Purchasing Process

Shoppable videos simplify the purchasing process by incorporating clickable product tags and overlays that lead customers directly to the product page, or even add items to their cart. This integration transforms the video into a virtual storefront, removing barriers between discovery and purchase and turning viewers into buyers efficiently.

By consolidating the sales funnel within the video, businesses can effectively guide customers through the purchasing process without friction or distractions, ultimately leading to increased sales and ROI. Moreover, shoppable videos allow businesses to track the effectiveness of their marketing campaigns by monitoring viewer behavior and engagement, enabling them to optimize their strategies for maximum impact.

Improved Customer Engagement

A well-executed shoppable video not only provides relevant information but also stimulates curiosity and encourages exploration. The interactive nature of shoppable videos encourages viewers to engage with the content actively, leading to longer view times and higher retention rates.

Furthermore, shoppable videos offer a unique opportunity for businesses to gather valuable data on user preferences and behaviors, allowing for the development of tailored marketing strategies to target specific audience segments and drive engagement and conversions further. By leveraging the power of shoppable videos, businesses can create a compelling brand story and establish a strong connection with their audience, ultimately driving long-term growth and success.

The Advantages of Traditional Videos

Traditional videos have been a popular marketing tool for many years, and for good reason. They offer a range of benefits that make them a valuable addition to any business's marketing strategy. Let's dive deeper into some of the advantages of traditional videos.

Cost-Effectiveness

One of the most significant advantages of traditional videos is their cost-effectiveness. Compared to other forms of video marketing, traditional videos typically require fewer resources for production. They can be created with basic editing software and distributed across multiple channels without additional technical integrations or platform restrictions. Additionally, their simpler format often means lower production costs and quicker turnaround time, making traditional videos a viable choice for small businesses or companies with limited budgets.

For businesses looking to maximize their marketing budget, traditional videos offer an excellent way to reach a broad audience without breaking the bank.

Wider Reach and Accessibility

Another advantage of traditional videos is their wider reach and accessibility. Because they don't rely on advanced interactivity or e-commerce integrations, traditional videos can be easily distributed and consumed on various platforms, reaching a broader audience. This wide accessibility allows businesses to connect with viewers across different demographics, locations, and devices, making traditional videos a versatile and inclusive marketing tool.

Whether you're targeting a specific audience or trying to reach as many people as possible, traditional videos offer an excellent way to get your message out there.

Flexibility in Content Creation

Traditional videos offer a wide range of possibilities when it comes to content creation. They can be used to tell stories, provide educational content, or promote products in a non-intrusive manner. Their linear narrative structure makes them suitable for various purposes, including raising brand awareness, driving website traffic, or generating leads through compelling storytelling and visuals.

With traditional videos, businesses have the flexibility to create content that resonates with their audience and achieves their marketing goals. Whether you're looking to entertain, educate, or inspire, traditional videos offer a platform for creativity and engagement.

Easier Production Process

Compared to shoppable videos, the production process for traditional videos is often less complex and more manageable for businesses. Without the need for data tracking or e-commerce integration, traditional videos can be produced with basic editing software and distributed through a variety of channels. The simpler production allows businesses to focus on creating engaging stories, visuals, and marketing messages to captivate their audience.

For businesses looking for a straightforward and effective way to create compelling video content, traditional videos offer an excellent option.

In conclusion, traditional videos offer a range of benefits for businesses looking to incorporate video marketing into their strategy. From cost-effectiveness to wider reach and accessibility, flexibility in content creation to an easier production process, traditional videos remain a valuable and versatile marketing tool.

Comparing Key Performance Metrics

Video marketing has become an essential tool for businesses to engage with their audience and drive conversions. However, with the rise of shoppable videos, businesses now have to decide whether to invest in this new format or stick with traditional videos. In this article, we will compare the key performance metrics of shoppable videos and traditional videos to help you make an informed decision for your marketing strategy.

Return on Investment (ROI)

When it comes to assessing the return on investment, businesses need to consider the cost implications of producing and implementing both shoppable and traditional videos. Shoppable videos offer potential for higher conversion rates, but they may require substantial investment in technology, production, and implementation. On the other hand, traditional videos have lower production costs but may not offer the same level of direct conversions. It's important to analyze both formats' effects on your business objectives to determine which one will yield the best results for your ROI.

However, ROI is not just about cost. It's also about the value that your video content brings to your business. Shoppable videos may have a higher upfront cost, but if they lead to more sales and revenue in the long run, they may be a better investment than traditional videos.

Engagement Rates

Engagement is a vital metric for businesses to measure the success of their video marketing campaigns. Shoppable videos often lead to higher engagement rates due to their interactive nature. Viewers can click on products within the video and make a purchase without leaving the video player. This seamless integration of e-commerce and video content can lead to a more engaging and immersive experience for the viewer.

On the other hand, traditional videos rely on the strength of the narrative and visuals to captivate the audience. The storytelling aspect of traditional videos can be a powerful tool to create an emotional connection with the viewer, leading to higher engagement rates. Businesses need to evaluate the importance of engagement levels on overall marketing objectives to determine which format will yield the best results.

Conversion Rates

Conversion rates are a crucial metric for businesses to measure the success of their video marketing campaigns. As previously mentioned, shoppable videos have the edge when it comes to driving immediate conversions due to their streamlined purchasing process. Viewers can click on products within the video and make a purchase without leaving the video player, leading to higher conversion rates.

However, businesses need to consider whether the increased conversion rates justify the additional costs associated with producing and implementing shoppable videos compared to traditional videos. Traditional videos may have lower conversion rates, but they can still be effective in driving conversions if they have a strong call-to-action and a clear value proposition.

Customer Retention

While shoppable videos may lead to increased conversions and engagement, consistent, relevant, and valuable content is key to building long-term customer relationships. Businesses need to consider which format will not only generate sales but also foster lasting connections with customers, leading to higher retention and loyalty.

Traditional videos can be a powerful tool to create brand awareness and establish your business as an authority in your industry. By providing valuable and informative content, you can build trust with your audience, leading to higher customer retention rates.

How to Make Any Video Shoppable

In conclusion, deciding whether to use shoppable videos or traditional videos comes down to your business objectives, target audience, and available resources. Both formats have their unique advantages and can serve different purposes for your marketing strategy. By understanding the unique features of each type of video, you can choose the most suitable option to engage your audience, drive conversions, and elevate your brand's overall success.

But what if there was another option. One that involves an 'and', not an 'or'? Enter GhostRetail's free shoppable video platform. You can take any video you've created for any purpose - social, promotional, web, UGC - and tag products, making it shoppable in seconds. So go ahead! Create your traditional videos and use them in whatever way you'd like. Then when you'd like to extend their life, make them shoppable and place on your site. Get shoppable video for free here.