2021 gave us plenty of marketing trends, but one stands out among the rest as a potential game-changer.

We're talking, of course, about shoppable content.

Shoppable content refers to any social content that allows consumers to directly purchase from where they are viewing the content or directs them to a page from which they can make a purchase.

With digital marketing playing such a huge role in shopping journeys, it is no wonder that the gap between online stores and brand social media presences is decreasing.

The trend makes it incredibly easy for consumers to see something they like and purchase it quickly, without too many steps that risk the customer losing interest in their purchase or becoming distracted.

While on the surface, this might sound like a no-brainer, every marketing trend has its downsides, too.

So today, we're covering shoppable content - the good, the bad, the ugly.

What is the role of shoppable content, and how will this role change in 2022?

Let’s find out!

Storytelling

In 2020, global e-commerce sales grew by almost 30% YOY.

A huge reason for this is shoppable content.

Storytelling is a huge part of any campaign but making sure that each campaign aligns perfectly with your brand's story as a whole is imperative.

Every time that a member of your target audience comes across one of your organic posts or ads, they should know exactly who you are as a brand, and for those that are already familiar with your brand, they should recognise the content as being a part of your story.

Similarly, consumers should be encouraged to shop through your brand's storytelling.

Consumer journeys

Typically, the more streamlined the consumer journey, the more successful it is.

Brands hoping to leverage shoppable content should consider the consumer journey whilst they strategize.

For example, an author knows that they have done a good job when their readers keep choosing to turn and read each page until the end.

In the same way, marketers can see the success of their storytelling techniques when consumers continue to follow the funnel through to making a sale.

Who are you as a brand?

What is your brand voice?

What are your brand values?

By making sure that the consumer is aware of this as they go from seeing your shoppable content to purchasing, you are much more likely to leave the consumer feel confident in their purchasing decision and more likely to follow through.

Maintaining interest

Remember, with shoppable content, it is easier for a customer to make a purchase, but equally, there is less time to maintain their attention and nurture trust.

Getting every step right is essential when creating shoppable content.

But the good news is that for the marketers who do get it right, shoppable content is incredibly lucrative.

In 2022, the role of shoppable content looks set to increase even further, with more brands tailoring their content to this model.

Will you be hopping on this growing trend?

To learn more about Shoppable Content, get in contact today.