How To Make Content Commerce Part of Your Marketing Strategy
May 4, 2022
The Bolt Team
For over a decade, media outlets and retailers have leveraged shoppable content to maximize profitability and relevance in an increasingly digital world. Now, as brands and marketing channels proliferate and race to keep up with the ever-growing consumer expectation for personalized digital experiences, the role of shoppable content is larger than ever—as are its possibilities.
Whether you’re new to the game or looking to evolve your current strategy, here’s everything you need to know about shoppable content.
What is shoppable content?
Put simply, shoppable content is any kind of content—including Instagram Reels, blog posts, native articles, livestream shopping videos (to name a few)—that provides customers with an opportunity to purchase a product or service.
Traditionally, that opportunity to purchase would require shoppers having to click away from the page they’re on to complete the transaction on a separate product page, but as technology has evolved, so too has the shoppable content journey.
Now, checkout solutions are powering the new wave of ecommerce by allowing consumers to purchase products at the point of inspiration from any digital surface. But we’ll get to that later.
Why should content commerce be part of your strategy?
Remember that ever-growing consumer expectation for personalized, convenient digital experiences we mentioned? When it comes to consumer buying behavior, experts predict that worldwide e-commerce will generate $4.9 trillion in sales next year, and by 2040 as much as 95% of shopping will be facilitated by e-commerce.
That’s a train you want to be on—and content commerce is your way to catch it. Your customers are inundated with thousands of generic marketing messages and ads every day, and have entire digital marketplaces at their fingertips. But your customers are also human beings—with core needs to feel seen, heard and understood. The best way for online businesses to connect with consumers is by establishing trust, and building a relationship.
How? Through effective and personalized content, which delivers valuable products and content to your consumer when they want and need it most. Shoppable content fuses retail with media to make the consumer’s online experiences both personalized and profitable.
It enables publishers to monetise their content, enables brands to monetise the publishers’ readers, and provides a streamlined purchase experience for consumers. That’s a win, win, win.
Who is using shoppable content successfully?
From a social platform perspective, Instagram is a leading example. The Silicon Valley giant recently announced that it’s adding a shoppable function to its Reels to leverage its millions of captivated scrollers.
A survey revealed 74% of users turn to social media platforms for product inspiration—a prime phase of the customer journey to target for conversion. Successful shoppable content isn’t limited to social media. Sweden’s largest price comparison site, PriceRunner, evolved its entire business model by adding a direct checkout to its site.
By using solutions such as Bolt’s Checkout Everywhere to allow customers to instantly purchase at the point of inspiration (which Instagram’s new feature has been created for), PriceRunner upgraded its consumer experience and saw a major surge in conversion. In the beauty space, big-time brands such as Estée Lauder, La Mer and Beautycounter are using technology from the video platform Bambuser to make their livestreaming shoppable.
Is content commerce here to stay?
Leading global payments provider and shopping service Klarna also sets a high content commerce bar. Their app “gives users access to exclusive deals and drops, the ability to create and share wish lists with friends and family, and the ability to shop anywhere online and pay in interest-free installments”. Not only are these companies standing out from their competitors, they are meeting the expectations of their consumers.
Shoppers are still warming up to this new way of buying, and as data shows—they are already loving it. Checkout solutions like Bolt are leveraging the shoppable content trend by empowering shoppers to buy at the point of inspiration. Whether it’s on social media or in an article, you can give your customers the power to buy when they first engage with your brand. Learn more about increasing conversion with Bolt Checkout Everywhere.