What is shoppable content and how does it work?

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Thanks to social media marketing, customers can discover products as they scroll through their social feeds. Closing the deal is much easier, though, if they never have to leave their social media platform.

Enter shoppable content: digital assets, such as social media posts, images, videos, or ads, that shoppers can click to make a direct purchase — without interrupting their scroll session. Shoppable content pairs marketing and social commerce strategies to turn a browsing moment into a purchase. Here are three tips to get your shoppable content to convert.

1. Lead with your values
cat videos. Memes. Diy home renovation stories. Photos from your cousin’s tropical vacation. Social media is a noisy place, so how do you create shoppable content that gains the honor of a deeper look?

To stand out, it’s critical to know what motivates your shoppers. Now more than ever, customers make decisions based on their values. In fact, 66% of customers have stopped buying from a company whose values didn’t align with theirs — up from 62% in 2020.

Where’s the connection between your brand and your customer? The america phone number list answer is found in your “why.” whether you’re creating an image, video, or ad, focus on your values to drive awareness, sales, and loyalty. For example:

do you donate a percentage of profits to a specific cause? Show shoppers how they can be part of your initiatives with their purchase.
Is your brand focused on sustainability? Tell shoppers how a highlighted product is a part of your efforts.
Does your brand showcase diversity and inclusion? Let your shoppers know that all are welcome.
Take a look at how timberland leads with its values by showcasing its sustainable materials in imagery and captions.