Maximizing ROAS: How Shoppable Video Snippets Drive Sales on Paid Media

It’s only natural for shoppers to now expect brands to have engaging, explanatory and fun videos on their product pages. We are all short on time when shopping, and it is much easier to have information spelled out to us. 

And let’s face it, we are all trained by swipe culture and social media to have things explained to us more dynamically.

To keep up with the times, video marketing has become indispensable for brands looking to engage audiences effectively across digital platforms. From social media giants like Instagram and TikTok to traditional advertising channels, the evolution of video content continues to reshape how ecommerce brands connect with consumers. 

Many ecommerce sites don’t just use videos in their marketing, but also in their product pages, tutorials, email marketing and in their paid media. These shorter videos that incentivize shopping are shoppable video snippets, and offer a variety of benefits to ecommerce brands.

The landscape of product videos is diversifying rapidly, catering to various consumer preferences and brand objectives. By breaking down longer live sessions into smaller shoppable video snippets, brands are catering to the shorter attention span of shoppers who might be browsing many items. Brands are increasingly leveraging video to demonstrate product functionality, showcase lifestyle integration, and provide educational content. According to Wyzowl 32% used product usage and demo style videos.

For instance, Patagonia excels with minimalist product demos that emphasize utility, while Glossier adopts a laid-back approach with “Get Ready with Me” videos that resonate with its youthful audience. Hero Cosmetics takes a professional angle, doing comparative videos and including UGC style content on product pages. These approaches highlight a trend towards authenticity and expertise in video content with shoppable video snippets that resonate strongly with today’s discerning consumers.

Video is inherently more engaging than static images or text, capturing viewers’ attention and keeping them interested. It not only boosts engagement but also enhances user experience (UX) on ecommerce platforms. Shoppable video snippets, short in nature, offer a visual and interactive way to showcase product features, benefits, and usage, helping consumers make informed decisions. Incorporating video on product pages can increase dwell time significantly, ultimately leading to higher conversion rates. Brands like GoPro and Dollar Shave Club which require guidance on use in very different markets both capitalize on lifestyle content, embedding their products seamlessly into aspirational narratives that captivate and inspire their audiences.

The interactive nature of shoppable video snippets encourages viewers to take action, whether it’s clicking through to a product page, adding items to their cart, or completing a purchase. The format excels in fostering emotional connections with consumers, crucial for building brand trust and loyalty. This emotional resonance not only drives immediate conversions but also cultivates long-term customer relationships based on trust and shared values.

While shoppable video snippets can be created with user generated content (UGC), advertorial content or manually, they can also be created by splicing readily available content from other marketing strategies, like livestream shopping.  buywith recently introduced shoppable video snippets, which are shorter versions of our livestream shopping events, spliced by AI into smartly cut portions that can be used effectively in ecommerce marketing. Shoppable video snippets are short, engaging clips extracted from longer live shopping events. 

With buywith, brands can seamlessly run live shopping events onto their e-commerce sites showcasing product lineups, hero products, or seasonal specialties. These events last between 30 minutes to an hour, enabling real-time interactions, product demonstrations, and exclusive promotions. Shoppable video / product snippets are the evolution of live shopping. Generated automatically with the help of AI from the aforementioned longer live shopping events, these snippets offer a versatile and engaging way to enhance product promotion across various channels. 

Using advanced AI technology, buywith breaks down live shopping sessions into logical, bite-sized snippets that can be repurposed for multiple platforms. The snippets come in different sizes, already include subtitles, and can be embedded on product pages, shared on social media, used in paid media campaigns, and distributed through other marketing channels. 

Shoppable video snippets have numerous applications across diverse marketing channels:

• Product pages: By integrating these snippets into product pages, brands offer customers an interactive and informative experience that facilitates quicker and more direct purchasing decisions compared to traditional lengthy product descriptions, instructions, or how-to guides.
• Social Media: Sharing snippets on platforms like Instagram, Facebook, and TikTok enhances engagement and expands reach by leveraging visual content to attract potential buyers.
• Paid Media: Incorporating shoppable video snippets into paid campaigns enhances their efficacy, providing an engaging ad format that captures attention and drives conversions.
• Email Marketing: Including video snippets in email campaigns boosts click-through rates and engagement, offering a dynamic way to showcase products directly to consumers.
• Content Marketing: Utilizing shoppable video snippets in blog posts, articles, and other content enriches storytelling by vividly illustrating product features and benefits, reaching a broader audience who may have missed the original live shopping event.

Wyzowl summarizes a handful of more common ways in which videos, both long and short, can be used by brands in marketing. 

One of the most significant advantages of using shoppable video snippets is their ability to enhance the return on ad spend (ROAS) in paid media campaigns. A recent case study with a major US retailer highlights this impact. By leveraging buywith’s Product Snippets solution, the retailer was able to achieve:

• 1515% ROAS: The integration of AI-generated snippets into their paid media campaigns resulted in a staggering 1515% return on ad spend.
• $10,000 Average Daily Revenue: The use of snippets contributed to a substantial increase in daily revenue.
• 900+ Sales per Week: The retailer saw a significant boost in weekly sales, with over 900 additional purchases driven by the shoppable video snippets.
• 6-9% Average Click-Through Rate (CTR): The engaging nature of video snippets led to higher click-through rates.