CLICK&SHOP CONTENTS

“Forward-thinking brands are taking steps to reduce the friction between the content they produce and the purchasing process: They’re creating shoppable content,” explains Ometria, a blog for ecommerce marketers.

While the trend has been around for a couple of years, it has really taken off in 2016. Improved technology and new features across platforms are enabling brands to seamlessly integrate the content and shopping experiences in creative new ways.

In April, British retailer Matches Fashion launched “digital trunk shows.” These videos give users an inside look at new designer collaborations, but with one added bonus: The ability to click and automatically add items to a shopping cart.

British retailer Matches Fashion launched “digital trunk show

Kate Spade is another brand that’s using content in creative ways. Its “Miss Adventure” series is comprised of high-quality short films that have a clever mix of elegance and quirk – and the corresponding “Miss Adventure” landing page features gorgeous images of products from the films that users can click and buy.

On Instagram and its website, ASOS asks users to share photos of themselves dressed in ASOS products, tagged with #AsSeenOnMe. ASOS curators will then repost images on Instagram and the #AsSeenOnMe landing page with information so users can shop the looks. Featuring UGC photos is an all-around win: ASOS can promote its brand through valuable, authentic content (and convert some users to customers), featured customers get time in the spotlight, and other fans can glean inspiration from those UGC photos.

On Instagram and its website, ASOS asks users to share photos of themselves dressed

In 2017 look for more brands to launch shoppable content initiatives on various channels, especially video and social media. YouTube’s click-to-buy function is up and running, Instagram offers shoppable posts, and Facebook is exploring shoppable video ads. Brands will likely also use more UGC on those channels to create authentic click-and-shop experiences.

Shoppable TV shows aren’t out of the question, either. In October, Lifetime and Wayfair.com launched the first “fully shoppable” weekly TV series. “The Way Home” features segments on interior design, decorating, and home renovation – and every product on the show is available for purchase on Wayfair.com. Will a fashion-focused show be next?