Shoppable Videos: Is social media a bigger obstacle?

Shoppable videos have become an important tool in the marketing mix, as a successful campaign immediately increases sales. However, not everyone is sure whether offers such as Instagram or TikTok are always the right platform for this purpose. GFM News and E-Commerce Berlin Expo take a brief look at alternative ideas.

(Image: Welect)

In the interview, Firework CEO Vincent Yang, mainly criticized the fact that, in the case of TikTok, there is simply no purchase intention by users. As a result, he said, the average attention span for TikTok video is only 2 to 3 seconds, and 20 seconds for TikTok livestream. Because Firework itself offers a video platform for retailers, its view is naturally tinged. For shoppable videos of its own, Yang reports that the average attention span is 25 seconds for classic formats and at least 5 minutes and even 15 or 20 minutes in live streams.


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The ad-tech company Welect, on the other hand, has recently been offering marketers the possibility to seamlessly advertise products in a cookieless online video format outside of social media and specifically link to the relevant product page during the spot using pre-configured buttons. The first client acquired was the outdoor company Jack Wolfskin, which wanted to both evoke the spirit of adventure for ski trips and make complete outfits shoppable at the same time.

“We are using a future-oriented format with online videos driven by cookieless choice, where users choose our spot, create customer inspiration and complete a user-centric customer journey directly on the outfits in our online shop,” – explains Michael Frösler, Head of Performance Marketing at Jack Wolfskin.

How popular marketplace Wish approaches the topic will be on display at the E-Commerce Berlin Expo on 23 February 2023, where Sakina Hitzemann, Account Manager & New Business Development DACH at Wish, will be speaking on the topic “Using shoppable videos to bring social to e-commerce.”

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