When we scroll through our social media feeds today, we’re not just seeing ads that link to brand websites anymore — we’re seeing actual, current products in posts and videos that can be purchased with just a few clicks, often without even leaving Instagram or Tiktok. Instead of just saving items to a Pinterest wishlist board, we can now buy them in real time.
This is the power of shoppable content. It’s a compelling marketing tool that merges editorial storytelling with ecommerce functionality. Even better, it doesn’t have to be overly promotional or brand-diluting. When executed thoughtfully as part of a strategic marketing plan, shoppable content will strengthen the connection between your brand and your audience, fostering a seamless user experience that is both authentic and engaging. This article will dive into the ins and outs of shoppable content: how to do it well, what mistakes to avoid, and how to get started.
What Is Shoppable Content—and Why Does It Matter Now?
Shoppable content turns blogs, images, videos, and social media posts into real-time sales tools. It refers to any kind of content spotlighting products that enables viewers or readers to purchase those products directly while they interact with the content. Shoppable content meets consumers where they already are: reading, scrolling, and watching. It shortens the path to purchase while keeping trust intact.
Ten years ago, you might have seen an ad for a handbag you liked in a magazine. You might have added it to a mental wishlist and then forgotten about it in a few days. Now, imagine seeing a handbag you like in a shortform video on Instagram. You see a brand ambassador showing off the handbag in a stylized videoshoot, highlighting its spacious storage and quality construction. With one click, you’re directed to a checkout page on the very same platform where you stumbled upon the video. The bag is yours before you have a chance to forget you saw it.
This kind of shopping experience is more important now than ever. There are millions of products available online, and a small brand can easily get lost in the crowd. Shoppable content is your brand’s chance to stand out. It taps into the modern consumer’s desire for instant gratification: purchasing the exact product you see right when you see it. Best of all, the entire shopping process can take place from the comfort of the customer’s couch.
Shoppable content isn’t just about providing a convenient, low-stress form of retail therapy. It’s also an opportunity for a brand to find its audience. Potential customers aren’t going to click on and buy every single product they come across on their feed. They’re much more likely to be interested in products that tell a story, and that hook them through unique, engaging content. Brands that see the most success from shoppable content will not only engineer an effortless pathway from first viewing to final checkout, but also draw customers in with consistent, high-quality storytelling.
Formats That Work
Shoppable content is a very flexible marketing strategy that can easily be customized based on your brand voice, projected audience, and individual products or services. There are a variety of formats that can host shoppable content, including:
- Affiliate-driven listicles
- TikTok Shop and Reels with direct links
- In-article product modules and carousels
- Shoppable emails and newsletters
- Instagram or Facebook product spotlight posts
- Creator storefronts and curated guides
Why Shoppable Content Converts Better Than Traditional Ads
Shoppable content is truly marketing for the modern age. It supports a 21st Century retail journey. Readers and viewers are already engaged—in fact, they’re just a click away. They’re actively scrolling, browsing, and interacting with content already. Making a purchase in this context is a natural extension of the content engagement experience.
Traditional ads have lost their luster in recent years. A generic, static advertisement for a brand as a whole on a billboard, newspaper, or postcard doesn’t hold a candle to the more dynamic possibilities of shoppable social media content. Digital advertisements are better at capturing attention, and also at forming lasting connections.
Shoppable content provides value through recommendations, not just sales language. It’s not just a brand’s carefully curated slogan on a piece of paper telling you that you should check them out. You’re also seeing influencer partnerships, real customer reviews, and other forms of user generated content that expand the scope of the brand/consumer relationship.
This marketing strategy can start off as a brand posting photos and videos of a few core products, and then take off as these products spark interest and gain traction online, encouraging trendsetters and fans to try them out and post their own content highlighting their feedback. Over time, shoppable content builds brand credibility. The more content out there spotlighting a brand’s products, and the more positive buzz generated by interacting with this content, the more likely consumers are to trust the brand and view it as a worthwhile investment.
What Makes Shoppable Content Actually Effective
There’s a big difference between link-dumping and creating thoughtful, elevated shoppable content that functions as a high-performing media asset. The difference lies in how the content is created. Here are a few key elements that make for effective shoppable content:
- A strong, curiosity-driven hook: Every great piece of content begins with a noteworthy hook. It should be compelling, and garner interest in the highlighted product and your brand as a whole. This can be done by tapping into customer curiosity: try posing an intriguing product-related question, or outlining a scenario including a problem that the product could help fix. A great hook can also tap into other emotions through humor, surprise, inspiration, nostalgia, or empathy.
- Specific, benefit-forward copy: Copy should focus on the benefits of a specific product, rather than its features alone. It should offer an insightful perspective on how these features could improve the customer’s life in some way, or meet a certain need. For example, take a line of workout gear with lightweight fabric and sweat-wicking technology. Highlight the fact that with this gear, customers could exercise comfortably in warm weather without overheating, and avoid setbacks in their fitness progress during the summer months.
- Mobile-optimized structure and visuals: There’s nothing worse than a well-crafted piece of content that becomes distorted the second it’s opened on a mobile device. Shoppable content is often accessed on the go, on smartphones and tablets. For an optimal shopping experience, images and text should be clear, links should be easily found, and everything should load quickly and correctly. All in all, don’t forget to make sure your content is mobile-friendly before it goes live.
- Strategic link placement: Links to product pages or purchasing platforms should be easily located within the content, facilitating a smooth shopping experience. With video content, ensure the pacing of the link placement feels natural — a link might show up when a product is being displayed, or when a new collection is unveiled. Make sure the language pointing out the link is clear and concise (‘Shop Now’, ‘Browse Here’, ‘Visit Us’, ‘Learn More’, etc.).
- A consistent brand voice: Maintaining a consistent brand voice across your entire online presence — from your website’s ‘About Us’ page to your latest shoppable content post, is essential. Presenting a unified brand identity and championing the same core values time and time again is the best way to build a trustworthy, authentic digital profile. Your audience will know what to expect from you, and be able to recognize your content when they see it. It can encourage a stronger connection between customers and your brand, and promote brand loyalty.
Examples of Shoppable Content Done Right (and Why They Work)
Example 1:
A “10 Things I Pack for Every Trip” list
Consider a listicle published in June offering readers an essential packing list for summer trips. 10 categories are outlined, including sunscreen, a travel phone charger, reusable water bottle, sunglasses, packing cubes, and swimwear. Each category naturally links to essential products that readers could take on their own summer getaway.
This piece taps into a common experience — getting ready for a fun summer vacation. It provides helpful recommendations for products that readers will actually get use out of – sunscreen to prevent sunburn, packing cubes to organize their belongings, and a water bottle to stay hydrated. Each product has a clear use, and readers will be tempted to purchase these items to enhance their own travel plans.
Example 2:
A “Get Ready With Me” video
Here, an influencer posts a ‘Get Ready With Me’ video doing a full face of makeup using products from one specific brand. As each product is applied, matching product links subtly show up on the screen, allowing viewers to purchase the items they’re seeing in the video as they appear.
Viewers get to see each of the products in action, with the influencer reviewing their key features and demonstrating how well they work for daily wear or a special occasion to the audience. Viewers are much more likely to become customers when they see a product being used, hear glowing feedback about it, and have the opportunity to purchase it with a single click — all in the same place.
Example 3:
A newsletter with product recs
Imagine a newsletter focused on sustainable lifestyle products. It underscores the importance of making small changes to everyday habits in order to promote sustainability. The newsletter highlights the most important aspects of daily life that can be overhauled for a greener footprint, including beauty, clothing, cookware, and cleaning products. Each category describes the benefits of switching out typical products for the more environmentally-friendly recommendations, and these alternatives are linked for purchase.
This article is written from a benefits-forward perspective, aiming to demonstrate to the audience that exchanging certain less sustainable products for more eco-conscious options can have a positive impact on the planet and their own health in the long run.
By providing specific examples of sustainable products that can be purchased with ease, this example takes the stress and pressure out of making lifestyle changes. It will appeal to readers who want to give sustainability a go without having to spend hours researching products on their own.
It’s important to note that the most successful examples of shoppable content feel personal, not pushy. They aim to connect with their own niche audience — not convince every person who comes across them that they should click ‘Buy Now’.
Take the third example: it’s not meant to guilt readers into replacing all of the products in their home. Instead, the goal is to connect with readers who are interested in sustainability but don’t know where to start.
Common Mistakes Brands Make with Shoppable Content
With enough planning, shoppable content can be a game changer for brands looking to promote certain products and connect with their audience. Certain common mistakes can get in the way of that goal, such as:
- Prioritizing quantity of links over quality of storytelling: Ten product links pasted over ten generic product images won’t be nearly as effective as three high-quality, story-driven posts with captivating hooks. Quality over quantity is a crucial mantra to remember with shoppable content.
- Inconsistent voice or tone that breaks trust: Every article, video, photo, or post should reflect your brand’s individual voice and tone. One post that might garner extra attention, but that isn’t in line with your brand identity, is not worth it in the long run. The aim should be long-term growth and customer retention, not a single viral post.
- Creating for desktop when 80%+ of views are on mobile: Shoppable content is largely consumed on mobile devices. Content should be optimized for mobile viewing first, not desktop.
- Ignoring the data—no A/B testing, no tracking performance: Failing to keep an eye on how each piece of content performs can leave you stuck in a rut with your marketing efforts. Monitoring content performance and trends over time can help you finetune a successful shoppable content strategy.
- Treating it like an ad, not an extension of your brand: Instead of viewing each post as a standalone ad, consider them a reflection of your brand identity. Each piece of content should feel as polished and true to your brand voice as a landing page on your website.
How to Start Creating Shoppable Content That Converts
To get started with successful shoppable content, consider this simple action plan:
- Audit existing content for conversion opportunities: Getting started doesn’t always have to mean starting from scratch. Take a look at your existing content catalog to see what can be modified to be shoppable. For example, posts featuring products that are still available on your site can be optimized to be purchaseable.
- Choose 1-2 platforms to focus on first: Start small. You don’t need to put your products on every platform that exists right away. Choose one or two well-known channels to begin with. Make regular adjustments until you find the content strategies that work best for your brand and your audience. You can build up your digital shopping presence from there.
- Identify your evergreen product stories: Certain pieces of content should be around for the long haul. That means they can stay up on your social media page as a pinned post or be featured on a site page or blog article without needing constant updates to maintain their relevance. Consider a how-to guide for one of your flagship products or a video demonstrating the benefits of a core item that is available year-round.
- Write with value and story first, links second: Every piece of content should be ideated with storytelling as a first priority. Once you’ve come up with a meaningful take, then consider how links could naturally be placed within the piece to elevate the user experience. You want a piece of content to say more than just ‘buy this now’.
- Track clicks, conversion rates, and time on page/video retention: Your shoppable content strategy will evolve over time. Tracking performance metrics like clickthrough and conversion rates, as well as time on site and retention, will help guide changes in your approach to shoppable content. This will help you determine what your audience is looking for, which tactics get results, and allow you to capitalize on market trends as they arise.
Work With Us
The future of commerce isn’t cold conversion—it’s content that feels like connection. When done right, shoppable content doesn’t interrupt the experience—it enhances it. Storytelling draws the viewer in, supporting a seamless transition from inspiration to action.
LaRue PR can help you develop a personalized brand strategy that can help you connect with your target audience on a deeper level. From identifying your core values to pinpointing a consistent voice and tone that reflects your brand identity, LaRue can help you transform brand storytelling into successful shoppable content.
