Shoppable video has not gained widespread adoption. In this post I’ll look at the reasons for this failure and suggest ways to make this a more routinely used tool.
Today’s shoppers are keenly aware of advertisements and sales pitches, and they do their best to avoid them.
Yet they actively seek out informative, lifestyle-related video content and choose to spend their free time consuming it. This content is an important marketing channel.
For example, just this year alone over more than 100 million hours of how-to videos were watched and one in three millennials have made a purchase as a result of watching a tutorial…