Digital Marketing Trends: Shoppable Content

In the digital era, shoppable content is the main choice for brands in utilizing content marketing for direct sales. Learn about this trend, its types, and how to create a more personal shopping experience for consumers.

Shoppable Content in Content Marketing

The trend in digital marketing that is currently predicted to continue to increase is the shoppable content trend. The shoppable content trend can be clearly seen from the many brands that utilize their content marketing to sell directly. We see that the customer journey is getting shorter and shorter. This makes the audience reluctant to switch platforms when they want to buy a product they see on social media.

The audience hopes that when they like a product that they see content about on social media, they can immediately buy the product. This is what is called the shoppable content trend. This shoppable content trend is increasingly popular because it offers a practical shopping experience for consumers.

Case Study: Types of Shoppable Content Trends

Shoppable content allows the audience to enjoy content, and immediately buy the product without having to switch platforms. Shoppable content is starting to be popular because it allows brands to focus on consumer personalization. Brands can display recommended products based on customers’ purchase history, interests, and browsing behavior. In addition, shoppable content allows consumers to have a more interactive experience with brands, such as through the TikTok or Instagram platforms.

Shoppable content formats are growing very rapidly, and their types are increasingly diverse. There are four forms or formats of shoppable content that will grow rapidly and develop in the coming years. First, the form of regular social posts that have a call-to-action to make it easier to buy. Second, the form of videos that inspire people to make purchases. Third, the form of user-generated content or content created by users, not by brands. Usually marketers will try to encourage users to want to create content related to their brands, for example through contests. Fourth, the form of shoppable ads or advertisements.

Conclusion

The trend of shoppable content shows the future of online shopping activities that are increasingly easy, personal, and immersive. Brands that want to succeed in the market need to adapt to current trends, and continue to innovate to attract attention and increase consumer engagement in the digital era.