Capturing Attention with Video: Key Insights from Our Webinar

KEY TAKEAWAYS

📹 Video is Essential in eCommerce – As consumer attention spans shrink, video remains the most effective way to engage.

📱Social Media Shapes Expectations – Consumers want interactive, social-style video content on eCommerce sites.

🤩 Gen-Z’s Preference for Video – Video resonates strongly with Gen-Z, making it crucial for brands targeting this demographic.

🏆 Top Video Formats – Short-form videos, live streaming, and TikTok-style formats are redefining eCommerce.

🤖 AI Powers Video Creation – AI tools streamline and enhance video creation, making it easier for brands to deliver the experiences consumers crave.

In today’s attention economy, where consumers are bombarded with endless content, brands need more than just static images to engage their audience. Video has become essential for eCommerce brands, offering a dynamic way to capture attention, hold interest, and drive meaningful conversions. Recently, we hosted an in-depth webinar featuring StoryStream’s CEO, Alex Vaidya, and Senior Marketing Manager, Charlotte, to discuss why video has become essential for eCommerce. Here’s a comprehensive look at the key insights from our session.

WHY VIDEO IS ESSENTIAL IN THE ATTENTION ECONOMY

With the average attention span now just eight seconds, video stands out as the most effective way to captivate and engage consumers. Unlike static images or text, video delivers an immersive experience that appeals to today’s mobile-first, fast-scrolling shoppers. As Charlotte explained,”The game has been changed with how you capture attention and the content you need for it, and video is really at the heart of it.” StoryStream’s platform enables brands to harness the power of video to create experiences that are as dynamic and engaging as social media.

THE ATTENTION PROBLEM IN ECOMMERCE

eCommerce is facing a major challenge: traffic and conversion rates are declining, while bounce rates and customer acquisition costs continue to climb. Alex shared that “If you can create more of a social experience on the landing page or the product detail page, you can do a lot to improve bounce rates and conversion rates.” With traffic waning post-pandemic and more consumers returning to physical stores, digital retailers need to rethink their strategies. Video transforms passive browsing into an active, interactive experience that keeps users on-site and nudges them toward conversion. Studies even show that adding video to landing pages can boost conversions by up to 80% (1).

SOCIAL MEDIA SETS THE VIDEO STANDARD

Consumers now expect video-driven experiences, thanks to platforms like TikTok, Instagram Reels, and YouTube Shorts. Spending an average of 2.5 hours daily on social media (3), shoppers are accustomed to the engaging, dopamine-driven nature of video. This expectation is reshaping eCommerce as brands are challenged to recreate that same energy on their websites. Charlotte noted, “If eCommerce sites don’t evolve to match the interactivity of social media, they risk losing relevance.” With StoryStream, brands can seamlessly integrate video into their sites, creating an experience that keeps audiences engaged and reduces bounce rates.

GEN-Z: THE VIDEO-FIRST GENERATION

For brands targeting Gen-Z, prioritising video is essential. This influential demographic, especially active on platforms like TikTok, is driving the shift toward short-form, authentic content. 97% of Gen-Z uses social media for shopping inspiration (5), and they expect brands to communicate in a way that feels genuine and relatable. “Gen-Z leads the way for video. Video reigns supreme, with platforms like TikTok dominating their social media time (2). Short-form, engaging content is what needs to be on your site,” Alex explained. By adopting a video-first approach, brands can resonate more strongly with this key audience.

WITHOUT VIDEO, ECOMMERCE CONVERSION RATES WILL DECLINE

Social media-driven traffic has unique behaviours. Visitors arriving from social channels tend to have a 38% higher bounce rate due to their expectation of engaging, immersive content. Without video, eCommerce sites may struggle to keep these visitors engaged, leading to higher bounce rates and missed conversion opportunities. As Alex pointed out, “Making your site as engaging as social media with video could increase conversions by up to 10%.” Video bridges the gap between the inspiring nature of social media and the transactional nature of eCommerce, allowing brands to meet and exceed customer expectations.

TOP TRENDS SHAPING ECOMMERCE VIDEO

Our webinar highlighted three key trends that are redefining eCommerce video strategies:

1. Short-Form Video – Popularised by TikTok and Instagram Reels, short-form videos under 60 seconds let brands deliver quick, impactful messages that capture attention. This format is ideal for mobile-first users who crave concise, authentic content.
2. Live Streaming – Real-time interaction through live video shopping creates a unique sense of immediacy and connection. Live streaming enables brands to showcase products, answer questions, and engage with customers in an interactive environment. With the live commerce market expected to exceed $32 billion by 2027, it’s clear this format is here to stay (6).
3. TikTok-Style Content – TikTok has set the standard for authentic, spontaneous content. Brands are using TikTok-style videos to showcase user-generated content, share product reviews, and build trust through relatable moments. With TikTok Shop projected to reach $17 billion in GMV this year, the influence of this platform is undeniable (4).

BUILDING AN EFFECTIVE VIDEO COMMERCE STRATEGY

To succeed with video commerce, brands need a cohesive strategy, and StoryStream’s all-in-one platform simplifies this process with the following steps:

• Create Engaging Content – Source a variety of content types, from user-generated content via hashtags and mentions to brand and influencer videos. This variety keeps your audience engaged with content they find relatable and authentic.
• Select the Right Formats – Whether it’s short-form video, live streaming, or shoppable video, choosing the right format is key to connecting with your audience in a way that feels natural and engaging.
• Integrate Across the Customer Journey – Embed video content at every stage, from initial discovery to purchase. Video-infused homepage mosaics, product page videos, and shoppable video carousels create a seamless journey that guides customers toward conversion.
• Measure and Optimise – Continuously track performance metrics with StoryStream’s analytics dashboard. Insights into dwell time, engagement rate, and conversions allow brands to refine their video strategy, ensuring it stays impactful and relevant.

CASE STUDIES: REAL BRANDS WINNING WITH VIDEO COMMERCE

Leading brands are already transforming their eCommerce experiences using video. Here’s how:

1. Boden’s Live Video Shopping
   Boden brought its brand to life with a live video shopping event hosted by the Boden sisters, showcasing seasonal wedding outfits. Charlotte shared:
   “This real-time, interactive shopping experience not only connected Boden with its audience but also made all products immediately shoppable.” The live video was later embedded on their site, creating a lasting resource for customers who missed the event, proving the longevity and versatility of live shopping content.
2. Kiehl’s Shoppable Video
   Kiehl’s successfully used shoppable video to highlight its influencer and user-generated content. Charlotte explained: “Their autoplaying videos on the website created a dynamic experience for social-first shoppers while driving product discovery and conversions.” The format allowed Kiehl’s to quickly update content for new product launches, creating a seamless and engaging shopping journey.
3. Cupra’s Social-Inspired Stories
   Cupra, aiming to attract younger audiences, used StoryStream’s Shoppable Stories to showcase their vehicles. By creating a familiar social-style experience, they turned browsing into action. Charlotte shared: “From video discovery, customers could click to learn more about the vehicle or even book a test drive, all while feeling immersed in the brand.”

AI MAKES VIDEO EASIER TO IMPLEMENT

Alex discussed how AI has made video creation and management more accessible than ever. Tools like Veed.io enable brands to quickly edit TikTok-style videos, while platforms like HeyGen and Synthesia create lifelike AI avatars that add a personal touch to eCommerce. StoryStream’s own AI, Aura™, enriches video content by automatically tagging products and offering content recommendations, making video not only easier to create but also more targeted to audience preferences. “With AI, brands can scale their video strategy effortlessly, meeting the demand for high-quality, engaging content,” Alex explained.

Video commerce has become a cornerstone for brands aiming to stay relevant and competitive in eCommerce. As outlined in the webinar, today’s consumers are looking for interactive content that mirrors their social media experiences. StoryStream equips brands to crowdsource, manage, and optimise video content at every stage of the customer journey, bridging the gap between social discovery and eCommerce for an experience that captures attention and drives results. Now is the time to embrace video, connect with consumers on a deeper level, and lead the future of eCommerce.

REFERENCES

1. Wyzowl – State of Video Marketing
2. eMarketer Forecast, February 2024
3. Data.ai, State of Mobile 2024 Report
4. TechCrunch, TikTok Shop’s projected GMV growth
5. Forbes, Gen Z And The Rise Of Social Commerce
6. Tech Navio, Live Streaming Market Industry Analysis