As online shopping and entertainment merge, brands need to pivot to meet this new demand.
Shopping as entertainment is not a new concept. In offline settings consumers often treat shopping as a form of entertainment, browsing not for a pure need, but for entertainment and fun. Like strolling down a shopping street just for fun!
Online shopping has taken a similar turn in some ways. However, it is now driven by the merging of entertaining content and the opportunity to discover and buy new products.
Influencer marketing is a prime example of this, where viewers want to be entertained by their favorite influencer. At the same time, they are interested to know about the products the influencer uses and loves. On the other side, they are not interested in having products blatantly and crudely pitched to them.
In response, brands and creators are blurring the lines between content and commerce. Shoppable content takes this one step further by allowing brands to seamlessly incorporate shopping opportunities into entertaining video content.