Currently in the world of social media, there’s no denying that short-form video is king.
Thanks to the growth of TikTok, a popular app that saw explosive growth during the pandemic, creating bite-sized video clips has become more than just a side hustle for influencers, as a nearly non-negotiable part of their business.
And with that, LikeToKnow.It, the influencer shopping app owned by monetization platform rewardStyle, is rolling out shopping video to the platform. It’s exactly what it sounds like: Shoppable video content. Five thousand retailers are already integrated for Shopping Video.
Amber Venz Box, president and co-founder of rewardStyle, said that the decision to debut shoppable video on the app, yes, came from a rise in influencers creating video content, but it was also a natural next step for what they were already doing.
“It’s one thing to show a still image of a couch with some pillows on it,” said Amber Venz Box, president and co-founder of rewardStyle. “It’s another thing for an influencer to walk into that room, sit down on the couch, talk through the pillows, why she picked them. It’s really bringing competence to that purchase through education, a better understanding of that product.”
In essence, the new feature takes what many influencers are doing on Instagram Stories—talking through their purchases and recommendations, and allowing followers to see an item in use, rather than just in an image on their feed—and brings it to the LikeToKnow.It app.
Influencers can likely repurpose content from other platforms like Instagram Stories or Reels, as well as TikTok, to publish on the LikeToKnow.It app. That is not a new phenomenon—LikeToKnow.It was originally born as a tool that allowed users to get an email with shopping links after liking an influencer’s Instagram post, so it was only natural that once the app was born, influencers would repurpose their Instagram content there, too, particularly because doing so allowed them to continue to monetize their Instagram photos.
Shoppable content is on the rise. Two months into the into the pandemic in the U.S., Instagram rolled out Instagram Shops in May, to make it easier for brands to sell goods on the platform. LikeToKnow.It’s innovations, on the other hand, are directed for content creators, not brands.
The difference between LikeToKnow.It and TikTok or Instagram, Venz Box said, is that users come to the app with the intention to shop. Even if their content on Instagram is monetized through LikeToKnow.It or another method, users still likely aren’t arriving on Instagram specifically to make a purchase.
“[These videos] are not a competitor or replacement for a TikTok, Reels or any other social platform,” she said. “They’re really not intended to be trending entertainment content.”
However, because of that, users may have to produce content that’s a bit more shopping-friendly: showing the details of an item, for example, rather than having it briefly flash across the screen.
But still, it’s not about turning the app into a never-ending infomercial. Venz Box is also clear that these videos will be creative content, like an Instagram post or a TikTok clip, but with an easier experience for shopping what’s in the videos.
“This is not an ad unit,” she said. “These videos will not be conspicuously branded. They will be actually in the context of someone’s life and a value to someone who wants to know what to buy.”
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