According to estimations from Cisco, video will account for 82% of global internet traffic by 2022, with half of the content viewed on mobile devices. The popularity of short-form videos is increasing with Gen Z and Millennials, voting with their time for Instagram Stories, TikToks, and Snaps.
Why Short-Form Videos?
The average attention span of a millennial is a very brief 12 seconds, which is still more than the astonishing 8 seconds of Gen Z. With so many things competing for their attention simultaneously, it’s hardly surprising that younger generations turn to short-form videos for entertainment, education, and even shopping.
Still, there are rules for content that brands must follow. The first is authenticity: Younger users want to view content created by people similar to them and have lower trust in celebrity influencers. The second rule is interactivity: Gen Z, and to a lesser degree millennials, want to play an active part in the process, which explains the popularity of gamification and social media challenges. The third rule is brevity: Keep your message short and sweet and users will be happy.
Social Commerce Is Here to Stay
Instagram offers product tagging, checkout, and a shoppable posts tab. Facebook has introduced Shop, a feature that allows users to create digital storefronts and display their products. Pinterest has opened “buyable pins” for more businesses. WeChat, China’s most popular messaging app with over a billion users, is introducing WeChat Minishop, a tool that makes it possible for merchants to build virtual shops that support livestreaming within WeChat.
And now TikTok has partnered with Shopify to make it easier for the platform’s 1 million merchants to reach TikTok’s younger audience. Both companies said that they plan to include a variety of in-app shopping features in the future.
Immersive Tech Gives Brands an Edge
Short-form video is very flexible: it can create engaging experiences for users while driving business results for brands at the same time. Still, there’s a way to make the format even more immersive. How? With immersive tech, of course.
Snapchat’s Lenses AR feature is a great example of an immersive tool with great potential for social commerce. Recently, fashion powerhouse Gucci sponsored a Snapchat AR lens that allowed users to virtually try on shoes. The lens also came with a “shop now” option, making it possible to purchase any pair right within the app.
Here at Cappasity we have come up with a new short video format with huge social commerce potential — 3DShot 3D Review.
Available within the 3DShot app, the 3D Review recording mode draws on the power of Augmented Reality to create sustainable product reviews that would appeal to Gen Z. The patented technology for creating a 3D Review using virtual product models allows you to share the resulting content on social media: Facebook, Instagram, Twitter, YouTube, TikTok, and others.
Virtual 3D Reviews for Jewelry
Imagine a D2C sustainable jewelry brand that targets Gen Z and millennials. Let’s call it “Sparkle.” Instagram is the brand’s main platform. Sparkle is looking to raise brand awareness, grab the attention of potential clients, and boost sales. To reach these goals, the brand has come up with the following social media challenge:
To win all the items from Sparkle’s latest collection, the participant will need to subscribe to Sparkle’s IG account, tag two friends in the comments, record the most creative virtual 3D Review of the brand’s famous necklace, and share it via IG stories. The only limit for the challenge is the imagination of the participant.
3D Review is a go-to tool for younger generations since it enables the creation of content that is short, interactive, and user generated (i.e. authentic). It’s perfect for promoting products on social media and for launching social media challenges.
Explore the capabilities of 3D Review by visiting the 3DShot app website today.