Ever wonder how infomercials would evolve for mobile consumption habits? The answer may have arrived.
Shoppertainment is a term used to describe the convergence of livestreaming, entertainment, and commercials. The format is already popular in Asia and starting to gain traction in the West.
Shoppertainment is especially potent in short video form
A custom Nielsen study commissioned by TikTok found that 83% of users prefer ads in video form over gifs or text.
As brands catch on, you can expect to see more shoppertainment content on platforms like TikTok, Snapchat, and Instagram going forward.
Web Smith of 2PM cites Kylie Cosmetics as a perfect example: In a recent livestream, super influencer Kylie Jenner displayed an assortment of cosmetic products while linking directly to checkout for easy purchasing.
COVID accelerated the trend
With movement restrictions limiting the ability to shop at brick-and-mortar stores, consumers turned to their phones.
The space is already growing beyond social media platforms:
- ShopShops livestreams from stores in the US to customers in Asia
- PopShop Live is an app modeled after Asia’s livestream shopping habits
Next time you notice your favorite livestreamer working a product into their videos, you’ll know what to call it.
