Short Form Video
Bringing social buying to life.
Bite-size, TikTok-style video content creates a new way to explore and shop grocery.
Background
As an ecommerce retailer in grocery, we can’t underestimate the importance of helping customers discover new items as they shop with us week in and week out. SFV is but one component of a larger body of work focused on bringing inspiration and personalized content to our e-commerce experience. The below are the researches leading us to explore the potential of this capability:
Shoppable Recipes concept testing (Sept 2021)
Browse Aisles Diary Study (Nov 2021)
Hero banner intercept (Sept 2022 and Mar 2023)
Hero banner AB test (Oct 2022)
SFV Usability testing (Mar 2023)
SFV A/B test (Apr 2023)
Trend & Opportunity
In 2023, 37% of TikTok users are projected to will purchases via the platform, up from just 5.7% in 2020. By 2026, that number jumps to 39.9%, even as TikTok usage increases. Over 7 in 10 TikTok shoppers worldwide are inclined to buy when stumbling on an interesting product, and 6 in 10 use the app for shopping inspiration, according to Bazaarvoice.
1B
Active monthly users currently on TikTok
55%
TikTok users have made purchases from brands they saw on the app
*Sourced from SproutSocial
22%
Conversion Rate is expected for merchants with shoppable video
*Sourced from VidJet
Strategic Vision
With the decreasing human attention span and the rise of short-form video, we aim to enhance user engagement, improve brand stickiness, and create new business opportunities. By integrating shopping capabilities into the short-form video feature, we enable users to instantly add relevant products when they feel inspired. If successful, we plan to explore additional functionalities and expand this feature to more site locations, ultimately creating a personalized content hub where users can browse, shop, and get inspired.
Phase 1.0: UX & Usability
The final design exposes Browse Aisle categories upon landing on the homepage . It helps users quickly drill down to the category page that they are interested. All high-revenue pages remains in the primary navigation which can be easily accessed throughout. Using iconography not only draws user’s attention but also elevated the overall digital brand experience.
Phase 1.2: Content Strategy
As part of our strategic vision, we developed a comprehensive content strategy to ensure the successful launch of this feature. Through numerous workshops and discussions, I aligned the strategy and direction with leaders across six different teams outside my department. Together, we defined processes, responsibilities, and timing, while also exploring potential monetization opportunities with CPG vendors.
Phase 1.3: Test and Learn
2.5%
Video Start Rate
8.5%
Add to Cart Rate
(Users who started the video have also added items to cart)
12.34%
Add to Cart Rate
(Users who viewed products have also added items to cart)
5.27
Average number of items added to cart per user
52.4%
Users who added items to cart have also placed order
Post-MVP: Monetization Pilot
We collaborated with CPG vendors and launched a full-stack A/B test to better understand whether users react differently between branded content and monetized content. By prioritizing the location of monetized content along with a strong creative direction, all monetized content performed better than regular or unbranded content.
