Shoppable Video Ads

TikTok Shop is not messing around. At Spree, we're building a shoppable video platform, but also a studio where we help brands and creators onboard, market, and sell through social platforms. Think of it like influencer marketing in a post-cookie world: full funnel from awareness to purchase, but all in one short-form video. Recently, our TikTok Shop partnership has been getting a lot of love. A few interesting learnings from this holiday season: 1. 'Viral' products are a shortcut. We uploaded one 'viral product' into the system and started getting sales before we posted our first video. Naturally, we ordered a few hundred more ASAP. 2. TikTok Shop success aligns closely with the rules of great influencer marketing. Get a creator with an engaged, lean-in audience. Find a product they actually like that their audience will actually like. Sell by telling a story, not by telling viewers to buy. 3. Most brands want to be on TikTok Shop but don't know how. It's complex. But once you've done it dozens of times (per day, in our case) it moves fast. I don't care if you're a mom and pop stationary shop, a creator merch brand, or a Fortune 500: you want to experiment here with a team who knows this market. 4. Live is great, but don't sleep on shoppable VOD. A perfect 30 second video of a product can do the work of a one hour live stream. Both are valuable, but too many people are talking about live shoppable and not enough are talking about shoppable shortform. 5. Trends + Product = Sales. Wednesday Addams' dance is popping? Sell the costume. King Bach flashlight dance is trending? Sell the flashlight. Spotify Wrapped is everywhere? Sell headphones. 6. Creators beware: not all audiences want this. If you make gold digger prank content, don't start selling The Feminine Mystique hardcover. If you are a creator and want to try it, make great content first and let a brand ride along. 7. Create like a creator. This is the rule for every brand on every social platform, but certainly pertains here. Don't do one tentpole shoppable live stream on TikTok and judge TT Shop on that. You need to habituate your audience, build a format, and keep it entertaining. In case you can't tell, this is addicting for a social media wonk like me. Smart influencer marketers are already testing this market understanding it will be a huge part of their ecommerce future. And those who haven't need to start today. #ecommerce #creatoreconomy #tiktok https://lnkd.in/e926z8zm

Zalando just dropped a beauty playbook that every marketplace operator should study. It’s not a brand collab. Not an influencer shout-out. This is owned content turned into a shoppable funnel. 🎥 Insider’s Edit, a 7-minute tutorial hosted by make-up icon Isamaya Ffrench, blends smoky Met Gala eyes, sculpted cheekbones and oxblood lips into a soft-grunge masterclass. But the magic isn’t the makeup. It’s the model: 💄 Products pop up every 10 seconds with an “Add to bag” CTA 📌 Ffrench curates her own shoppable Board (35+ SKUs, from The Ordinary to Dyson) 🎙️ Live Q&A follows on 3 September, tied to Zalando’s “Hot on Social” livestreams 📦 All purchases qualify for Zalando Plus’ next-day delivery The results in the first 6 hours? 👁️ 112,000 views (up 38% vs their last edit) 🧾 27,000 board follows 🎯 5.4M TikTok views under #InsidersEdit Why this works: 🧠 It’s built for both engagement and basket lift 🛒 Zalando controls the funnel, the first-party data, and the retargeting 🌍 It scales across their newly merged ABOUT YOU footprint Creators love it too: “Beauty should be a playground, not a prescription.” - Isamaya Ffrench And that’s the point. Zalando lets users shop by look, not search by SKU. Expect ASOS and Sephora to follow this board-plus-live format before Q4 even starts. Would you try shoppable tutorials for your marketplace? Curious if this is the future of beauty, or just a pretty experiment. #marketplaces #dtc #zalando #beautycommerce #livestreamshopping #ecommerce #creatorcommerce

Six companies are building the same thing right now. TikTok Shop just crossed $66 billion in global GMV. In the US alone, it's now bigger than Target in ecommerce sales. Amazon embedded real-time pricing, inventory, and reviews directly inside Prime Video - you can buy without leaving the show. Walmart spent $2.3 billion to acquire VIZIO so it could turn your living room TV into a checkout counter. Meta announced one-click "Buy Now" inside Reels at Shoptalk last week - powered by Stripe, no redirect, no friction. YouTube is rolling out in-app checkout in 2026. Finally moving beyond product tags. Pinterest shifted two-thirds of its entire revenue to conversion ads. Bill Ready it's CEO now calls it "an AI-powered shopping assistant for 600 million consumers." Six massive moves. Six different starting points. Same destination: own the moment between wanting something and buying it. Here's the problem. TikTok has the best conversion rate in social commerce - 4.7%, double Instagram's. And it's still fighting returns, fraud, and brand trust issues at scale. Amazon has the infrastructure, the inventory data, the fulfillment. But nobody goes to Prime Video to discover products. Walmart has 150 million weekly US customers and now their living rooms too. Changing TV behavior at scale is a different problem than building the technology. Meta reversed its own in-app checkout decision twice in three years. Pinterest has 70% high-intent users - people who arrive ready to buy. And almost nobody in commerce is taking it seriously. YouTube has creator trust like no other platform. In-app checkout is three months old. Every single one of them has a piece. None of them have the full picture. The problem isn't reach. They all have reach. It isn't content. They all have content. It isn't even checkout. They've all built a button. The missing piece is the layer in between - the one that connects content, context, product, inventory, and conversion into one continuous experience in real time. That layer doesn't exist yet at scale. The company that builds it doesn't just win social commerce. They win commerce. #SocialCommerce #ShoppableMedia #Ecommerce #RetailMedia #DigitalStrategy #AI #CommerceInfrastructure #AdTech #FutureOfCommerce

The Next Frontier – Shoppable, Personalized Video in Commerce The line between watching and shopping is blurring fast. Imagine this scenario (which is quickly becoming reality): a customer watches a video and can click directly on the product in-frame to buy it instantly. No separate search or added friction – just see, click, own. This is the promise of shoppable video, and it’s coming on strong. TechCrunch even predicts that in the near future over 90% of video views will be fully shoppable, enabling seamless instant purchasing in virtually any video content. We’re also seeing the rise of personalized video experiences. Salesforce research indicates that 60% of consumers now expect video content to be tailored to them – think product videos that automatically showcase items relevant to your interests or past purchases. And thanks to AI, this is becoming feasible at scale. McKinsey notes that companies excelling at personalization generate far higher revenue (up to 40% more from those efforts than average). Applying that to video means the brands that can serve the right video to the right person at the right time will win big. What does this future look like? Imagine scrolling a retail app’s video feed where every clip is shop-able and curated for you – one viewer sees a how-to video for the exact product they’ve been eyeing, another sees a style influencer’s clip with a one-click “add to cart” overlay. It’s engaging, interactive, and it shortens the path from inspiration to conversion to mere seconds. Forward-thinking commerce teams are already piloting these ideas. From live-stream shopping events (a trend huge in Asia and now growing in the West) to interactive product videos on their sites, the goal is to create a 2-way conversation with customers through video – and make it convert. This is where marketing, content, and tech intersect in exciting ways. Is your organization preparing for shoppable or personalized video content? It might sound cutting-edge now, but it’s poised to become the norm in digital commerce. Those who get in early will have a massive advantage in engagement and customer experience. If you’re exploring this or want to brainstorm how to start, let’s talk! The future of video commerce is being written as we speak, and it’s incredibly exciting. #FutureOfCommerce #ShoppableVideo #Personalization #AI #Innovation

YouTube just took another big step toward becoming a full-blown shopping channel. The platform is rolling out AI-powered product tagging and dynamic ads that automatically detect products in videos and turn them into clickable shopping opportunities. Imagine: the sneakers in a vlog, the coffee machine in a morning routine, or the mic in a podcast setup all instantly tagged by YouTube’s AI. For creators, this could mean new revenue streams without the extra workload of manual product tagging. For advertisers, it opens the door to hyper-relevant placements directly tied to the content people are already watching. And for viewers, it blurs the line between entertainment and e-commerce. But here’s the tension: will this make content feel more interactive and valuable or more commercial and intrusive? The answer will depend on execution, transparency, and how much control creators retain. What’s clear is that YouTube is no longer just a place to watch videos. It’s fast becoming a marketplace where attention and commerce meet.

Amazon now offers more ways to showcase products in search results.… and Sponsored Products Video is still underutilized. After sitting in on a roundtable with the Amazon Ads product team at Prosper, one thing became clear: This isn’t just another ad format. It’s a shift in how products are discovered and evaluated inside search. Here’s what changed: You can now upload up to 5 videos per ASIN. Not one. Five. And each video can highlight a different feature, benefit, or use case. Which means shoppers can now understand your product before they even click your listing. That’s a big deal. Because these videos: • take up more space in search • auto-play and stop the scroll • highlight key features instantly • increase CTR (Amazon reports +9%) But here’s the real opportunity most sellers are missing: 👉 Most categories are still wide open. I checked multiple: • espresso machines → starting to adopt • press-on nails → almost no usage • nicotine replacement → wide open This is exactly why early adopters win on Amazon. So instead of trying to make one “perfect” video… Build a simple testing framework: • 1 video = 1 feature • 1 video = 1 use case • 1 video = 1 problem you solve And test them. If you want a shortcut, here’s what I’m doing: I’m using Customer Review Insights to help identify features and benefits that resonate with shoppers. That tells you exactly what customers care about. Then I turn each of those into a video. Simple. Repeatable. Scalable. To help organize our approach, I created an internal guide for planning Sponsored Products Video content. It covers things like:  • Video ideas and feature highlights  • Tips for structuring each video  • Guidance on content approval considerations I’m sharing insights from this approach — if you want tips for planning your own SPV content, comment “SPV Guide,” and I can send some best practices. No reason to reinvent this. The bigger shift here is this: Amazon search is becoming more visual and more AI-assisted. The brands that win won’t just optimize keywords. They’ll optimize content that helps shoppers decide faster. 💭 Are you already running Sponsored Products Video — or is this your next test? ♻️ Repost this to help another seller take advantage of this before it gets saturated. 👉 Follow Janelle Page for more on Amazon Ads, brand strategy, and building Category-of-One brands. #AmazonAds #ad If you’re new to Amazon Ads, you can get $100 USD in ad credit when you launch Sponsored Products. Use code JNLPGSPF9F (valid in up to 3 Amazon marketplaces): https://lnkd.in/gjJsefZu #AmazonAdsAffiliate

Three years ago, Instagram quietly killed its Shopping tab... "In-app commerce doesn't work in the West" became the consensus. Meta retreated to ads. YouTube dabbled and moved on. The narrative was settled. Then TikTok Shop happened. 😵 $9B in US GMV in 2024. $15.8B in 2025. $23.4B projected for 2026. In Germany alone, €700M in its first year - already ranking in the top 15 e-commerce players in the country. Now suddenly Meta is back with shoppable Reels. YouTube just dropped its Shopping affiliate entry bar from 20,000 subscribers to 500 followers. Both moves happened within weeks of each other. 👀 But here's what's interesting: this isn't the same bet they made in 2020... The first attempt was about building a destination; a shop tab, a storefront bolted onto a social app. It failed because nobody opens Instagram to browse products the way they open Amazon. What TikTok figured out is fundamentally different: don't build a store. Build a creator affiliate #marketplace. Let millions of micro-creators recommend products mid-video, earn a commission on every sale, and watch the flywheel spin. In Germany, 87% of TikTok Shop revenue at top stores came from creator-made videos. That's the model Meta and YouTube are now copying. Not in-app shopping. But #creator affiliate platforms at scale. Which raises the real question: are creator affiliate marketplaces becoming the dominant commerce layer of #socialmedia - and if so, what does that mean for brands trying to figure out where to put their budget in 2026?

TikTok Shops drove $400k of our $2.1MM topline in July, with most successful ads being UGC.. We now have a team of 3-5 creating and sourcing content, though not everyone can do this. Scaling this on the agency side for partners needing volume has been something else! To do it, you need a tool. The key is identifying, outreach, organizing, and briefing. No one tool covers all, but it's efficient and cost-effective to start with some marketplace until your team can manage independently. We currently use Insense on the agency front with a team of 2 vs a full team of 5 brand side. This post I'll focus on briefing Next post on identifying/negotiating Here's an example brief: Brand Overview: Campaign: [Your Product here] - TikTok Shop Website: [Your website here] Social:  [Your TT handle here] Product: [promoted product] Objectives:  We are looking for health & wellness enthusiasts to become a part of our community and while promoting our products generate commissions. We want long term partners on this project and hope you are too! Create a compelling video to highlight (brand name), focusing on their collagen products designed to support skin, hair, and overall wellness, through an engaging TikTok shoppable video. Deliverables: 1 TikTok Shoppable Video  Deadline: 3 days after receiving product Goal: Sales through your TT Showcase link Posting instructions once content is approved: 1. Add our product to your TT shop showcase. 2. When posting your content, make sure to tag the product in your video using the '+ product' button on the posting screen. This will ensure that you receive your commission from us. Value props: no more than 3 specific value props per product being promoted Start the video with a hook: Must show the product and brand in the first 5 seconds Choose a trending hook of your choice, examples:  • “Summer must-haves from TT Shop” • “If you are losing hair stop scrolling” • “My hair and skin after collagen” Must include yourself talking to the camera, NOT only showing the product Shoot the video from 2 angles: include you + product & product only Demo the ease of using the product and include close-ups Storyline: Provide 3-5 starters you want from them. Choose a storyline to resonate with your audience or choose one of the following: • Product close up showcase with voice-over • Making a recipe using our product • ASMR Unique Product Features: Use three callouts for uniqueness of the specific product for promo This approach to briefing is direct yet flexible, allowing creators to feel unique. At the agency, we do this for multiple brands, reaching 10-50 targeted creators daily. Insense lets us filter for TikTok creators, which is essential. Having outreach, chats, creative fulfillment, usage rights, and commission payments all in one place makes it invaluable to us. If you’re in a similar situation and growing your TikTok content or creator content in general check this out - https://lnkd.in/gByCa6Xf