0:00 Hi, everyone. Thank you so much for spending part of your day with us. I am Amy King, vice president of client success at Bazaarvoice, and I'm super passionate about helping brands create social driven, shoppable content that actually moves the needle, especially when it comes to video. 0:19 To get us started, I would like to encourage each of you to drop one word in the chat that captures your brand's current video strategy. 0:27 Maybe it's scrappy, scaling, or maybe you're still figuring it out. There's no judgment here, but let us know in the chat. I love that. Marty's seeing some great stuff come through. 0:38 Totally, totally fill you on that. We know everybody's kind of in their own journey. I love that. Seeing authentic. That's awesome. 0:47 Intentional. So good. Alright. Well, today, we're talking about video commerce and why it's become such a game changer in how consumers shop. 0:55 From TikTok to product pages to retail syndication, video is helping brands connect with shoppers in deeper, more authentic ways. 1:04 But the big questions are how do you efficiently source great video content, how do you scale it across channels, and how do you actually measure what's working. 1:15 To help unpack all of that, I am joined by the amazing Emily Dunn. She's a seasoned brand leader at Mackenzie Childs with fifteen years of experience across fashion, wellness, home decor, and tech, and Emily is a master at blending storytelling and strategy to create campaigns that connect and convert. 1:35 She's built influencer and affiliate programs that scale, and she leads with collaboration, creativity, and my favorite, she leads with heart. 1:43 Emily, I'm so glad you're here. Now let's go ahead and let's jump into our content. Alright. So today, we've got a packed thirty minutes. So here's how we're going to break it down. 1:53 First, we'll explore the rise of video from views to value. In this section, we're gonna be talking and taking a look at the explosion of video and commerce, how it's influencing shopper behavior, and where brands need to be showing up with video on social, PDPs, and at retail sites. 2:11 Next, we'll dig into the impact of video on strategy. We're going to share examples of brands who are doing this well, talk about building digital shelves with video, and explore how to scale a full funnel content strategy that performs. 2:27 Then in our last section about a full funnel opportunity, we're gonna zoom out. We're gonna talk a little bit about how to win with video at every stage of the shopper journey from discovery all the way to conversion. 2:39 And finally, we're gonna wrap with a panel q and a featuring Emily Dunn from Mackenzie Childs. We'll hear how her team is bringing their video strategy to life and what's working and what other brands can learn from their approach. 2:51 Let's dive in and unpack what's working and what's next with video commerce. In twenty twenty three, the global video commerce market was valued at six hundred and ninety five billion dollars. 3:05 Video commerce is the fastest growing area within the social commerce space, and the numbers are staggering. It's projected to reach three point seven trillion dollars by twenty twenty nine, and it's growing at a compound annual growth rate of over thirty percent. 3:23 That kind of momentum isn't just impressive. It's a signal that now is the time to get serious about your video strategy. 3:31 Brands and retailers that embrace video now, they aren't just keeping up. They're getting ahead of where the consumer behavior is going. Consumers don't just want video. They expect it. 3:42 Shoppers aren't just watching video. They're relying on it to make purchase decisions. In fact, eighty two percent of all consumer Internet traffic comes from video. 3:53 And when it comes to shopping, more than sixty five percent of consumers say that videos from other shoppers are critical to their experience. What's more, sixty two percent actually prefer video over any other content type, and nearly a quarter are specifically looking for product demo videos to help them evaluate before they buy. 4:14 So while video marketing has become table stakes, video driven shopping is the real trend to watch. This is no longer a nice to have. 4:22 It's what our consumers expect. Short form video is the most effective content format on social today by far, but video commerce goes way beyond just TikTok shops or paid ads. 4:33 It's about meeting shoppers wherever they are with content that's authentic, that's useful, and that's built to convert. Video content fuels product discovery, especially for younger shoppers, but most ecommerce experiences haven't caught up yet. 4:49 Here, let's take a look at a beauty brand that's bringing its a game when it comes to video content. NYX is known for bold, accessible beauty, and they've leaned into creator led short form videos to connect with their audience where they spend time on social, and it's paying off. 5:07 Their video driven strategy is generating over twenty eight percent engagement with nearly ninety four thousand likes, and that's just one campaign. 5:16 It's a clear signal that shoppers are hungry for content that feels real, that feels relevant, and that's ready to shop. Canadian Tire is one of the first retailers to go live with Bazaarvoice's new immersive video galleries, a game changer for on-site shopping. 5:33 They're bringing sleek social style video directly to their product pages, creating an experience that feels familiar, engaging, and built for today's shopper. 5:43 With Vibe Social Commerce, they're not just showcasing products, they're creating moments that drive full funnel impact from reach to revenue. And while video marketing might be trending, but the real opportunity lies in that full funnel strategy. 5:58 Too often, brands stop at TikTok shops or they stop at paid social, but the smartest brands are using UGC, creator content, and review videos to fuel every stage of the funnel from awareness and consideration all the way to conversion and purchase. 6:15 Because today's shoppers aren't just looking to be inspired. They're expecting an immersive, product rich video experience that helps them feel confident enough to actually click buy. 6:25 And here's the reality. If video commerce were easy, every brand would already be doing it, but most are still just dabbling. 6:34 Maybe a video on the home page or content that's maybe scattered across TikTok and Instagram. The problem, it's fragmented. It's hard to scale, and it's even harder to control. 6:44 Brands are navigating challenges like disconnected content across platforms, brand safety risk if it's related to music or captions in different formats, and complicated logistics around tagging, rights, and creator permissions. 6:59 At the same time, UGC and creator content is exploding. It's growing ninety three percent year over year, and thirty six percent of brands say it actually outperforms their own content. 7:13 So the opportunity, it's massive. But without the right infrastructure, scaling video often means scaling chaos. 7:21 And when brands struggle to scale video, it's usually not about creativity. It's about missing infrastructure. A strong video commerce strategy needs to start with robust sourcing from platforms like Instagram, TikTok, and YouTube so that you're pulling in the right content and not just more content. 7:40 Then it's about activation, immersive video galleries that make your content shoppable, that are brand safe, and have controls like mute or unmute and closed captions, and smart automation for tagging products and managing usage rights. 7:56 And finally, it's about getting that content in all the right places. That's when video becomes more than just content. It actually becomes a commerce engine with full funnel analytics that track what's working. 8:08 Because when every video is shoppable, trackable, and scalable, that's when video starts to drive real business impact. And that's where Bazaarvoice Vibe meets the need, equipping brands with AI powered tools and automated workflows for a highly effective video content supply chain. 8:26 To truly scale video commerce, you need more than just great content. You need a connected content supply chain that drives conversion, and it starts with sourcing, finding the right mix of UGC, creator content, and campaign assets that align with your brand and spark that fresh engagement across social. 8:46 Then comes the amplification. You need to deliver that content where it matters, on social, on-site, and in retail with built in product tagging and controls that make every asset shoppable and brand safe. 9:00 And finally, optimization, using full funnel analytics to measure what's working, prove ROI, and continuously improve your strategy. 9:10 This is how brands move from that content chaos to connected content that converts from reach all the way to revenue. And with Bazaarvoice Vibe, you can automatically source photos and videos from an all in one content hub. 9:23 We make it easy to find the right creators to launch campaigns, publish content, and track impact all in one place. 9:32 You can schedule and publish Instagram reels, TikToks, and YouTube shorts, and long form videos from a unified calendar and scheduler, because let's be real, managing three social platforms separately is not quite efficient, and you can also discover and activate YouTube creators with our AI powered search. 9:50 Video commerce shouldn't come with more risk or red tape. With automated product tagging and usage rights, your team saves time and stays protected. 10:01 Expired content? No problem. Built in removal tools will make that compliance easy. And you can amplify what's working. 10:11 You can boost that top performing video across social and trust that it's all brand safe, commerce ready, and built to convert. 10:19 Today, we're powering over thirteen million pieces of social content that drive real sales across ecommerce. What works on social can quickly become a risk in ecommerce, especially when it comes to copyrighted audio. 10:32 That's why we've built in video sound controls so you can safely mute videos across galleries, showroom, and like to buy without losing impact. 10:41 And with closed captioning, your content stays accessible, inclusive, and easy to engage with, even on mute. And it's about turning copyright risk into confident, commerce ready content. 10:53 And this one is a game changer. Our immersive video galleries bring that sleek, scrollable, social style experience directly to your website so shoppers stay longer, they engage more, and they convert faster. 11:08 You can showcase all types of video, brand content, creators, influencers, and real shopper UGC right on PDPs and galleries, making it easier than ever to go from scroll to cart. 11:21 And with features like autoplay, swipe navigation, picture in picture playback, and custom covers, we're transforming those static shopping into an interactive, shoppable experience. 11:33 And, yes, it's all trackable, measurable, and built to drive revenue. As with any strategy, what gets measured gets optimized. 11:42 And with full funnel video analytics, you can see exactly how your content performs at every stage. From awareness to conversion, you can track engagement, identify your top performing videos, and use those insights to fine tune your strategy, improve ROI. 11:59 Because video shouldn't just look good. It should work hard. It should convert fast, and we need that video to prove its worth. 12:09 So now that we've covered strategy, tools, and trends, now let's talk about what this looks like in the real world. 12:18 I am thrilled to introduce Emily Dunn from Mackenzie Child. Emily and her team are doing incredible work at turning video into a growth engine, and I can't wait for you to hear what's behind their success. 12:30 To kick off the conversation, Emily, I thought I would lead first with a question for you. And tell me let's see. 12:40 Let's start by talking about how is Mackenzie Childs using video to drive that measurable growth across brand and acquisition, and what kind of impact are you seeing from video in terms of engagement, conversion, and brand lift? 12:53 This is such an exciting question, and, also, I am just so enthusiastic about presenting this data and the alignment with Vibe, especially after those slides because there's so much synergy here to all of this, and you all have been essential in our fast growth. 13:13 And even just in the past six months alone, we've seen seven figure revenue flow through that's been driven by shoppers interacting with our buy tools, such as our very engaging social galleries on-site, along with like to buy on Instagram and TikTok that has been critical to our growth strategy. 13:34 And some data points because I know we all love them. So I'll share those with you now. Some of our video content drove scaled growth during holiday twenty twenty four, especially. 13:47 So one of our holiday Instagram reels promoting Cyber Monday inspired very meaningful revenue flow through from being displayed on our site with an industry leading fourteen percent conversion rate when shoppers were interacting with this. 14:05 Absolutely incredible. Above industry benchmarks, we were so thrilled to see this, and it really speaks to the power of video. 14:14 We also experienced a two hundred and sixty one percent lift in conversion rate when shoppers were engaging with those social galleries on-site. 14:24 We look at what video is performing highest on social, and we are pushing those on-site through our Vibe tools. We also saw an eighty four percent lift in time on-site when shoppers engaged with these social galleries. 14:38 They were wanting to explore more. They were wanting to shop more, add to cart. And so all of this has just been instrumental. 14:47 And truly, video content continues to drive high volume of qualified traffic to our PDPs from Instagram and TikTok through viral social first content such as reels and TikTok videos promoting our now very infamous, hard to keep in stock, rechargeable LED lamps as well. 15:09 So we've had all of this success, and it just continues to amplify to where we are right now. Oh my gosh. I love that. And when you start talking about numbers like that, Emily, it's really incredible. 15:20 A two hundred and sixty one percent lift in conversion rate when you saw shoppers actually engaging with those galleries on-site, absolutely incredible. 15:29 And I know I personally, Emily knows this, I'm a Mackenzie Childs fan. My entire kitchen is outfitted in Mackenzie Childs, decor And and I too, clicked and and went ahead and and clicked to cart, as part of that. 15:42 And so I absolutely love that, and thank you so much for sharing. Absolutely incredible. Let's see. So I know, Emily, having worked across a lot of different, verticals, we talked about that at the start kind of with your background and you've, you know, you've covered a lot of different verticals in your fifteen years of experience. 16:01 What are some key learnings or best practices that you would share with folks here on this webinar and other brands who are just now starting their video journey? 16:10 Sure. Absolutely. I love this question so much and have a lot of tips to share out. So first and foremost, lead with story, not just product. 16:19 So across verticals, the most engaging videos that I found evoke emotion, they spark curiosity, and they bring the delight. 16:29 For Mackenzie Childs, it's really not just about our iconic teapot. It's the heirloom that's passed down, the centerpiece of holiday traditions. 16:40 People gathering around the table together, making those memories, sparking joy with a very whimsical tablescape. So you really need to take that storytelling and make your customer the main character of your video content. 16:55 And then another tip would be build a consistent visual language. So especially in premium lifestyle categories where I'm most well versed in throughout my fifteen years of experience, every frame, every piece of video content should feel like your brand. 17:11 At Mackenzie Childs, we developed a very recognizable look across our video content. Bold colors, pastel colors, whimsical compositions, and very charming moments that capture our handmade artistry to the product. 17:28 This builds recognition and a lot of loyalty over time. Also, balance, polish with personality. 17:37 So what do I mean by this? A mix of high production storytelling along with nimble creator style content really works best. 17:47 So audiences respond to authenticity. We know this. We found success by pairing studio shoots with behind the scene reels, editorial product launch style content, and creator collabs filmed on iPhones, again, relatability, that provide a strong diversified video content mix. 18:11 Also, you mentioned this earlier, Amy. I love to see it. Design for sound off and thumb stopping first seconds. 18:19 This is critical. I mean, it is so saturated out there. So this one is absolutely essential. Hooking viewers in the first one to two seconds is critical, especially on TikTok and Instagram reels. 18:33 Show movement, color, transformation, bold on screen text, something unexpected, something unique, something that catches the eye in order to stop that scroll and grab the viewer's attention. 18:48 Test, learn, and iterate and also innovate. Every audience is different. Know your audience, know their affinities. 18:57 Know what they want to consume. What works in home decor might not work in beauty or wellness. So we are consistently and constantly testing formats, hooks, links, and call actions to really get it right and accelerate our strategy going forward. 19:15 And this is my favorite. I am such an advocate for the creator economy. It truly is where my passion is. Make creators, influencers, part of your content ecosystem. 19:29 I mean, the performance that they bring is just incredible. Our creators, our partners have become truly an extension of our brand voice, bringing fresh energy and reaching new communities while strengthening brand trust along with our aspirational luxury positioning. 19:48 They are so powerful. When brands treat creators as true collaborators, not just as an ad, the content performs better and feels more needed to the platforms. 20:01 Plus they bring to the brands this amazing authenticity, and they bring the brand to life in new and refreshing ways. 20:10 This has absolutely been a game changer for us, especially when it comes to the power of video. 20:19 Yeah. I think that is so true. And I love what you guys have done, in the creator space, Emily. And I think too, the beauty of Vibe and our new immersive video galleries is you actually have the ability to to get those rights from the creators to be able to publish the content. 20:35 So you don't have to manage multiple steps, which I think is also just going to be an efficiency time saver for everyone. But I think you're absolutely right. When you can tap into all of those different elements of video content, that's truly when you see magic and see the consumer experience really do that conversion to click to click buy because they can actually see the product, they can experience, the product in a different way and actually see if it's going to be something that will be useful for them. 21:01 So I love all of those great tips that you just shared. How about when thinking through those best practices and we know the scalability challenges, you know, what best practices and scalability challenges have kind of shaped your approach to video strategy? 21:16 Sure. Absolutely. So at Mackenzie Childs, every piece tells a story and craftsmanship is central to our brand. 21:26 And video is a powerful tool to translate our artistry into emotion along with engagement. But scaling that kind of storytelling consistently across platforms, as you also mentioned, has required thoughtful balance of creativity, efficiency, and data. 21:46 A few key best practices and challenges that have truly shaped our now approach is number one, build a modular content engine. 21:57 What do I mean by this? One of the biggest lessons in scalability is planning every shoot with multi use in mind, so you get the most out of that content. 22:08 We design content days to capture long form hero video footage, short form social clips behind the scenes. 22:16 This still is so impactful, high performing UGC style moments, and evergreen lifestyle b roll as well. 22:25 So we have a very strong diversified mix. This content layering, if you will, allows us to scale assets across TikTok, Meta, YouTube, Pinterest, paid, ecom, email, out of home, you name it. 22:40 Maximizing output without sacrificing that very important quality. Number two, develop repeatable series to streamline production. 22:51 Let's make it easy on ourselves. So scalability often comes down to repeatability. What can you repeat? 22:59 We've had success in creating video series. We know what type of content is really working and our audiences are engaging with most. 23:09 So examples of this would be seasonal styling tips, tablescape how tos that are predictable in format but fresh in execution. 23:20 This gives our team and creators structure, reduces that decision fatigue, and helps the audience know what to expect. 23:30 Number three, balance in house with that creator driven content. To scale efficiently, we complement our in house production with strategic creator partnerships at volume. 23:44 Creators bring reach, authenticity, performance, and overall creative lift. Plus, they generate more content than traditional shoots allow, so we are always supplementing with that creator led content. 23:59 And let me tell you, it is absolutely working. Number four, resource and prioritize ruthlessly. 24:08 Not every idea needs a video and not every video needs to be produced in house. One of the biggest scalability challenges is aligning limited resources with those high impact opportunities. 24:21 So we constantly review performance data along with audience feedback to decide where to go all in and where good enough is actually good enough. 24:31 And truly, ultimately, the goal is to scale but without losing soul, without losing the magic like you mentioned. 24:40 Every video needs to feel joyful, layered, and intentional even as that volume and need grows. 24:49 I love that. Thank you so much. And, Emily, I'm seeing some great questions have actually come in the chat. I wanna give a shout out to Ellen who's helping us answer questions in real time. 24:59 I know that, I see here we only have about two minutes left of today's conversation. And I wanted to let you all know that Emily and I plan to keep this conversation going on LinkedIn. 25:09 So we would invite you all to join us over on LinkedIn and keep this conversation about video strategy going. I saw there's some questions they're asking if we could share some great video content that's been high performing, and we can certainly follow-up. 25:21 We can follow-up after this with, the materials from today's session as well. But I'm actually going to pivot in this final minute and let me actually get my screen back up here. 25:32 And let's take a look and see if we've got some questions that haven't yet been answered that we can maybe, answer here on, on the screen. 25:44 Let's see here. We've got a question around, how can you incorporate UGC in a way that aligns with your brand style and maintains a consistent look and feel? 25:53 Emily, I think you actually addressed this really well in some of your, you know, q and a that we were just talking through about how you guys have been able to create that consistency, but also have diversity in that content. 26:05 Anything else that you wanna add there around making sure that it aligns with the brand style? Yes. Absolutely. Creative briefing is essential. 26:14 Be it a content creator, an influencer, we always brief our creators and set them up for success, and we share our brand guide with them. 26:24 And we also share top performing content. That way, they are set up for success, and we know that content they deliver back to us is going to be aligned with our overall content look and feel. 26:38 I love that. Thank you so much. You know, Emily, I wish we had more time. Thank you so much. Everything you heard was so fantastic. And, you know, Emily and I will hang out here in the chat for a bit more if there's more questions that come in. 26:51 We'll also follow-up with everyone that joined today to share the recording and all of the materials. I just wanna thank you for spending your afternoon with us and would love to be able to tell you more about our new immersive video capabilities. 27:04 So don't hesitate to reach out for more details and we look forward to having you join us for our next brand builder series soon. Thanks so much for joining us today. Bye, everybody. 27:13 Thank you.
