How brands can craft the right ‘Shoppertainment’ strategy

They should tell a story and be authentic.

Shoppertainment is on the rise, with consumers expecting brands to offer fun and entertainment, be credible and original, inspire, give insights on the trends and be a platform for engagement.

Here’s how can brands maximise “shoppertainment” and capture more consumers, according to a report by Boston Consulting Group and social media platform TikTok.

Brands should tell stories and educate. This could be accomplished by telling a story about a certain brand or product and piquing their interest in a way to educate them and integrating comedy to offer entertainment and engagement.

READ MORE: Shoppertainment could open $1t opportunity for APAC brands: report

They should also adopt a “video-first approach” characterised by short content to retain consumers’ attention, and tap influencers that will help amplify your message.

The report also stated the brands should not force decision-making and that their contents should only contain interests and hobbies the consumers can relate to.

“Target good feelings and nostalgic recollections that rekindle excitement, whilst building stories around uplifting and engaging themes,” the report read.

Authenticity in content that will inspire others is also vital for brands to have along with credible reviews and open and engaging community conversations.

Brands should also recommend trends by including insights from community experts and enable extended conversations between friends and users, and “build them into a strong and trusted culture and following.”

They should also provide clear information about a product that can be accessed easily and properly communicated, and also ensure that there is a “clear and intuitive path to purchase.”