OREANDA-NEWS. October 21, 2015. The so-called information era is changing the way people interact with brands. Now that research and product reports are accessible through a simple Google search, people are looking for the next step forward. As a result, content has come to reign supreme. Needless to say, e-commerce is no different.

Consumers today want to know everything there is to know about the products they are buying, their competitors, their value, and even the industry in general. While more traditional content such as blogs are always good to have, more and more e-commerce sites are getting creative in terms of the types of content they provide. Some types of content are more informative, while others allow your users to actively participate. Whatever your preferences, here’s some of our favorite content trends:

1. Video content

The rise in video content in general is undeniable. Users flock toward sites with videos due to their entertainment value and laidback, yet information-centric disposition. For this reason, channels such as YouTube report over a billion unique visitors on a monthly basis while a number of companies have jumped on the video bandwagon, prominently displaying videos on their homepages as well as other areas of their sites.

Surprisingly, e-commerce, an industry which could greatly profit from the use of video content, does not always use it to its full potential. While pictures, are great, embedding product videos can do wonders for your user interaction and sales. Since people can instantly view how the product works, looks, and operates, watching a product video gives potential customers the information they need to make a secure, informed purchasing decision.

As a result, not only will your users be more likely to purchase the specific product they are browsing, but they are also more likely to return to your site for more.

2. Mobile content

To say the world has gone mobile may be an understatement. Studies have increasingly shown a steady rise in mobile browsing. E-commerce is no different. In fact, according to Shopify, mobile browsing makes up more than half of all ecommerce traffic.This means, not only should sites be geared for mobile devices, but content too must follow the trend.

Again, visual content such as pictures, videos, and infographics work remarkably well for mobile users. Since they are straight to the point, clickable, and easy navigate on the go, including such pieces in your content strategy is an easy win for both you and your customers.To take your mobile engagement to the next level, use tools that will allow you to instantly share product videos across social media channels. This way, you capture your users’ interests and guide them to discover more about your products.

Don’t forget about your blog content. Your written content should have stand-out headlines that are so interesting, your users can’t resist reading them, even on their free time. After all, if you are on the train from work the last thing you’re likely to click is something that is irrelevant and boring. So make sure you start with the headline, and then load it up with insightful and useful facts from there.

3. User-generated content

User-generated content is another great way to get your customers involved in your products. Since people enjoy sharing their own impressions of products, UGC is a great strategy to build hype while generating greater customer satisfaction.

One effective example of UGC is Lego’s iPhone Builder Case Campaign. This creative campaign allowed users to build their own iPhone case out of Legos and feature it on social media. Through doing this, fans had the opportunity to put their own creativity to the test while getting involved in the brand.

Another humorous example of UGC is T-Mobile’s breakup text campaign. The campaign, which they called “Un-Valentine’s  Day”, encouraged users to “break up” with their existing phone providers and post the break up letter via social media. T-Mobile would then pay the user’s cancellation fees. Of course, with such a relatable and funny approach, the campaign succeeded in catching people’s attention—causing a flood of 80,000 breakup letters across social media.

4. Interactive content

Gone are the days of passive content. Today, as they say, interactive content is king. Interactive content gives users an actionable activity, which engages, educates, and promotes the relationship between individuals and companies. Popular examples of interactive content include quizzes, contests,  games, videos, infographics, and more.

If you’ve been on Facebook anytime within the past couple years, it’s impossible to miss the rise in quizzes. While many of them contain more frivolous yet entertaining content, some of them serve a higher purpose, helping you to engage customers and better promote your brand. Tools such as Playbuzz let you create your own quizzes for this purpose. This way, your users have a fun way to get in touch with your store and feel personally connected.

Of course, the reason for interactive content’s surge in popularity is its ability to entertain while facilitating relationships. Clearly, since the competition in the ecommerce industry is particularly fierce, building that relationship and adding a bit of fun in the mix never hurts to stand out from the crowd.

Building loyalty and a great reputation is not always easy as e-commerce vendors. While sales used to be based on person-to-person interaction, today nobody knows who is on the other side of their computer screen. Since your customers are being pulled in a million different directions, you have to find a way to gain their trust and differentiate your store without a personal connection. This is where content comes in. By utilizing these creative new content trends, you put personality, conversation, and entertainment back into the ecommerce experience, giving your users more reason to continue to shop and stay loyal to your store.

About the Author

Ariel Shemesh is the CEO of WebyClip, a platform for Videotized Shopping Experience. He is a passionate leader with experience assisting ecommerce organizations. Ariel invented several patents in the telecommunication field, winning the Israeli Ministry of Health Innovation Award for a pro-bono project at one of Israel’s leading hospitals.