Shoppable content is transforming digital marketing. Where once users consumed content and then decided whether to purchase, today’s users can shop directly from what they see – reducing friction and driving action.
Shoppable content refers to any media format that includes clickable links, product tags or embedded checkout options. Instagram reels, Pinterest pins and YouTube videos now allow users to interact and buy without leaving the platform.
Why It Matters
This format combines branding and performance. It turns storytelling into commerce and allows marketers to shorten the path to purchase. At Born28, we use shoppable content as part of our full-funnel strategy. We design assets that capture attention, tell a story and convert – all in one motion.
Platform Power
Different platforms offer different strengths:
- Instagram and TikTok enable influencer-led shopping
- Pinterest supports idea-based purchases
- YouTube Shorts helps with product demos and how-to content
- Google integrates product feeds directly into video and display ads
How We Use It
We create modular content that performs across platforms. We embed CTAs, tags and product showcases in ways that feel native to each channel. Our strategy ensures that users can act immediately while remaining in the experience.
Creative Considerations
Shoppable content requires smart design. It must balance brand visuals with commerce clarity. We test different formats – static overlays, auto-play carousels and short video loops – to see what drives the best results for each segment.
As content and commerce merge, brands must rethink how they present value. Shoppable formats are not just a trend. They are a new way to sell – and at Born28 we use them to connect marketing strategy with measurable business growth.