Consumers have turned to videos created by people like them to learn more about brands and products as they shop, particularly online. In response, savvy brands and retailers are leveraging authentic, personalized video content to convert shoppers and drive revenue. 

One of the most innovative tactics is integrating these organic, user-generated videos directly into the online shopping experience. For the purpose of this report, shoppable user-generated video is creator-made content that features products and includes built-in shopping functionality, allowing users to discover and purchase products directly from the video. In these videos, creators and customers alike candidly share details about their experience with specific products — whether it’s fit, texture, color or other descriptors — and add credibility and authenticity to the on-site shopping experience.

For this State of the Industry report, Glossy and Hue surveyed 81 brand, retailer and agency respondents — primarily in the fashion and beauty industries — to learn how they are leveraging video, particularly shoppable user-generated video, to help consumers discover and purchase products. Ninety percent of respondents are actively using or testing shoppable user-generated video. With video strategies constantly in flux, this report will also cover how respondents are using shoppable user-generated video throughout the funnel to drive conversions.