Shoppable Catalogues
Part of Social commerce content
Demonstrating a product in a shoppable post
Plan a shoppable product demonstration around one buying question, show the exact version and check that the shopping action matches the offer.
A shoppable demonstration should answer one buying question, show the version used and lead to an offer that matches it. Decide what the viewer needs to see before filming, then check that editing has not made the result appear broader than the evidence supports.
Plan the views around the question
A close-up may show how a fastening works but hide the product’s scale. A wider view may show scale but make the fastening hard to see. Choose the views that let a shopper judge the specific point at issue.
A practical sequence: show the whole item and name the version, show the relevant action without cutting away from the decisive step, then show the result and any setup or accessory needed. End with what the viewer still needs to check before choosing. A still image may work better than video when the answer is a visible size or pack difference.
Keep the sale identifiable
Check the finished footage and caption against the item for sale. Name a model, colour, size or pack when that distinction changes the choice. If an optional attachment is used, explain that it is separate where a viewer could otherwise think it comes in the box. If two products appear, identify which one the shopping action concerns.
Use short, readable labels for meaningful differences. A label such as “larger version shown” tells the viewer more than a vague benefit claim. Keep essential conditions visible in the final mobile crop.
The ACCC says it can require businesses to back up claims they make on social media and may investigate false or misleading claims in social media advertising. One demonstration under particular conditions does not establish that a product will perform the same way in every situation. State the conditions that matter and make only claims the retailer can substantiate.
ACCC Guidelines on Social Media Claims
- Businesses must substantiate claims
- ACCC can require proof for social media advertising claims
- One demonstration ≠ universal performance
- Results under specific conditions don’t guarantee same outcome in all situations
- Misleading claims may lead to investigation
- ACCC monitors social media promotions for false or deceptive content
Check the edit and the offer
Watch the finished post from beginning to end. Has a cut hidden a setup step, an accessory or a limitation? Does the viewer get enough context to understand what the result shows? Revise an overbroad claim rather than relying on a small note elsewhere.
Compare the demonstrated version with the proposed buying page: item, variant, inclusions and current price. If the exact version is unavailable, change the content or hold its shopping action instead of quietly directing viewers to another version. Check the action available in the retailer’s account and the resulting public view; the editing preview alone cannot show what a shopper will reach.
Revisit an active demonstration when the version, included items or destination changes. The finished post should still answer its original question and point to the offer actually shown.
