251: Revolutionizing Commerce Through Video: Insights from Eitan Koter on Social Commerce, Shoppable Videos, and Building Brand Loyalty with Eitan Koter

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In today’s episode of Navigating the Customer Experience with Eitan Koter. Eitan Koter, Co-founder and Co-CEO of Vimmi, has a rich background in the tech sector, particularly in video commerce, digital marketing, and social commerce. With over two decades of experience, including managing a public company and leading startups, Koter has established himself as a thought leader in the industry. His company, Vimmi, is a video commerce SaaS platform that has been operational for 11 years, focusing on immersive shopping experiences through video.

Eitan's Journey

Koter's career began in the tech sector, specifically in video compression technology. His extensive experience spans various sectors like eCommerce and media. He emphasizes the evolution of video marketing and commerce, noting the significant shift towards immersive experiences that enhance online shopping. Vimmi's unique approach integrates video and augmented reality to create interactive purchasing experiences, moving beyond traditional static product pages.

About Vimmi

Vimmi initially catered to large content providers and enterprises looking to launch video services similar to Netflix. The company serves a B2B2C model, where they provide solutions for enterprises that ultimately serve consumers. Koter highlights the growing trend of live shopping, inspired by practices in China, where brands engage audiences through live streams that incorporate direct purchasing options. This interactive format fosters emotional connections with consumers and enhances brand loyalty.

Recommended Skills and Tools for Video Commerce

Koter advises newcomers to focus on short-form videos (around 30 seconds), starting with a compelling hook rather than a sales pitch. He suggests creating content that addresses customer pain points and building personal connections through storytelling. The structure of these videos should include:

1. Hook: Capture attention with a question or intriguing statement.
2. Connection: Share personal stories or experiences related to the topic.
3. Showcase: Provide visual evidence of success or transformation.
4. Insight: End with a powerful takeaway for viewers.

Koter emphasizes authenticity and consistency in content creation, recommending that brands post regularly to build community engagement.

Importance of Social Commerce

Koter asserts that social commerce is crucial for future brand success. It enables brands to connect directly with consumers through engaging content across multiple platforms. The integration of shoppable videos allows for seamless transactions during live events or short-form content, enhancing the shopping experience.

Conclusion

Eitan Koter's insights into video commerce highlight its transformative potential in eCommerce. By leveraging immersive experiences and social engagement, brands can foster deeper connections with their audiences while driving sales. His expertise serves as a guide for businesses seeking to navigate the evolving landscape of digital marketing and commerce effectively.