If you’re a marketer in the culinary or cookware space, you already know how crowded — and competitive — ecommerce shelves are. Your brand can do all the hard work of bringing a game-changing product to market, from R&D to package design to relentless recipe testing. But, without the right assets to grab customers’ attention, you risk your brand’s hard work being buried on an ecommerce product page amidst a sea of thumbnails.
The solution is enhanced content from Dish Works. Think video, VFX, GIFs, stop-motion magic — anything that adds movement and personality to your brand’s offerings on platforms like Amazon, Walmart, Instacart, Target and even Costco’s digital aisles.
With our increasingly short attention spans, consumers are trained by social media to expect vibrant content in constant motion. At Dish Works, that just so happens to be our expertise: high-end Sizzle Reels, scroll-stopping User Generated Content (UCG), delightful GIFs and stop-motion animations, influencer-style vertical tutorials and so much more! We work with brands to bring their product stories to life across social media and the internet at large.
Algorithms prioritize enhanced content. Retailers love enhanced content. And shoppers? It’s what gets them to smash that “add to cart” button.
According to industry-leading sites like eMarketer, Wyzowl and invesp, product pages that feature video see conversion rates as much as 80% higher than those that don’t. And 85% of people say watching a product video makes them more confident in their purchase. Interactive videos, like clickable GIFs and VFX, have been shown to deliver 300% higher engagement, and 79% of buyers cite UGC as impactful when paired with product listing.
Enhanced content used to be a bonus or an extra feature. Now, it’s a baseline expectation from major online retailers.
At Dish Works, we help culinary and cookware brands identify the right kind of content for the right platform, all while staying beautifully on-brand (and within budget). We understand that every marketing dollar you invest needs to yield a measurable ROI, and enhanced content has been proven to do that.
Amazon has A+ content modules which can increase sales by between 8 and 20%. Walmart wants video in every listing. Target’s PDPs (product detail pages) are encouraging brand storytelling. Even Instacart is pushing for snackable video clips.
Retailers are incentivizing enhanced content because it works. If your brand isn’t leaning in, you’re missing out on visibility, engagement, and that coveted Buy button.
Dish Works is your one-stop-shop for navigating the ins and outs of enhanced content. There’s no one-size-fits-all solution, and our talented team is here to help you identify what assets will best help you meet your goals, depending on your product, your customer base and the retailers you partner with.
For a high-gloss showstopper, a Sizzle Reel with bold color, quick edits, on-brand colors and fonts and editorial shots, like slow-motion and macro, shows off the various uses and applications of your products in style.
To educate and inspire your customers, a User-Generated Content-style vertical video lends authenticity, with a side of aspiration, to your product listing.
Trying to add motion to still product shots? VFX-enhanced photos add a subtle, but potent, “wow” factor. An animated GIF or stop-motion loop can bring a playful element to an otherwise static page.
Enhanced content is powerful, but let’s not pretend the formatting part isn’t a headache:
Horizontal? Vertical? Looping? Loop how many seconds?
We know the backend requirements for all the big platforms—Amazon, Walmart, Instacart, Costco, YouTube, and more. We’ll make sure your content is built in the right ratios, resolutions, and file types, so it looks amazing and gets approved the first time.
Enhanced content helps your products shine, your brand stand out, and your ecommerce strategies yield results. It tells your story, builds shopper trust, boosts conversion, and meets the ever-evolving demands of online retail.
Dish Works makes enhanced content tailored specifically to culinary and cookware brands. Whether you’re ready for a full product shoot, or you need a suite of enhanced content assets for ecommerce, we’re here to help you level up your digital content marketing strategy.
Ready to get started? Let’s make something that moves people—and product. Reach out to Dish Works to kick off the conversation.