Video is the CTA
The next step lives inside the video, not after it
Shoppable and interactive video shorten the path from interest to action, while the context is still fresh.
- 23% of teams use video to generate revenue or sales, vs 80% to drive engagement Source: The Big Video Gap, PlayPlay 2026
- 84% year-over-year sales growth for brands and sellers hosting TikTok Shop livestreams during BFCM 2025 (U.S.) Source: TikTok, 2025
Interest fades fast once a video ends. Interactive and shoppable formats let viewers explore a featured product, grab a useful resource or start a task while they're still watching. For brands, the opportunity is to make that next step part of the video itself.
Platforms are building it in. At Brandcast 2026, YouTube announced Buy with Google Pay, which lets viewers buy directly on their connected TV in two clicks.
It isn't only about shopping. A B2B demo could link straight to a template for the workflow it shows. An internal training video could open the exact task employees need to complete. The best next step helps viewers finish what brought them to the video in the first place.
It also makes video easier to measure. Once you've defined the action you want, you have something concrete to track alongside views: a purchase, a template download, a completed task.
Who's already doing it
- Samsung
Live shopping for the Galaxy S25
For the Galaxy S25 UK launch, Samsung ran influencer-hosted interactive live shopping on Amazon Live. Shoppers exposed to it represented 32% of Samsung's sales on Amazon during the campaign, and 67% of them started their shopping journey after seeing it.
Takeaway: Put the next step inside the moment of interest.
Where to start
- 01
Make the product on screen easy to explore
On platforms with shopping features, tag the exact products featured in the video so viewers can open their details while watching. Build the demonstration around what would help someone choose.
- 02
Match the next step to the player
Use an in-video button or form where supported. PlayPlay's clickable end links can direct viewers to a template, booking page, or task from its hosted and embedded players.
- 03
Track the full path
Use tagged destination links and track the intended action on the landing page. Compare clicks with completed purchases, bookings, or downloads to see where viewers lose momentum.