In our latest CommerceNext webinar, industry experts from American Eagle, Fabletics, Patagonia, Steve Madden and Vimeo came together to discuss how brands can create engaging content that drives customer loyalty and conversions. The session explored the role of storytelling, influencer content and video marketing in shaping the future of online shopping.
What We Learned:
- Mastering multichannel storytelling across video, social, email & more
- Leveraging video to boost engagement & streamline the path to purchase
- Aligning content with the customer journey—from discovery to loyalty
Speakers:
- Ashley Schapiro, VP, Marketing, Media, Performance & Engagement, American Eagle
- Carly Gomez, SVP, Marketing, Fabletics
- Colleen Waters, VP, E-Commerce, Steve Madden
- Angela Clark, VP of Digital Studio, Patagonia
- Manish Nirmal, VP, Sales Engineering and Enablement, Vimeo
- Moderated by: Jenny Marlo, Head of Content, CommerceNext
Watch the replay here or read the recap below.
The Power of Storytelling in Content Marketing
Storytelling in content marketing is a powerful tool that helps brands create emotional connections with their audiences. By weaving narratives into marketing strategies, companies make messaging more engaging, memorable and impactful. Brands like Patagonia and American Eagle have successfully used cultural moments and emotional storytelling to enhance customer engagement. Tapping into viral trends such as Kendrick Lamar’s flared jeans at the Super Bowl can significantly boost search volume and brand visibility, making brands more relevant in real time. Long-form content and brand documentaries also play a crucial role in reinforcing brand values particularly for companies like Patagonia focused on sustainability. By sharing authentic stories, brands can build trust and foster deeper relationships with consumers.
How Influencer and UGC Drives Conversions
Influencer marketing and UGC have become essential strategies for driving customer engagement and conversions. Brands are turning to micro-influencers who offer a more relatable and trustworthy presence, helping to build stronger connections with their audiences. Leveraging platforms like YouTube Shorts, TikTok Shop and influencer sponsored content allows companies to increase brand recognition and boost sales by presenting products authentically. Many brands also repurpose UGC across different channelsfrom social media to product pages. By integrating real customer experiences into their marketing, brands create a sense of authenticity and trust that encourages higher engagement and conversion rates.
Aligning Content Strategy with the Customer Journey
Aligning content strategy with the customer journey is key to creating meaningful interactions that drive long-term engagement. Brands like Fabletics use a three-stage content funnel that attracts new customers, educates them on brand values and keeps existing members engaged. Acquisition-focused video ads introduce the brand to potential customers while educational content helps them understand its values and membership model. Patagonia takes a different approach by leveraging Connected TV and digital video storytelling to nurture customers over time. By integrating activism-based initiatives into their content strategy, they build deeper connections with audiences who share their values and long-term vision.
The Rise of Shoppable and Interactive Video Content
Shoppable and interactive video content is making the shopping experience more seamless and immersive. Personalized and shoppable video experiences allow customers to interact with content in real-time, creating a more engaging and dynamic path to purchase. With shoppable content, customers can click on a video and buy products directly without leaving the platform, reducing friction in the buying process. Despite TikTok’s uncertain future in the U.S., brands are still using TikTok Shop to showcase their products in an interactive way to boost sales and engagement. By blending entertainment and commerce, companies can capture audience attention, drive conversions and create a more connected digital shopping experience.
For more insights like these, register for the 2025 CommerceNext Growth Show on June 24-26 in NYC. Register here.
