Screen shot of YouTube/Amanda Perelli
YouTube's head of shopping, Bridget Dolan, recently discussed the platform's focus on short-form videos to drive social commerce. While livestream shopping is popular in Asia, YouTube and other platforms like TikTok have recognized the potential of short videos in driving sales.
At the CreatorIQ Connect conference in Los Angeles, Dolan joined industry professionals to discuss social shopping. She highlighted the growing popularity of shoppable short-form videos, which garnered over 150 billion views on YouTube in 2022.
The Power of Shoppable Short-Form Videos
Dolan emphasized the effectiveness of shoppable short-form videos on YouTube. These videos perform best when they are authentic and focus on a single product or brand. Dolan mentioned that they don't need to be overly staged or have high production value. Instead, they serve as quick reviews that highlight the unique selling points of a product.
To support its shopping initiatives, YouTube has launched an affiliate program for brands. Currently, the program includes over 150 brands, with eligibility criteria tied to their relationships with affiliate networks such as Rakuten, Impact, or CJ Affiliate.
YouTube initially tested shopping tools in 2021, including product pins with a select group of creators. In June, the platform officially launched its affiliate program, allowing creators to earn commissions by tagging products in their videos, whether they are short-form, long-form, or livestreams.
Collaborating with Creators to Drive Sales
YouTube recognizes the significance of creators in driving e-commerce sales. Rather than relying solely on top creators like MrBeast, YouTube is working with a diverse group of tech, fashion, and beauty influencers to boost its shopping efforts. Dolan acknowledged that reaching milestones like 150,000 or 1 million subscribers takes time and effort, but creators with such audiences have a strong influence and built trust among their followers.
YouTube has found success in exclusive drops and partnerships with major events and sports teams. For example, the platform collaborated with Coachella and the NFL to sell exclusive merchandise, and they even hired creators to generate buzz around the launch of Google's Pixel 8.
To support creators further, YouTube recently invited 100 top beauty and fashion creators to its Los Angeles office. During the event, creators had the opportunity to shop from brands available on the affiliate program and receive tips from YouTube executives on how to effectively promote products in an authentic manner.
The focus on shoppable short-form videos and collaborations with creators highlights YouTube's commitment to driving social commerce. By embracing the power of short videos and empowering creators, YouTube aims to create a thriving ecosystem where brands, creators, and audiences can connect and drive sales.
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By: aperelli@insider.com (Amanda Perelli)
Title: ‘Shoppable short-form video is on fire’: YouTube’s head of shopping shares why the platform is betting on shorts to drive social commerce
Sourced From: www.businessinsider.com/youtube-betting-on-short-form-video-to-drive-social-commerce-2023-11
Published Date: Wed, 15 Nov 2023 13:35:58 +0000
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