YouTube requires creators to tag and track products in videos as part of an “experiment,” which may be an important step in realizing the platform’s e-commerce ambitions.
Creators have profited to a large extent from the ads placed in their videos and the YouTube content among YouTube premium subscribers who watch their content. Some videos’ descriptions include links to Amazon or other retailers that are designed to drive member sales.
The video tags YouTube is testing are linked to analytics and sales through YouTube’s parent company, Google.
According to Bloomberg News, Shopify integration is also being explored.
The reason for this move is that recorded videos and streaming video shopping, usually dominated by Internet celebrities, are increasingly being hyped, marked by the launch of Amazon Live last year, Instagram’s involvement in the video field, and Walmart’s interest in TikTok.
As the largest video sharing platform, YouTube can bind product placements with unboxing videos, cooking demonstrations, makeup tutorials, and how-to videos. According to a survey conducted by Google in February, more than 70% of users said that YouTube made them better understand the new brand.
This news aroused hope among some users that the integration of e-commerce will reduce the number of advertisements on the platform.
However, although live video shopping flourished in China last year, it has not yet risen in the United States. Some people believe that video shopping is similar to TV shopping, which has evolved into a niche market, rather than a broader opportunity predicted by certain media when entering the media market.
In the early nineties.
In addition, compared to social media platforms (which may be more suitable for shopping), YouTube is viewed as a search engine by more people. The site focuses on content consumption, not content sharing, building relationships, and dialogue.
Piper Sandler’s “Doing Stocks with Teens” survey in the fall of 2020 found that the three social media platforms most used by teens are Instagram, Snapchat, and TikTok, avoiding YouTube’s ranking. It is found that YouTube ranks second in the daily video consumption of teenagers, second only to Netflix.
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