YouTube shoppable content is here via tags. Selected creators can add products to the videos that they create. People who view the content can then see a list of featured products by clicking the shopping bag icon. This will be in one of the corners of the video. The next stage is that people can explore the product pages, and then view the purchase options available to them.
This follows the first experiment by YouTube. A “direct response ad format that will make YouTube video ads more “shoppable” by adding browsable product images underneath the ad to drive traffic directly to brands’ product pages” – Techcrunch
Social Commerce
Shoppable content via YouTube expands by a long way the available content purchasable via social media. This follows the advances made by Facebook, Instagram, TikTok and Snaphat. Imagine making user generated content images and videos shoppable. This adds another attractive dimension driven by the physiological effect of “social proof’. Influencer marketing is another option to boost the success of shoppable content.
“This new shopping feature targets creators rather than advertisers and will be directly integrated into organic YouTube videos, making it the platform’s first true social commerce feature“
eMarketer/Insider Intelligence
The Gift of Time
Finally, another benefit of expanding the established online shopping choices to fully include social media is the feeling of convenience. The “gift of time” can be spent on other things.
Watch this space.
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