Google-owned video platform YouTube is making big moves in the live shopping game, detailing an integrated shopping experience it has been intensively testing, with creators representing a big part of the mix. At Advertising Week New York, Tara Walpert Levy, Google VP of Brand and Agency Solutions, announced the latest live shopping and CTV product updates from YouTube, and these announcements provide a clear picture of what’s coming next in streaming and commerce.
The pandemic accelerated two changes already underway — the move to streaming, and the move to eCommerce. As the number one streaming platform for ad-supported reach, YouTube is the place where hard-to-reach audiences come to be entertained and connect with creators and content they love. It’s also where audiences come to shop.
The Google-owned video platform cited a study it conducted with Publicis and TalkShoppe, saying that 89% of YouTube viewers who responded believe creators on the platform provide recommendations they can trust.
YouTube said in a blog: “The line between in-store and digital commerce has blurred, and shoppers are looking for inspiration and advice in new places. YouTube creators are at the forefront of this shift, sharing helpful, honest, and entertaining shopping content that cuts through the noise … As a result, people who shop on YouTube make faster, more confident purchase decisions—a win-win for both shoppers and brands.”
The platform began testing an integrated shopping experience earlier this year that enables viewers to tap into the credibility and knowledge of those trusted creators, starting out with shoppable on-demand videos and now branching into live shopping.
Participants in this ongoing testing on the creator side included:
- Simply Nailogical, who released her new nail polish collection to 2.8 million fans on her Simply Not Logical channel.
- Hyram, who dropped his new “Selfless” skincare line to 4.5 million fans.
As for live streams with major retailers on their YouTube channels:
- Beauty directors from Sephora hosted a live question-and-answer session about makeup foundations.
- Target performed a live style haul about overcoming fashion fears.
- Raven Elyse went live to sell her favorite home workout gear and morning routine essentials from Walmart.
Walmart chief marketing officer William White said in a statement, “We think about YouTube as a connector to our customers—reaching people through inspiration, entertainment, and creativity. At Walmart, we continue to innovate on behalf of the customer, and we are excited about our work together. Through our partnership with YouTube, we will continue to evolve how we link inspiration and commerce.”
The next step in shoppable live streams kicks off Nov. 15 with the YouTube Holiday Stream and Shop, seven days of shoppable live streams, starting with the Merrell Twins sharing their holiday wish list featuring products from Samsung, Verizon, and Walmart.
