YouTube is becoming an online shopping destination for consumers all over the world. So much so that according to Think with Google, ‘63% of YouTube viewers say that they bought from a brand as a result of seeing it on YouTube’. 

It makes sense, therefore, that in 2022, YouTube will be focusing more on their shopping features. To find out what shoppable YouTube is, check out our first article in the series.

But how should brands incorporate shoppable videos into their marketing strategy?

• YouTube is a content-driven platform and brands need to stay true to this. 

Users will reject overly sales-based content if they are not used to it from your channel. This will lead to a decline in viewership and engagement as well as an overall loss of momentum across the channel. Shoppable videos should still be entertaining and/or educational whilst providing a seamless consumer journey. 

• Clearly outline your goals and the performance metrics you will be observing before pushing the video live. 

With any piece of video content you upload to YouTube, it’s important that you understand the objectives you want your video to achieve as this will allow you to learn from it and work out what works for you (and what doesn’t).

• Ensure your video is entertaining as well as informative.

In a study from Think with Google, ‘87% of people say they get the highest quality information about products when shopping or browsing on YouTube’. Viewers should be able to watch your video and get everything they need from it to make a purchasing decision. 

Need help?

Is YouTube part of your retail strategy? Whilst shoppable YouTube is still in its beta phase, new details and updates are emerging daily, so please get in touch if you would like to learn more.

We are YouTube experts who will help manage, integrate, optimise, amplify and evaluate your YouTube content and channel, ensuring you reach the right audience and drive high quality engagement and action rates.

Get in touch to find out how we can help with your YouTube marketing strategy: stuart@navigatevideo.com