With the shift in shopping behaviours over the last few years, it’s clear that video has become the new shop window, one that is always open. 

In YouTube’s ‘Letter from Susan: Our 2022 Priorities’, YouTube’s CEO, Susan Wojcicki, announced that they are ‘investing to make YouTube the next generation of commerce’, but what does this mean for brands on YouTube?  

Shoppable video has been in the pipeline for a long time at YouTube and it comes as no surprise that over the course of 2021 and now 2022, it has become an even bigger priority, especially since competing video platforms such as Instagram and TikTok have been growing their presence in the world of ecommerce. 

What are shoppable videos?

Shoppable videos are videos that feature product links that enable viewers to click and purchase without having to leave the video.

What is shoppable YouTube?

Over the holiday season of 2021, YouTube made a major push on live stream shopping with their event ‘YouTube Holiday Stream and Shop’. Collaborating with the likes of Gordon Ramsay, The Merrell Twins and Mr Beast, users were able to interact with the creators and other viewers via an online chat, but most importantly, users were able to browse and purchase the products they feature/mention without ever leaving the live stream. 

Shoppable videos on YouTube provide a huge opportunity for brands for three main reasons:

• Google outlines video as one of the key research tools within the Messy Middle framework.

YouTube is a platform which can support every stage of the marketing funnel, moving consumers from a passive state to conversion and beyond. Now with shoppable video, brands can more efficiently connect a user to a transactional moment. 

• For those who are already intent on buying, it makes the purchasing journey easier, increasing conversions.

Many people head to YouTube for reviews, unboxings or simply seeing and testing a product before they actually buy it. This is why creator partnerships have been so important on the platform (a 2021 study showed that 89% of viewers agree that YouTube creators give recommendations they can trust). It comes as no surprise, therefore, that with these new shoppable features, viewers can seek the authentic point of views from a creator they trust and easily buy those items. 

• It helps build a direct and engaging relationship with consumers. 

Shoppable videos make a more streamlined and personable online shopping user experience, adding the fun back into retail therapy. 

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