MARKETING

YouTube outlines plans to make it possible for all users to purchase live streams


Live shopping has become a key focus for social apps, with Instagram, Facebook and Pinterest running their own live shopping streams with prominent creators as they strive to maximize their shopping potential.

YouTube also wants to get involved, with a series of upcoming live shopping for the holidays that will allow viewers to interact with influencers and celebrities in real time, while allowing direct in-app purchases.

Even today, YouTube has provided a little more insight into its long-term ambitions to buy live, which YouTube hopes will eventually “allow anyone with a mobile device and product to easily maintain a live shopping stream ”.

In an interview on the YouTube blog, Wendy Yang and Lax Poojary, product designers working on YouTube Shopping, gave some notes on the evolving processes of shopping on the platform and how they plan to advance the platform’s live shopping initiatives.

The main idea of ​​live shopping is to enable the expansion of existing customer behavior, with influencers already recommending products and creators in their shipments, often through support contracts and paid partnerships. Since this is already a common practice, live-stream trading is simply based on the same.

As Yang notes:

“The exciting thing about shopping live, and shopping in general, is that we already see it happening on YouTube – with creators discovering a product line, throwing away new merchandise, or discussing their latest purchase. People want to shop on YouTube and, according to a study we conducted in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust. ”

Young also notices that 87% of people say they get the best quality product information when shopping or browsing on YouTube.

YouTubers are now trusted voices for many, especially for younger viewers who are as connected to YouTube stars as they are to celebrities from traditional media. As such, the link between in-stream recommendations and purchases makes sense, with live streams providing a more immediate link between the two.

But it goes beyond that. The rise of e-commerce in the past year has opened new doors, which will enable significantly more digital browsing and shopping this holiday season and later. This is where YouTube sees a steady and growing opportunity.

We want to bring you closer to your favorite creators and make these live broadcasts interactive between creators and fans. The creators can offer their audiences live product discounts, exclusive discounts, and even survey fans during their live shopping streams to communicate and get feedback from their fans. ”

As you can see in the examples above, YouTube wants to build more functionality and interactive capacity to enhance the live shopping experience, with the goal of ultimately allowing all users to create their own shopping streams.

This will provide more opportunities for more creators to monetize their products via streams, with instant, interactive live streaming capacity that helps increase the FOMO factor and build a community around specific brands and creators.

YouTube will strive to play a key role in this, with its initial series of live shopping events that will provide a better insight into what users want to see in these broadcasts and which features the creators find most useful.

This could be a significant development that could provide a significant opportunity in the future.

You will be able to watch upcoming live shopping events on YouTube YouTube.com/Shopping



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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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