YouTube tests product tags in selected creator videos as part of a larger shift towards eCommerce

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A new article on Social Media Today reports that some industry watchers could be surprised by YouTube's latest move. The platform is working on a new process that enables creators to tag products displayed in their published video content. That's going to lead to more opportunities for direct shopping via YouTube.

Bloomberg first reported on this new development:

"[YouTube] recently started asking creators to use YouTube software to tag and track products featured in their clips. [...] The goal is to convert YouTube's bounty of videos into a vast catalog of items that viewers can peruse, click on and buy directly, according to people familiar with the situation. The company is also testing a new integration with Shopify Inc. for selling items through YouTube."
This seems to be part of a wider eCommerce-pointing strategy on behalf of the platform, and as early as 2018, YouTube came up with what it terms as a merchandise 'shelf' aimed at product tie-ins. That already enables creators to showcase branded products beneath their video content.

That's not all, though. YouTube added 'merch alerts' for live-streams earlier this year too. That feature allows creators to boost awareness about their products and has AR try-on videos which get used for make-up tutorials and other eCommerce related ad tools. Tagging products inside videos takes the strategy up a notch, however. Both Douyin and TikTok both raised tens of millions during 2019 through eCommerce, and it looks like monetization of video clips is on the rise everywhere. Even Instagram has hinted at its ambition to include shopping options in Reels videos.

How far this will go on YouTube remains to be seen, but the signs are all there. YouTube is changing, and the change is down to eCommerce ambitions. It's a definite opportunity for marketers everywhere - so watch this space!
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  • Profile picture of the author Jamell
    This is welcoming news.I look forward to testing these methods and steategies .This is a Very innovative move made by YouTube.
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