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."|
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!