SOCIAL
YouTube Tests Product Tags in Selected Creator Videos as Part of Larger Shift Towards eCommerce
In a move that will come as little surprise to most industry watchers, YouTube is working on a new process which will enable creators to tag products displayed in their video clips, eventually leading to more direct shopping options on the video platform.
As reported by Bloomberg:
“[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 is not the first time YouTube has ventured into eCommerce. Back in 2018, YouTube added a merchandise ‘shelf’ for product tie-ins, which enables creators to showcase their branded products beneath their video clips.
YouTube also added ‘merch alerts‘ for live-streams earlier this year as another means to help creators boost awareness of their products, while it also has AR try-on videos for make-up tutorials and other eCommerce related ad tools, which could additionally be used to provide more pathways for creators to generate direct revenue from their content.
But tagging products within the videos themselves could add another level. With this, YouTube would essentially be looking to single out specific items within a video frame, which users could then tap on as the clip is playing in order to get more information about that specific product.
Really, this is what every video platform is now moving towards – TikTok, for example, which is still looking to establish its revenue generation process in order to ensure its creators get paid, began testing tappable product links on its video clips late last year.
eCommerce will be a key element in TikTok’s future expansion. In China, the Chinese version of the app, called ‘Douyin’, has seen significant monetization success via eCommerce integrations in the app.
Douyin generated over $122 million in revenue last year, mostly generated by eCommerce, which is more than 2x what TikTok brought in. That’s a pretty clear indicator of where TikTok will be looking to evolve, and with Walmart seeking to buy into the platform, with an eye to expanding its eCommerce ambitions, it seems evident that the next stage of broader video monetization will focus on in-stream buying, and providing means for viewers to shop for the items displayed in these clips.
Instagram, too, has flagged its intention to include shopping options in Reels videos soon.
Given this, it’s little surprise to see YouTube also looking to advance in this respect – though from the sounds of it, YouTube’s initiative will go a little further than simply including a shopping button overlaid onto the video playback.
As Bloomberg notes, YouTube’s process will ‘tag and track’ products within video clips. That could lead to a new, habitual process, where users become accustomed to being able to simply tap on any product they see in a clip for more information.
How, exactly, this will work in practice is unclear, but it does seem like YouTube is taking a more advanced approach to video eCommerce, which could be a significant evolution of note. That will provide more revenue generation options for creators, who’ll be able to include more items in their clips, and new advertising opportunities for brands, tagging onto popular YouTubers to help showcase their products.
It could be a major development – we’ll have to wait for more details, but definitely, integrated product listings within videos, in general, is set to become a major focus moving forward.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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