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YouTube Announces New Shopify Integration, Expanded In-Stream Commerce Tools and Listings

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YouTube Announces New Shopify Integration, Expanded In-Stream Commerce Tools and Listings

YouTube’s taking the next steps in its gradual integration of eCommerce tools, via a new partnership with Shopify, which will enable Shopify merchants to feature their products across their YouTube channels and content.

As shown in this video, using the Google Channel app within your Shopify add-on tools, you’ll now be able to activate YouTube Shopping, and connect your YouTube account to easily display products from your Shopify inventory.

As explained by YouTube:

Creators who link their stores can display their products across their channel and benefit from Shopify’s real-time inventory syncing, so that viewers are never disappointed to find a product out of stock. And, for a more seamless shopping experience, creators in the US can enable onsite checkout so that viewers can complete their purchases without leaving YouTube.”

Shopify merchants will be able to display their products on YouTube in three ways:

  • Live streams – Merchants can tag and pin products at key points during a livestream, and picture-in-picture playback means consumers can watch while they check out
  • Videos – Merchants can show a curated list of products in a product shelf below on-demand videos
  • Store tab – A new tab will be added to a merchant’s YouTube channel, featuring their entire selection of products

Merchants will need at least 1,000 subscribers to qualify for these options, while there are also requirements around appropriate content and channel strikes. But if you meet the criteria, it could be a good way to maximize exposure for your product listings, while also helping YouTube to expand its in-app shopping push.

Which has become a bigger focus in recent months, especially as TikTok looks to integrate live-stream shopping and other eCommerce tools, with in-stream selling now a key revenue pathway for the Chinese version of the app (Douyin).

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Thus far, such options haven’t caught on with western audiences in the same way. But they still might, and as such, YouTube’s not going to risk letting TikTok dominate another element of online video engagement, especially given the ways in which YouTube is already used in the product discovery and decision-making process.

As such, YouTube’s working on several shopping integrations, including live shopping, which it’s looking to expand to more creators soon.

In addition to this, YouTube’s also added new tools within the ‘Shopping’ tab in YouTube Studio, in order to help creators manage how their products are tagged and appear across their channel.

YouTube’s also launching a new shopping destination in the Explore tab for users in the US, Brazil and India, which highlight shoppable content within the app.

More shopping features will be rolled out to more regions throughout the year – and again, with the majority of consumers now using online videos for shopping research, it makes sense for YouTube to align with this shift, while also fending off another potential challenge from TikTok.

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos.

Here’s how the new additions work.

The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.

As you can see in these example images, you’ll now be able to post ‘Add Yours’ questions via Reels clips, while you’ll also be able to view all the various video responses to any prompt in each app.

It could be another way to spark engagement, and lean into the more interactive ethos of the short form video trend. Part of the appeal of TikTok is that it invites people in, with the participatory nature of the app essentially expanding meme engagement, by making it more accessible for users to add their own take.

Meta will be hoping that the ‘Add Yours’ sticker helps to facilitate the same, prompting more engagement with Reels clips.

Next up is auto-created Facebook Reels, which, as it sounds, will enable users to automatically convert their archived Stories into Reels clips.

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Reels updates

As you can see here, you’ll soon see a new ‘Create from Your Story Archive’ prompt in the Reels creation flow, which will then enable you to convert your Stories into Reels clips.

So it’s not exactly wholly automated Reels creation, as it’s just flipping your Stories clips into Reels as well. But it could provide another, simple way for users and brands to create Stories content, utilizing the video assets that they already have to link into the trend.

Worth noting that Meta also recently added a tool to convert your video assets into Reels within Creator Studio.

Meta’s also expanding access to its ‘Stars’ creator donations to Facebook Reels, which is now being opened up to all eligible creators.

Stars donations in Reels

Meta initially announced the coming expansion of Stars to Reels back in June, which will provide another critical monetization pathway for Reels creators. Short form video is not as directly monetizable as longer clips, where you can insert pre and mid-roll adds, so add-on elements like this are key to keeping creators posting, and fueling an ecosystem for such in its apps.

Stars on Reels will be available all creators that have maintained at least 1,000 followers over the last 60 days.

Meta’s also adding new Reels performance insights to Creator Studio, including Reach, Minutes Viewed, and Average Watch Time.

Reels updates

That’ll provide more perspective on what’s working, and what’s not, to help optimize your Reels approach – which could be especially valuable in the coming holiday push.

Lastly, Meta’s also expanding some Reels features that were previously only available in Instagram to Facebook as well.

Crossposting from Instagram to Facebook is now available to all Instagram users, while Meta’s also expanding its Remix option to Facebook Reels also.

Reels updates

As noted, Reels has become a key focus for Meta, as the short-form video trend continues to gain traction, and TikTok continues to rise as a potential competitor. By replicating TikTok’s main elements, Meta’s working to negate its key differentiation, which could ensure that more of its users don’t bother downloading a new app, and just stick with its platforms instead.’

Which, whether you agree with that approach or not, has proven effective. Reels content now makes up more than 20% of the time that people spend on Instagram, while video content, overall, makes up 50% of the time that people spend on Facebook.

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Meta additionally notes that it’s seen a more than 30% increase in engagement time with Reels across both Facebook and Instagram.

Meta doesn’t need to ‘beat’ TikTok as such (as much as it would like to), but it does need to dilute its significance if it can, and make it less appealing for users to have to start yet another new account, and re-build their friends list.

That’s why it’ll continue to replicate TikTok at every turn, because millions of people are currently not going to TikTok because of the presence of Reels in its apps.  

You can learn more about Meta’s new Reels updates here.

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