SOCIAL
YouTube Takes its Next Steps into Live-Stream Commerce via Beauty Fest 2022
YouTube continues to steadily merge more commerce elements into its app, this time through the implementation of direct shopping in its 2022 Beauty Fest streams.
As explained in the above clip, this year, YouTube’s Beauty Festival will enable viewers to shop what they see directly in the live-stream.
YouTube’s been experimenting with live stream commerce elements over the last year, and now it’s looking for more ways to maximize the reach and engagement of shopping streams, in the hopes of encouraging more direct buying behavior in the app.
YouTube’s 2022 Beauty Festival will feature a range of celebrities, including Gwen Stefani, Hailey Bieber, Kehlani, Ashley Graham and more.
As per YouTube:
“On June 16th, fans around the world can tune in to see 2022’s biggest stars and hottest brands come together for the ultimate celebration of beauty on YouTube, hosted by YouTube’s Head of Fashion and Beauty, Derek Blasberg, LIVE from Los Angeles.”
The popularity of these big names will help to amplify the reach of YouTube’s shopping streams, which will serve as a great promotion for its live shopping elements, which it’s eventually hoping to make available to all users.
Live-stream shopping offers big potential, and is already a major trend in Asian markets. Indeed, Chinese live shopping revenues are expected reach $400 billion this year alone, which would be equivalent to almost half of all eCommerce spending in the US in 2021. Live-stream commerce has also proven increasingly popular among younger audiences, with users aged 27 and under seeing the fastest adoption of the practice.
That’s why every US-based video platform is now eyeing the potential, and already, some streamers on TikTok and YouTube are making big money by selling products via regular live-streams.
It remains to be seen if those same trends will take hold in western markets, but Meta, YouTube and TikTok are all gearing up to find out, with each app developing their own live-stream commerce tools to facilitate the potential trend.
Showcasing these elements in a popular stream like this will help YouTube boost interest in its options, giving it the best chance to capitalize on such – if, again, it’s ever going to become a thing.
In addition to this, YouTube’s also running its first-ever Shoppable Shorts Challenge, in association with Beauty Fest.
“On Wednesday, June 8th, Glossier will launch their never-before-seen No. 1 Pencil eyeliner exclusively on YouTube Shorts, led by music artist and beauty-lover Kehlani, and fans can use the hashtag #WrittenInGlossier to participate! Every Short created with the hashtag will be Shoppable using the link directly on the video.”
Every short shoppable? That’s pretty interesting – and no doubt various brands will be keeping an eye on this activation as a potential marketing tool for their own use at some stage.
Shorts, while it is a direct copy of TikTok, has proven increasingly popular, with Shorts clips now driving over 30 billion daily views in the app. The challenge with short video, however, is that it’s not easy to monetize, with no option for pre or mid-roll ads that can be directly attributed to each clip.
As such, every platform is now working to establish a better revenue share pathway for short-form content.
This could be another step in that path, which could help to make Shorts a more appealing option for creators.
Again, it remains to be seen just how interested western audiences are in in-stream shopping, and buying products via live broadcasts, but the indications are that it could be a big thing, and with the added celebrity endorsement, this could be a big step in YouTube’s efforts.
You can catch all of the Beauty Fest content on June 16th at YouTube.com/BeautyFest
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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