POV: YouTube Livestream Shopping Event

Background:

YouTube is making a big push on live-stream shopping ahead of the holiday season, announcing this week that it will host a series of live-stream shopping events, the first being a week-long ‘Holiday Stream and Shop’ starting 15th November.

Details and Implications:

Following live-stream shopping pilot tests earlier this year, YouTube is now embarking on a much larger test with the ‘YouTube Holiday Stream and Shop’ with seven days of shoppable livestreams where viewers will be able to shop new products, get limited-time offers and engage with creators and other viewers via Q&As and real-time polls. 

The first event will be hosted by the Merrill Twins (identical twin American YouTubers, actors, musicians and singers) who will share their list of the season’s must have gifts from partner brands Samsung, Verizon and Walmart to their 6 million subscribers.

YouTube has been exploring and investing in live shopping since earlier this year as part of its larger push toward integrated shopping on YouTube. Initially YouTube carried out tests focused on video on demand, then in July the platform tested live shopping features with a handful of creators including Simply Nailogical, who launched a nail polish collection and Hyram, who launched his “Selfless” skincare line. Further live shopping tests were conducted in September when Sephora beauty directors hosted a live Q&A, Target ran a live ‘style haul’ and Walmart ran a livestream shopping session with Raven Elyse.

The latest move also follows YouTube’s introduction of shoppable connected TV ads as part of a general shift to extend from computer and mobile screens to televisions.

Whilst YouTube is making steps towards livestream shopping, these features are not broadly available yet, for now it is continuing to test live shopping with individual creators. However other platforms are making more advances. Facebook has run its own series of live shopping events and has dedicated shopping sections in both the Facebook and Instagram apps, and TikTok has been developing its e-commerce features and running its own livestreamed shopping events.

Summary:

Social commerce and live shopping are accelerating and many platforms and brands are trying to get ahead as the holiday season approaches, pushing consumers to shop early to help get around potential supply chain issues.

Further Reading:

AdAge | Digiday |  TechCrunch | Mindshare POV: YouTube Shoppable CTV Ads