YouTube adds product integrations for influencer videos

Anne Freer | October 15, 2020


YouTube has been asking creators to use a new software tool that lets them tag and track products featured in their videos.

It’s an effort to boost online and mobile shopping across the popular video platform and parent Google.

According to Bloomberg citing sources familiar with the company, the search company plans to link the data with its shopping tools to measure sales.

At the same time, its testing an integration with Shopify to sell products directly via YouTube.

The additions are a boon for influencers and marketers hoping to place products alongside viral content.

Influencer marketing has been less affected by the COVID-19 pandemic than other areas of digital and mobile marketing. Engagement rates with sponsored posts doubled during lockdowns.

An increasing number of shoppers are now buying products based on a recommendation from an influencer.

The move provides an opportunity for YouTube to convert viewers into shoppers and boost revenues.

But creators will have full control over the products they want to share in their videos. The subscription model is not entirely clear.

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