YouTube also joins the fray, live shopping is unstoppable

As live streaming has gained more and more attention abroad, YouTube also began testing the live streaming field in early 2021, and stated that the live streaming shopping function is part of its future development strategy. In the early testing of the live streaming function, it mainly focused on on-demand services, and only started testing the shopping function this summer .

Recently, YouTube announced that it is preparing to conduct a larger-scale test of its live shopping. It plans to hold a week-long live shopping event called "YouTube Holiday Stream and Shop" starting from November 15.

During the event, viewers can purchase new products, unlock limited-time offers, and interact with video creators and other viewers through Q&A and voting.

The upcoming live event will be headlined by video bloggers Merrell Twins and will also showcase products from retailers such as Walmart, Samsung, Verizon, and more.

YouTube said that more and more retailers are conducting live events on the platform. Sephora recently held a live Q&A event, while Target used the live broadcast function to showcase and introduce fashion and lifestyle products.

At the same time, YouTube also announced the promotion effect of some live shopping activities. A previous joint study conducted by YouTube, Publicis and TalkShoppe found that 75% of consumers look for shopping inspiration on YouTube, and 85% of users trust the shopping suggestions of video creators. The survey shows that users value the quantity and quality of information about related products in the video the most, rather than the exquisiteness of the video.

Therefore, sellers can refer to this when making videos or live broadcasts for products, and try to introduce and display product information from multiple dimensions to increase sales.

Although YouTube has taken a big step towards the live shopping market, this feature has not yet been officially launched and promoted. It is expected that more retailers and creators will participate in it after the platform's live shopping event function is improved.

As for the sales model of live streaming, many platforms have already bitten into this "sweet cake".

Tik Tok is a "traffic giant" with over 1 billion monthly active users and an average monthly user stay time of approximately 19.6 hours. It is one of the most popular platforms for businesses to send videos or sell goods through live broadcasts.

According to statistics, the current global user spending on Tik Tok has exceeded 2.5 billion. Data released by Sensor Tower shows that TikTok is also the most downloaded and highest-grossing non-game application in the world in the first half of 2021. In the United States alone, the platform has nearly 100 million active users, and most users are under 30 years old.

In addition, the Tik Tok live broadcast procedure is relatively simple, and the live shopping function is becoming more and more complete. For businesses and sellers, Tik Tok is a good place to increase product exposure and get opportunities for explosive sales.

Another social media giant, Facebook, also held a series of live shopping events in the spring and summer of this year. According to statistics from video information software company Tubular Labs, since Facebook launched the live broadcast function, users have created 675,000 live videos, which have been viewed more than 8.5 billion times. Facebook said that Facebook Live has good engagement, and the number of comments on the live broadcast platform is 10 times that of ordinary videos.

Currently, Facebook also provides a dedicated live shopping section within the Instagram shopping area, which is expected to attract the attention of many sellers in the future.

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Live Shopping