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Youtube Brandcast tells about a lot of new updates which are coming on Youtube

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By Ankit Awasthi

 YouTube has worked in recent years to turn its platform into a more prominent shopping destination with the introduction of shoppable advertisements and, more recently, the option to shop straight from artists' livestreams. Now, the company is enhancing this investment with additional live shopping options. At yesterday's YouTube Brandcast event, when the firm marketed itself to advertisers as a better home for their TV advertising expenditures, YouTube revealed new capabilities that it said would make it simpler for users to find and purchase from companies.

The firm promoted its new products as providing marketers with a more effective means of engaging viewers and establishing relationships with their audience.

YouTube revealed that a new feature would let two broadcasters to co-host a single live shopping session simultaneously. This might essentially increase the event's attendance by double, since each author would bring their own fans to the webcast.

This functionality came soon after YouTube unveiled the "Go Live Together" test program in March, a new mobile collaborative streaming tool that would allow producers to invite people to their livestream through a link before going live together. This pilot demonstrated YouTube's interest in enhancing the impact of collaborative livestreams, much as it plans to do with its next two-person live shopping sessions. The update might also increase YouTube's competitiveness with Instagram, which last year introduced the opportunity for artists to go live with up to three people.

In addition to utilizing producers to develop an audience for a live shopping event, YouTube's shopping livestreams platform provides other sales-driven features. The brand-integrated shopping experience enables viewers to shop the goods shown in the film by pressing a "see products" button that subsequently displays a list of items highlighted by the makers.

The firm has announced that its new two-person live shopping capability will launch later this year.

YouTube's "live redirection" is another new feature that was mentioned during Brandcast.

In this instance, creators will be able to begin a shopping livestream on their channel before redirecting their audience to a brand's channel to continue watching. This enables businesses to use the creator's platform and reach their following, but also offers brands direct access to that audience, as well as the critical data and statistics for their live event, on their own YouTube channel. YouTube has said that this feature will also be released this year, but has not specified a timeline.

YouTube's announcements coincide with the expansion of the live e-commerce sector in the United States, a trend inspired by the booming livestream shopping activity in China, where streamers may earn billions of dollars within hours. Today, a number of firms, including TalkShopLive, PopShop Live, NTWRK, Whatnot, ShopShops, Supergreat, and others, have joined this market. Klarna developed virtual shopping tools to link its buy-now, pay-later clients with live product demonstrations from retail partners.

Retailers are also participating in the trend. Nordstrom introduced a live events platform, while Forever 21 and Macy's offered live shopping to their respective applications.

In the meanwhile, large internet platforms are courting companies by highlighting their greater reach.

In the last year or two, Walmart has tested TikTok's first livestreamed shopping experience; Facebook's live shopping has boosted sales for companies such as Petco, Benefit, Samsung, Anne Klein, and others; and Instagram has hosted live shopping events for the holidays. Twitter even started testing livestream shopping, with Walmart's assistance for its trial run; however, it is unclear where such projects would be housed if Elon Musk's acquisition goes through.

YouTube is one of the top video producer platforms, but there are indications that it has to catch up to its major tech competitors in livestream commerce. A January 2022 research by eMarketer indicated that just 14.4% of respondents stated YouTube's platform influenced them to make a purchase during a livestream event, compared to 15.8% for TikTok, 45.8% for Instagram, and 57% for Facebook.

YouTube's new livestream capabilities, notably the one that directs a creator's fan base to a brand's channel, may make the platform's solution more appealing.


"People come to YouTube every day to make buying decisions, and 87 percent of viewers say that because of all the information we have in videos, they feel like they can make a faster decision about what to buy when they're shopping or browsing on YouTube," said YouTube CEO Susan Wojcicki, speaking to the audience at the Brandcast live event last night. "We already have a lot of buying activity on YouTube," she said, "so we're making it even simpler for people to find and purchase."

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