YouTube continues to merge more and more commercial elements into its app, this time through the implementation of direct shopping in its Beauty Fest 2022 streams.
As explained in the clip above, this year’s YouTube Beauty Fest will allow viewers to purchase what they see directly from the live stream.
YouTube has been experimenting with elements of live commerce over the past year, and is now looking at other ways to maximize the reach and engagement of shopping streams, in hopes of encouraging buying behavior. more direct in application.
YouTube’s 2022 Beauty Fest will feature a range of celebrities, including Gwen Stefani, Hailey Bieber, Kehlani, Ashley Graham and many more.
According to YouTube:
“On June 16, fans around the world will be able to tune in to see the biggest stars and hottest brands of 2022 come together for the ultimate celebration of beauty on YouTube, hosted by the head of fashion and YouTube beauty, Derek Blasberg, LIVE from Los Angeles.”
The popularity of these big names will help amplify the reach of YouTube’s shopping streams, which will serve as tremendous promotion for its live shopping elements, which it hopes to eventually make available to all users.
Direct shopping offers great potential and is already a major trend in Asian markets. Indeed, revenue from Chinese direct shopping is expected reach 400 billion dollars this year only, which would be almost half of all e-commerce spending in the United States in 2021. Live trading has also proven increasingly popular with 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 bucks selling products through regular live streams.
Whether these same trends will take hold in Western markets remains to be seen, but Meta, YouTube and TikTok are all gearing up to find out, with each app developing its own live trading tools to facilitate the potential trend.
Showcasing these items in a popular stream like this will help YouTube increase interest in its options, giving it the best chance to capitalize on them – if, again, it’s going to become a thing.
Besides that, YouTube is also performing his very first Shoppable Shorts Challenge, in association with Beauty Fest.
“On Wednesday, June 8, Glossier will launch its first-ever #1 pencil eyeliner exclusively on YouTube Shorts, led by music artist and beauty lover Kehlani, and fans can use the hashtag #WrittenInGlossier to enter! Each Short created with the hashtag will be shoppable using the link directly on the video.
Every purchasable shorts? It’s quite interesting – and no doubt various brands will be keeping tabs on this activation as a potential marketing tool for their own use at some point.
Shorts, despite being a direct copy of TikTok, has proven increasingly popular, with Shorts clips now generating over 30 billion daily views in the app. The challenge with a 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, each platform is now striving to establish a better revenue-sharing path for short-form content.
This could be another step down that road, which could help make Shorts a more attractive option for creators.
Again, it remains to be seen how much Western audiences are interested in live shopping and purchasing products via live broadcasts, but indications are that it could be a big thing, and with approval additional celebrities, this could be a big step in YouTube’s efforts.
You can see all the Beauty Fest content on June 16 at YouTube.com/BeautyFest
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