According to the latest report by Bloomberg, YouTube has started working its way on a new feature that would enable content creators to tag products being displayed in the video clips. This way, they could provide access to direct shopping options and broadening the scope of e-commerce opportunities in the application.
The app is currently working on a stage of testing where it could launch a live test of its product tags with selected creators. It’s a pilot program with the new tags visible to users in the US on iOS, Android, and desktop.
In a statement provided by YouTube, it says:-.
“We’re testing a new way for people to easily discover and purchase products featured in YouTube videos. Creators in this pilot can add certain products to their videos. Viewers can then see a list of featured products by clicking the shopping bag icon on the bottom left corner of the video. From there, viewers can explore each product’s page to see more information, related videos, and purchase options for that product.”
YouTube has taken this step to include such a feature in its programming keeping the current circumstances in consideration. There has been a rapid shift towards e-commerce business accelerated mainly by the Covid-19 pandemic. It is even believed that pandemic had sped the growth of e-commerce by 5 years, pushing brands into a new era of digital platforms and consumption. Moreover, according to research released recently, it is claimed that an increasing number of consumers are now looking to shop via video content, with live video, in particular, providing a new perspective.
With the rising digital wave and all platforms (like Facebook, Snapchat, etc) working to add in advanced e-commerce tools linked into their video clips and tools, the expectation will soon be that all social media content will be ‘shoppable’, with easy links from every image and clip that enable the purchase of any item displayed. Hence, YouTube could not be left behind and this “tag to shop”/ “product tag” feature is being worked on to be added.
YouTube’s parent company Google has actually been working on this functionality for years – back in 2017, Google showcased its Cloud Video Intelligence API, which is able to identify objects within video content. As noted, it’s a logical expansion of YouTube’s capacity, with the platform already adding in eCommerce product listings and tools like AR Try-On ads considering the fact that it is just a matter of time when the whole web will become shoppable.