Product reviews and unboxing videos are on rise on YouTube, and it’s easy to see why. Viewers get a better look at the products being reviewed, while unboxing videos provide a look at special edition of packages (such as Lootcrate or Japan Crate) from the unique user’s perspective. Now, YouTube wants to use these to help draw in more brands with shoppable ads.
Digiday reports that Google’s video channel has begun using these videos as a means of setting up potential ad spots, particularly with the holidays coming up. The company launched a special Awesome Stuff Week promotion in October that pointed out how click-to-buy content could be paired with relevant videos.
“There’s a growing opportunity for brands to engage with consumers through this type of content,” said Vikram Tank, one of Google’s product marketing managers. “Whether it’s through their own content creation, collaboration with creators or being present in the shopping moments on YouTube.”
By “being present,” Tank means having a click-to-buy ad combined with the product that the YouTube user is presenting. By providing an easy option, consumers may be more likely to purchase goods while they are persuaded by the video.
During Awesome Stuff Week, YouTube made a theme each day, such as Must-Have Mondays, Reviewsday Tuesday and Under-100 Wednesday, which showcases items that cost less than $100. With each video, the YouTube host indicated that the videos have shoppable ads, and that YouTube provided them funding to make the video.
The video above provides an example of how these ads work. YouTube star Jim Chapman talks about items he recommends, including a River Island scarf, H by Hudson boots and Dior cologne. As the video goes on, ads appear that enable swift purchases of these items. It’s up to the brands where they want ads to appear.
Blending online purchases with social content is a practice that’s really picking up. Citi Retail Services recently conducted a survey that indicates that 60 percent of consumers have no trouble making purchases through social media. As far as platforms go, YouTube came in as one of the top influencers with 25 percent. Only Facebook had a stronger response with 35 percent.
The Citi Retail Services survey notes that the biggest takeaway for retailers is that they must be where the shopper is for social commerce to take full effect. That’s where product reviews and unboxing videos can come into play. Influencers have a great reach with their audience, and brands can easily latch on to that success with the right partnership.
The findings of the report can be found here, but it’s clear that partnering YouTube-based content with brands could easily drive up sales.
