2024-10-25 16:17:42 :
Previously, YouTube users could only use affiliate links to their own products or businesses in videos as part of the YouTube Shopping program. YouTube Shopping affiliate service launched in India on Friday. The program has been launched in the United States, South Korea, Indonesia, Thailand and Vietnam.
“YouTube Shopping has been incredibly successful globally, with more than 30 billion hours of shopping-related content watched in 2023 alone, proving the power of connecting creators, viewers and brands in exciting new ways. We’re now bringing that same momentum to India,” Travis Katz, general manager and vice president of shopping at YouTube, said in a press statement.
Individual creators with more than 10,000 subscribers who do not have the “Made for Kids” setting turned on are eligible to participate in the program. Currently, it can only integrate links from e-commerce platform Flipkart and its fashion subsidiary Myntra.
Initially, creators will receive the full commission and will not have to share it with the platform until such a model is developed and announced.
“This will reduce the extra steps our viewers need to take to purchase recommended products from links in our bios. I can see a wave of brand deals coming,” said creator Vendy Yaduvanshi, who has 14.3 million subscribers on YouTube.
trust issues
He added that there is huge potential for such scale-up in beauty and fashion categories as well as mid- to low-end products.
“The product range ranges between $500 and $$700 items such as perfume, shampoo and moisturizer will drive the majority of sales. ” he said, explaining that this price range is popular with viewers who purchase products from his affiliate store Vendy Ventures, which sells handmade footwear.
A report shows that there are more than 110,000 channels in India with more than 100,000 subscribers as of December 2023, reflecting the trust and authenticity fostered by YouTube’s diverse creator ecosystem.
Google, Temasek and Bain & Company said in a report that more than 65% of Indian consumers trust YouTube creators more than traditional celebrities to drive purchasing decisions through authentic connections India E-Economy Report 2023.
“As a homegrown brand with over 500 million registered customers, Flipkart and Myntra understand the evolving and nuanced shopping needs of a diverse customer base,” said Ravi Iyer, senior vice president and head of corporate development and strategic partnerships, Flipkart Group. In a press release, it commented on its efforts to enhance social and video commerce.
“In order to make shopping more engaging and personalized, so that customers can make informed purchasing decisions, we have pioneered video commerce on the platform, covering multiple categories such as fashion, beauty, personal care, home furnishings, etc., with customers in various fields Maintain close interaction with tier-2 and tier-3 cities,” he added.
The industry is also optimistic about the growth of the entire influencer category based on product discovery relevant content.
Creator Potential
“This is a great money-making opportunity for creators and I’m excited to see how it plays out. This could provide opportunities for the rise of influencers to create product discovery-related content like what Flipkart and Myntra have found,” Dot Media says Shubham Singhal, founder of Dot Media, a content-first talent marketing agency that works with 200 influencers.
Consumers generally welcomed the move but were wary of the potential for too much recognition.
“It’s not a bad idea, but it can be overwhelming if a creator is promoting a lot of products at the same time,” says Mumbai-based professional Pooja Bhagwat.
Katz told reporters that creators should balance content creation with brand collaborations so they don’t appear too commercial.
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