Learning TikTok doesn't have to be short, Google wants to turn YouTube into a shopping platform
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æ–‡ | Innocent Roland On October 10th Google described a transformation of the YouTube platform. Every toy, gadget, and item that users see on YouTube may soon be available online - not on Amazon, but directly on YouTube. That means YouTube, the world's largest video site, has begun asking creators to use its software to further track products in video. The data will then be linked to Google's analytics and shopping tools. A YouTube spokesman later confirmed that the company was testing the features with a limited number of video channels. The spokesman said the creators had control over the products displayed. The company described it as an experiment and declined to give further details. According to Bloomberg News, Google's goal is to turn YouTube's rich videos into a vast catalog of items that viewers can read, click on and click on. YouTube is also testing integration with Shopify to sell directly through YouTube, according to people familiar with the matter.
01All platforms are doing it, and Google couldn't be absent In fact, this isn't the first time YouTube has dabbled in e-commerce, and as early as 2018, YouTube has provided "shelves" for creators of promotional products so that creators can show their products below the video. Earlier this year, YouTube added a further display of goods to the live stream, along with AR audio-visual models for makeup tutorials, as well as other e-commerce-related advertising tools, which could also provide creators with more direct revenue. Connections sent in YouTube live But this time the tools provided to video creators provide a more realistic consumer scenario, after all, directly in the video to add goods-related tags (Tags), when users browse to the product-related nodes, pop-up tags can allow consumers to click on the tag more quickly and directly to get more information about the goods, or even directly complete the purchase. The impact of this change is almost obvious, and neither Shakes nor Instagram (INS) has in some way demonstrated that this kind of label in the corresponding scenario can have a huge impact on consumers. First of all, although the attributes are not the same, but with the introduction of the corresponding shopping labels, INS has become a lot of cross-border sellers and local DTC brand important marketing positions, this can provide sellers with a seamless shopping experience of the sales model is really popular with consumers. INS shopping labels Further, INS also said it would soon be interested in adding similar shopping tags to the short video app Reels. A closer case is TikTok, which generated a total of $176.9 million in direct revenue (not including all types of strategic partnerships) in 2019, according to Sensor Tower, a data analytics firm. At the same time, according to data analysis, the biggest difference between TikTok and Jiyin, apart from the operating area, is that they have different ideas for cashing out. In fact, due to the rapid development of domestic social e-commerce, as well as e-commerce for many years of education on the market, so that the rapid development of jiyin in the field of e-commerce. And that's one of the key reasons for the rapid growth of business revenues in China. TikTok is making similar changes at the same time as the rapid growth of its e-commerce business, but the key to TikTok's cash-out in the early stages is that there is not enough data to provide advertisers with precise enough targeting. As a result, a large number of advertisers choose to contact creators directly to promote their products by funding them. While this is good news for creators in the short term, in the long run, TikTok clearly can't make enough commercial profits. This means that once TikTok is able to get out of the current political difficulties, it is almost imperative to start its own e-commerce model, as it does at home. That, of course, is one of the key factors in Wal-Mart's choice to join forces with Oracle to invest in TikTok. In fact, both YouTube, TikTok and Vine, once a dominant company, face similar difficulties, and while they have good revenue figures every year, they still don't make a profit. If advertisers are completely allowed to have direct contact with the creators and lose a lot of business profits, it would be better to study BiliBili and establish the appropriate control channels (reference B station and over-electricity). Further, Jiyin also recently disconnected all external e-commerce platform link, began a formal attempt from the role of an advertising seller into an e-commerce platform. These changes, on the one hand, can bring more revenue to the platform, on the other hand, this kind of commission-splitted program advertising, but also can make online red marketing more transparent and simple than in the past, and let some creators with a small fan base can also participate, so that KOC can play a corresponding role.
02Google has never needed e-commerce as much as it does now Of course, in addition to the market changes, Google itself is under pressure to make changes accordingly. After all, since entering the era of mobile Internet at home, mobility has almost always been a constant issue, and while Google still has Android as a killer on the mobile side, Android's advantage is not obvious compared to Apple, which has its own phone. And with the growing tension between China and the U.S., it's almost entirely unknown whether Android will be able to enter the Chinese market, and while Android has a small number of users outside China, reports from a number of data analytics companies show a key question - Android users are far less worth than Apple. This means advertisers are still relatively less willing to pay for Android users. But mobility is almost an inevitable trend, which is why Google's voice has never stopped in recent years, and there are plenty of analysts and practitioners at home and on Wall Street who are not optimistic about Google's future. Even the status quo of a search engine that is similar to it is called Google's future. More heatedly, YouTube, the video platform that has the world's largest traffic, remains Google's lowest-utilization asset, and years of losses have turned YouTube from an early myth into Google's biggest headache. That's a key factor in Google's ongoing efforts to reform YouTube over the past few years. But it's clear that Google's series of optimizations and reforms to YouTube in the past have stuck to the level of traffic buying and selling, and even with changes to e-commerce, in most cases Google still tends to sell ads, directing traffic to other e-commerce platforms rather than selling goods in person. As a result, Google, which did not make a strong breakthrough, even once inflamed the three-party conflict between advertisers, creators and platforms. But this year's new crown virus outbreak has hit marketing budgets hard, particularly in the travel and brick-and-mortar retail sectors, which are Google's main sources of advertisers. At the same time, e-commerce is booming as more people stay at home and buy more goods. Coupled with a surge in Amazon's sales in the second quarter of this year, Google faced its first-ever drop in revenue, and by May, when It began to add more decisively to its e-commerce business, Google could not wait. So for months to come, Google executives have said YouTube will be at the heart of their e-commerce strategy. In a recent earnings conference call, Sundar Pichai, Google's chief executive, said a flood of popular "unboxing" videos on YouTube could be turned into a shopping opportunity.Of course, there are other popular video categories on YouTube, such as makeup and cooking tutorials. Videos in these columns can be called creator sales opportunities.Google has also tweaked its e-commerce and payments divisions as the series of plans is announced. In July, Google announced a plan to eliminate the fees charged to retailers by google Shopping services to attract merchants on rival Amazon. There are other popular video categories on YouTube, such as makeup and cooking tutorials. In these videos, the creators peddle the merchandise during the live broadcast. Google has also made changes to its e-commerce and payment divisions. In July, Google announced a plan to eliminate the fees charged to retailers by google Shopping services to attract merchants on rival Amazon.
03Conclusion. In a way, Google's change also symbolizes the past, when traditional traffic, such as Facebook and Snapchat, were looking for change. At home, both Tencent, Ali and Byte Beat are constantly trying to turn past advertising platforms into commercial platforms. Although it's a little late, Google clearly sees a change in the times.
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