Social commerce functionality has been a major focus for many top platforms over the last few years. Experts predict that by the end of the year, there will be 110.4 million U.S. social media shoppers, nearly half of all social media users.
YouTube is no exception, with a full suite of shopping features, like the ability to tag and highlight products in videos and live streams. Newer features include Shopping Collections, which lets creators curate products around themes or topics. The Affiliate Hub is another addition, designed to connect creators with brands for affiliate marketing partnerships.
Activewear brand Popflex’s YouTube Shorts are a masterclass in social commerce. In this video, founder Cassie Ho shares a humorous yet informative behind-the-scenes look at how a new product—a low-rise running short—came senegal mobile database to be. She shows the design process, highlights key benefits and features and offers a quick styling tip. While the product is tagged in the video, it doesn’t feel overly promotional, thanks to the value Cassie delivers.
YouTube Short from Popflex Active featuring founder Cassie Ho.
Creator-led content
The creator economy is more than just a buzzword in the industry. Consumers trust creator-led content more than brand-created content. Creators humanize brands and offer an authentic voice.
Good creators understand and connect with their audiences, which, in turn, makes those viewers trust them. According to The 2024 Influencer Marketing Report, nearly half (49%) of all consumers make daily, weekly or monthly purchases because of influencer posts.
Clothing brand REVOLVE pairs two popular influencers together—Vinnie Hacker and stylist Jason Bolden—with the latter offering fashion tips to the former. The video integrates the clothing very naturally while showing off their personalities.