More than a third of consumers favor livestreaming as their go-to content medium, presenting a golden opportunity for your business to engage with customers and showcase products by going live on YouTube. — Getty Images/visualspace

YouTube first came into existence with a video upload in 2005. Fast forward to today, the platform proudly hosts 14 billion unique videos—equating to over one and a half videos for every individual on Earth. Not resting on its laurels, YouTube continuously rolls out innovative features and updates, empowering businesses to leverage the platform’s vast potential for marketing, branding, and fostering customer engagement.

As we progress into this year, nearly 90% of consumers express a growing desire for more video content from brands they follow. This compelling statistic invites us to delve into the myriad ways your business can capitalize on YouTube’s extensive features.

YouTube and Shopify Shopping affiliate program

The collaborative effort between YouTube and Shopify began in 2022, and this partnership has matured significantly. Eligible Shopify Plus and Advanced merchants can now enroll in the YouTube Shopping affiliate program via the Google & YouTube app on Shopify, marking a meaningful expansion of opportunities.

If your business operates on Shopify, this program can connect you with thousands of content creators eager to spotlight your products in their videos. “You can easily manage the program and view analytics, content, and products directly from Google Merchant Center,” noted YouTube. “Eligible creators can tag products in their YouTube videos, Shorts, and live streams, allowing viewers to shop seamlessly while watching.”

YouTube Shorts

Short-form videos are currently dominating social media platforms like TikTok, Snapchat, and Instagram Reels. YouTube has also embraced the trend, offering its own unique format known as YouTube Shorts.

“[S]hort-form video is no stranger to YouTube. The channel’s very first upload was merely 18 seconds in duration,” highlighted Hootsuite. “However, the unique aspect of YouTube Shorts lies in its potential to transform viewers into loyal subscribers for your channel—a crucial endeavor for brands and creators alike.”

Shorts provide an effective pathway to engage viewers and cultivate a following. Businesses can establish a distinct channel dedicated entirely to Shorts or incorporate a Shorts widget on their main channel to ensure content remains cohesive and captivating.

If you haven’t done so already, it’s vital to verify your YouTube channel.

Livestreaming

Currently, nearly 40% of consumers state that livestreaming is their most compelling type of content. In fact, over half of viewers who engage with livestreams prefer YouTube over other platforms, underscoring the site’s dominance in the live content arena. If your business has yet to host a live video session on YouTube, consider this your prompt to dive in.

Livestreams provide an excellent avenue for establishing rapport with your customers and amplifying engagement levels. “This interactive platform opens doors to numerous opportunities, including increased audience reach and enhanced brand visibility,” explained C&I Agency. “Moreover, features like Super Chat present an innovative monetization avenue that allows viewers to pay for highlighted comments during live streams, thereby creating an additional revenue stream for businesses.”

Super Chat is accessible to participants in YouTube’s Partner Program. While this program isn’t necessary for hosting live videos, it’s worthwhile to check your eligibility for potential engagement features.

Verify your YouTube channel

If you haven’t done so already, it’s increasingly important to verify your YouTube channel. Verification serves as a trustworthy signal to viewers that you are the legitimate owner of the channel, helping to establish credibility and authenticity, particularly for brands.

Additionally, verified channels gain access to enhanced features that can effectively aid in promoting your business, including:

• Custom thumbnails: Create appealing thumbnails strategically designed to attract more clicks.
• Longer videos: Upload content exceeding 15 minutes, allowing for comprehensive and engaging videos.
• Livestreaming: Host real-time broadcasts to build a stronger connection with your audience.
• Content ID claims: Manage copyright claims with greater efficacy.

Verification can also enhance your search ranking on the platform. While it may not directly influence search rank, it significantly contributes to improved visibility by bolstering your channel’s credibility and increasing user engagement.

CO— aims to inspire you with insights from respected leaders in the field. However, before making any decisions for your business, it’s advisable to consult with a professional who can provide tailored advice addressing your specific circumstances.

CO—is dedicated to empowering you in launching, managing, and growing your small business. Discover more about the perks of small business membership with the U.S. Chamber of Commerce here.

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Published November 04, 2024

**Interview on YouTube Shopping ⁣and Livestreaming Trends**

**Host:** ⁣Welcome⁣ to our show! Today, we have with⁤ us Maria Rossi, a digital marketing expert with extensive experience in e-commerce⁣ and social media strategies. With the recent rise of YouTube ​Shopping and⁢ the popularity of livestreaming, we’re excited to hear her insights on how⁤ businesses ⁤can leverage these tools.​ Maria, thank you for joining us!

**Maria Rossi:** Thank ⁢you for having me! I’m excited to share my thoughts on this dynamic topic.

**Host:** Let’s dive right in. There’s a statistic that over a third of consumers ⁤prefer livestreaming as their content medium. Why do you think this format is resonating so well with audiences today?

**Maria Rossi:** Absolutely! Livestreaming allows for real-time interaction, which is incredibly engaging for viewers. They can ask‍ questions, provide immediate feedback, and ⁣feel a⁢ part of the experience. This creates‌ a sense of community and connection that pre-recorded videos often lack. Plus, viewers⁤ enjoy the spontaneity and authenticity of livestreaming, which in turn ⁣builds trust in brands.

**Host:** You mentioned authenticity, which seems vital in today’s digital landscape. In ⁣your opinion, what role does YouTube Shopping play in enhancing this connection with customers?

**Maria Rossi:** YouTube Shopping ‌is a⁣ game ‌changer for brands. It allows businesses​ to⁢ showcase their products seamlessly within the livestream or video content.​ When creators tag products and make them shoppable, it saves time for consumers and provides‌ an⁣ engaging way to discover new products. This direct integration fosters a more ‌authentic shopping experience as viewers can see the ⁣products ⁢in action, often in a relatable context.

**Host:** ‍That’s insightful!⁣ With nearly 90% ⁤of⁢ consumers wanting ⁤more video content from brands, how can businesses effectively utilize YouTube’s features—like Shorts and livestreams—to​ engage ⁣these consumers?

**Maria Rossi:** ⁢Great question! Brands should aim for a‌ balanced approach by utilizing both YouTube Shorts and livestreams. Shorts are ⁢perfect for quick, ⁤engaging snippets that hook viewers and encourage subscriptions. Meanwhile, livestreams can dive‌ deeper into product features, allow Q&A sessions, and create buzz around launches or events. Consistency is key—regularly posting both formats helps maintain viewer interest and grow a loyal audience.

**Host:** It sounds like a powerful strategy! Lastly, could you share a tip for business owners who are ‍looking to get started ‍with YouTube Shopping or livestreaming?

**Maria Rossi:** Definitely! The ​first step is to verify your YouTube channel. Verification not only establishes your credibility but also unlocks features like⁤ custom thumbnails and live streaming. ⁣Once that’s done, I⁢ recommend experimenting with content types and analyzing⁤ viewer engagement through YouTube analytics. This will ‍help you ⁤understand ⁢what resonates with ⁢your audience and refine your strategy accordingly.

**Host:** Fantastic advice,⁣ Maria! Thank you⁤ for sharing your expertise with us today. It’s ⁤clear that YouTube’s evolving features present significant ‍opportunities for businesses to connect‍ with their customers in⁤ innovative and engaging ways.

**Maria Rossi:** Thank you! It’s been a pleasure, ⁤and I’m looking forward to seeing‌ how brands harness these tools in the future.

**Host:** And that wraps up our interview. Stay tuned​ for more insights on how digital platforms are‍ transforming the way‌ we do business!