After its first beauty-focused live shopping fest this summer, YouTube continues to bet on shoppable videos for this holiday season.
Today, the video platform kicked off a 10-day shopping event titled “From YouTube to You,” featuring top YouTube creators promoting holiday giveaways and merchandise. Although several categories are included, the event leans heavily on beauty, with Ulta Beauty, Tula and REM Beauty among the participating brands. The event highlights all of YouTube’s buyable video formats, including standard videos, live streaming, and shorts.
“As a digital-native, social-driven brand, we’re always looking for new ways for customers to experience our clean, clinically effective products, and this live shopping activation helps us bring the experience to life.” of Tula Holiday shopping in a festive and innovative way. said Tula CEO Savannah Sachs.
This will be Tula’s first time using YouTube’s live shopping feature. On November 16 at 5:00 PM PST, the brand will participate with Ulta Beauty in an event broadcast live from Los Angeles-based YouTube recording studio, YouTube Stages. Beauty influencers including Manny MUA (4.6 million YouTube subscribers), Amber Scholl (3.6 million), Mai Pham (2.7 million) and AllyiahsFace (715,000) will promote products and give away codes Exclusive Live Stream Discounts from Ulta Beauty and Tula.
The broadcast will be part of five nights of YouTube live shopping events from November 14-19. In addition to the Nov. 16 livestream, another beauty-focused evening will feature Simply Nailogical (7.5 million subscribers), which will launch a collection of five products for its nail care brand, Holo Taco, exclusive to the event.
The event’s goal is to “reinforce that YouTube Shopping is the ultimate destination for creators to launch exclusive products and offers for the holiday season,” said Bridget Dolan, YouTube’s general manager of retail partnerships. .
Influencers are key to this strategy, and adding shopping links to influencer content was the “next logical step” in monetization for creators, Dolan said.
“YouTube aims to help creators diversify their revenue by becoming brands selling their own products and designs, and by inspiring creators to authentically recommend their favorite products to their viewers from the brands and retailers they love,” said Dolan.
So far this year, “hundreds” of beauty brands have been tagged in shoppable videos on YouTube, with YouTube shopping enabled for nearly 40 beauty brands, according to Dolan.
While the festival showcases influencers and brands across all categories, including fashion, home and gadgets, YouTube beauty influencers play an important role. AlishaMarie (8 million subscribers), Shalom Blac (1.5 million) and Alex Costa (3.7 million) are other beauty influencers scheduled to line up during the festival.
YouTube will also continue to emphasize branded Shoppable Shorts challenges, which Glossier adopted at the platform’s first Beauty Shopping Festival in July. The Holiday Shopping Fest will feature 20 new Holiday Gift Guides on YouTube Shorts from over 20 creators, and will feature challenges with the chance to win prizes.