- Christine Creedel
- Technology correspondent
YouTube will discover the items featured in the videos, and create a list of relevant products for you to purchase.
The suggestions will appear automatically as viewers scroll through the platform.
This technology will allow users to identify the products that appear in the video and search for relevant content on the site.
The feature is currently only being tested on some users in the United States, but experts say it could make a “huge” change in the advertising industry.
“We are testing a new feature that displays a list of products that were discovered in some of the videos, as well as related products,” YouTube said.
“The goal is to help people discover more videos and information about these products on YouTube.”
With the “Top 10 Smartphones in 2020” video, for example, “some viewers will see a symbol on the video, in addition to more information below, with the types of phones included in the video.”
YouTube added, “From there, viewers can explore each product page for more information, related videos, and product purchase options.”
YouTube began testing the product feature in this video in April of last year.
Automated detection will also recommend videos from other content makers on the platform offering the products.
The tech news site, 9 to 5 Google, said, “The YouTube algorithm is already doing a fairly strong job in automatically detecting the content you were watching and displaying related videos, but this seems more targeted to the type of content people see as a pre-search before making a purchase.” .
‘End of the announcement’
“It could be huge, that Google (the owner of YouTube) gives a large chunk of the affiliate link market that works well on Instagram and can put them in the shopping space itself,” said Laura Weldon, founder of brand design studio LWD.
“It will also mean that the videos can be easily marketed, which provides tremendous potential for small businesses by uploading various video clips of their products and then the viewer can buy,” she added.
“If this starts, it will likely signal the end of traditional advertisements as we know them.”
“Cosmetic consumers looking for product reviews and advice are using YouTube as a search engine as well as for entertainment,” said Natasha Holm, strategy director of the Sene Group for Cosmetic Communications.
“This new feature could make it easier for cosmetic buyers to find products recommended by beauty product content makers and reduce the potential for products to lose content,” she added.
She noted that the technology can extend beyond reviews to include more creative applications, for example knowing the makeup used in a music video.