YouTube is back with more buyable videos. In response to heavy search traffic for terms like “gift guides” and “gift ideas,” the online video leader is delivering an event series called From YouTube To You. The ten-day initiative will feature top creators and offer deals across a variety of categories.
From YouTube To You began on November 10 and runs through the 19th. Participants who will contribute content include MrBeast, Alan Chikin Chow, and Alisha Marie. Over ten days, YouTube will feature all of the video types that are part of the “multiformat” approach it’s pushing. Creators will deliver streams and long-form content, and YouTube will bring back its Shoppable Shorts as well.
This is the second year in a row that YouTube has launched a shoppable experience ahead of the holiday season. Last year, it invited viewers to a Holiday Stream & Shop. That event promoted the nascent /Shopping hub, which is led by Bridget Dolan, the Global Managing Director for YouTube Shopping.
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As Dolan told Glossy, From YouTube To You plans to reinforce the idea that “YouTube Shopping is the ultimate destination for creators to launch exclusive products and deals for the holiday season.” The initiative will have a focus on beauty products, with some creators launching new items and others partnering with major brands. Christine from Simply Nailogical will add to her Holo Taco line, while Manny MUA will offer discount codes for Ulta Beauty products.
Cosmetics won’t be the only items on sale — participants in From YouTube To You will cover all corners of the retail economy. FlawlessKevin is shopping for boots, itsDesTV is shopping for gaming upgrades, and Larray is shopping for a boyfriend.
Like with the buyable Beauty Festival that aired earlier this year, From YouTube To You is designed to demonstrate some new features on the host platform. In a blog post, YouTube noted that participating creators can take advantage of a product tagging option that is currently available for creators with at least 20,000 subscribers.
Bottom line: Through November 19, YouTube will be chock-full of deals. If you want to take advantage of them, the Shopping hub is the place to be.