This is particularly true of Gen Z, who say that YouTube is more likely than other video and social media platforms to meet their top shopping needs, according to a Google/Talk Shoppe, ‘U.S., Social Commerce and Video Shopping’ study conducted in July and August 2022.

To explore how brands can benefit from this close relationship between YouTube and its audience, Google partnered with Talk Shoppe to conduct an extensive, qualitative research study and surveyed thousands of video users in the U.S. These shopping insights illustrate how marketers are building brand loyalty and creating repeat customers on YouTube.

Shoppers value honest, reliable information the most

Discovering new and exciting brands online is important to shoppers, but what they value even more is finding reliable, trustworthy information that will help them buy a product with confidence. According to the 2022 survey, viewers say YouTube ranks first against video services and social media platforms in key shopping needs, like finding truthful information and feeling good about their purchases.

YouTube creators are a large part of the reason why people view the platform as a source of reliable information, with 87% of viewers agreeing that YouTube creators give recommendations they can trust, according to a ‘Shopping at the Speed of Culture’ study by Google and Talk Shoppe (from August 2021 to February 2022). As one survey participant said: “YouTubers often give updates on how the product is doing three, six or 12 months after purchasing, and they also will warn you about things to look out for.”

Furthermore, according to Emily Hotz, director of video and sales development managers at Google: “Creators do more than showcase products; they infuse them with stories and humanity. From clothing to cooking, hair care to home repair, there is a creator on YouTube ready to shop with you; they are the try before you buy. This social connection is putting the fun back in shopping and, in turn, fueling growth for brands.”

Gen Z shoppers prefer trusted brands over trends

In the 2022 Social Commerce and Video Shopping study, when Gen Z was asked what they prioritize when they shop using video or social platforms, they ranked finding a brand they love significantly higher than finding something trendy. This is excellent news for brands that hope to become a go-to destination for Gen Z and other shoppers.

To become a universally loved brand takes creating a positive shopping experience that encourages people to buy again and again. The key to a positive shopping experience is giving people product information they can trust, which will make them more satisfied with their final …read more

Source:: Digiday

Author: Aaron