YouTube's New Social Shopping Push Faces Creator Hesitancy

Rafaela Bernstein
1 min read

News Content

YouTube is heavily investing in social shopping, introducing an affiliate-marketing program for creators. While this initiative carries potential, it faces hurdles in attracting creators who already utilize other affiliate options. Instagram and TikTok have struggled with seamless shopping integration, while YouTube's program competes against established platforms such as Amazon, MagicLinks, and LTK. Some influencers cite the absence of certain products in YouTube's program as a reason for not fully adopting it. Despite this, creators like Kristen McGowan have cautiously incorporated YouTube's affiliate program alongside other tools. The success of YouTube's venture into social commerce hinges on its ability to convince creators that its affiliate program can add value on top of existing platforms. The commission rates offered by YouTube range from 1% to 20%, comparable to other programs. However, some creators express concerns about tying all their revenue to a single platform and meeting eligibility criteria. YouTube's gamble in social shopping is facing a test, as it strives to win over creators and establish a competitive edge in the affiliate-marketing space.

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