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Inside YouTube

The creator economy: How YouTube Shopping buys creators opportunities

  • By Robert Kyncl
  • Chief Business Officer, YouTube
  • Jul.22.2022
The creator economy: How YouTube Shopping buys creators opportunities
Chief Business Officer Robert Kyncl discusses the prospects for YouTube Shopping in the next installment of his creator economy series.

YouTube stands at a unique intersection between viewers, brands and creators - where viewers look to engaging and knowledgeable creators they trust for entertainment and information. According to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust. And it is this special, trusted relationship that unlocks new opportunities for creators. After all, today’s consumers want to see new approaches to brand storytelling, and who better to tell those stories than YouTube creators?

This is why we’re investing heavily in Shopping, which has incredible potential in the creator economy.

There’s already a lot of shopping activity on YouTube, from researching and comparing products to watching creators spotlight a product they love. And the same Publicis and TalkShoppe study found that 87% say when they’re shopping or browsing on YouTube, they feel like they get the highest quality information about products. So we’re working to make it easier to take action on a product you see in a video. One way we’re doing this is through our new partnership with Shopify this week, which gives eligible creators access to live shopping tools.

In my latest video, I answer some of your more common questions on Shopping. And I hope to read and answer more of your questions soon for the next installment of my series.