"Inside a historic aircraft hangar in Playa Vista, crowds of people gathered on Thursday to browse the latest fashions from handbags to clothing and shoes as they prepared for the holiday shopping season. These weren't shoppers or retailer buyers searching for the latest products. Instead, they were YouTube video creators who were being courted by brands from Lowe's to Shark Beauty to encourage online audiences to buy their products."
"In August, YouTube introduced new tools to help its creators better promote products they plug in their videos. One feature uses AI to identify the optimal place on the screen to put a shopping link when an influencer mentions a product. If a customer clicks on that link and makes a purchase, the creator gets a commission. Brands that were once skeptical about influencers have embraced them over time as sales-tracking tools have improved and the fan base of video creators has mushroomed."
Hundreds of YouTube creators gathered at a historic Playa Vista hangar for Holiday House to preview products from brands seeking creator promotions ahead of the holiday shopping season. Creators browsed curated displays and selected items to feature for their audiences, often adding shopping links to videos. YouTube introduced AI-driven tools to place shopping links on-screen and track purchases so creators earn commissions when viewers buy items. Brands across categories, from Lowe's to beauty companies, increasingly partner with creators as sales-tracking improves and creator fanbases grow. The event illustrates YouTube's push to deepen commerce by leveraging creator influence similar to rival platforms.
Read at San Diego Union-Tribune
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