Why YouTube Crushes It With Partner Content by Mark
January 27, 2009 in Sparks with 2 Comments
YouTube is crushing it. They crushed it when they launched their beta in 2005, they crushed it when Google bought them in 2006, and they've continued to crush it over the last few months. As the world's number one online video source, they clearly haven't lost any steam.
YouTube's latest attempt to nail it with online video comes from click-to-buy links within videos. What started as links to iTunes and AmazonMP3 situated below the video player has evolved to transparent pop-up windows within the YouTube player. Once again, YouTube is killing it with partner content like no other.
YouTube has added click-to-buy options with their player. This transparent pop-up appears for about 15 seconds before disappearing, just long enough to beg for a click.
Knowing that YouTube started out with simple promotional links below videos and have now landed on ads and calls to action within the videos, we can expect more of the same behavior. YouTube will continue to monetize the video player, begging users to take action. And it will work, just like it did with Monty Python a few months ago.
[W]hen Monty Python launched their channel in November, [...]their DVDs also quickly climbed to No. 2 on Amazon's Movies & TV bestsellers list, with increased sales of 23,000 percent.
—YouTube's Blog
That kind of spike in traffic across partnered sites is a huge selling point for YouTube. It makes it much more advantageous for new partners to come on board. Aside from music labels, other industries like the motion picture studios, video game creators, TV shows, and more will shortly have the ability to promote products within videos.
Imagine watching a review of an external hard dive on YouTube and then clicking "Buy It" somewhere in the middle of the video. It's purely instant gratification—and people love it. I wouldn't be surprised if by next year we have the ability to hover over a product in a video and be shown a dynamic menu that lets you (with one click) buy the product.
YouTube is killing it, for themselves and their partners. Smart product placement and click-to-buy options will continue to evolve and keep them on top of the online video market. The market will learn from YouTube's example and adapt, ultimately perfecting the feature and burning another hole in your pocket.
2 Comments
Steve says:
Your 2nd to last paragraph, I had thought of something like that with some friends a few years ago. There is so much product placement in content it would be great to pause and find out more about the object you see.
As for the music, does this mean they will stop muting the copyrighted audio in user-generated mash-up vids and instead just add the link to buy the song?
Mark says:
@Steve: No kidding? Great minds must think alike ;). As interaction designers, we constantly look at things like this and say, "Wouldn't it be great if...?"
For the music, I believe this depends on the setup for accounts like Universal and other studios. I still think they'll do the audio removal; this just gives content-partners another tool for monetizing YouTube.
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