Bạn có thể bỏ lỡ cả gia tài nếu chưa biết về YouTube Shopping - Gabby Roxas, Google Vietnam

Key Concepts

• YouTube Shopping: A feature allowing users to purchase products directly through YouTube videos and channels.
• Video Commerce: E-commerce facilitated through video content, including product reviews, tutorials, and live shopping.
• Full-Funnel Marketing: A marketing approach that addresses all stages of the customer journey, from awareness to purchase.
• Creator Ecosystem: The network of content creators on YouTube who produce videos and engage with their audience.
• Gross Merchandise Value (GMV): The total value of merchandise sold over a period of time.
• Multiformat Strategy: Utilizing various content formats (shorts, long-form videos, live streams) to engage audiences.
• Affiliate Marketing: A marketing arrangement where creators earn a commission for promoting products through their content.
• AI Integration: Using artificial intelligence to enhance the shopping experience, personalize recommendations, and automate processes.
• ABC Framework: Attention, Branding, Call to Action - principles for effective advertising and creator collaborations.

YouTube Shopping in Vietnam: A Full-Funnel Marketing Solution

Introduction

• Gabby Rojos, Country Marketing Manager of Google in Vietnam, discusses the launch of YouTube Shopping in Vietnam and its potential impact on the digital commerce landscape.
• Vietnam is the fifth market globally to launch YouTube Shopping, highlighting its importance to Google.
• The discussion focuses on how YouTube Shopping supports the entire customer journey, from product discovery to purchase.

The Rise of Video Commerce

• E-commerce and video commerce have grown significantly in Southeast Asia, increasing 4x in the past few years and now representing 20% of the market.
• Vietnam is expected to be one of the fastest-growing markets for online and video commerce due to its visual culture and preference for experiencing products through video.
• YouTube was launched in Vietnam 10 years ago, initially as a video platform, but now plays a significant role in shopping and e-commerce.

Launch of YouTube Shopping in Vietnam

• YouTube Shopping launched in Vietnam in Q4 of the previous year.
• Vietnam is the fifth market to launch YouTube Shopping globally, following the US, Korea, Thailand, and Indonesia.
• The launch aims to support the creator ecosystem by providing an additional income stream and enabling brands to reach their audiences through creators.

Supporting the Customer Journey

• Google aims to help advertisers reach their audiences in Vietnam and overseas.
• YouTube Shopping caters to viewers with shopping intent by providing a seamless experience to discover and purchase products featured in videos.
• Creators can earn more by reviewing products and showcasing their experiences, creating a flywheel effect within the ecosystem.

Momentum of Video Commerce in Vietnam

• Vietnam's GMV is projected to be $45 billion, with video commerce playing a significant role in driving revenue.
• Vietnamese creators are highly trusted by viewers for their product reviews and authentic opinions.
• Early adoption of YouTube Shopping among qualified creators indicates a positive momentum, with ongoing investments in training and ecosystem development.

Consumer Behaviors Driving Growth

• Shopping-related viewership on YouTube is approximately 30 billion hours globally, with Vietnam contributing significantly.
• YouTube Shopping provides a seamless experience for users to shop for products featured in videos.
• Popular categories driving growth include skincare, personal care, home care products, and electronics.
• Tutorials and step-by-step videos offer growth opportunities for creators.

Discovery vs. Intent

• The shopping experience involves both intentional searches and product discovery through content.
• Intention is often built subconsciously over time, making it crucial for brands to be present in moments of discovery and consideration.
• Brands should focus on completing the funnel with fulfillment and driving action.

Standout Trends and Creator Tips

• Vietnamese viewers trust content creators, with 89% trusting their opinions and experiences.
• Creators should focus on their interests and be authentic to build connections with their audience.
• Creators can use audience engagement data to identify new categories and connect with viewers.

Multiformat Strategy: Shorts, Long-Form, and Live

• YouTube's multiformat approach includes shorts, long-form videos, and live streams.
• Shorts create awareness and drive interest, while long-form content provides in-depth information.
• Live streams enable real-time interaction and product highlighting.
• Creators and brands should strategically use all three formats to engage audiences.

YouTube Shorts and Shopping

• Adding shopping links to shorts increases viewership by approximately 8% on average.
• Shorts drive engagement and awareness, sparking curiosity and leading viewers to other videos.

Leveraging AI

• AI is used to provide personalized recommendations based on user intent and signals.
• Google's Performance Max product enables advertisers to reach audiences across multiple Google assets, including YouTube.
• AI can automate shopping features and simplify the content creation process for creators.
• Tools like Gemini can help suggest content to drive more effective shopping opportunities.

Creator Collaborations and Partnerships

• Google encourages advertisers to collaborate with creators due to their authenticity and trust with audiences.
• The ABC framework (Attention, Branding, Call to Action) applies to creator collaborations.
• YouTube Shopping closes the loop by driving fulfillment through shopping.

Affiliate Marketing Potential

• Vietnamese creators earning 100 million VND or more has grown by 30% in one year, based on advertising and channel memberships.
• Adding shopping can significantly increase revenue, with examples of creators in other markets doubling their income.
• Affiliate links can contribute a significant portion of revenue for creators in lifestyle, fashion, and beauty categories.

Google's Commitment to Vietnamese Businesses

• Google inspires the ecosystem through thought leadership pieces and events, such as the economy report.
• Google invests in training programs to help businesses and creators use its products effectively.
• Resources are being localized and published in Vietnamese to increase accessibility.

Conclusion

• YouTube Shopping presents a significant opportunity for creators and businesses in Vietnam's growing digital commerce landscape.
• By leveraging video content, engaging with audiences authentically, and utilizing Google's tools and resources, creators and businesses can achieve sustainable growth and success.