YouTube 2022 Product Roadmap: Shoppable Video, NFTs
YouTube Chief Product Officer Neal Mohan on Thursday laid out the company’s 2022 roadmap to enhance the site’s shopping experiences and interactivity between brands, creators and those who visit their content.
The company will release five tools that allow creators, brands and users to integrate Shorts and Shoppable videos.
YouTube this year will also introduce collaborative livestreaming, which allows creators to go “live together” and create interactive streams for audiences.
The hope is that going live together will open instances of more casual conversation and interactions with other creators. Creators also will have an option to grow their network and reach, and their communities will have a chance to interact and build connections.
YouTube also has begun testing a feature it calls gifted memberships with a small group of channels, with the ability to purchase a channel membership for another viewer in the live stream.
“We believe new technologies like blockchain and NFTs can allow creators to build deeper relationships with their fans,” Mohan wrote in a post, explaining how Web3 will open new opportunities for creators.
Blockchain and non-fungible tokens (NFTs) will enable brands and creators to collaborate with their followers on new projects to make money in ways not previously possible, he wrote. One example is providing a way for fans to own unique videos, photos, art, and even experiences from their favorite creators.
With more than 2 million creators in the YouTube Partner Program, the changes are being built with feedback from many of them.
Shopping will enable creators to expand into ecommerce. Shoppable videos, Live Shopping, and, more will become available across the app. With shoppable videos, such as the partnership for Black-owned Friday announced last year, users can shop tagged items in their favorite creators’ videos.
On the horizon is a new way for creators to make money on YouTube Shorts. Shorts creators will soon have the ability to build branded content through BrandConnect, integrating fan-funded features like Super Chat into Shorts, and bringing the ability to shop directly from a Short.
Mohan also hinted at changes or updates to Live shopping that offers viewers an interactive place to engage with creators when introducing new products, unveiling exclusive deals, or discussing their latest shopping haul. Daily Live watch times more than tripled between January 2020 and December 2021.
Another area of focus has been improving the ability for viewers to comment. YouTube is testing the ability for creators to set channel guidelines, so they have better control of the conversation’s tone on their channel.
And amidst all these changes, YouTube this year will redesign the user interface, including updates to Library and Live, Mohan explains. Last year, the company announced several new updates, like the introduction of 4K Plus, an add-on package that includes unlimited streams in a household and the option to watch shows offline without an internet connection.
YouTube also plans to make changes to YouTubeTV.