Instagram may be giving up on some of its video shopping features, but YouTube is adding more.
At VidCon from June 21-24, the platform’s YouTube Drop Shop is taking place with a star-studded lineup of participants including Allyiah Gainer (@AllyiahsFace; 772,000 YouTube subscribers), Cassey Ho (@Blogilates, 8.6 million subscribers), Christen Dominique (@christendominique, 4.5 million subscribers), Sydney Morgan (@sydneymorgan, 5 million subscribers) and several undisclosed guests. The event comes as YouTube has been unveiling new shopping-related influencer monetization features over the past year.
On June 14, YouTube announced the official launch of its affiliate program for any creator with 20,000 subscribers or more. Bridget Dolan, the head of shopping content partnerships at YouTube, said beta tests of the program have been “going really well,” with retailers including Sephora and Ulta Beauty since the fourth quarter of last year. The platform has also been hyping up its “Shoppable Shorts” feature that has been adopted by brands such as Fenty Beauty and Glossier. Shoppable Shorts launched in November 2022.Glossy