On October 7th 2008, Youtube came a long way from “This video has been removed at the request of copyright owner the RIAA because its content was used without permission.” to “Download This Song: on Amazong mp3, iTunes”.
Straight from Youtube (excerpt from the Youtube blog),
Today, we’re taking our first steps to providing YouTube users with this kind of instant gratification, by adding “click-to-buy” links to the watch pages of thousands of YouTube partner videos. Click-to-buy links are non-obtrusive retail links, placed on the watch page beneath the video with the other community features. Just as YouTube users can share, favorite, comment on, and respond to videos quickly and easily, now users can click-to-buy products — like songs, books, and movies — related to the content they’re watching on the site. We’re getting started by embedding iTunes and Amazon.com links on videos from companies like EMI Music, and providing Amazon.com product links to the newly released video game Spore(TM) on videos from Electronic Arts.
Finally, there is more justification for having “a Youtube strategy”. This is great for EMI and Electronic Arts, even greater for small-businesses and -content producers.
According to theAppleblog, Youtube gets a cut when someone clicks through to buy at iTunes. That cut is contributed by the record company and not the retailer. EMI must be sure the volumes will make for the cut.
While most will be impulse purchases now, eventually I expect more high involvement products would be bought off Youtube. Here’s a list of products & services that’ll benefit from Youtube e-commerce just off the top of my mind:
- Books – Author reads excerpts, video documentary of the research, some talking head testimonials – click-to-buy
- Kitchen Appliances – Video demonstrating functions of a game changing coffee machine – click-to-buy
- Technical Products – 2 people show video flowcharts of how an electronic performance support system gets insurance customer support executives up-to-speed in a day instead of 6 months – click-to-buy
Making an interesting and engaging viral video just became a lot tougher. Job prospects for students of VCU Brandcenter’s Creative Technology just became a lot better. Google has done it again.
Sitepoint.com, where I first read about the news, made a reference to another interesting product placement company, Evenhere. Evenhere makes tagging products in web video and tv possible so when one finds something of interest, one can either bookmark it or buy it. Evenhere deserves a post of its own (coming soon).
Tell me people (I’m guessing my visitors are mostly Brandcenter folk), does this update mean you’re going to spend more time involving Youtube in your brainstorm session?