YouTube has strengthened its shopping function and started collaborating with e-commerce platforms. Let's take a look at how the fusion of content and commerce will change the e-commerce industry in the future. We have Director Song Taemin from Hidden Brain Research Institute with us. Welcome. Do you remember when we talked about the shopping function being added to YouTube? Now, the feature is officially launched, right? Yes, there was a shopping function before. Initially, it was tested only in Korea. It's quite unique, isn't it? So, YouTube, which now sees it as a future growth engine, has introduced YouTube Shopping. It's interesting that they chose to test it first in Korea, not in other countries. There are various reasons for that. I'm not exactly sure about the reasons, but, for example, YouTube...

In addition, later on, there will be Instagram shops, TikTok shops, and so on. They are already being carried out overseas. However, YouTube started a bit late. But why did they start in Korea only when they were already starting abroad? Let's think about it. They tested it on us first. Why? Because in Korea, there are no TikTok shops or Instagram shops. So, Korea can be the first to take the lead. And then, there was a part where Korean people can be a bit sensitive about shopping. Because it's slightly different from regular home shopping; it's the concept of influencers selling products. People can be more envious and sensitive than you might think. So, when a YouTuber or influencer sells products...

There was a perception that there would be many people like that. When I talked to influencers around me, they said that they sold well. Well, that's true now, but until last year or the year before, it wasn't like that. That's why there was controversy over hidden advertisements in the past. So, not only did I dislike false advertising, but also the idea that influencers should be ashamed of doing advertisements, that it should be hidden, was born. I think that was also my problem, so I wanted to overcome all of these things. Maybe that's why I thought Korea might not have been the first to start this. Among the things you mentioned just now, they were already doing it elsewhere, right? I started YouTube a bit late, but is there something different, something unique? I think there might be some differentiation points.

The new feature I am going to explain today was established at the end of last year. YouTube, a company in Korea, invested over 20 billion won in this company. YouTube directly invested over 20 billion won in a company called Cafe, which they joined last year. These two companies collaborated to develop a new concept of a shopping mall. Usually, YouTubers create their own shopping malls and source products to sell. They find products, upload them, and design their stores. However, with this new concept, you don't need anything. You can simply request what you need, like coffee, for example, and Cafe or the company will automatically find and upload it for you. This is the role they play. So, all you need is your YouTube channel. Once you connect your shopping mall, you can automatically sell all kinds of products.

Easy features like It's there have now appeared, making people really comfortable. That's right, it's so convenient that now I think it might not grow much anymore. In other words, YouTube's shopping mall is like this, utilizing only the fame of celebrities. Yes, that's right. But even if shopping is convenient, I've heard a lot of people say it's quite cumbersome and burdensome. Some say that they face many lawsuits while selling products, and creators may feel a bit burdened to challenge. What do you think? Yes, as I mentioned earlier, if I try to run a shopping mall myself, I have to create a website, design, register products, and as you said, I could also get involved in lawsuits. It seems complicated.

Do I have to pay attention to things like this? Yes, but these things are just unnecessary. It's just a matter of being a mediator. So, in short, if I only have a Google account, I can easily make platform contracts. I can simply register the items on the shopping mall by choosing what I need, like a coffee or a microphone. It's also possible to sell on a YouTube channel, making it very easy. Furthermore, as I mentioned earlier, customer management, when will I have to make phone calls for this? The company can take care of these roles on behalf of me. Creators might think they have to do this, right? There is also live shopping on Naver, right? I've watched it a few times. In this way, how do the advantages and disadvantages of video-based shopping show up?

First of all, what are the advantages of live shopping? The big advantage is the real-time interaction. Here, how does the back look? Then showing the back like this could cause a stir, so wouldn't it be great? Naturally, this could greatly help in making purchasing decisions. There are clear differences between viewers on platforms like Naver and YouTube. There will definitely be differences in the types of customers who view through Naver and those who view through YouTube. There might be more or fewer viewers, but rather than that, there are different viewing preferences. I see YouTube as capturing more diverse preferences. It appeals to various age groups, from teenagers to people in their 60s, so if you show it to those people, it would be much better.

It seems like we can also say that it is effective. Then, if we compare it with a regular online shopping mall, if we compare it with Naver, in Naver, they just sell products at a store like A. However, on YouTube, it is creator-centered, so it matches the style of each individual. For example, a YouTuber who introduces books will mainly focus on books. They won't suddenly start selling food products, right? Therefore, for specialized products, it seems like it would be interesting and they could sell them much better. Of course, there might be some downsides as well. Since live shopping shows are held only at specific times, it may affect sales during other times. This is also applicable to platforms like Instagram and TikTok that you mentioned.

Other platforms are also entering the e-commerce market, right? It's already very active, isn't it? Yes, that's correct. So, nowadays, people who are running businesses need to think from their perspective and utilize this market, right? Does the strategy need to change then? How does it work for each platform? For example, on platforms like Instagram, nowadays, not only do they post stories but also photos. So, you can sell products focusing on these photos. Previously, on Instagram, there was no concept of being able to add links. You could only add one link in the profile picture, but you couldn't add links in posts. But now, with Instagram Shop, you can add links in posts. So, if you wear something, take a cool photo, people mostly ask, Where did you get that shirt? or Where did you get those pants? like this.

I have a question. Since there is a link attached, if you click on it, you can be redirected to the online shopping mall. But, haven't these things been calculated since the past? So, the links have always been blocked before, but now they are open on Instagram. That's why this ad is only for a year. Therefore, using posts like this for promotional strategies should now choose Instagram. As for TikTok, challenges are very popular. So, by using challenges as a marketing strategy, products need to be sold. Then, for platforms like YouTube, usually, by doing reviews like I will try this on or I will eat this, new strategies need to be established to sell products. In fact, I want to have all three platforms with just one video. This is a bit ambitious.

It seems like it needs to be transformed a bit. You have to make changes gradually and utilize it. Oh, the video challenge is still... But is the video challenge still very active? Right now, TikTok is... It still seems tremendous, so the reason itself, actually, now the discussion starts from music. Currently, TikTok is so strong that it can be said to change the rankings in music. Therefore, the trend itself starts from TikTok, then the music moves to Instagram, and from Instagram, it moves to YouTube. That's how the trend has changed. What's interesting is that in the past, the music chart rankings influenced it, right? But now, that's not the case, right? That's right, it's true. TikTok influences it. TikTok has become so powerful that it can influence it.

I mentioned that on TikTok, it transitions to Instagram and then to YouTube. If you look at the age group, you can understand more clearly. TikTok ranges from teenagers to the mid-20s, and then they smoothly transition to Instagram. Instagram goes up to the 30s and 40s, so then they move on to YouTube. Since YouTube covers all age groups, from there, TikTok has popular music and challenges that extend to YouTube, reaching all age groups. So, what do you think about this? If we assume there is someone doing business and finds it too cumbersome to manage all three platforms because each requires slightly different formats, wouldn't it be better to focus on just one? Well, that's not a bad idea, but you know, there's this thought: Am I selling myself out?

Who is the target age group for the product? If it's for those in their 20s and 30s, focusing on Instagram would be good. If it's for the older age group, concentrating on YouTube would be better. But I'm curious about something. In Instagram, TikTok, or YouTube, isn't it all about the number of followers and the scale? If I want to sell products but don't have an account, should I create one? Or should I naturally go for influencer marketing? Which one is better? If I'm starting a business now and want to sell my products, should I do both at the same time? It's not easy to create my own right away, but I should gradually build it up.

It's about thinking, and then advertising should be outsourced. First of all, my products are selling, so yes. Simultaneously, as you proceed with two things, gradually giving advertising to the outside is like a metaphor. It's much more important to boost your own strength. Oh, I see. How do you think YouTube shopping will impact the existing home shopping and live commerce industries? First of all, currently, the proportion of people watching TV is decreasing significantly, so naturally, I see that this media platform commerce called YouTube shopping will grow tremendously. Here, there is another important point. I mentioned personalization when talking about artificial intelligence. Personalization, for example, in the case of TV, is practically impossible. It's just based on time slots. Ah, at this time, many people in their 60s or older will watch. These kinds of things come out. YouTube or these media commerce.

In most cases, people can know what someone's preferences are and what items they have bought. Then, based on that, you can recommend videos to that person. Connecting video recommendations to e-commerce can be amazing. It's a bit scary, really, as it feels like someone is watching me. Right now, it doesn't end here. In the future, with the rise of VR and AR, virtual reality will become more common. People might be using virtual reality at home, seeing their favorite snacks next to them, and being able to purchase them immediately. I think more of these things will emerge in the future. What worries me are domestic e-commerce platforms. The introduction of YouTube shopping...

How are you responding to this? First of all, now, in the case of Coupang, Coupang will do well on its own, but recently, they have also collaborated with YouTube and have been threatened. So, this is recent. It could probably go alone, but it's much better to go together. What I feel here is, Ah, YouTube is creating its own ecosystem for the future. That's what I felt. So, these days, if you watch YouTube channels, most of them will have Coupang links next to them. That's how much they are receiving a significant commission now. If you buy something through my channel, usually, you get a 6.7% commission. So, recently, I actually tried it out, and it was so fascinating. So, wow, a new revenue structure is emerging like this. If you see this, I think companies like Naver or 11th Street will surely go together as well.

I also listen a little. It will increase gradually in the future, and there is a high possibility that this will become very common. Understood. Today, we looked at the changes in the YouTube platform that have strengthened shopping functions and the e-commerce market, creating a whole new world of art. We were joined by Director Song Taemin from Hidden Brain. Thank you for today. Thank you.

유튜브 쇼핑이 바꿀 미디어 플랫폼 커머스의 미래 - 어비 송태민

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