In the vast ocean of digital marketing, Google continues to play a pivotal role. The search engine giant, through its parent company's portfolio including Google, Chrome, Play, Gmail, and YouTube, maintains a firm grip on billions of active users worldwide, making advertising revenue one of its most important economic pillars. However, merely serving as a traffic gateway is clearly not Google's ultimate ambition. As the saying goes, "With traffic comes power," and Google's exploration in e-commerce has never ceased.
From the launch of Buy On Google shopping platform in August 2020 (though discontinued in September 2023) to the deep collaboration with Shopify in May 2021, and now the introduction of YouTube Shopping's affiliate marketing program, Google's determination to carve out a space in e-commerce is evident. Particularly noteworthy is the official launch of YouTube Shopping's affiliate marketing program in June 2023, which presents new opportunities for traffic growth to independent brand websites.
As the world's largest video search and sharing platform, YouTube has long been a primary channel for global brands' video content marketing, especially in KOL marketing where its conversion performance may even surpass Instagram and TikTok. But how will this new YouTube Shopping Affiliate Program impact cross-border sellers? Can it become a new channel for traffic acquisition? This article provides an in-depth analysis.
I. YouTube Shopping Affiliate Program: Mechanism Explained
At its core, the YouTube Shopping Affiliate Program functions similarly to a Sub Affiliate Network. The operational principles are as follows:
1. Data Tracking Integration: YouTube Shopping connects with existing affiliate platforms to enable precise data tracking, the foundation of affiliate marketing.
2. Brand Partnerships: Brands establish affiliate relationships with YouTube Shopping (currently in invitation-only beta testing). Brands must set commission rates and cookie durations, which directly influence creators' promotional motivation.
3. Creator Recruitment: YouTube creators can apply to join the program as affiliates.
4. Product Placement Tracking: Creators add shopping links to their videos, with the system tracking clicks and purchases.
5. Commission Payouts: When purchases occur through affiliate links, creators earn CPS (Cost Per Sale) commissions, typically paid to their Adsense accounts within 60-120 days.
Previously, YouTube creators could only place product links in video descriptions when making unboxing, try-on, or review videos, relying on verbal prompts to drive traffic. This approach created a fragmented user experience.
The new program streamlines this process significantly:
- Creators can directly select products from their dashboard to feature in videos, with shopping links appearing on-screen rather than in descriptions.
- When viewers click links, a shopping list with product images appears immediately on the video's right side.
- Interested viewers can proceed directly to brand websites for purchases, creating a seamless shopping journey.
II. How to Join the YouTube Shopping Affiliate Program
The program currently has two participant categories: creators and brands.
1. For Creators
Requirements:
- Must be part of YouTube Partner Program (YPP)
- Channel must have ≥20,000 subscribers
- Account must be U.S.-based
- Content cannot target children (not marked "Made for Kids")
- Cannot be music artist or official music collaboration channels
Application Process:
1. Log in to YouTube Studio
2. Select "Earn" in left menu
3. Click "Join Now" under Programs
4. Review and accept program agreement
5. Begin tagging products in videos
2. For Brands
Currently limited to the U.S. market with plans for expansion, the program has invited select brands for beta testing across categories including Beauty, Apparel & Footwear, Home, and Tech. Notably absent is Amazon, suggesting YouTube's preference for independent brands.
III. Analysis and Outlook
YouTube's affiliate program launch represents a strategic move to retain top creators amid rising competition from platforms like TikTok. Traditionally, YouTubers monetized through:
- Platform revenue sharing from views
- Brand sponsorship deals
The affiliate program introduces a third revenue stream. Higher earnings per video could incentivize creators to remain on YouTube, while the platform benefits from affiliate advertising revenue (similar to secondary network commissions).
For consumers, the program enhances shopping convenience with direct in-video purchasing. Brands gain a new performance-based customer acquisition channel with potentially higher conversion rates through creator collaborations.
This initiative creates a potential win-win-win scenario for YouTube, creators, and brands. While still in early stages, its development could significantly influence cross-border e-commerce as the program evolves and expands.