Product reviews and " unboxing " videos rank among the highest content on YouTube , thus YouTube decided to pitch the use of videos to consumers as potential shoppable content . The push comes as data from Google showed 68 % of users prefer to receive product ads from " people like them " rather than the actual brand . The video format is fitting for much-hyped electronics, like new iPhone editions, but the popularity of unboxing and product reviews goes well beyond gadgets. Citi Retail Services found that an increasing proportion ( 40 % ) of consumers are willing to combine their social media with online shopping . YouTube launched Awesome Stuff Week on 5 October to show what click - to - buy content could look like when partnered with relevant video content ; a click - to - buy ad would feature on the same screen as the YouTube product reviewer . However , YouTube hosts will have to publicise that the videos are shoppable and that they have been paid by YouTube to make the video .
Product reviews and " unboxing " videos rank among the highest content on YouTube , thus YouTube decided to pitch the use of videos to consumers as potential shoppable content . The push comes as data from Google showed 68 % of users prefer to receive product ads from " people like them " rather than the actual brand . Citi Retail Services found that an increasing proportion ( 40 % ) of consumers are willing to combine their social media with online shopping . YouTube launched Awesome Stuff Week on 5 October to show what click - to - buy content could look like when partnered with relevant video content ; a click - to - buy ad would feature on the same screen as the YouTube product reviewer . However , YouTube hosts will have to publicise that the videos are shoppable and that they have been paid by YouTube to make the video .