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Brand Strategy Glossier Social Media

YouTube debuts shoppable Shorts function with Glossier tie-up


By Hannah Bowler, Senior reporter

June 7, 2022 | 3 min read

Glossier is to become the first brand to sell via YouTube’s fledgling shoppable Shorts function, as part of YouTube’s shoppable expansion plans.

Glossier debuts new No.1 Pencil on YouTube Shorts

Glossier debuts new No.1 Pencil on YouTube Shorts / Glossier

In February YouTube laid out plans to push hard into shoppable video and grow its TikTok-like function Shorts. According to YouTube, shoppable and Shorts are its two biggest priorities for 2022.

Rolled out globally in 2021, YouTube Shorts site is a short-form video sharing platform that limits content to 60 seconds.

Kicking off tomorrow (June 6) until June 23, Glossier will be debuting its latest eyeliner, No.1 Pencil, in a three-week ‘Shoppable Shorts Challenge’.

How it works

  • Glossier’s first post will kick off the ‘challenge’, inviting over 100 creators to engage on their own channel with the hashtag, #WrittenInGlossier.

  • The hashtag takes the consumer to a page where they can find out more about the eyeliner.

  • The idea is that when Glossier and its influencers post their own iteration of the challenge, their videos will all be shoppable, creating a viral effect.

The shoppable Shorts function is not yet live in the UK. For UK consumers, Glossier has partnered with four local influencers who will help promote the eyeliner with private shoppable links.

Glossier has tapped American singer Kehlani to promote the challenge.

Along with the 'Shoppable Shorts Challenge', Glossier will be debuting the eyeliner during YouTube's second annual YouTube Beauty Festival. Last year's line-up featured Gwyneth Paltrow, Selena Gomez and Pharrell Williams.

YouTube's 2022 shoppable strategy follows the week-long 'Holiday Stream and Shop' event last November which saw creators MrBeast, the Merrell Twins, and Gordon Ramsay promote brands including Walmart, Samsung, and Verizon. That event garnered 2m views and 1.4m live messages.

Brand Strategy Glossier Social Media

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