Retailers Look to Increase Shopping Hauls
In past RetailWire coverage of haul videos — the act by which consumers go shopping and then share their purchases on sites such as YouTube — polls and discussion points on the site were clear on two things:
- These videos represent an opportunity for merchants and brands to gain attention and, in turn, achieve sales gains.
- Retailers looking to cash-in on the opportunity need to tread carefully when it comes to attempting to influence haul video makers and content.
Haul videos are popular viewing on YouTube. According to ABC News, roughly 150,000 such videos are currently on the site and some have views running in the millions.
"We have some haul videos that compare to major cable channels in views," Shishir Mehrotra, director of product management at YouTube, told ABC.
As previously reported on RetailWire, some of the makers of haul videos have found the exercise to be financially rewarding with retailers providing them with incentives in goods and shopping cards. American Eagle, Forever 21, J.C. Penney and Urban Outfitters have all attempted to use haul videos to create buzz around new seasonal apparel collections.
YouTube has also gotten into the act. According to Mr. Mehrotra, the YouTube Partner Program pays some individuals to make videos and gives them a cut of ad revenue.
"We have hundreds of partners that make over $1,000 a month, and we have several that are making six figures and really are supporting a living off of YouTube," he told ABC.
- Consumers Produce Haul-ful Videos – RetailWire
- Retail TouchPoints: JC Penney, Forever 21 ‘Haul’ In User-Generated Videos For Back to School Promos – RetailWire
- Major Retailers Latch on to ‘Hauler’ Viral Videos – ABC News
Discussion Questions: What are the keys to producing strong haul videos? Should retailers, directly or indirectly, get involved in haul videos?