With as many views and searches as their are on YouTube, it does seem that there’s a lost opportunity by not having better conversion methodologies embedded in YouTube videos. YouTube has launched cards to bring some additional interactivity where a video producer can now embed nice calls-to-action on a slide-in element into their videos. One note – Cards do not work in addition to the current CTA overlays available on YouTube.
Here’s an Overview of YouTube Cards
Be sure to press the “i” button in the top right corner to see how cards work.
Because Cards work regardless of whether someone is working on a desktop or a mobile device, if you point to them in your videos, it may not line up as it should. However, the information button is consistently displayed in the top right corner. This is great – assuring consistency whether someone is viewing from YouTube or from an embedded video out on a site somewhere.
To be honest, I’m not sure how many folks are going to go out of their way to click the button, though. I have a feeling many people are going to miss it altogether. I think a better adaptation would have been to have a timeline where your Card was forced into view so people could see it when the timing is right. But hey – it’s an attractive feature and a step in the right direction. YouTube does plan on advancing and optimizing the system as they see how they’re being utilized.
You can choose from six types of cards: Merchandise, Fundraising, Video, Playlist, Associated Website and Fan Funding. If your account is in good standing and you are the content owner of the video you’re sharing, you’ll find a new Cards tab in your Video Editor to create and edit them at any time.
Williams-Sonoma and VISA Checkout Using YouTube Cards
Visa Checkout and Williams-Sonoma have launched a co-marketing campaign and four-part video series called Time to Savor Summer in support of the availability of Visa Checkout, Visa’s fast and secure online checkout service, on www.Williams-Sonoma.com.
The video series are shoppable with YouTube Cards – allowing viewers to buy showcased products quickly and easily by clicking directly from the video—making Visa Checkout, with Williams-Sonoma, one of the first brands to use the technology. The videos were created in partnership with Tastemade, a global food lifestyle network for digital platforms, and hand-selected influencers will provide viewers with tips and tricks to host the perfect summer parties.
Through Visa Checkout, Williams-Sonoma online customers can purchase everything they need to host the ultimate party—all with just a few clicks.
This research stems from a survey of 165 marketing, commerce and supply chain executives, and 12 deep-dive interviews with executives who reveal the ways they are rethinking their engagement strategy.