Monday, February 26, 2024

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    Future of TV Briefing: The key to creator-driven commerce comes down to ease of use

    This week’s Future of TV Briefing looks at why YouTube Shorts’ and TikTok’s affiliate commerce programs for creators may fare better than past efforts from the likes of Instagram.

    • Path to purchase
    • YouTube’s latest ad controversy
    • ESPN’s potential streaming partner, BET’s sale status and more

    Path to purchase

    On paper, creator-driven commerce on social video platforms makes plenty of sense. People watch videos featuring a creator highlighting a given product, decide they want to buy the product and buy the product through some in-platform feature attached to the video. Easy. In practice, though, platforms’ affiliate commerce efforts have been clunky. But that seems to be changing.

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