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YouTube steps up its shopping game with help from influencers

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YouTube steps up its shopping game with help from influencers

Inside a historic aircraft hangar in Playa Vista, crowds of people gathered on Thursday to browse the latest fashions from handbags to clothing and shoes as they prepared for the holiday shopping season.

These weren’t shoppers or retailer buyers searching for the latest products. Instead, they were YouTube video creators who were being courted by brands from Lowe’s to Shark Beauty to encourage online audiences to buy their products.

Aaron Ramirez, a 22-year-old influencer who focuses on men’s fashion and lifestyle, stood in front of racks of carefully curated shelves of backpacks as he decided which items he would endorse for his 234,000 YouTube subscribers.

“I can make a video about anything that improves my quality of life and add a link to it,” said Ramirez. “I only recommend products that I really use and really like.”

The San Diego resident was among about 300 creators participating in YouTube’s annual benefit for creators dubbed “Holiday House” that helps internet personalities get ready to sell goods during the busy holiday shopping season.

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The event — held at the cavernous converted Google offices that once housed Howard Hughes’ famous Spruce Goose plane — underscores YouTube’s desire to be a bigger player in online shopping by leveraging its relationship with creators to promote products in much the same way that rival TikTok does.

In August, YouTube introduced new tools to help its creators better promote products they plug in their videos. One feature uses AI to identify the optimal place on the screen to put a shopping link when an influencer mentions a product. If a customer clicks on that link and makes a purchase, the creator gets a commission.

Brands that were once skeptical about influencers have embraced them over time as sales-tracking tools have improved and the fan base of video creators has mushroomed.

“It’s like the people that you saw on television and before that the people that you listened to on radio who became the trusted personalities in your life,” Earnest Pettie, a trends insight lead at YouTube, said in an interview. “Oprah’s Favorite Things was a phenomenon because of how trusted Oprah was, so it really is that same phenomenon, just diffused across the creator ecosystem.”

Despite economic uncertainty and tariffs imposed by the Trump administration, shoppers in the U.S. are expected to spend $253.4 billion online this holiday season, up 5.3% from a year ago, according to data firm Adobe Analytics.

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Social media platforms have helped drive some of that growth. The market share of online revenue in purchases guided by social media affiliates and partners, including influencers, is expected to grow 14%, according to Adobe Analytics.

Cost-conscious consumers are doing more research on how they spend their money, including watching influencer recommendations. In fact, nearly 60% of 14- to 24-year-olds who go online say their personal style have been influenced by content they’ve seen on the internet, according to YouTube.

“It’s more about discovery, understanding where the best deals are, where the best options are,” said Vivek Pandya, director at Adobe Digital Insights. “Many of these users are getting that guidance from their influencers.”

YouTube is one of the top streaming platforms, harnessing 13.1% of viewing time in August on U.S. TV sets, more than rivals Netflix and Amazon Prime Video, according to Nielsen. And shopping-related videos are especially popular among its viewers, with more than 35 billion hours watched each year, according to YouTube.

With YouTube’s shopping feature, viewers can see products, add them to a cart and make purchases directly from the video they’re watching.

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Promoting and enabling one-click e-commerce from video has been huge in China, triggering a wave across Asia and the world of livestreaming and recorded shopping videos. Live commerce, also known as live shopping or livestreaming e-commerce, is a potent mix of streaming, chatting and shopping.

The temptation to shop is turbocharged with algorithms like that of TikTok Shop, enticing people to try more channels and products.

1

2 YouTube content creator Peja Anne makes a video with beauty products as her mom Kristin Roeder films during a shopping event.

1. YouTube content creators Diana Extein, left, and Candice Waltrip, right, film clothing try-ons during YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif. 2. YouTube content creator Peja Anne, 15, makes a video with beauty products as her mom Kristin Roeder films during YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif.

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A YouTube content creator who declined to give her name browses YouTube's Holiday House shopping event.

A YouTube content creator who declined to give her name browses YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif.

YouTube content creator Cheraye Lewis poses for a portrait.

YouTube content creator Cheraye Lewis’ channel focuses on lifestyle and fragrance, and a brand deal with Fenty Beauty helped launch her content to larger audiences.

More than 500,000 video creators as of July have signed up to be a part of YouTube Shopping, the company said.

Creators who promote products can make money through ads and brand deals, as well as commissions.

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YouTube already shares advertising and subscription revenue with its creators and currently does not take a cut from its shopping tools, said Travis Katz, YouTube Shopping vice president.

“For us, it’s really about connecting the dots,” Katz said. “At YouTube we are first and foremost very focused on, how do we make sure that our creators are successful? This gives a new way for creators to monetize.”

Companies like Austin-based BK Beauty, which was founded by YouTube creator Lisa J, said YouTubers have helped drive sales for their products.

“They’ve built these long-term audiences,” said Sophia Monetti, BK Beauty’s senior manager of social commerce and influencer marketing. “A lot of these creators have established channels. They’ve been around for a decade and have just a really engaged community.”

To be sure, YouTube faces a formidable rival in TikTok, which is a leader in the live shopping space (its parent company, Byte Dance, is being sold to an American investor group so that the hugely popular app can keep operating in the U.S.).

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Two years ago, the social video company launched TikTok Shop, working with creators and brands on live shopping shows that encourage viewers to buy products. TikTok had 8 million hours of live shopping sessions in 2024.

YouTube says its size and technology create advantages, along with the loyalty its creators build with fans when it comes to product recommendations.

Bridget Dolan, a director of YouTube Shopping Partnerships, said “shopping has been in YouTube’s DNA from Day One” and that the company has been integrating shopping features into its viewing experience.

YouTube content creators peruse products and film content.

YouTube content creators peruse products and film content during YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif.

Santa Clarita-based YouTube creator Cheraye Lewis said that YouTube Shopping helped her gain traction and earn a trusting audience through quality recommendations. Lewis, who has 109,000 subscribers on YouTube, makes videos about items such as fragrances and skincare products.

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Lewis has been a video creator for eight years and has worked with such companies as Rihanna’s beauty brand Fenty.

“I try to inspire women and men to feel bold and confident through the fragrances that they’re wearing,” Lewis said at the event Thursday. “I give my audience real talk, real authenticity.”

Movie Reviews

FILM REVIEW: ROSE OF NEVADA – Joyzine

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FILM REVIEW: ROSE OF NEVADA – Joyzine

‘4’, the opening track on Richard D James’ (Aphex Twin) self titled 1996 album is a piece of music that beautifully balances the chaotic with the serene, the oppressive and the freeing. It’s a trick that James has pulled off multiple times throughout his career and it is a huge part of what makes him such an iconic and influential artist. Many people have laid the “next Aphex Twin” label on musicians who do things slightly different and when you actually hear their music you realise that, once again, the label is flawed and applied with a lazy attitude. Why mention this? Well, it turns out we’ve been looking for James’ heir apparent in the wrong artform. We’ve so zoned in on music that we’ve not noticed that another Celtic son of Cornwall is rewriting an art form with that highwire balancing act between chaos and beauty. That artist is writer, director and composer Mark Jenkin who over his last two feature films has announced himself as an idiosyncratic voice who is creating his very own language within the world of cinema. Jenkin’s films are often centred around coastal towns or islands and whilst they are experimental or even unsettling, there is always a big heart at the centre of the narrative. A heart that cares about family, tradition, culture, and the pull of ‘home’. Even during the horror of 2022’s brilliant Enys Men you were anchored by the vulnerability and determination of its main protagonist. 

This month sees the release of Jenkin’s latest feature film, Rose of Nevada, which is set in a fractured and diminished Cornish coastal town. One day the fishing boat of the film’s title arrives back in harbour after being missing for thirty years. The boat is unoccupied. And frankly that is all the information you are going to get because to discuss any more plot would be unfair on you and disrespectful to Jenkin and the team behind the film.  You the viewer should be the one who decides what it is about because thematically there are so many wonderful threads to pull on. This writer’s opinions on what it is about have ranged from a theme of sacrifice for the good of a community to the conflict within when part of you wants to run away from your roots whilst the other half longs to stay and be a lifelong part of its tapestry. Is it about Brexit? Could be. Is it about our own relationships with time and our curation of memory? Could be. Is it about both the positives and negatives of nostalgia? Could be. As a side note, anyone in their mid-40s, like me, who came of age in the 1990s will certainly find moments of warm recognition. Is the film about ghosts and how they haunt families? Could be…I think you get the point. 

The elements that make the film so well balanced between chaos and calm are many. It is there in the differing performances between the brilliant two lead actors George MacKay and Callum Turner. It is there in the sound design which fluctuates from being unbearably harsh and metallic, to lulling and warm. It is there in the editing where short, sharp close ups on seemingly unimportant factors are counterbalanced with shots that are held for just that little bit too long. For a film set around the sea, it is apt that it can make you feel like you’re rolling on a stomach churning storm one minute, or a calming low tide the next. Dialogue can be front and centre or blurred and buried under static. One shot is bathed in harsh sunlight whilst the next can be drowned in interior shadows. 

Rose of Nevada is Mark Jenkin’s most ambitious film to date yet he has not lost a single iota of innovation, singularity of vision or his gift for telling the most human of stories. It is a film that will tell you different things each time you see it and whilst there are moments that can confuse or beguile, there is so much empathy and love that it can leave you crying tears of emotional understanding. It is chaotic. It is beautiful. It is life……

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Rose of Nevada is released on the 24th April. 

Mark Jenkin Instagram | Threads 

Released through the BFI – Instagram | Facebook

Review by Simon Tucker

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Larry David discusses ‘Curb Your Enthusiasm,’ ‘Seinfeld’ legacies and new HBO series

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Larry David discusses ‘Curb Your Enthusiasm,’ ‘Seinfeld’ legacies and new HBO series

Inside the ornate Bovard Auditorium, Larry David kept a full audience in stitches as he discussed the creation and legacy of his improv hit, “Curb Your Enthusiasm,” which concluded in 2024 after 12 seasons.

In a conversation with Lorraine Ali — who wrote “No Lessons Learned: The Making of Curb Your Enthusiasm,” which retraces the show’s 24-year run with cast interviews, episode guides and behind-the-scenes material — David reflected on the separation between himself and the abrasive on-screen persona he adopted for more than two decades.

“I wish I was that Larry David,” he said.

David spoke about the outrageous audition process for “Curb,” wherein actors tried to navigate a brief written scenario without any dialogue to guide them as David lambasted them in character. Out of this process came iconic one-liners and beloved characters, such as Leon, played by J.B. Smoove.

“People bring out certain things, and when I would act with them, some of them would make me seem funny,” David said. “I go, ‘Oh, that’s good — let’s give him a part.’”

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David cited “Palestinian Chicken” as one of his favorite episodes of the show. In the episode, David is caught between a delicious new Palestinian chicken restaurant, a Palestinian girlfriend and an outraged inner circle of Jewish friends.

He also spoke briefly about his upcoming episodic HBO series, “Life, Larry and the Pursuit of Happiness,” a historical spoof that will retrace United States history for the country’s 250th founding anniversary. The series will premiere on Aug. 7.

“A lot of wigs, costumes, beards — fake beards,” David said. “Nothing worse than fake beards.”

The controversial ending of “Seinfeld,” which David co-wrote with comedian Jerry Seinfeld, was polarizing among fans when it was released, David said. After a recent rewatch, however, David said he thought it was “pretty good,” to a round of applause from the audience.

Near the end of the panel, an audience member asked a question some definitely had on their mind: Will “Seinfeld” ever get a reunion?

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“No,” David replied without missing a beat.

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‘Hen’ movie review: György Pálfi pecks at Europe’s migrant crisis through the eyes of a chicken

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‘Hen’ movie review: György Pálfi pecks at Europe’s migrant crisis through the eyes of a chicken

A rogue chicken observes the world around it—and particularly the plight of immigrants in Greece—in Hen, which premiered at last year’s Toronto International Film Festival and is now playing in Prague cinemas (and with English subtitles at Kino Světozor and Edison Filmhub). This story of man through the eyes of an animal immediately recalls Robert Bresson’s Au Hasard Balthazar (and Jerzy Skolimowski’s more recent EO), but director and co-writer György Pálfi (Taxidermia) maintains a bitter, unsentimental approach that lands with unexpected force.

Hen opens with striking scenes inside an industrial poultry facility, where eggs are laid, processed, and shuttled along assembly lines of machinery and human hands in an almost mechanized rhythm of production. From this system emerges our protagonist: a black chick that immediately stands apart from the others, its entry into the world defined not by nature, but by an uncaring food industry.

The titular hen matures quickly within this environment before being loaded onto a truck with the others, presumably destined for slaughter. Because of her black plumage, she is singled out by the driver and rejected from the shipment, only to be told she will instead end up as soup in his wife’s kitchen. During a stop at a gas station, however, she escapes.

What follows is a journey through rural Greece by the sea, including an encounter with a fox, before she eventually finds refuge at a decaying roadside restaurant run by an older man (Yannis Kokiasmenos), his daughter (Maria Diakopanayotou), and her child. Discovered by the family’s dog Titan, she is placed in a coop alongside other chickens.

After finding a mate in the local rooster, she lays eggs that are regularly collected by the man; in one quietly unsettling scene, she watches him crack them open and cook them into an omelet. The hen repeatedly attempts to escape, as we slowly observe the true function of the property: it is being used as a transit point for migrants arriving in Greece by boat, facilitated by local criminal figures.

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Like Au Hasard Balthazar and EO, Hen largely resists anthropomorphizing its animal protagonist. The hen behaves as a hen, and the humans treat her accordingly, creating a work that feels unusually grounded and almost documentary in texture. At the same time, Pálfi allows space for the audience to project meaning onto her journey, never fully closing the gap between instinct and interpretation.

There are moments, however, where the film deliberately leans into stylization. A playful montage set to Ravel’s Boléro captures her repeated escape attempts from the coop, while a romantic musical cue underscores her brief pairing with the rooster. These sequences do not break the realism so much as refract it, gently encouraging us to read emotion into behavior that remains, on the surface, purely animal.

One of the film’s central narrative threads is the hen’s search for a safe space to lay her eggs without them being taken away by the restaurant owner. This deceptively simple instinct becomes a powerful thematic mirror for the film’s human subplot involving migrant trafficking. Pálfi draws a stark, often uncomfortable parallel between the treatment of animals as commodities and the treatment of displaced people as disposable bodies moving through a similar system of exploitation.

The film takes an increasingly bleak turn toward its climax as the migrant storyline comes fully into focus, sharpening its allegorical intent. The juxtaposition of animal and human vulnerability becomes more explicit, reinforcing the film’s central critique of systemic indifference and violence. While effective, this escalation feels unusually dark, and our protagonist’s unknowing role feels particularly cruel.

The use of animal actors in Hen is remarkable throughout. The hen—played by eight trained chickens—is seamlessly integrated into the film’s world, with seamless editing (by Réka Lemhényi) and staging so precise that at times it feels almost impossible without digital augmentation. While subtle effects work must assist at certain moments, the result is convincing throughout, including standout sequences involving a fox and a dog.

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Zoltán Dévényi and Giorgos Karvelas’ cinematography is also impressive, capturing both the intimacy of the hen’s low vantage point and the broader Greek landscape with striking clarity. The camera’s proximity to the animal world gives the film a distinct visual grammar, grounding its allegory in tactile observation rather than abstraction.

Hen is a challenging but often deeply affecting allegory that extends the tradition of animal-centered cinema while pushing it into harsher political territory. Pálfi’s approach—unsentimental, patient, and often confrontational—ensures the film lingers long after its final images. It is not an easy watch, nor a comfortable one, but it is a strikingly original piece of filmmaking that uses its unusual perspective to cast familiar human horrors in a stark, unsettling new light.

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