Earned: Unlocking the Power of the Creator Economy 131 - Bridget Dolan, YouTube Shopping
In Ep. 131 of Earned, Conor sits down with Bridget Dolan, Managing Director of the YouTube Shopping division. To start, we explore how the creator economy has evolved on YouTube and unpack its significant influence on e-commerce. Bridget explains how creators, viewers, and brands are entwined in a symbiotic relationship that's reshaping retail through authentic content and seamless shopping experiences. We then dive into YouTube's innovative shopping features, including an affiliate program that fosters partnerships between over 50,000 creators and leading brands. Next, we discuss distinct consumer behaviors and trends—like Korea's live shopping craze and Brazil's unique market—and Bridget shares how cultural differences impact consumers’ shopping habits. Switching gears, Bridget reflects on her time at Sephora and reveals why she decided to join YouTube. To close the show, Bridget emphasizes the importance of authentic creator partnerships and their impact in building an audience and driving sales.
Tune in to learn how:
- Trust & Authenticity Drive Success: YouTube's affiliate program connects 50,000+ creators with top brands, fostering genuine relationships that encourage viewers to shop with confidence.
- Cultural Nuances Shape Shopping: From Korea's live shopping craze to Brazil's unique consumer habits, understanding regional differences is crucial for global e-commerce growth.
- The Future is Shoppable Content: With strategies like QR codes for TV shopping and data on creators driving sales, YouTube is at the forefront of merging entertainment with online shopping.
Resources:
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YouTube - https://www.youtube.com/
Connect with the Guest:
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Bridget’s LinkedIn - https://www.linkedin.com/in/bridgetdolan/
Connect with Conor Begley & CreatorIQ:
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Conor’s LinkedIn - @conormbegley
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CreatorIQ LinkedIn - @creatoriq
Follow us on social:
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CreatorIQ YouTube - @TribeDynamics
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CreatorIQ Instagram - @creatoriq
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CreatorIQ TikTok - @creator.iq
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CreatorIQ Twitter - @CreatorIQ