From makeup tips and recipe ideas to home repairs and business recommendations, your customers are using social media for advice every day. Platforms like YouTube have had to adapt, offering visitors more than just entertaining content. Today, people turn to the video-sharing site to learn a new skill, find more information, and shop for products.

This has created a valuable opportunity for brands to reach shoppers and provide them with an easy way to go from watching a video to purchasing a product. To help convert video views into sales, YouTube has introduced a new channel gadget that will enable brands to connect consumers directly with retailers.

Now when someone finds a how-to video featuring your product, he or she can go from watching to finding out which retailers carry it, compare prices, and make a purchase — all the while minimizing the number of unnecessary clicks. It’s also a good way to keep the consumer focused on your product, rather than have someone bookmark the task for later.

Unilever has already built out a YouTube channel to highlight its hair care brand, Tresemmé. According to Google, the company has already generated more than 2.7 million views on its channel. Using the new gadget, the company can now connect those viewers with the products they’re watching in the videos. Individuals can now click on the products used in demos for more information as well as details on how to buy from a variety of retailers.

Powered by Gloto — an “engagement technology company” — the functionality will only work on brand channel pages. This means that videos embedded on other websites, such as your blog, won’t be “shoppable.” The new gadget is being made available as a “premium offering” for Google’s consumer good clients. If you’re interested, contact your Google representative for more details.

[Via: Mashable, Image credit: Fosforix]