Uploaded January 2026 | Updated September 2026, 2 weeks ago

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From haul videos to fragrance reviews, shopping has always been part of YouTube’s DNA. Kevin Allocca, Head of Culture & Trends at YouTube, explains how creators help audiences discover products they love and build deeper relationships with brands.
He shares insights from YouTube’s latest shopping trends report, revealing how younger viewers are discovering new brands—and forming lasting connections—through the creators they follow.

To see the full interview with Kevin and Katie Couric, subscribe to Think with Google’s YouTube Channel where you’ll find more conversations on creativity, technology, and the evolving world of marketing.