Is live-streaming a potential platform for brands’ advertising?

Nowadays, more and more people start watching live-streaming platforms. With the advantage of real-time, quick, and interactive, live-streaming has been well welcome by Gen Z in China. Several days ago in the shopping festival 11.11, China’s most famous liver-streamer, Jiaqi Li, a male who is famous for making lipstick try-on, had about 37 million audience watching his live-streaming about his discounts on 11.11. This number was huge, which should arise the marketers’ attention.

Will live-streaming platform be a potential marketing place? With the characteristics of strong interactions between liver-streamers and audience, it’s easier for live-streamers to get real-time and quick responses from consumers. For example, it’s easy for marketers to utilize live-streaming to advertise their big sales since liver-streamers can explain the rules clearly in their live-streaming and can answer any questions from audience quickly. 

Additionally, live-streaming could stimulate audience’s desire to make a purchase. Since lots of live-streamers in China mainly use live-streaming platform to sell discounted products, audience are very willing to watch their live-streaming in order to make a cheaper purchase. And under this circumstances, chances are that some audience may make a purchase decision merely because others are rushing to make a purchase or because the products are so cheap. In this way, one live-streaming may create huge profit for brands. 

However, it’s still risky for brands to adopt live-streaming to advertise. For luxury brands, it definitely will hurt the brand image by adopting this kind of way to advertise. Therefore, live-streaming might be a good way for small or new companies to advertise their brands and boost sales with the collaboration with streamers. Till now, live-streaming platforms in U.S. such as YouTube live-stream still have not step into using that to market or boost sales. Do you think it’s a chance for American brands or do you think it’s still risky?

References:

https://www.scmp.com/lifestyle/fashion-beauty/article/2144730/chinas-live-streaming-fashion-boom-woos-gen-z-buyers

https://hackernoon.com/a-primer-on-chinas-live-streaming-market-352409ad2c0b


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One Response to Is live-streaming a potential platform for brands’ advertising?

  1. Nancy Jin says:

    Hi Rita,

    Thanks for sharing! In consumers’ eyes, word-of-mouth content is always more reliable than company-generated content. Therefore, influencers are becoming more and more powerful today. They sell products in diverse forms, including sharing pictures, publishing articles, posting videos and so on. And live-streaming is just one of them. The development of live-streaming does receive much attention nowadays, and I believe that it has become an important platform for advertising, given that many influencers like Li Jiaqi have cooperated with brands. However, I don’t think it would become a major marketing tool. First, doing live-streaming requires influencers to have strong acting skills, flexibility and enduring passion. So there won’t be many Li Jiaqi. Second, since watching live-streaming needs considerable time, it can only attract a certain segment of consumers, those who always have spare time. Can you imagine someone working in Wall Street spending hours watching an influencer’s live-streaming?

    Nancy

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