Comprehensive analysis of cross-border e-commerce live streaming platforms and video marketing
With the gradual rise of online live broadcast as an emerging social media, especially in the field of cross-border e-commerce, the types of live videos and platform types are becoming increasingly rich. Webcasting combines the intuitiveness and interactivity of the Internet. It can display products, introduce companies, and conduct online training through video systems, effectively promoting product marketing and brand promotion. The live broadcast content is not limited to real-time viewing, but can also provide replay and on-demand after the live broadcast is completed, further extending the influence of the live broadcast.
Main types of live video
Online live broadcasts can be divided into many types, including online interactive live broadcasts and online live broadcasts. Online interactive live broadcast focuses on the communication between the host and the audience. It is suitable for online seminars, marketing meetings and other scenarios. It can improve the management efficiency of activities and promote sales. Online live broadcasts are launched by TV media websites with the purpose of attracting young audiences through new expression techniques and enhancing the interaction between the media image and users.
In addition, live broadcasts on cross-border e-commerce platforms can be mainly divided into the following types:
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Comprehensive live broadcast platform: This type of platform, such as Huya, Douyu, etc., covers games, entertainment, etc., and is suitable for a wide range of audiences.
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Show live broadcast platform: It is mainly divided into mobile terminal and PC terminal. Platforms such as Momo and Inke, etc., mainly focus on anchor chatting and singing.
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Game live broadcast platform: Focus on game e-sports content, such as Penguin E-sports and Chushou TV. The users are mainly players who love games.
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Short video live broadcast platforms: Such as Douyin and Kuaishou, the content is mainly self-created short videos, suitable for user groups who pursue creativity and interaction [[2]][[3]].
Choose the right live broadcast platform
In video marketing campaigns, choosing the right live streaming platform is crucial. First of all, the bigger the platform, the better. You should choose a platform that is consistent with the company or product positioning. For example, game products can choose related game live streaming platforms, while daily necessities can choose short video platforms to be closer to consumers’ lives [[3]].
Secondly, the fan base of the live broadcast platform is also a key factor. More target fans can help quickly increase brand exposure. User viewing experience cannot be ignored. A good user experience will increase users’ willingness to spread and enhance trust, while a poor experience may lead to user loss [[3]].
Finally, when choosing a live broadcast platform, you also need to pay attention to the platform’s management level, the anchor’s expressive ability and whether his style matches the marketing goals. These factors will affect the live broadcast effect and the success rate of product promotion.
Cross-border e-commerce platform classification
In the cross-border e-commerce market, platforms can be divided into two categories: B2B and B2C according to the type of end users. The B2B platform mainly faces corporate customers and provides enterprise-related product and service information. It currently accounts for more than 90% of the transaction share in the market. Representative companies include Dunhuang.com and Alibaba International Station.
The B2C platform focuses on individual consumers and sells products to individuals through online retail. The market is continuing to grow and is expected to usher in large-scale development in the future, represented by companies such as AliExpress and Milan.com.
By comprehensively analyzing the diversity of cross-border e-commerce live streaming platforms and video marketing strategies, companies can more accurately choose appropriate promotion plans to achieve business goals and enhance brand influence.