Recently, most mainstream social networks in the United States have been expanding their e-commerce live broadcast development platforms and actively introducing many new live broadcast opportunities, many of which are aimed at promoting business on the platform.
During the outbreak, e-commerce on social platforms has been surging, and live broadcast sales of goods have become one of the main businesses of major brands.
According to data forecasts, China’s social commerce live broadcast sales will reach US$131.52 billion in 2021, accounting for 37.4% of the country’s social commerce sales.
In the United States, e-commerce is still in its infancy. According to a survey conducted by Harris Poll in April 2021, 38% of American adults watched the anchor’s live broadcast video, which may trigger people’s desire to buy products, but only 7% said that they finally got it through the anchor’s recommendation.
However, at this stage, Americans’ interest in e-commerce live broadcast is very high. As social commerce capabilities expand and improve, live broadcast will become the main driving force for the development of social commerce.
For marketers ready to get involved in e-commerce live streaming, here’s how to apply this approach to today’s social commerce strategy:
E-commerce takes time to develop. It took years for e-commerce live streaming in our country to reach today’s level. In the United States, the pace of e-commerce live streaming is accelerating, but it will take some time to become a routine.
The organization and management of live streaming content should be guided by the situation. Chinese female consumers may prefer to watch Li Jiaqi’s video live streaming, but at present, American social users are not interested in Li Jiaqi’s videos, so the organization and management of video live streaming content also need to be adapted to local conditions.
It doesn’t require a tool like QVC. Planning does not mean doing it well. In live streaming, the live programs that are most likely to resonate with the audience are those that are warm, interactive, and have real feelings.
Use the platform to run data analysis to screen users. Influencing people is an obvious choice, but brands may attract employees, salesmen, and even loyal customers because they know all about the product.
Don’t limit e-commerce live streaming to social media platforms. Like China, social media in the US provides a platform for brands to livestream, and retailers can also build their own livestreaming channels. But using social platforms for livestreaming has two main benefits: the infrastructure is in place, and the fan base is screened.