The data exists and the projection is very clear. Live Stream Commerce is the new format that you should now consider in your digital marketing strategies.
In the entire Latin American region we are more than 420 million Internet users and although by 2025 it is expected that 15% of the online population will already have a 5G connection, the content that is consumed daily on each device indicates only one path: video.
On which digital platforms? Throughout.
Social networks, Streaming, VOD, Apps and free content, absolutely everywhere. The real challenge is not executing the perfect distribution strategy, it’s not all based there. The key to success is mixed with something increasingly complex to achieve: BEING RELEVANT.
The growing audience and constantly evolving consumption habits are important insights that you should consider in your creative strategy to anticipate the new trends that are already being detected in video marketing around the world.
Live stream Commerce
During 2020 people had a deep need to connect as the world shifted to a distanced model, platforms like Instagram, YouTube Live and Facebook Live in the US were the most popular for live streaming according to Statista, leading to the virtual reconnection of millions of people at such a difficult time.
After the accelerated positioning of this format used by thousands of brands to connect with their consumers and the change in their buying habits, we have been able to see the evolution of Live streaming this year with a new ecommerce component (another of the trends that marked 2021 ), today we can see a new form of marketing focused on sales through Live Stream Commerce.
63% of Live Video’s audience are Millennials and Gen Zers.
And they are also strong in creating live content with 42% of streams created by this group. It is very obvious since those generations have grown up in the development of online communication. They also enjoy interacting with live video creators, following them on social media, and even considering them celebrities. (Statista)
A new trend that is projected for 2022-2023 is the use of these Livestream Ecommerce as part of the digital strategies of brands that seek to boost their online sales through one of the formats with the greatest engagement, affinity and digital immersion such as The videos.
Platforms like Facebook and Instagram have focused efforts on building this trend with new
widgets and best practices applicable in the creation of these Lives.
Tiktok is not far behind, with its globally prominent “Tiktok Shopping” launch, focused on live shopping and dynamic display ads.
This does not end there, Pinterest recently announced a new modality, Pinterest TV, a series of live, original episodes that can be purchased from the creators directly on the platform.
Those episodes are updated every weekday and will be recorded and available for Pinners to watch on demand, save, and rewatch later.
The products presented are mainly those that are in the categories of cosmetics and beauty, fashion and food.
-McKinsey Studio 2021
The world begins to get on board with this movement, according to Forbes USA, the growth of Live-Streaming e-commerce in China skyrocketed in 2020, going from 63 billion in 2019 to 125 billion dollars at the end of 2020, undoubtedly the giant Asian is the leader that is setting trends in this type of experience with success stories such as the creation of its virtual shopping center. Currently in the United States and the rest of the world, learning in the use of this format will multiply, including Latin America.
Undoubtedly, at LDM we believe that Live Stream Commerce is a trend that will come to life in 2022 and it will be a must that we will apply to the challenges of clients who fit in with this potential tool.
4 Tips for a better visual experience in your Live Stream Commerce:
- Clean & authentic background:
The message, your voice, the product and your energy is the key. Your background must complement each other and not make noise in your objective. Do your live with a clean background of distractions but maintaining your authenticity.
- Photo of your product adapted for ecommerce:
Product embellished where it can be improved. White background and centered image with plenty of air on the sides. Avoid products with temporary promotions or items outside the package.
- The presence and interaction with your product helps to connect:
If your product is wearable, it would be ideal if you added a moment to wear it to your storytelling, this will help generate greater engagement with your live audience and reinforce the purchase intention.
- Storytelling ft format:
How you say it will be the essence of authenticity. Diversity of content such as Tutorials, Interviews and Behind the Scenes will be developed. All this with the guide of mid-range influencers.
So, what’s next?
The presence of more technology: to elevate the attributes of the products, the role of AR & VR will be the protagonist in this trend. This will be the solution to close the distance gap and offer a much more immersive user experience.
Evolution Tracking: Data becomes more relevant to achieving an ideal customer journey. The analysis of schedules, formats, influencers and products will guide the brands for an effective strategy.
New type of influencers: the marketing budget is increasingly diverse in its distribution, which is why brands are going to turn to opinion leaders and influencers of medium or even very low reach for a real connection with the audience.
This transformation of digital experiences is a reflection of consumers themselves, everything is adapting to the new expectations and interests of the audience and part of our mission in the sector is to overcome these needs to be present at all decisive moments of consumption and transaction.
Contact us and take your customer journey to the next level!
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