Live streaming has become a phenomenon in China with over 425 million viewers in 2020 alone. This rapidly growing platform is revolutionizing the way businesses market and sell their products or services. Many brands, both big and small, have already capitalized on the trend, but how can they maximize their efforts and make the most out of China’s live streaming industry? In this article, we will explore why live streaming is so popular, where brands should focus their live streaming efforts, and how to effectively use this platform to increase engagement and revenue.

Why live streaming is so popular in China

In the fast-paced world of digital marketing, live streaming has captured the attention of millions of viewers and has become one of the most popular forms of online content in China. Here are some reasons why:

1. Interactive experience: Live streaming allows viewers to connect directly with the host and engage in real-time through comments and other interactive features.

2. Product demonstrations: Viewers can see products in action and get a better understanding of their features and benefits.

3. Authenticity: Live streaming creates a sense of authenticity and transparency, as viewers can see the host and their surroundings in real-time, rather than just a pre-recorded video that may have been edited.

4. Power of influence: Popular Chinese influencers, also known as KOLs (Key Opinion Leaders), have a significant impact on their followers’ purchasing decisions. Many KOLs use live streaming as an effective way to promote products and services to their followers.

Where brands should focus their live streaming efforts

To get the most out of live streaming in China, brands should focus their efforts on the following areas:

1. Social media platforms: Chinese social media platforms such as Douyin (TikTok) and Kuaishou have become popular destinations for live streaming. Brands should leverage these platforms’ built-in audiences and promotion tools to drive more views and engagement.

2. E-commerce marketplaces: Livestream e-commerce has become a new trend in China. Platforms like Taobao Live and JD Live have features that allow viewers to purchase products directly from the live stream, which can lead to increased sales.

3. Influencer Partnerships: KOLs have a significant impact on their followers’ purchasing decisions. Partnering with an influencer for a live streaming event can help a brand reach a new audience and increase engagement.

How to effectively use live streaming to increase engagement and revenue

To make the most of live streaming, brands should keep the following guidelines in mind:

1. Choose the right platform: Different platforms are suitable for different types of brands and products. Research each platform’s audience demographics before choosing to stream on one.

2. Invest in high-quality production: Since viewers value authenticity, brands should not shy away from investing in quality production value. This can include lighting, sound, background, and promotional materials.

3. Set clear goals: Determine the goal of your live stream before starting. This can include increasing sales, introducing a new product, or promoting brand awareness.

4. Interaction is key: Engage with your audience through interactive features such as Q&A sessions, polls, and giveaways.

5. Follow up: After the live stream, follow up with viewers through follow-up communication such as personalized messages or a free product sample.

In Conclusion

Live streaming is an effective marketing tool that can help brands reach a wider audience and increase engagement in China. By focusing on the right platforms, investing in quality production, setting clear goals, and engaging with the audience, brands can maximize the power of live streaming in the Chinese market. As competition continues to grow in China’s live streaming industry, it’s important to stay up-to-date with industry trends and continuously innovate in strategy and content.