In the fast-paced world of eCommerce, staying ahead of what is available, especially in marketing, is crucial for small businesses. One innovative trend, starting from Asian countries, is live broadcast/commerce. But what exactly is it, and how can it benefit your business?
Live Broadcast or Live Commerce, is a blend of live streaming and e-commerce. It’s like having your own live TV shopping channel, but online. Instead of browsing through product listings, customers can watch live broadcasts where hosts showcase products in real-time, answer questions, and engage with viewers directly.
Last week I attended a workshop at ICC, Darling Harbour, about live broadcast/commerce and how Alibaba intends to collaborate with live broadcasters to generate income and followers, during the Alibaba e-commerce expo.
Many live broadcasters begin by creating an account on social media platforms and sharing their daily lives. For instance, a mother might share tips and reviews on baby products she has used, a couple might share updates on what’s been happening in their community, or someone might provide tips on where to find the best deals in Sydney.
As their reputation and followers increase, other brands will collaborate with them and offer products, discounts, and commissions during the live session to attract sales. During the workshop, we were informed that one of the broadcasters had over 150,000 people watching their live session on the night before the expo.
How could this benefit your business? Firstly, you don’t need to be a professional announcer or have acting skills to be a live broadcaster. However, you will need to do planning beforehand, such as creating a blueprint for how the live session would run, identifying your followers, and deciding on the methods to use to attract purchases.”
And finally, just like any marketing channel, consistency is the key. Building a massive list of followers takes time, so it’s essential to know your target audience and provide interesting content that caters to their needs.