Is It the End of Live Marketing?

Is It the End of Live Marketing?

Live streaming on social media platforms seems to be growing in popularity. Sales from live streaming are growing, too. Most physical events today are live-streamed. Despite the increasing demands, some marketers have woefully commented that the viewership for live streaming is dwindling. This makes it difficult to justify such a video marketing trend. Marketers begin to doubt if live streaming – which was all in rage this past year – is now stale. So, they are wondering what’s the next big thing. 

Product SEO for Online Businesses

There are many reasons why live streaming may not deliver the results that marketers hope for. First of all, online shopping trends are shaped by globalization. These trends are rapidly changing, and new trends have already started. Google and Pinterest have just announced that they intend to help online merchants increase the exposure of their products. This is by making their products more likely to appear in the search results of both platforms. Another thing that marketers should pay attention to is the product SEO of items on their online stores. Using Shopify has certain advantages at the moment.

Facebook and Instagram Live Marketing Has Only Just Begun

Live marketing is inseparable from two main objectives. The first is the real-time viewership during a live broadcast. If the live stream is conducted by an online store, the second objective is the conversion rate of the viewers. This is equal to the proportion of viewers who completed a purchase as a result of the live stream. This is something which Taobao and Tmall in Mainland China have done really well. By closely linking the live broadcast and shopping functions of their sites, viewers subconsciously – and on impulse – add more to their carts as they watch the live stream. This is very much like the real world. When a customer enters a physical store, the sales staff will try to do a great job of promoting more items to the customer.

Facebook and Instagram come in late to the live marketing game. They recently launched a series of live broadcasts in cooperation with big brand names such as A&F, Bobbi Brown, Clinique, and Sephora, which can be viewed on the pages of these brands or under Instagram Shops. Marketers can probably discern how eager Facebook is to secure the marketing budget that you have available. These three industries of apparel, makeup, and skincare will first forge ahead in this regard. Live broadcasts are the easiest way for customers to see the effects of the products. Their focus is to increase the visibility of products. It aims to show and not tell!

Launching a Business Through Social Media Platforms

To embrace the growing live marketing trend, marketers should not be simply thinking about the live streaming part. This should ideally be paired with opening a store on Facebook and Instagram. I believe there will be even more functions linking live streams with Facebook and Instagram Shops in the future. There has already been a lot of discussion as to whether live broadcasts are worth watching, whether there is adequate publicity surrounding them.

Although the number of viewers may be limited during the live broadcast, it is worth considering whether there is value to making the content of the broadcast available for viewing even after the live stream has ended. If you have made the necessary preparations for your live broadcast to be recorded and available for further viewing, keeping the live stream to a short clip is enough to bring greater value to the brand.

B2B clients also cannot afford to ignore live broadcast marketing. In fact, LinkedIn also has a live broadcast function, but brands need to apply for this function individually. B2B sales in the form of webinars have been very successful overseas. Live marketing has only just begun; it is just one’s strategy that has been continuously refined to suit the tastes and growing demands of the audience.

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